Digino Digital Communications and Strategy. Enterprise Ireland eMarketing event, Blanchardstown, October 2011.

1. Simple, clear, engaging, convincing
communications will enable your
company achieve its true potential.

2. Presented by:
Ed Field
Founder & Managing Director
Digino
What do we do?
• Develop business concepts, communications and marketing strategy.
• Plan, design, build and manage websites.
• Plan, implement and manage digital marketing activities.
1890-927-800
edfield@diginomarketing.com
www.diginomarketing.com
20th Oct 2011
Enterprise Ireland‘s eBusiness workshop, Dublin, Ireland

3. What kind of communication is that?
• Tells your story. What’s unique, what’s brilliant about your company?
• All for customer’s perspective. What they need, resonates with them,
‘what’s in it for me’ WIIFM, easy to understand
• Truth.
• Clarity & simplicity.
• Presentation. In words, images, video, graphics
• Brief.
Need to catch your prospects attention in 6
seconds, and have all this communicated in 3
minutes.

4. Why is clear communication important?
• More choice
• More messages
• Less time
• Communications anytime, anyplace, anyone
• How do you expect your customer to understand if you don’t?
• And take what you have and localise for 12 different markets?
STAND OUT -> ENGAGE -> CONVINCE

5. What are the benefits of clear communication?
• Save money - Less resources needed to achieve a sale. Higher prospect
to customer conversion rates. Can spend less on advertising – if you
stand out people will talk about you. With a clear position there’s better
chance of sale materials being right first time and changing less
frequently.
• Increase revenue - Competing less on price so increase margins. You
have a more defined, defendable position.
• Faster growth - You’re more focused, talking to the right prospects,
easier & faster sales, more efficient .
• Happier customers - This is my promise & I can deliver on it.
• Happier team - More focus, more flow, more efficiency, happier
customers.
Achieve your true business potential.

6. Are you achieving your true potential?
• We are brilliant at..........................
• What need is this satisfying for your customer?
• Do you easily strand out, easily engage, easily convince?
For example when a prospect visits your website are they engaged in
6 seconds, convinced in 3 minutes?
How do you rate your company communication?
• 1 we’re shocking
• 2 we’re fairly poor
• 3 we’re ok
• 4 we’re amazing

7. Not achieving your true potential - WHY NOT?
Some possible reasons?
• We didn’t think about communication like that
• We didn’t realise that good communication was such an
opportunity
• We’re too immersed in the business to see what is brilliant
about what we do
• We weren’t really thinking about our customers
• Our communications were flat, factual, definitely not
‘resonating’
• We knew what was great but we just didn’t have the
communication skills to articulate that

8. How do you solve this?
1. Develop Understand - develop a deep, true
understand of your company, customers and
competitors.
2. Find Clarity - see the opportunities, make the
complex simple.
3. Then Clearly Communicate - excellent
communication skills to explain & persuade
internally and externally.

9. Develop Understanding – possible steps
Possible steps an external provider might go through to build up
their understanding of your company, competitors, and customers
so that they can help you see how best to clarify your core
communications.
• Company – workshop(s) with management, listen to people in the
company, walk around, use the product, read everything about the
company, immerse ourselves.
• Customer – listen to the companies understanding, listen to the
customer themselves (interviews, surveys), observe online
discussion forums, examine search behaviour on Google.
• Competitors – buy from them, visit them, review their websites and
any other sales materials.
• Leaders - find similar companies that are already excellent at
communicating, learn from them.

10. Find Clarity
1. Think, reflect, discuss, research further.
Seek the truth of the situation
See the opportunities
Make the complex simple
2. Write up the suggested approach
3. Share it, challenge it, reflect on it
4. Refine and firm up

11. Clearly Communicate
From this clarity all communications flow
i.e. for marketing plan, brand, assets, website, advertising,
brochures, right down to the words you use every day.
The approach needs to be simple, focused and relatively
fast . Tends to loose perspective and momentum if not
moving quickly. The work need a strong leader as
simple ideas, simple approach and change will be
challenging.

12. Where’s The Proof
• How just one webpage,
clearly thought through from
the customer perspective
with simple, clear engaging
content and a clear call to
action can have a significant
effect on sales.

13. Where’s The Proof
A new product page for
Natural Sleep’s range of
electric adjustable beds.
Following same
aesthetic design as
existing website. But
with revised layout,
copy, images,
messaging and call to
action.
Matched with a small
but highly focused
Google Adwords
campaign resulted
in................

14. Where’s The Proof

15. Where’s The Proof
• How just one webpage,
clearly thought through from
the customer perspective
with simple, clear engaging
content and a clear call to
action can have a significant
effect on sales.

16. Where’s The Proof
A new product page for
Eblana range of laser
diodes.
Following same
aesthetic design as
existing website. But
with revised layout,
copy, images,
messaging and call to
action.
Matched with a small
but highly focused
Google Adwords
campaign resulted
in................

17. Where’s The Proof

18. Asavie
How product was offered on
Asavie’s corporate website.
Developed a new name, brand and
website to go direct to market with
breakthrough network connectivity
product for iPads.
As an example of
simple, clear, engaging, convincing
communications to enable this
product line to achieve its true
potential…………………

19. iSimplyconnect from Asavie (click to play video)

20. Bringing to life in digital
An overview of the steps to developing a successful web presence.
1. Digital Strategy: How you are going to bring your marketing
strategy to life online, the broad strokes
2. Digital Sales & Marketing Plan: Develop a plan that specifies the
detail of all the initial digital sales and marketing tactics to be used.
3. Website Plan: To specify all elements of the site and develop a full
set of wireframes.
4. Asset Development: Collate/produce all the assets required. Text,
photos, info graphics, video...
5. Website Design: Produce a full set of design templates for the
website.
6. Website Build: Based the web plan & templates and using the
assets code the website.

21. Bringing to life in digital

22. Bringing to life in digital

23. Bringing to life in digital

24. Bringing to life in digital

25. Simple, clear, engaging, convincing
communications will enable your
company achieve its true potential.

26. Presented by:
Ed Field
Founder & Managing Director
Digino
What do we do?
• Develop business concepts, communications and marketing strategy.
• Plan, design, build and manage websites.
• Plan, implement and manage digital marketing activities.
1890-927-800
edfield@diginomarketing.com
www.diginomarketing.com
20th Oct 2011
Enterprise Ireland‘s eBusiness workshop, Dublin, Ireland