I’ve met very few clients in the past 35 years that didn’t expect results. Really. Okay there have been more than a few “just wanting a logo” types. You can’t really identify them by the way they wear their hair or by a typical colour of shirt. They don’t walk funny.

They’ve all got a good idea though and a few might read like a “Field of Dreams” strategy. They’ve built their ballpark and now they’re ready for the cash paying fans to show up to see the game.

Most know that getting results that matter starts with a good plan. It’s like a good physical work out. There’s great payback if you’re committed to get the results. And it doesn’t matter whether your plan is to increase your number of haircuts by 50% or inoculate 90% of the population. Communications without a plan for results (planned and measured) is just noise.

What does noise achieve? It’s out there–loud and everywhere–on the radio, our local papers, on the street, in the mail, on your cell phone, in your Facebook page, on your phone bill, on a bizarre myriad of snow and frost covered pointless sandwich board signs on Whitehorse streets, on the phone truck, in the phone book, on every transit bus, and on a growing number of downtown building exteriors. From retail to corporate to social marketing, is it having an impact? is it making change? is it getting results?


Or is it just noise?


1 comment

by Geof Harries

Great post, Trevor,

Furthermore, a plan without good execution is just that, a plan.

You bring up some examples of social media in the digital channel, e.g. mobile phone and Facebook. I believe especially in these venues, it’s key to first listen and learn from your customers - to find out what people think about, care about and talk about - and from those discussions, learn what you’re doing right or wrong, discover new ideas and possibly un-earth stories you didn’t know about.

If you can then figure out what your organization has that can bring value to these customers, you can connect with people and build a personal relationship with them. That’s producing noise that actually matters.


Most Read Articles

Taking Advantage of Tourism

With warmer weather comes…tourists. Whether we like it or not, for the next couple of months… Read more

The Lowdown on Slouching

From childhood we are told to “sit up straight” and “stop slouching.” But if slouching is… Read more

The History of the Pencil

Today, we are going to learn about an item that we use everyday but rarely give… Read more

10 Things You Probably Don’t Know About Albert

  1. English is my second language. 2. Once a year, I make the world’s best… Read more

Aasman Summer Potluck

Earlier this week, all of the folks at Aasman prepared their favourite dishes, left the office… Read more

Last day for feedback on the Peel Watershed

You've seen it in the newspaper. You've seen it on Facebook, radio, posters, on a stage,… Read more