Communication and strategic planning
Communication requires strategic planning and good stories. The big picture and the background. Products are associated with brands, campaigns are part of a strategy, protagonists are part of a story. Their own story and the one they are involved in. Our entire existence is part of something bigger.
If we try to picture it we have to come up with a concept. Our life is an overall concept, the big story and the context holding all bits, pieces and connections together.
If you sketch such a concept mentally using NLP you build a memory palace. An environment and story organised through pictorial symbolism holding all the parts together contextually – making them accessible and reproducible. Communication is exactly that: putting together parts of a story and conveying them so that others can take in the story and pass it on.
Strategic planning means orientation within the analyzed market.
Knowing who does what, when, where and why
It’s not about the simple A-B arrow diagram symbolising the communication process. It’s about the arrow: content, context, impact and effect. In marketing, in design, in music, when writing novels or simply when talking to people.
The context is path and goal: the story you tell people. The more realistic, vivid, captivating and natural the story, the more likely people are willing to listen, respond to and interact with it.
It works even better if you don’t take yourself, the brand or the product too seriously.and you’re willing to engage with people on a humorous level. Nothing is more grounded and successful than honesty and the ability to laugh at yourself. Laughter connects people.
Strategic planning means knowing your way around the analysed market. Knowing who does what, when, where and why – and then planning where to communicate with whom and how.
It is not of such importance which channels you choose to communicate on more or less. It is vital to use each channel correctly, in accordance with target group and channel characteristics. To tailor communication design individually and not lose sight of the story:
A good strategy has an underlying overall picture of the market, brand and target group. It communicates the core aspects across all channels. But it also distributes important sub-aspects and secondary aspects exclsuively to channels, allowing consumers to piece together the overall picture. This way, it tells a multi-layered story and creates a bond.
Which brings us to marketing.
A good strategy is based on an underlying overall picture of market, brand and target group. It communicates the core aspects across all channels. However, it also distributes important secondary aspects across these channels, allowing the consumer to put the overall picture back together. And with that telling a story and creating a bond.
Which brings us to marketing.
STRATEGY FAQ
Plan campaigns
Questions and answers on strategic planning of marketing and communication campaigns
