"HARD DATA DRIVES A STRATEGICALLY FOCUSED MARKETING PLAN, NOT CONCEPTS OR IDEAS OR WHAT YOU THINK OR BELIEVE YOUR CLIENTS MAY WANT TO HEAR".- ERIC R. POLINS, MANAGING PARTNER
Businesses have focused on traditional methods of communications and marketing to spread their message to their customers.
But those models have shifted and the pace at which communications is now delivered has accelerated to break-neck speeds. It’s easy for a company’s message to get lost amid all the chatter that stretches across many channels.
Fortunately, companies don’t have to take a random shot in hopes their message resonates with their clientele. Modern communications and marketing embraces innovative (research-based) techniques to ensure your business message is communicated accurately and to your intended audiences.
Successful communications and marketing requires the development of research-driven data, both quantitative and qualitative, that is incorporated into a strategic plan and then executed via a marketing plan that delivers communications that your clientele wants to hear.
Innovative communications and marketing involves crafting messages that utilizes an 80/20 split.
Eighty percent of effective communications must focus on what your targeted client wants to hear with the other 20 percent based on what you want to communicate about your business’ vision, mission, mantra or value-added proposition to your client.
Unfortunately, too many public + private sector leaders fail or don’t achieve an even greater level of business success because they mistakenly reverse these communications and marketing concepts when speaking to their clients.
Before you can craft a message, however, you have to understand your client’s needs, fears and desires, and that is accomplished by market research. At the end of the day, facts and figures matter.
HCP Associates, the only research-driven marketing firm in the Tampa Bay region, has been a leader in communications and marketing innovation for 35 years.
HCP Associates fills an industry gap by applying traditional research practices with strategic planning and advising senior leaders on implementing best practices to build brands and support messaging and communications for clients worldwide.
Once you have done the search and crafted a marketing plan, you have to execute it via the appropriate channels – which isn’t always the easiest goal to accomplish.
There have been sweeping changes over the past year in the world of communications and marketing with a massive shift from traditional models to those that incorporate digital tools and related assets.
Incorporating social media and digital targeting and understanding the shifting changes in buyer preferences, especially in the past year, are integral to businesses success.
How you plan to communicate and market your message is just as important as what you say. The speed of today’s communications and the volume of messaging delivered to consumers is what my business partner Sean Coniglio and I call the “Mr. Magoo effect.”
Mr. Magoo was a cartoon character who wore really thick glasses and the world through his glasses was always blurry. The same is true today in the world of communications. The speed at which communications move via a multiple of delivery platforms can cause one’s vision to blur over.