Some Easy Questions To Help You Evaluate Your Communication Effort

Ed BurghardObjectively evaluating brand communication can be overwhelming if you do not have a process to follow.

I thought it might be helpful to provide some questions you should ask whenever you are evaluating the quality of your interactive, print, or display communication.  Remember this is not an exhaustive list of questions you might ask.  Instead, view the questions as a minimum set you should be able to answer before you invest budget behind the communication tactic.

The questioning framework is based on the AIDA (Attention – Interest – Desire – Action) model.  Does it have stopping power (Attention – Interest)?  Does the messaging create a desire to engage and learn more?  Is it easy for your target to initiate further dialogue?

Interactive

Understand why the visitor is online.

Stop, Click

  • Does the content compel the visitor to stop and engage with the content?
  • Is there a call to action?

Understand

  • Is the content aligned with the visitor’s information needs?
  • Is there an interactive path that in less than 3 clicks can give the visitor the information he/she needs?

Reward

  • Can the visitor actually get access to the information he/she needs?
  • Is the information personalized in any way?
  • Does the interaction prompt a dialogue or does it feel like one-way communication?
  • Is there a call to action that allows the visitor to “put some skin in the game”?
  • Does the visitor feel like he/she is following a well-trodden path or taking a high personal risk to engage?

Print (Ads & Brochures/Leave-behinds)

Understand why the visitor would read your brochure or the journal your ad appears in.

Stop, Look

  • Does the advertising have stopping power?
  • Do the headline and visual work together or alone?
  • Is the advertising consistent with your brand’s visually equity or is it random?

Understand

  • Does the visual and headline combination clearly communicate your brand promise?
  • Is the body copy easy to follow and provide reason to believe the brand promise is authentic?
  • Is the advertising distinct, or could it be from competitor in the category?

Reward

  • Is the information provided in the advertisement newsworthy or helpful?
  • Does the advertisement engage the reader on an emotional level?
  • Does the visitor feel like he/she is following a well-trodden path or taking a high personal risk to engage?
  • Is there a clear call to action that makes it easy for the reader to take the next step to create a dialogue?

Email

Understand why and when the receiver reads email.

Stop, Open

  • Does the subject line stimulate the interest and/or curiosity to open the email and read the message?
  • Can the subject line easily pass through spam filters, or does it use keywords that will get it blocked?

Understand

  • Do you communicate the brand promise within the first paragraph?
  • Does the layout and font size help legibility?
  • Is the messaging distinct, or could it be from competitor in the category?
  • Is the language simple and message logical?
  • Is there a clear call to action that makes it easy for the reader to take the next step to create a dialogue?

Reward

  • Is the email personalized?
  • Is the content timely for the reader?
  • Does the email encourage the start of a dialogue?
  • Is there an offer made to provide additional information?
  • Is there a clear call to action that makes it easy for the reader to take the next step to create a dialogue?
  • Does the reader feel like he/she is following a well-trodden path or taking a high personal risk to engage?
  • Does the email content engage the reader on an emotional level?

Trade Show Exhibits

Understand why the your target attends trade shows.

Stop, Blink

  • Does the attendee know what to do in 3 seconds or less?
  • Does engagement enhance the trade show experience in some way for the attendee?

Understand

  • Are you delivering the right message at the right time?
  • Can your message be seen from 20-25 feet away?
  • Does the attendee feel any risk if they engage with you at the booth?
  • Does the message engage the attendee on an emotional level?

Reward

  • Does the attendee find the information you share relevant to his/her needs?
  • Is there a call to action that is easy for the attendee to take?
  • Is there a process to capture information from attendees who are interested in engaging so you can follow-up post show?

Discussion

Hopefully you will take the time for all your communication to assess it using the above questions.  If you do, you can have confidence your communication will be effective.  Remember, that any site selection decision is a process.  You don’t want to overwhelm anybody, who is interested in what you are offering, with too much information.  You need to deliver the right information, in the right amount at the right time.  Your goal is to create a dialogue so you can better assess the lead’s need and explain how your brand promise addresses that need.  Each interaction should help you better qualify the lead so you can share information that helps move their decision forward.  Think process versus closing the deal and your marketing communication will be greatly improved.

Leave a comment with your thoughts.

What You Need To Know About The American Dream

American Dream Case Study Series

Indiana versus Michigan

Florida versus North Carolina

New York versus New Jersey

California versus Texas

Pennsylvania versus New York

North Carolina versus Texas

Ohio versus Michigan

How Easy Is It To Achieve The American Dream In Your State?

To view the complete set of State rankings based on the ADCI and five explanatory sub-indexes, download the complimentary 2012 American Dream State Ranking Report.

Download American Dream Report

2 Comments  |   Forward this to a friend Forward this to a friend   |   Number of emails sent: 473

Category Promotion

Bookmark and Share

You can follow any responses to this entry through the RSS 2.0 feed.

2 Comments so far

  1. […]   […]

  2. Graham Robertson

    November 27, 2013

    I’m not an expert in websites but too many times I’m on a site as a consumer wondering if they have ever pretended to be the consumer and see the site from the view of the customer.

2 Responses to “Some Easy Questions To Help You Evaluate Your Communication Effort”




XHTML: You can use these tags: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>

By submitting a comment here you grant Strengthening Brand America a perpetual license to reproduce your words and name/web site in attribution. Inappropriate comments will be removed at admin's discretion.

SBA Blog