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Making Lemonade Out Of A Communication Lemon (And How To Make Sure It Doesn’t Happen Again)

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So you’ve just launched your new campaign – unfortunately the film you though was the firework has caused more of a whimper than a bang, so what do you do?  It may be tempting to just move on and forget it ever happened, but hang on there might be something more you can do.

Film, what film?

Firstly check that people are actually watching what you’ve made. It needs to be easy enough to find online or on your intranet site.  Would it have benefited from some more promotion? A poster or email campaign can help let people know why they should be watching.

What do you want me to do again?

If people aren’t reacting it could be a simple case of information overload – consider whether a  re-edit to create a series of a shorter film with a single message might be more effective.

So why am I watching this?

A bit of contextualisation can make all the difference, especially if you’re asking people to change their behaviour.  Look at new ways to communicate the film’s relevance to your audience.  Adding a message from your CEO or independent expert could help add weight to your case.

Who do you think you’re talking to?

Make the film too basic or too high level and you can risk alienating your audience.  By adding in vox-pops or testimonials from people that represent your viewer you can show you’re listening.

But did it have to be so boring?

Although it’s always better to get creative at the start of the project it’s not impossible to add a little extra sparkle later on.  A great voice over or piece of music can change the whole tone of the piece and if you’ve got some great comments but no visuals why not turn them into a quirky animation?

And the really good news is once you can pinpoint why a particular piece of communication isn’t working then you can target your next piece of communication far more effectively.

If you’ve saved a project from the brink of disaster or just been subjected to one why not tell us about it?

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