Expert panel communications assessment
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Question - what is the cheapest and quickest way for me to assess the effectiveness of a communications piece?
Answer - while there are very expensive and detailed methodologies for assessing communications pieces, research suggests that bringing together an expert panel within your company and asking it specific questions will provide you with a quick and easy way of predicting success or failure.
Key action points
There are many ways of predicting the effectiveness of a communications campaign, many of them being very expensive.
However, research suggests that if you can get together a panel of people who are highly experienced in the market, and get them to score the campaign against specific criteria, their assessment will often be extremely accurate, at a fraction of the cost.
This tool is designed for use by an expert panel to predict the likely performance of communications campaigns.
It is based on significant academic research into this area.
In more detail ....
Research suggests that the questions you should ask of the communications piece is whether it:
- avoids false notes
- delivers the brand's style
- differentiates the brand from other brands
- grabs the attention of the audience
- has a clear message
- has a good fit with other communications activities
- is appealing
- is attractive and motivating to employees
- is credible
- is in keeping with the times
- is memorable
- is original
- is surprising
- is unique
- its is appropriate to its audience and to its message in its use of language
- knows what it wants the audience to do as a result
- sticks to a single idea
Click here for free tools and know-how materials from the Mud Valley™ strategy & brand marketing community.
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© 2004, Mud Valley ™ brand marketing community.
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