Cutting Edge Metrics for Measurable Feedback
The most cost effective way to increase demand and improve customer retention is to build a strong affinity group. To accomplish this, a company must communicate with its customers on a regular basis, and these communications must be engaging and generate measurable feedback.
Too many companies have outdated publication programs that have been on “auto pilot” for years. The publications are not read and generate little feedback, yet cost millions of dollars each year.
Strategic Communications builds hard working. highly engaging, and highly interactive integrated communications programs.
Not only do we tap into a vast pool of editorial and design resources to produce the highest quality content possible, we also possess a full suite of advanced tools and methods for tracking and measuring communications effectiveness. We leverage your content and make it work harder for you. We track and assess areas of weakness,
Highly Specialized Writers
All of our writers are seasoned professional journalists and highly specialized. They know the language of their respective markets and can translate “technical speak” into layman’s terms, “demystifying” high-level concepts in a tailored way so that the target audience can understand the business applications and the bottom line impact.
Groundbreaking Integrated Communications
Strategic Communications pioneered the concept of creating integrated print and electronic publications that work hand-in-hand as part of an integrated communications program to enhance the effectiveness of our clients’ communications efforts.
Recently, we surveyed the readership of several of our clients’ publications. Some of our clients were distributing to their customers either an online publication ONLY or a print publication ONLY. We learned that, on average, only 11% of the customers read their online publications, while 56% read all or part of their print publications.
However, when a print and online publication are published in tandem, the readership numbers for both publications increases dramatically, with 80% of customers reading the print publication regularly, 44% reading the online publication, and 40% reading both the print and online publication regularly. The print publication directs the reader to the online publication for the interactive material, and the online publication directs the reader to the print publication and to archives of past issues on the website. When working as part of an integrated communications program, each publication lifts the readership rate of the other, making the content work harder and improving demand.
We also learned that print publications are much more effective for branding purposes, and longer, more complex articles are better read on the printed page, where they can be illustrated and made more engaging and reader-friendly.
Only short articles are read on a computer screen, but the strength of online publications is their interactivity, which enables them to more effectively garner reader feedback and other measurable data. Interactive publications tell our clients what’s working and what’s not.
In summary, many of our clients have reduced the frequency of their print publications in order to save money on printing, paper, and postage, but they’ve added cost-effective online publications for interactivity purposes and to obtain measurable feedback.
For more information on creating an integrated communication program and to download our solutions-oriented white paper, click here.
