CASE slides

More than flyers and likes: How to match the right channel

to the right communication

30 August 2012

Penny Eccles and Luan Wise

Communication methods

The Communications Continuum

When do broadcasts work?

• General profile-raising

• Listings and Directories

• Carrying a ‘call to action’

• Quick and easy

AIDA

ACTION

When does a dialogue work?

• When engagement matters

• When budgets are tight

• In ‘high involvement’ purchases

• When stakeholders act as advocates

Moving to a conversation

• More credible

• Personal and trusting

• Generating word of mouth

• Customer-managed relationships

• Less SHOUTY

• Resource-intensive

Rules of Dialogue

• Match the message to the medium

• Relationship gives value

• Needs time and audience awareness

http://www.youtube.com/watch?v=gP9jDMi5nGw

Discontinuous Dialogue

• Berger and Iyengar – WOM channel research

• Harnessing "Discontinuous" dialogue

Discontinuous Dialogue

When only face-to-face will do

• Complaint-handling

• BIG relationships

When good dialogue goes bad

The perfect conversation

• Integrated

• Consistent

• Distinctive