II.5.1. Identify the problem
Any communication strategy must begin with identifying the
problem to be solved. If you don't know your problem, you won't be able to find
a solution. Identifying the problem helps formulate better goals and target the
ideal audience. In other words, the type of communication to be carried out
depends on the communication problem facing the business. Indeed, a company
which wishes to increase its notoriety will tend more to opt for an external
communication. While another company which wishes to fight against information
asymmetry (inform its employees at the same level), will set up internal
communication.
II.5.2. Identify targets
Communication is above all the transmission of messages,
intended for the target you want to reach. So we should only address people who
are potentially interested in our brand, product or service. However, defining
your target is not the most important thing. Then you have to get to know and
study it. By aiming correctly, you optimize your time and your budget, and you
will be able to indicate the procedure to follow to implement your actions.
II.5.3. Formulate the objective
The mission of communication is to enhance the image and
performance of the company and to unite the company's employees around clear
and mobilizing objectives. Three types of objectives can be cited :
- cognitive objectives : They concern the notoriety, the
information of the company or the entity which communicates.
- emotional objectives : They concern the image of the
advertiser. They are also called "image objectives", it is "to make people
love" a product, a service or other. It is about making people appreciate the
brand or the product, to arouse a favorable attitude or a preference in its
place.
- conative objectives : These are the behavioral objectives.
They are directly related to the personal experience of the consumer. It is a
question of making act ; to adopt the behavior of buyer.
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II.5.4. Formulate the message
The definition of communication objectives and targets is
based on rigorous data analysis and strategic thinking. However, a
communication campaign will only be effective if it is expressed through strong
messages : the hooks, texts, visuals, scripts, must be original to be seen,
read and heard. It is their relevance and their adequacy with the consumer's
universe that will provoke adhesion and influence behavior. All messages must
contain:
- the promise : which is the main element, this is the best
argument offered to the target to convince them to do something;
- the promise support : It designates any element that makes
the promise credible. Good media requires specific characteristics. It must be
specific, competitive and usable from a regulatory standpoint ;
- tone: It covers all the means of expression and styles used
in an advertising message in order to produce a determined effect on the
recipient, for example humor, emotion and gaiety;
- the constraints : These are the client's restrictions that
the creative must know to design a satisfactory creation: (legal constraints;
respect of the graphic charter, type of casting to be respected).
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