tell customers about a product or service and reach a new audience,
Posted: Tue Jan 21, 2025 3:51 am
Continuing with the previous example: Sber's communication strategy is developed for all products of the company's ecosystem, each of which has a special message for a specific segment of the target audience: universal (for a wide audience), special (for a premium and business audience) and personal (for a VIP and corporate audience). Each message has its own colors, gradients, use of fonts in the visual concept and communication messages. Despite this, the brand's communication with clients is unified and allows it to reach and attract a new audience.
Visual design as part of ks
Each brand in the Sber ecosystem has a different visual design, but common fonts and communication ambassadors unite them, so customers intuitively understand that what they see is the bank’s product.
Changing the pricing policy or terms of interaction. A company can also maintain brand loyalty and not lose it when prices for its goods or services change through a properly built strategy.
Example of ks in bank message
The period of the merger of Otkritie and VTB was stressful for the clients of the former bank. They were worried about the safety of their funds and the new terms of their current loans. As part of its communication strategy, Otkritie told its clients in all channels how the transition was taking place, thereby reassuring them and giving them a transparent understanding of the new processes.
Crisis management. A company must stay in touch with its customers, especially during difficult and ambiguous periods in its history. Crisis management helps maintain customer trust and their level of satisfaction with a product or service.
Example of using messages in the brand's CS
For example, this is what Wildberries did during a major fire at a warehouse in Shushary. 20 minutes after the first mention of the event in the media, the company wrote about it on social networks, and for several days kept customers informed of the events. So the brand's director of strategic communications contacted users and gave an official comment from the scene
We suggest going through the main problems with which clients come for a communication strategy. If at least one situation is familiar to you, book a meeting room with colleagues to discuss the KS:
1. "Shooting sparrows with a cannon"
The company addresses different audience segments in social networks and list of south korea cell phone number instant messengers, broadcasting dissimilar messages: today a post in a Telegram channel is for mothers with children, and tomorrow - for brutal men on bikes.
The lack of a clear communication strategy will lead to the company not being able to define its target audience and effectively convey the information they need.
2. "We have social networks and a website. We constantly post promotions and discounts there."
Just having social networks and a website is not enough. Strategy and understanding in what key and what topics to raise in communication with the target audience are important. Yes, discounts are important, but a quality product with its own history and a unique message attracts customers no less.
3. Social media managers respond to "you" and "you" in adjacent messages
Visual design as part of ks
Each brand in the Sber ecosystem has a different visual design, but common fonts and communication ambassadors unite them, so customers intuitively understand that what they see is the bank’s product.
Changing the pricing policy or terms of interaction. A company can also maintain brand loyalty and not lose it when prices for its goods or services change through a properly built strategy.
Example of ks in bank message
The period of the merger of Otkritie and VTB was stressful for the clients of the former bank. They were worried about the safety of their funds and the new terms of their current loans. As part of its communication strategy, Otkritie told its clients in all channels how the transition was taking place, thereby reassuring them and giving them a transparent understanding of the new processes.
Crisis management. A company must stay in touch with its customers, especially during difficult and ambiguous periods in its history. Crisis management helps maintain customer trust and their level of satisfaction with a product or service.
Example of using messages in the brand's CS
For example, this is what Wildberries did during a major fire at a warehouse in Shushary. 20 minutes after the first mention of the event in the media, the company wrote about it on social networks, and for several days kept customers informed of the events. So the brand's director of strategic communications contacted users and gave an official comment from the scene
We suggest going through the main problems with which clients come for a communication strategy. If at least one situation is familiar to you, book a meeting room with colleagues to discuss the KS:
1. "Shooting sparrows with a cannon"
The company addresses different audience segments in social networks and list of south korea cell phone number instant messengers, broadcasting dissimilar messages: today a post in a Telegram channel is for mothers with children, and tomorrow - for brutal men on bikes.
The lack of a clear communication strategy will lead to the company not being able to define its target audience and effectively convey the information they need.
2. "We have social networks and a website. We constantly post promotions and discounts there."
Just having social networks and a website is not enough. Strategy and understanding in what key and what topics to raise in communication with the target audience are important. Yes, discounts are important, but a quality product with its own history and a unique message attracts customers no less.
3. Social media managers respond to "you" and "you" in adjacent messages