As the 2016 Republican presidential candidates launched their campaigns earlier this year, I’m willing to bet each had a detailed plan. I’m also willing to bet those plans are now in the trash.
Even the most astute of political prognosticators could not have predicted this race. Front runners have dropped in popularity or simply dropped out, longshots have surged and everyone has changed in response.
I’m sure there are a lot of NPCA members who are facing a reality today that is drastically different than the one they planned for as well. Whether it’s competing materials, new opportunities or other factors, you are likely changing to meet needs or face challenges you didn’t expect.
Just as the candidates are now doing, it’s important you communicate those changes with your customers and prospects regularly. Do they know and truly understand your company? Some likely do if you work together enough and some don’t. They need to, though, when the time comes to specify materials for the next job. Below is a list of top tools and some justification for each:
- Website: NPCA’s web traffic is going up 30-40% a year and mobile is leading the way so make sure your site is mobile friendly (responsive).
- Email: Industry standards for the open rate of a well done email newsletter are 20% or greater, which makes it a powerful tool.
- Social media: See above web traffic. Social media gives you another presence online and a chance at two-way communication.
- Video: 64% of all internet traffic in 2014 was video. According to a report by Cisco, it will be 80% by 2019.
Mike Tyson famously said “everyone has a plan until they get punched in the mouth.” Good leaders are adept at change but sometimes the message doesn’t get outside the office. Pick one tool above and make it your New Year’s resolution to either start using it or to get better at it as you communicate your changes.
Director of Communication & Marketing, NPCA
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