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Communicating concretely with communication objectives

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Communicating concretely with communication objectives

Ready for a (SMART) start?

Strategy

Marketing

27.02.2023

Do you want to launch a new product or service? Do you want your current customers to purchase from you more frequently? These are examples of concrete issues that entrepreneurs or marketing communication professionals may encounter. These types of challenges require specific, SMART goals. Concrete communication based on communication objectives is essential. In this blog, we will explain the importance of communication objectives and provide you with some concrete examples to help you get started.

What?

Communications objectives are specific goals for different communication efforts. By outlining on paper what you want to achieve with your communications, you can easily assess whether or not the desired goal has been met after implementation. You can measure the effectiveness of your communication efforts. Communication objectives help you determine the focus of your marketing efforts, making them a crucial element of any marketing plan.

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Why?

As an entrepreneur or marketing communication professional, you need communication objectives to differentiate your brand from the competition. By communicating the value of your brand to your target audience, you build or reinforce the brand's image. This helps you gain the trust of your customers and generate more sales of your products or services. Consequently, this leads to higher brand appreciation and customer loyalty among your target audience.

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How?

We advise formulating communication objectives using the SMART approach. This means that each goal should be specific, measurable, acceptable, realistic, and time-bound. Imagine you want to use a communication message for highway advertising. To support this with SMART criteria, first link the desired communication objective, such as increasing brand awareness. Then, formulate in one sentence what you specifically aim to achieve with the communication effort, for example, "Within 1 year, the brand's awareness among the target audience should increase by 12%."

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Examples

Ready for a SMART start? Below are some examples of concrete communication objectives to help you with your communication plan.

Brand awareness

If you are launching a new product or service and the overall brand is still unfamiliar to the target audience, every communication strategy should begin with building brand awareness. To achieve awareness, visibility in this communication phase should be high. Know where your target audience is and try to reach them repeatedly. By doing so, you naturally increase top-of-mind awareness, and the target audience will think of your product or service more quickly when the need arises.

Generating interest

Once the target audience is familiar with your product or service and has a positive brand attitude, it doesn't necessarily mean they will immediately make a purchase. Motivating someone to take action can be challenging.

In this case, creating a need is key. Try to make the target audience realize the problems your product or service solves for them. Share insights and the value of your product or service with the audience. This way, they will become aware, and interest can be generated.

Strengthening customer loyalty

Once the target audience has made a purchase, it is important to use communication in a way that encourages repeat purchases in the long term. The initial purchase is not the ultimate goal. Focus on repeat purchases and customer satisfaction. Build a strong relationship with the customer by keeping them informed about new developments, providing excellent pre- and post-purchase service, or developing a loyalty program, for example.

Lukas Roeling

Head of Performance Branding & Digital Strategist

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