All communication media must raise awareness of the company, its products and its services. They materialize its positioning with customers, competitors and partners. Good communication depends on several factors. It is about the intended target, the simplicity and repetition of the message, measurable objectives and suitable supports. Then, in terms of supports, we must distinguish two categories. On the one hand, “media” communication. On the other hand, “non-media” communication.
“Media” communication
To the extent that the cost of “media” communication remains high and the return on investment is often long, companies rarely use this type of communication in isolation. But what are the different “media” communication supports and what does it consist of?
a) The press
National, regional or specialized, the press makes it possible to precisely target and reach a wide range of consumers. The problem lies in the fact that the price remains high and the need, for effective communication, to be repeated.
b) Radio
This communication medium makes it possible to reach many people at the same time and in different places, but also to target the audience according to radio stations and broadcast times. The problem remains the expensive cost of renting a space, coupled with the absence of an image of this media which does not provide direct visual visibility to anchor memorization.
c) Display
Display remains particularly suitable for the organization of events insofar as it delivers a message to a large number of potential consumers locally or nationally (bus, metro, digital or traditional street furniture). However, display does not allow surgical targeting of customers and is a matter of global audience measurement. It is also subject to numerous regulations and represents a significant investment.
d) Cinema
Cinema has a considerable impact given that the clientele is captive, attentive and intellectually receptive within a targeted geographical area. Be careful, however, this media remains one of the most expensive in terms of production and theatrical distribution.
e) Television and connected audiovisual
This means of communication is today more accessible thanks to the evolution of the audiovisual landscape (DTT, multiplication of channels, and especially the rise of connected television and replay services). WebTV and streaming video formats make it possible to reach diverse audiences with increasingly precise targeting options.
“Outside media” communication
Obviously, given a cost that is often more controlled, “non-media” communication is the most used by agile structures. It makes it possible to target customers more precisely using appropriate tools, thus providing a faster return on investment.
a) Promotion
It makes it possible to boost activity with rapid feedback while building a significant customer database. The difficulty lies in the ability to be creative and responsive to manage feedback.
b) Direct marketing
Indeed, with this means of communication, the message is addressed directly to the consumer and therefore requires a response, like SMS campaigns, professional instant messaging or targeted e-mailing. In addition, these actions make it possible to only reach the targeted and truly interested person. Therefore, they considerably optimize commercial benefits as well as the creation of a qualified file.
c) Press relations and public relations
Press relations refers to one of the tools aimed at optimizing exchanges with journalists, web editors and content creators (professional influencers). They are based on the exchange of information with high added value (press releases, press kits, meetings, press webinars). As for public relations, they consist of the organization of physical or hybrid events (open days, conferences, workshops, inaugurations).
How to maintain good relations with the media?
- Put yourself in the place of your interlocutors to give them the best reasons to listen to you by studying their interests.
- Be clear, concise and prepare your interventions.
- Respect the quality of the information transmitted, both in substance and form, and take care of follow-up given the high volume of requests they receive each week.
What are the steps to write a press kit?
- Take care of the press kit, whether physical or digital (interactive PDF).
- Remind the history of the company, its key figures, its innovations and the event which justifies the sending. The style must be simple and direct, enhanced with a summary, clear pagination and excellent quality visuals.
How to make a press release?
In a few lines, concentrate the information in an impactful way. Vary the angles of attack depending on the type of journalists or media targeted.
d) Events
Ideal for launching a new offer, standing out with a dynamic image and speaking directly to customers, buyers and prescribers. Events today include hybrid formats (face-to-face and live broadcast) to maximize reach.
e) Sponsorship (patronage / sponsorship)
It enhances the company’s brand image by associating it with sporting, cultural or solidarity values, provided that partners whose reputation is impeccable are chosen.
f) Internet, social networks and digital ecosystem
Social platforms (Facebook, Instagram, LinkedIn, TikTok) allow Internet users to communicate, share and interact. Indeed, the use of these channels is essential to deploy a real content strategy, unite a community and establish a lasting relationship.
- Liven up your community on a daily basis Create a professional page and define a clear editorial line. Make your presence a participatory space (sharing achievements, behind the scenes, news, advice, surveys). Develop an editorial calendar while maintaining the flexibility to respond to current events. Be sure to avoid the trap of purely commercial “product push”: Internet users are primarily looking for useful, engaging and authentic content.
Digital advertising spaces (Display and Social Ads)
Purchasing advertising space on the Internet (banners, video blocks, native formats, ads on social networks) makes it possible to attract new customers and strengthen brand awareness.
- Operation and purchase of space: Managed via programmatic agencies or distribution interfaces, purchasing is based on precise targeting criteria (traffic generation, impressions, cost per click). It requires rigorous graphic and textual production (adapted formats, banners, short video clips).
- Local and thematic sites: For local or affinity-targeted visibility, regional press sites, specialized blogs or sectoral portals constitute relevant vectors that should be compared and negotiated.
Paid SEO (Search / SEA)
On the one hand, purchasing sponsored links on search engines immediately generates qualified traffic. It captures the purchasing intentions of Internet users thanks to their requests. On the other hand, this lever is based on keyword bidding and performance pricing, such as cost per click. It therefore offers an excellent price-efficiency ratio. Finally, it requires constant empirical monitoring. This involves testing multiple ads, adjusting keywords, and optimizing landing pages.
E-mailing and relationship marketing
An essential channel for prospecting and building loyalty, e-mailing (newsletters, promotional campaigns) makes it possible to precisely target qualified databases.
- Good practices: Use a professional routing platform to ensure deliverability and avoid spam. Pay particular attention to the subject of the message to maximize the opening rate (generally between 10% and 30%).
- Monitoring key indicators: Analyze the opening rate, click rate and reactivity rate to evaluate the impact of campaigns and adjust the editorial strategy for future mailings.
