Are you sure you’re ready to com­mu­ni­cate?

Business First - - NEWS -

‘ Think be­fore you open your mouth’ is ex­cel­lent all-round ad­vice for most people. It’s also par­tic­u­larly salient for mar­keters, be­cause brands are con­stantly com­mu­ni­cat­ing in a mul­ti­tude of ways. And if you’re not com­mu­ni­ca­tion ready, your busi­ness can be af­fected.

There are nu­mer­ous cau­tion­ary tales out there – hor­ror sto­ries for any CEO or mar­keter - of brands that spec­tac­u­larly com­mu­ni­cated the wrong mes­sage. Like when KFC launched in China us­ing the global line ‘fin­ger lick­ing good’, which was trans­lated as ‘eat your fin­gers off’. Not so tasty af­ter all.

While ‘lost in trans­la­tion’ mar­ket­ing ex­am­ples abound, the gen­eral prin­ci­ple of be­ing com­mu­ni­ca­tion ready ap­plies to ev­ery brand, ev­ery day and in ev­ery way. Add to that the democratis­ing na­ture of so­cial me­dia that in­creas­ingly pro­vides con­sumers with a pow­er­ful voice, and you have a fluid sit­u­a­tion awash with po­ten­tial sharks.

Put sim­ply: be­fore you start com­mu­ni­cat­ing, the strate­gic foun­da­tions need to be firmly in place. That way you can mit­i­gate the risks, cap­i­talise on the op­por­tu­ni­ties and reap the re­wards.

So why aren’t more businesses en­sur­ing their brands are com­mu­ni­ca­tion ready? Emily Medi­za­day, Strat­egy Con­sult­ing Man­ager at T20 Con­sult­ing, ex­plains that “many businesses un­der­take some form of strate­gic plan­ning but there are pit­falls. The fi­nal rec­om­men­da­tions may be sound in the­ory, but they can be im­prac­ti­cal, or at worst, im­pos­si­ble to im­ple­ment.” But help is at hand with T20 Con­sult­ing’s Com­mu­ni­ca­tion Ready Work­shops.

T20 Con­sult­ing has ex­ten­sive ex­pe­ri­ence as­sist­ing a range of Aus­tralian businesses to be­come com­mu­ni­ca­tion ready. In Emily’s words, “Our Com­mu­ni­ca­tion Ready Work­shops bring to­gether key stake­hold­ers to achieve align­ment, strate­gic fo­cus and to for­mu­late straight­for­ward rec­om­men­da­tions that can be read­ily and suc­cess­fully im­ple­mented. And, im­por­tantly, we un­der­stand the holis­tic busi­ness im­pli­ca­tions.”

Many businesses are un­der­tak­ing Com­mu­ni­ca­tion Ready Work­shops ac­cord­ing to Emily: “We’ve worked with health ser­vices, wealth man­age­ment, real es­tate, on­line ven­tures, not-for-prof­its, home fur­nish­ings and de­sign, B2B and are cur­rently mid­stream on a very ex­cit­ing strate­gic project with an ASX listed com­pany.

“It takes dis­ci­pline and fo­cus to be­come com­mu­ni­ca­tion ready; it also takes an equal amount of dis­ci­pline to stay the course and im­ple­ment the rec­om­men­da­tions. But the re­sults achieved through our Com­mu­ni­ca­tion Ready Work­shops, from both a mar­ket­ing and busi­ness per­spec­tive, are well worth it.”

For more in­for­ma­tion about T20 Con­sult­ing’s Com­mu­ni­ca­tion Work­shops, con­tact Emily Medi­za­day: emi­

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