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| Winning hearts and minds |
The key to reaching hearts and minds without breaking the bank?
It's staring you in the face. |
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| The same. But different. |
Everybody likes to feel special. Everyone likes to be treated as an individual, to feel that they are not just a number, a face in the crowd.
All too often, however, we treat our listeners as if a blank will do. We want to connect with an audience, but then we pull out some material that is stock standard, some 'media collateral', and we dish it out to everybody, every time.
We ask people to 'hold your questions 'til the end, and then we 'dump from the front'.
People get buried by our information, and often they feel snowed.
We get through the presentation, but we get there alone.
Maybe we do it because we think that everybody is the same.
Maybe we think that we already know all the answers.
Maybe we do it because we think we're saving time - or money.
We draw a blank.
The tragedy is that much of what our audiences need to know, is similar, and much of it is predictable.
Much, but not all. Not enough to 'cut through'. Not enough to reach hearts and minds.
The challenge is to know our audiences well enough, and our objectives well enough, that we can enjoy the best of both worlds -
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the cost advantage of standard message sets which are logically structured and assembled to anticipate and address the questions in people's minds, the predictable and the more generic elements of the communications task, and |
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audience-specific value propositions, through the selection, editing and sequencing of standard message sets plus the easy insertion of additional complementary material at will. |
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Communication Asset Management |
| Business presentation specialist IBP has drawn on the proven benefits of supply chain management and systems thinking to develop a unique proprietary process for optimising the effectiveness of corporate communications. It's called supply chain mappingTM. |
"The trend away from a product-driven economy, based on tangible assets, to a knowledge and service economy, based on intangible assets, has been occurring for decades. Even after the bursting of the NASDAQ and dot-com bubbles, intangible assets - those not measured by a company’s financial system - account for more than 75% percent of a company’s value. The average company’s tangible assets - the net book value of assets less liabilities - represent less than 25 percent of market value."
Kaplan & Norton, Strategy Maps, 2004 |
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| The IBP approach treats your communications collateral as strategic assets that need to be managed like any other - to earn an economic return: |
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demand forecasting |
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asset classes |
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stock-keeping units |
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asset registers |
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asset condition |
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asset currency |
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asset levels |
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stocktakes |
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asset security |
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storage locations |
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storage layouts |
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stock-picking |
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dispatching |
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logistics/delivery |
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stock-outs |
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production scheduling |
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asset turnover |
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return on assets |
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How do you hold an audience without
using a rope? |
How? Vivid illustrative material. (VIM.)
The Supply Chain MappingTM process is complemented by a powerful set of IBP presentation options that give you fingertip access to vivid illustrative material, enterprise-wide, whatever the digital format - information that is current, relevant, and compliant, and most important of all, ...information that is organised from a client-facing perspective:
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Where do I start? |
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