Don’t just communicate, persuade
Communication sits within the ‘promotion’ part of the 4P’s of marketing. You can have a great product at a sharp price available in accessible places, but without a persuasive way to communicate these facts to the market? There’s a greater chance of being usurped by a competitor than gaining category dominance.
Even if selling products isn’t your thing, persuasive power is still important. Perhaps it’s the merits of safer, healthier, law-abiding behaviour, in which case persuasion is of life and death importance.
Even if selling products isn’t your thing, persuasive power is still important. Perhaps it’s the merits of safer, healthier, law-abiding behaviour, in which case persuasion is of life and death importance.
How does TRA apply the art of knowing people to communications?
Communications work for the way people are. Not the way we’d like people to be – attentive, rational, interested. So, we use tools, questions and methodology to understand the science of audiences. Then we apply our knowledge of people, this is our art.
We know people respond emotionally to communications, but we only have a moment to get their attention. We also know how minds work – it takes genuine emotion and clever use of sensory signals to hard-wire memories.
Most communications are processed unconsciously, but that doesn’t mean they don’t affect what we remember and associate with communications. Because we know how memory works, we advise on how to weave brand codes into emotive storytelling, ensuring your audience never mistakes who’s talking to them.
We know people respond emotionally to communications, but we only have a moment to get their attention. We also know how minds work – it takes genuine emotion and clever use of sensory signals to hard-wire memories.
Most communications are processed unconsciously, but that doesn’t mean they don’t affect what we remember and associate with communications. Because we know how memory works, we advise on how to weave brand codes into emotive storytelling, ensuring your audience never mistakes who’s talking to them.
Gain creative edge
The value of creativity in communication is the remarkable, unexpected, surprising originality that breaks patterns. That gets noticed.
Our insights and methodology inspire creativity. We break away from category conventions, looking at old problems in new ways.
Investment in communications campaigns is significant and breaking the norm can feel uncomfortable. There are many reasons why some campaigns work – and others don’t. So, we use audience insights pre- and post-campaign launch to analyse effectiveness.
Creative edge is the difference between simply communicating and persuading. Our Creative Edge Framework gives a diagnostic analysis of how creative work is landing with the audiences.
Our insights and methodology inspire creativity. We break away from category conventions, looking at old problems in new ways.
Investment in communications campaigns is significant and breaking the norm can feel uncomfortable. There are many reasons why some campaigns work – and others don’t. So, we use audience insights pre- and post-campaign launch to analyse effectiveness.
Creative edge is the difference between simply communicating and persuading. Our Creative Edge Framework gives a diagnostic analysis of how creative work is landing with the audiences.
Rewarding
Repeatability
Worth seeing again
Entertainment value
Get something from the ad
Worth seeing again
Entertainment value
Get something from the ad
Remembered
Brand fit
Fits with expectations / strategy
Fluency ease of brand recall
Fits with expectations / strategy
Fluency ease of brand recall
Remarkable
Uniqueness
Stands out
Virality
Gets people talking
Stands out
Virality
Gets people talking
It’s an adaptable framework that allows us to measure and deliver robust evidence that determines whether a highly creative idea will land as intended. And if the evidence suggests the idea isn’t hitting the mark? The diagnostic strength of the framework generates insights for a way forward. It’s never a dead end.
The medium is just as important as the message, so we help navigate the choppy seas of communication channels, ensuring you have the right mix to create future demand and drive short-term sales.
The medium is just as important as the message, so we help navigate the choppy seas of communication channels, ensuring you have the right mix to create future demand and drive short-term sales.
Meet our lead
Carl Sarney
Carl has over 20 years of insight industry experience. He specialises in brand and comms strategy with a proven history of effective work for his clients, including several gold awards for advertising effectiveness. His research work has taken him to just about every town in New Zealand. He's conducted research while based in London and spent 7 years as an ad agency planner before joining TRA.
Contact Carl →Clients we have successful
partnerships with in this area.
partnerships with in this area.
ACC New Zealand
Shift 20 Initiative
Atlassian Corporation
Toyota
KFC
Real Pet Food Co.
Sport New Zealand
Unite Against COVID-19
ASB
Trade Me
Lululemon
Bonds
Insights
There’s no point keeping our smarts locked away. Our content hub ‘Insights’ shares the ideas, frameworks and tools that we utilise in our work.
