Sharing experience helps kill ignorance. And increase understanding. Each folder contains material prepared by SPMC based on the experience that SPMC has had with the subject to which the material relates. SPMC does not claim to be the oracle of the knowledge contained in each. Nor does SPMC claim that the veracity of the opinions expressed cannot be challenged. Some pieces are are short – only 3 pages. Others are larger – up to 28 pages. You can preview the first three or four pages of each by clicking on the ‘Read more’ link.

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  1. To VIEW, click on any thumbnail
  2. To DOWNLOAD, click on the PDF Download symbol located on the lower left corner of each thumbnail of the Communication Guide in which you’re interested.

THE DARK ART OF VIDEO STORYTELLING
Nearly every business, organisation and government authority has a story to tell. And yes, television and video are social and technological phenomena. You can use them to inform, educate, entertain, persuade or simply record an event for posterity. But it is not a black art preserved for the select few. A combination of sound, motion and emotion ….read more

HOW WELL WILL IT PERFORM? A. Score each concept out of TEN against the following criteria. 1. Is it on brief? 2. Is it truthful? Can the claim be justified? 3. Was it delivered on time and on budget? 4. Is it simple? IE: Do I understand it? 5. Is it relevant? IE: It is appropriate for the target market at which the material is aimed? 6. Is it original? IE: Does it remind me of something I have seen before? 7. Is it ….read more

HOW YOU LOOK IS NOT THE SAME AS HOW YOU BEHAVE. Both corporate image and identity attract attention. Both are needed to maintain customer loyalty and sustain business success. The difference between them is simple: a corporate image is the public perception of your company; a corporate identity is how you want your business to be perceived by the public. A corporate identity is how ….read more

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  2. To DOWNLOAD, click on the PDF Download symbol located on the lower left corner of each thumbnail of the Communication Guide in which you’re interested.

CLEAR AND BASIC STANDARDS FOR WRITING. It is important that you plan your publication before youactually start writing it. These are questions you need to consider as part of the planning process. There may be overlap between some of them. Why is this publication necessary? Does anything similar exist? Can we update or use an existing publication? What is the purpose of the publication? Is it to educate the ….read more

BULDING CUSTOMER RELATIONSHIPS THE OLD FASHIONED WAY. BY EARNING IT. We all know that everyone from time-poor mums to armchair bloggers and forum overlords openly discuss and compare brands and products in online platforms. So your marketing communications must enter and engage in their conversation. Your media strategy must embrace the ‘always-on’ customer. It means ….
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BILLBOARDS AND OUT-OF-HOME MEDIA ACT AS A VISUAL SCANDAL. Driving past a billboard at 60kph means a viewer has about fi ve seconds to notice it, digest it and remember it. Try to reach everyone and you’ll get to no one. Ensure your billboard speaks one-on-one to your target’s needs. Try to establish a meaningful emotional connection with prospects. Be focussed. Be daring. Be bold. Use impact. ….read more

PARITY: WHICH IS WORSE? BEING IRRELEVANT? OR BEING INVISIBLE? Take a look at your category. Your industry. Your product. Your service. How many competitors do you have? How different is your product or service? True, you may be larger or smaller. True, you may be better, faster or more effi cient. You may be the least expensive. Or the most. No doubt, you’re trying to improve,
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SPMC IT’s HOW YOU SAY IT 3 Research suggests that you are exposed to around three thousand advertising messages every day. Most ads are wasted. Nobody remembers how many times they saw your ad. They either remember it. Or they don’t. They either trust you. Or they don’t. If your message isn’t honest, or if it doesn’t honour and reflect the values of an
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RADIO: YOU HAVE THREE ENEMIES: NOISE, CLUTTER AND DISTRACTION. Understand that radio advertising is built on repetition. Commercial schedules are normally sold in packages of thirty commercials a week. You can schedule around different times of the day – or around weekends or any other special period – Christmas, Easter, Mother’s Day, sports seasons, summer, winter
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