Now that you understand the importance of creative communications, let’s talk about the how. People are exposed to between 6,000 and 10,000 commercial messages a day – that’s hundreds upon hundreds of messages coming your way every hour of every day! How can you create messaging that possibly breaks through? Here are a few ways to give it your best shot.
Know your audience
One key to creating relevant communication is personalization, and the only way to do that is to truly define and understand your audience…put yourself in their shoes…what matters to them?
Theming is critical
Your event’s theme should be unique, ownable and repeatable. It’s easy to say, but it’s certainly not easy to create! Telling the right story with your theme can make all the difference — just be sure to keep it clear, concise and credible.
Consistent, compelling engagement
Ensure that you are communicating with your audience before, during and after your event, to inform, inspire and keep the momentum going long after the event occurs.
An approachable tone
As long as it works for your brand, keeping your copy in a conversational tone will it make it much more appealing and engaging for your audience. (In fact, you should think of your copy as a conversation, keeping it fun and lively.)
Consider using unique communication channels and devices to stay connected with your audience. Does anybody really pay attention to the email onslaught anymore?
The greatest program or event in the world will not succeed without creative communications support. In fact, the right program marketing campaign will not only drive interest and participation, it can even help your company increase sales.