communication integrated to the business
TRANSCRIPT
Communication
integrated to the business
[a vision #@&!!]
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In the corporate world there are
different profiles of communication
agencies...
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... some of them are the
“order taken” kind of
company which just waits
for the results...
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... others are able to extract
the best of their customers
and also able to listen, to
reflect, to plan, to guide
and to share the risks
based on better
results...
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...here, let´s only deal with the secondkind of company...
...follow me!
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The client groups example...
Technicians Marketing C - Level Sales Force
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Each group has a valuable information
about the business such as experienced
opinions and perceptions about
communication.
Technicians Marketing C - Level Sales Force
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How can you
extract the best of
each group?
Technicians Marketing C - Level Sales Force
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Workshops:
The business
Services
Target
Pains Competitive factors
Competitors
Perceptions Expectations
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Methodology
Business Knowledge Experienced professionals
Proven success cases
... to produce a good planning !
It makes the difference...
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To know the
maturity degreeof the offers
CYCLE
It makes the difference...
Green
Mature
Decadent
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So ... you can
define languages
and strategies• Basic language
• Focus on concepts
• Target: Visionaries Co.
• Direct language
• Focus on differentials
• Competitors: Ready-to-Go
• Searching for innovating offers
and new language
• Focus on customer commitment
• Cross/up selling in the base
• Searching for “insights”
CYCLEGreen
Mature
Decadent
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Recommendation:
Essence marketing analysis (mass, buzz, 1to1, endomktg,...)
Communication strategies With focus on sales support
Timeline plan
Implementation plan
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“To do” development:
Build an efficient team work
Detail timeline sheet
Establish priorities
Create process
Define metrics
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Metrics:
Align to the business plan
Watch out! Promises Vs Deliverables
Double-check the priorities established
before
Measure the business impact
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SLA (Service Level Agreement)
How does it work?
A quartely result evaluation is developed based on the metrics below (beyond inches).
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SLA (Service Level Agreement)How does it work ?
The results are also shown graphically.
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Evaluation and fine tuning:
What was good ?
What should be improved ?
Next steps
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Share the risks:
Success Fee
12 month company and customer
partnership
