Hatchett PR

creativity, culture, community

We Flirted, Dated And I Met Your Cat…Now Let’s Get ENGAGED!

Engagement…what is it?  Engagement is a marketing term that is used to describe the action of a recipient when he responds to a message.  As marketing is moving towards becoming more interactive and experiential, consumers are encouraged to participate and “engage” with their favorite brands. These responses might include some of the following actions:

  • Clicking on a link within a message for further information
  • Purchasing tickets, products or a service
  • Visiting a company web site
  • Sharing a message with friends or associates by forwarding it via phone, email or posting it on a social media platform (Twitter, Facebook, LinkedIn, Digg)
  • Using the message to help create content for a blog
  • Bookmarking the source if they feel  the company or service is something that would be valuable to them in the future

How do you get your audience engaged?

  • Content.  Do you have a meaningful message?  Is it flavorful and chocked with juicy information, or just fluff?  Make sure you include the basic information.  (What time is it? Where is it? How do I buy tickets?)  I have received numerous emails and read Facebook posts that leave off some of the pertinent details.  Often I don’t have time to investigate, or when I do and find out that the date is not good for me, I’m frustrated that the information was not stated up front.
  • Speak Their Language. Write in a way that your audience will understand and appreciate. If you are talking to a 35-54 year old woman, make sure your references and graphics are appropriate.
  • Connection.  Encourage your reader to dig deeper, but do let them know quickly why you have sent them a message.
  • Carefully Targeted List. Make sure you are sending the right information to the right person.  For instance, just because you have a media or VIP list of 1,000 you might not want to use your entire list every time.  Subdivide large lists into meaningful drawers and target your message to specific recipients so that they will welcome a message from you.
  • Common Ground.  Share information that will be helpful and interesting to your recipient.
  • Don’t Hover.  Do stay in touch with your contacts, but don’t bug them.  Think carefully about the amount of information you send out and how often.
  • Underpants Not Allowed.  Use of humor is a great way to get attention, but make sure it’s appropriate to your recipients and to your product or service or event.  Scare tactics or outrageous jargon can sometimes get attention, but if you use them at all, use them sparingly.  You can’t do this often or you’ll be relegated to the Chicken Little delete list.

What are your thoughts on engagement?  I’d like to hear from you about what is working and not working.  Thanks for stopping by!

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3 comments on “We Flirted, Dated And I Met Your Cat…Now Let’s Get ENGAGED!

  1. Matthew
    August 31, 2011

    Great article! I really like your humor and your deliciously descriptive adjectives. You make a lot of good points.

    • hatchettpr
      August 31, 2011

      Thanks so much Matthew! I really appreciate your taking the time to read my latest post. I enjoy writing about PR and marketing and hope that it helps someone get a new perspective. Have a great Labor Day weekend!

  2. Helena
    September 7, 2011

    I love this! Clear and concise with the humor needed to bring the points home. Thanks for the great info….I’m passing it on!

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