25 May 2016
Interview: Audience matters. Communication strategy is key for SMEs.
What does communication entail? The Office Expo Asia Team speaks with Mr Krishna Prasad, Managing Director of Mot Juste Communication Services to find out.
- Hi Mr Krishna Prasad, can you tell us more about what Mot Juste Communication Services does?
In a nutshell, Mot Juste helps SMEs to increase their sales, enhance their market share, and build their brands through low-cost but incisive, precise, targeted and effective marketing and corporate communication.
Since media advertising costs the earth, SMEs cannot take the easy road of carpet bombing their brand through TV and newspapers. That’s where Mot Juste steps in.
Through a process of study, discussion and research, we build a communication strategy to suit each of our clients and their unique audiences. And then we deliver that strategy through all possible communication vehicles while keeping client budgets in mind. We look for bang for the buck. We maximise eyeballs for the money spent.
So… We focus on creating effective Websites, Brochures, eMailers, and Presentations. We leverage the Social Media extensively. We help our clients at Trade Shows. We run ad campaigns on Google and Facebook. We help create Blogs. We improve SEO scores of websites. We create newsletters… And so on.
We should not be confused with stand-alone web or brochure designers or printers though. The difference that Mot Juste brings to the table is that we offer the a-to-z of services to create the communication from scratch: Consulting and Strategy on “What is to be said”, Content Writing which defines “How it is said”, Graphic Design to bring the “Right appeal to the right audience”, Programming to suit online needs, and 360-degree Delivery… Print, Event, Email, Multimedia, Online over the Internet and Social Media…
By the way, “Mot Juste” is French for “The perfect way to say something”. We believe we live up to our company’s name in our communication creation efforts.
- As a communications expert and a team leader, how do you apply your communication skills to your team or the people around you when managing them?
That’s a good follow up question because “communication” is not just about sales and profits. Communication is most certainly also at the heart of the secret to building strong teams and knitting together talent; and not just bringing the best people together but bringing the best out of the people you have. Communication skills help a great deal in all these building blocks of any great organisation.
Good leaders are always great communicators. It is of vital importance that people in any team know what the organisational goals are, what the vision of a company is, and on a more operational level what its products’ USPs are.
- With the rise of technology, how does your team utilise traditional means of communication and still be as effective as using the new media?
What are “traditional means of communication” in today’s context?! At the speed at which technology is changing, email and the Internet have become “traditional”, maybe even Facebook as compared to WhatsApp, SnapChat and Instagram. And Print could be considered “ancient”!
On a serious note, I believe that every means of communication has its place in the new world. Print is still very key to reach the CXO. Online communication has the advantage of speed. While social media has fabulous reach especially amongst the youth.
The key is to be in tune with all means of communication and to use what’s best for each audience. The future is already on us… we will soon be making holographic presentations and printing 3D models to demo products to our customers. It’s all different modes of communication; and the more we leverage technology the better for us.
- What kind of tools or techniques do you use to accurately profile the target audience of your clients and their needs?
We divide our customers into the broad categories of B2B or B2C. The profiling after that depends upon the product or service that we are trying to promote. While it would not be correct of me to reveal our strategies in this respect, I can definitely say that our experience in handling various industry verticals helps us quickly identify the market place for each B2B product.
B2C clients on the other hand invariably already have their larger target audience defined by their product itself. For example, a man’s soap is clearly for the adult male. But within that profile, we could help focus our talk a little better: could it be positioned for the adventurer? The sporting kind, perhaps? The party animal? And so on… Much of this profiling would depend on the qualities that the product itself seems to exude.
- What is the thing that gives you the most headache when advising clients on their marketing or branding communication efforts? Why is that the case?
Ha ha. Let me be very diplomatic here and say: Nothing! No client of mine wants to hear that he or she gives me a headache! But between you and me, the biggest headache-causer is possibly when you seek time to do a better job. No one has the time these days. Everything is required yesterday, even the future. But that is the way of the world today and we simply gear up for it, not think of it as a headache.
- To close, what top tips would you give to organisations who wish to effectively engage their target audience?
It’s “as simple as 1-2-3” as the old cliché goes: Know your audience. Decide on the medium. Peg away.
There’s an even simpler 1-2-3: Talk to someone like us. Agree on the strategy. And leave the rest to us!
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