No matter how well known your brand every business need to tell people about their products and services. Having great products or a wonderful website isn’t much use if no-one knows its there or don’t know that they need you.
I never dismiss any of these opportunities without knowing what my clients want or what, together, we decide is best for them in their circumstances – there is no one fit.
Sometimes a low tech solution might be the best option. Alternatively some detailed work on a website might be required to make sure that it is properly optimised for search engines (SEO). More commonly a combination of measures will be needed to help an organisation reach new customers.
The first step is to understand what the organisation wants to talk about and who they want to tell – everything else follows.
Here are some examples of ways I have helped clients improve how they engage customers:
AR Lettings – Initially Google were not able to differentiate between AR Lettings and their parent company Austin Rees. By gaining clear water between the two companies the focus moved to building a marketing strategy involving targeted mail drops and constant review of web content. Optimisation of the website was also regularly reviewed to ensure that it empathised with their target audience.
Bexhill to Hastings Link Road project was the largest public consultation ever run by East Sussex County Council. The success of the engagement process was achieved by reinforcing key messages and building relations in the community. This improved how people responded and provided for much more relaxed and positive interaction around a contentious issue.
The wide ranging TravelChoice programme took a multi facets approach over a number of years to achieve a shift in driver habit. The programme relied heavily on research to ensure that appropriate messages were developed to engage different sections of audience in the most appropriate way. The overall approach was a mix of education and information.