Synergy…The Key To Communicating Like A Professional Company (Part 3 In A Series)

This is the third post in my series on Smart Marketing For Small Business. Other posts in this series include:

https://ca.bebee.com/producer/part-2-the-communication-strategy-BhroKLKzss3B

https://ca.bebee.com/producer/a-diy-guide-to-good-rgE2j0Gg4XoW

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In the world of communications, there are two prime determining factors in the ultimate success your company will have. These elements are called ‘reach’ and ‘frequency’.

Reach is a strategic term that means you have devised a communication strategy that has identified your primary target audience as well as any secondary audiences you need to reach. For example, if you are selling a consumer product that is being distributed through retail channels, you need to be talking to both your customer and your distributor or retailers.

Frequency is really a media term that defines 2 different things. First of all, the amount of communication you are doing in terms of insertions or exposures or whatever, as well as the number of different media you are using to achieve the desired frequency.  Frequency has taken on much more importance these days as the number of media options you have at your disposal has increased dramatically from the pre-Internet days.

Synergy: The Glue That Binds Reach and Frequency Together.

Sandwiched in between the reach and frequency components of any communications program is the concept of synergy. In a nutshell, synergy means that the look, feel, main message and brand character of all your communications are in tune with each other and, of course, relevant to the target audience.

Lack of synergy makes your communications, and consequently your company, look bush league. In many cases this can be the difference between a prospect agreeing to do business with you, and one who simply passes. Lack of synergy creates what I call ‘Vertical Disintegration Syndrome’.  This happens when too many people are involved in the communications process, or when the individual in charge of communication isn’t experienced or expert enough to maintain synergy over time and across the various media.

Without synergy, your communications can quickly become fragmented and ineffective and will usually produce less than the desired result, business wise.

But the underlying principle at work here is attitude. Many people start and grow their business on passion and salesmanship. When they get to the point where they have to start creating things like communications programs, they find it very hard to let go of their hands-on control.

This is why it’s important not just to find an individual or team who can creatively help you achieve the communications synergy you need to move forward, but also to be able to trust that their passion for your business is at a level that makes you feel both comfortable and confident.

If you're interested in a free analysis of your communications program, feel free to contact me at any time,