Communication is key
Posted: Mon Dec 23, 2024 3:49 am
What is your starting situation?
Where do you want to go?
How can you divide that path into steps?
Who do you need for the different steps?
Which groups can you quickly help generate momentum?
Who can sponsor you?
How do you keep the steps manageable?
The main message is: don’t get hung up on the complexity of the ideal situation, but define steps in that direction that are valuable in themselves. In fact, even if the last step turns out to be unachievable, this approach can ensure that every intermediate step of your project is a success. For example, a good communication platform that replaces excessive group emails, or an active social intranet that promotes knowledge sharing.
But keep dreaming of that fully integrated digital workspace!
Sustainable, organic, vegetarian and even vegan living, more and more people are embracing this lifestyle. After watching all the horrible slaughterhouse videos, Netflix documentaries such as What The Health , Cowspiracy and the film Okja , many people have a hard time swallowing a bite (of meat). How is it possible that, despite the increasingly conscious consumer, green and sustainable brands still don't always win over the big chains?
That sustainable, organic and even vegetarian food is the future, Amazon also understood when it acquired the American organic supermarket chain Wholefoods for 13.7 billion dollars . People are then more aware of what they eat, yet most still live in houses without solar panels on the roof. They also sometimes buy clothing that may be produced under miserable conditions (read: by children's hands).
Green and sustainable brands do not numrat grek always win against the big chains. This could well have to do with the way in which it is communicated, by marketers working at companies that focus on this sustainability topic. Consumers simply want to be seduced to open their wallets, without feeling obliged or buying something out of guilt.
Because ultimately, consumers want to be really happy with a purchase, whether it’s a net of tangerines, a lamp or a new coat. It all comes down to, you guessed it, communication. And what communication professional doesn’t know the 4 P’s ?
However, this model contains a fundamental problem for modern organizations. It is not the customer, but the product that is central. The 4C model of marketing professor John Koster offers a solution with the customer-oriented C's. This translates the marketing mix from the customer and not from the supplier, which means that the consumer is central.
The 4C model consists of:
Where do you want to go?
How can you divide that path into steps?
Who do you need for the different steps?
Which groups can you quickly help generate momentum?
Who can sponsor you?
How do you keep the steps manageable?
The main message is: don’t get hung up on the complexity of the ideal situation, but define steps in that direction that are valuable in themselves. In fact, even if the last step turns out to be unachievable, this approach can ensure that every intermediate step of your project is a success. For example, a good communication platform that replaces excessive group emails, or an active social intranet that promotes knowledge sharing.
But keep dreaming of that fully integrated digital workspace!
Sustainable, organic, vegetarian and even vegan living, more and more people are embracing this lifestyle. After watching all the horrible slaughterhouse videos, Netflix documentaries such as What The Health , Cowspiracy and the film Okja , many people have a hard time swallowing a bite (of meat). How is it possible that, despite the increasingly conscious consumer, green and sustainable brands still don't always win over the big chains?
That sustainable, organic and even vegetarian food is the future, Amazon also understood when it acquired the American organic supermarket chain Wholefoods for 13.7 billion dollars . People are then more aware of what they eat, yet most still live in houses without solar panels on the roof. They also sometimes buy clothing that may be produced under miserable conditions (read: by children's hands).
Green and sustainable brands do not numrat grek always win against the big chains. This could well have to do with the way in which it is communicated, by marketers working at companies that focus on this sustainability topic. Consumers simply want to be seduced to open their wallets, without feeling obliged or buying something out of guilt.
Because ultimately, consumers want to be really happy with a purchase, whether it’s a net of tangerines, a lamp or a new coat. It all comes down to, you guessed it, communication. And what communication professional doesn’t know the 4 P’s ?
However, this model contains a fundamental problem for modern organizations. It is not the customer, but the product that is central. The 4C model of marketing professor John Koster offers a solution with the customer-oriented C's. This translates the marketing mix from the customer and not from the supplier, which means that the consumer is central.
The 4C model consists of: