Action Plan M i c h a e l
D e m o n e 3-30-60 Day
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3 Days • Familiarize myself with product, software • Familiarize myself with office protocol, culture, and expectations • Familiarize myself with office software, applications, and communication channels • Learn expectations • Learn revenue model • Learn how to communicate with you (Olivier) • Identify obstacles to sales/revenue generation • Learn my role within the organization • Identify stakeholders, counterparts, and build alliances.
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30 Days • Achieve product expert • Achieve customer expert • Evaluate communications function and make suggestions for improvement • Define my role within the organization • Learn roles of teammates, peers, and collaborators • Define communication opportunities (possible revenue generators) • Ask: What selling points work? Why do they buy? • Identify an early win: What can I fix now?
416.684.0148 michaeldemone@bell.net
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ACTION PLAN
60 Days • Develop action plan for new communication opportunities • Make recommendations for improving overall communication function • Learn customer service side of the business • Get performance feedback • Become fully productive, confident, and independent in my role
ACTION PLAN
Summary Every piece of communication material should be designed as a Call to Action. It should prompt the user to DO, not just to read. It should convey an easy, accessible, and inherent path to action. There can be no room for missed opportunities to drive sales, to drive revenue. What follows are suggestions to improve the overall impact of our communication material and the Call to Action function. Effectively communicating with team members and customers will compel action and drive revenue.
Newsletter: Suggestions for Improvement Example 1: Auto Content
ACTION PLAN
The Problem This section announces a new marketing tool, but does not clearly prompt the reader to action. It does not directly invite the user to interact (and buy the service). What’s Missing: • • • • •
What is the name of the new marketing tool? What does it look like? Where can it be found on the user interface? Where is the link prompting the user to use it? Next Steps
The Fix We need to activate the material. We don’t simply want an “announcement” of a new product. We want our customers to USE the product. Make it easy for them. Information without action is just words. We need to communicate that whatever the desired action is, it is easy, accessible, and convenient. •A
simple text prompt can serve the purpose: Click here to add Auto Content
• An action button also serves to direct the client to where we want them to be: Prompts user to action
Prompts user to access their account
ACTION PLAN • Graphical instructions serve to direct a user to action:
Follow these simple steps below to add content to your Menubox
Step 1: Select My Account
Step 2: Select Auto Content tab
Step 3: Select Add Event
This “Easy as 1-2-3” method is effective for engaging and prompting one to action.
Example 2: Marketing Tips
The Problem Again, the text is flat, with no Call to Action or engagement. There are also errors in language and tense, and inconsistencies. There is no visual interest and no queues.
ACTION PLAN
The Fix • • • • •
Ensure consistency in language (E.g., customers or consumers?) Include a brief description of feature and benefits Include step-by-step instructions (Call to Action) Use facts and figures to persuade customers to action Sections needs to be consistent in style, format, messaging, and action
Example 3: Industry Trends
The Problem 1) This article contains spelling and grammar errors and formating inconsistencies (e.g., “passtime” vs. pastime). Although the content may be valuable, readers lose confidence in the integrity of the material when confronted with errors and formatting problems. 2) Format and layout is flat. There is no visual interest. Text is chunky and dense.
The Fix 1) A clear relationship between the article subject and our client’s business interests needs to be made. 2) All material needs to be free of technical errors to avoid being disregarded. 3) Material should be visually interesting in order to compel to action.
ACTION PLAN
Why Should I Be On Facebook?: Suggestions for Improvement
The Problem 1) The copy is flat. It does motivate the user to want to go to their Menubox account and sign up. 2) There is no visual interest. 3) There are no compelling prompts to Next Steps (Action). 4) The copy is chunky and dense.
The Fix 1) The Copy needs to motivate and compel our customers to Next Steps, to an action - visiting their Menubox account and requesting a Facebook wall, for example. 2) This is an opportunity to persuade clients to use our service. Show them, visually, what it looks like, what it will do for them, and how they will do it. 3) Use information mapping (like bullet points and visuals) to explain the What and the How.
ACTION PLAN 4) Every time we communicate a service or feature (process) there should be an accompanying set of formatted instructions and video. We should not compromise detail and design when it comes to revenue generators.
How many clients are you loosing on facebook? Suggestion: Establish a monthly dispatch I think these notes should be used to establish a monthly column-type piece where you offer your thoughts, insights, anecdotes,etc. Your own voice is casual and charming, and this should be used to reach customers. This would appear in the monthly newsletter. It doesn’t have to be an obvious ‘plug’ for the company for it to have that effect. •People want to hear from experts. You are an expert - a business owner, a restauranteur, an entrepreneur. •Using an ethos-driven appeal (relying on your own character and reputation) •How has Facebook worked for YOU and YOUR business? •What can customers learn from YOUR experiences?
Field Notes A monthly dispatch by
Founder, Digital Menubox