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Share some insight from our hard earned experience

In three years we’ve created branded and non-branded dialogue programmes for clients of all sizes and needs. Bringing patients, professionals, trade customers and consumers nearer to our clients’ ‘brand-way of thinking.’

To save you the effort and pain, we’d like to share some of our collective learning.

1. What’s in it for them?
   
   Whatever the relationship or dialogue you want to create with your target audience, you must have a compelling offer or value exchange. Just as in real world relationships…
   
   a. Why would a consumer want to interact with you?
   b. What value are you adding to their life, their interests, or their passions?
   
   Whatever the offer it has to be tangible, real and add value.
   
   
2. What’s in it for me?
   
   Dialogue and communication exchanges need to bring the target audience to a point of epiphany in relation to the brand offering. This epiphany or ‘brand-way of thinking’ can manifest itself in many forms to suit a commercial ambition. Recent experience at ROAD has included: behavioural change to assist in the compliance regime of a medication; creating a need for a new element of wellbeing; creating a new position for a brand amongst previously hard to reach consumers; activating advocates for a brand and helping them to share their recommendation.

Defining the context described above will raise the status of communications from potentially inconsequential ‘broadcast’, to a commercially effective dialogue.