ABC's of Marketing Communication
Always Be Communicating to Attract and Retain Customers
Aug 1, 2009
The 1992 motion picture, Glengarry Glen Ross, centered on a group of real estate agents pitted against one another in a winner-takes-all sales competition. The critically-acclaimed movie is memorable for many things, especially for the riveting scene wherein Alec Baldwin's character confronts and challenges the salesmen with the mantra of A-B-C, or "Always Be Closing."
Successful marketing strategies should likewise encompass the A-B-C concept, but with a decided twist. For the effective management of customers and for attracting new ones, marketers should think of A-B-C in terms of "Always Be Communicating," and follow the principles outlined below.
A - Always strive to create consistent, reliable, and sustainable messages. Business communicators should reinforce marketing messages in every piece of communication issued, and repeat that message in a consistent manner. Whether the message is about new products, or dependable customer service, or announcing a new promotion, the story needs to be told over and over again in emails, on the company website, in magazines and newspapers, on radio and television broadcast channels, and in every single piece of marketing collateral.
The key here is to deliver a sustainable message that frames a company, or brand, in the best light possible by giving customers trustworthy communications on which they can rely. If customers are exposed to the same message often enough, the message will resonate over time. Consistent, believable messages, reinforced through direct media outlets, will turn customers into loyal, co-marketers: They will tell friends and recommend the product through word of mouth. Always tell the same story to customers and they will always believe in the brand.
B- Be clear. Be concise. Be focused. Be specific. Effective marketing communication is communication that gets to the point, plain and simple. It doesn't meander and it doesn't go off on tangents. The message is not complex nor is it vague. Because people are busier than ever these days, their time is much more valuable and precious.
To win the attention of potential customers in an era when businesses are competing against a multitude of message delivery vehicles (mobile, cable, Internet, print), customer communication must be sharply tuned and succinctly expressed. Nuggets of essential information work better at retaining customer attention than long, drawn-out messages. Keep communications at sound bite length with punchy, memorable phrases that highlight just the most relevant and pivotal points. Customers respond best to clear, concise and specific data that is dispensed in easily, digestible sizes.
C- Communicating with the customer means just that. It means interacting with customers in a virtual conversation where the customer feels fully engaged. It means communicating with customers within the media channels they frequent (television spots, online advertising, social networks, popular magazines, etc). It also means presenting a communication that not only adds value to the customer experience, but puts the needs and interests of the customer first.
Customer-centric marketing is successful marketing because customers need to feel that they are more than just another sale. Customers today are more likely to respond to marketing communications that involve them, allow their participation and encourage feedback. This can be accomplished with online forums, user surveys, and customer testimonials. Customer-centric communication focuses on fulfilling customer needs, and engages the customer as a brand advocate. It's a win-win strategy for successful communications.
The ABC's of effective marketing communication is an indispensable tool for increasing the prospect of repeat customers and growing an expanded customer base. Messages that adhere to these principles (consistent, reliable, concise, focused and customer-centric) will attract and retain loyal customers for years to come.
