Communication Presentation at Santa Fe Business Incubator Discusses 2012 Realities

September 24, 2011 by · Leave a Comment 

Seasonally New Mexicans turn off swamp coolers and winterize their homes in October. The fourth quarter with its cooler temperatures requires a different approach for comfort.

Similarly, businesses might evaluate communications in preparation for the New Year. The realities presented by 2012 demand a freshened marketing approach.

Traditional marketing plays the numbers game. It uses sales, advertising, promotion and public relations to send the message out.

The average person gets more than 2,000 outbound messages a day.

Trade shows, direct mail, television, radio and print advertising, all examples of traditional marketing, continue to lose effectiveness.

Studies show today’s customer chooses inbound communication, finding information on their terms. Can your business meet the demands of “real-time?”

In a presentation to clients at the Santa Fe Business Incubator, I listed five communication realities represented by these changes:

  1. Because of the attention economy, now more than ever, your message must be defined and honed for your ideal customer.
  2. Smartphones already play an important role in our lives. How mobile-friendly is your business?
  3. New tools to consolidate information emerge daily. Your competitive advantage may well depend on your use of technology.
  4. Interactivity is essential in all communication. This means the brochure website is dead. Not only must your website be interactive, but business must make responding to customers online and offline a priority.
  5. Nothing substitutes for smart goals and good planning. Begin now to define your benchmarks for 2012.

Evaluate your business against these five realities. On a scale of one to five, with five being strong, how confident are you about your current situation? Download the pdf now. Are you prepared?

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