30 Apr Getting bang for your buck!
by Deepa Thomas-Sutcliffe
Making An Announcement Count
You or your company have a big announcement scheduled and you are considering how best to leverage it. There are many things to consider – timing, content or messaging, channels of communication etc.
Timing is crucial as your aim would be that the many other announcements in similar or different industries should not drown your announcement out. Think about what you are announcing, a financial announcement – the first half of the week would be ideal as less people read financial news on a weekend. For a lifestyle announcement, target the weekend papers & features. Are you targeting an international audience – you need to consider US & EU timezones as well. You don’t want your big announcement going out at midnight in an important time zone and possibly getting lost or replaced by other headlines by the time your customers wake up.
Content is king or queen of your plan as you would need to consider the important messages to convey to your target audience and also consider what partners (if any) need to be incorporated in the message. These partners can also be a useful way of expanding your audience for the message but more on that later in the article. One way to form key messages is to think of WIFM (What’s In It for Me) for each of your target audience. What action or intent do you desire your target audience to take on reading your key messages? Think of three things to frame your key messages – Claim, Fact, Example. For eg. Claim – We are the Kingdom’s largest retail chain, Fact – We have over 500 local stores across KSA Example – We set up stores in your neighbourhood so it is convenient for you to visit us plus you can use our app or website to have your favourite products home delivered. Create a pack of assets to convey your message – think press release, blog post, visuals, banners, video, infographics etc. This will ensure your message is easily digested and understood by different audiences.
Channels: Now that you have framed your message, decided on timing, it is time to leverage every channel at your disposal to get this message to the world. Depending on the nature of the Announcement and your budgets, you can consider a press conference or an event to launch it. If you are a start up or an entrepreneur with tight budgets, you may like to have a digital launch or be innovative and host an event for the community you are going to serve with your product or service. Use the relevant asset with your social media posts, customer mailers, on your website. Ask your partner to use their channels to make the announcement. If it’s a significant announcement, ask employees to post about it on their social channels and networks. What influencers or advisers are relevant for the announcement, can you network your way to requesting them to post on their social handles? Are there industry forums or business networks that your announcement is relevant for? Think of every possible avenue to get your message out.
Get the word out there in a focused way and make sure that you have really leveraged your announcement to benefit your awareness, reputation, business enquiries to name a few.
Read on to hear more about the world of branding & reputation in future WSB newsletters or reach out to me and we can have a chat over coffee.
Deepa Thomas-Sutcliffe is a storyteller & career communicator. She is available to consult with businesses of all sizes across the GCC during her tenure in the Kingdom. She lives in the DQ with her diplomat husband and two fur babies Sandy & Puppichino. You can connect with her on https://www.linkedin.com/in/deepamthomasor email her on email@example.com