Introduction of metrics to select and validate communication messages.
Business Challenge
Messages for all global communication was developed in the US. The European team considered the messages were not appropriate for Europe and did not reflect cultural differences between countries. A methodology was required to guide the US towards those messages that would resonate with European audiences.
Solution
All messages were placed on a web site, which was accessed during the course of telephone interviews. Interviews took place with Network managers in SMB organisations in the UK, France, Germany, Italy and Spain.
Results
The process has been accepted by the US and European marketing communication teams as an objective and independent method of evaluating communication messages and is now part of an established process for communication design.
