Communicating in uncertain times
As we teeter on the edge of a double-dip recession, businesses are thinking about cutting costs and battening down the hatches once again.
However, this time around no-one knows for sure what’s going to happen – we might even get low level growth for the next 12 months. That’s why investment in your brand right now is likely to give you more cut-through than usual as customers flock to the brands that are making themselves heard.
The trick is to squeeze every last bit of value out of the money you spend on communications. It’s time to examine your messages to make sure they resonate with the current mood, and look at your channels to ensure you are using the most cost-effective and meaningful touchpoints.
Digital technologies offer great precision: an email campaign could give you better results than a scattergun mail campaign, or maybe social networks are the way to reach customers with values and aspirations that match your brand. The brochure you were planning might be more effective as web microsite, or even just a download from the corporate web site. But digital is not the only answer. Sometimes the tactile and visual properties of a piece of print are valued by the customer, or maybe it’s all about the their experience at the point of purchase.
Whatever channel you choose, the effectiveness of the communication will be determined by the creative quality and design excellence of the piece. This is the part of the process that builds value and can make your messages hit the target and remain in the memory.
At elevator we firmly believe in the power of branding to bolster revenue. Creativity and design are the vital ingredients that make this happen.
