The amount of communications we receive every hour of every day has been on a steady increase over the last few years, and that, combined with the way we receive these communications leaves a bewildering number of messages and images that is difficult for the human brain to assimilate. From subliminal marketing and product placement in movies to thinly veiled advertisements in social media, the bombardment continues at an unrelenting pace.
Commercials now have the budgets of small blockbuster movies, with CGI and pyrotechnics all designed to change our behaviors and object of choice, its sometimes only at the end of these commercials when the brand is displayed that I actually realize what the company is promoting as the link seems so tenuous.
Direct mail and e-mail on the other hand seems always to be straight to the point, and although there is fair smattering of requests to send money to so called lawyers in the outer reaches of Africa to release untold wealth for me and my family ,the message is normally pretty clear, uninspiring but clear.
For me communication at its best, relies on these things – The right message – Delivered at the right time – To the right audience – In the correct tone of voice, this is obviously oversimplified but whatever the media – Visual – Spoken – Print – E-commerce – Social media, these fundamental attributes should be the building blocks of any communication plan.
I am always delighted with the Creative and Marketing genius of our team here at Grass Roots when we create a communications package for our clients to support their incentive programs. Starting with the end recipient we develop mixed media messaging that speaks to the participant and inspires action. This is definitely not a one size fits all exercise, from Video to e-mail blast, welcome packs and events to call center interaction, the best and most appropriate way to communicate the client message is derived and delivered for maximum impact.
I experienced a superb example of communication whilst on a flight from Miami to San Diego a couple of weeks back and I observed and elderly couple boarding the aircraft to occupy the seats adjacent to mine. In total silence and with a surety of each other’s needs that can only be accomplished after years of being together, they stowed their luggage removed the things they needed for the flight, books , eye glasses, newspaper and settled down for takeoff. Only when we were speeding down the runway did they both cross themselves and gently kiss each other on the hand and mouthed the words “I love You”.
This communication followed the simple rules, each knew the recipients needs very well, did not overcomplicate the moment and delivered the message in the most appropriate manner at the most appropriate time.
Enough was just right
Tony
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