Monday, 27 February 2017

Ice-cream flavours as Model of Messaging

Getting that mouth watering feeling! Thinking of your favorite flavor!  Planning to head straight and grab one.  I share your feeling. The term Ice-cream is so generic, but you have so many flavors that serve as a mood lifter for diverse set of audiences. Ditto with message -- you communicate it, but the recipient extracts their flavor and acts accordingly.  

This was true earlier with Print and Electronic, and now with social media and plethora of other opportunities, one looks at three levels of desired result of the message -- 
1) Awareness, 
2) Accentuation 
3) Action.
One can further simplify this to segment this into
(WHAT)     Message -- What is it that you want to convey?
(TO WHO) Manage (Stakeholder) -- Employee; Supplier; Investor; Stakeholder; Opinion leader; Dealer; Community; Government / Regulator; Media / General Public 
(WHERE)   Medium -- 1. Print Electronic Internet Social Digital Other 
(HOW)        Means (tools) -- Written, Face to Face, Social Media, Print Media,

The WHEN & WHY is obviously left to your judgment and depends on the situation.
So some amount of paperwork before you think of your next ice-cream, sorry Message -- carefully crafted, properly customized for the Media and Means, can help you satisfy (Manage)your various stakeholders.

         What do you want the constituent public to know
         What is the Targeted Media
         What are the means (Tools) you plan to use
         Which Constituent/s do you want to manage with this message, and the medium
ACCENTUATION (Spreading the Message)
         What do you want to spread and to who and how?
         These messages may be derived from the Awareness phase itself
         There may be some messages that are being shared exclusively with constituents only.
         What do we want to the constituent public to do as a result of our message. 
         Maybe some messages get iterated in the earlier two phases of Awareness and Accentuation
While earlier models like AIDA and DAGMAR models may seem jaded, this has been evolved to segment the MESSAGES a Company wants to Convey are in three phases.  The Model is adaptable for the social medium sphere too

Clutter they say is a cliched term, so are the ice cream flavors and Messages CLUTTERED!  So go get the Right flavor.

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