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Using third parties to communicate your messages

Getting people to read and act on your communications when you contact them directly is tricky enough, but relying on third parties to pass on your message can be particularly challenging.

Are you relying on brokers, employers or other intermediaries to pass on your messages? Perhaps you use third parties as one of a number of channels? Are you confident that you understand the intricacies involved and the potential that this channel can bring?

Many organisations for example like to offer their staff or members a selection of benefits, but are reluctant to actively promote the benefits as it cost them money every time an individual takes up the offer. They may be reluctant to promote the benefit, but you may be relying on them to do so to generate actual revenue.

In other situations an organisation may be quite happy to promote a service you are offering to its members, database or employees as it is an added benefit that costs them nothing. They are however more likely to help your competitors if they make it easier for them.

For third parties to pass on your message you need to
  • understand what channels they have available to communicate with their database, customers or employees
  • communicate what’s in it for them
  • provide them with a range of tools
  • make it as easy as possible for them.
To improve business generated by third parties you may need to:
  • change the contract to ensure that communication with the end user is included
  • agree on frequency and methods of communication up front.
  • get the third party to provide you with contact details so that you can communicate directly with the end user.
  • incentivise them in some way to make it worth their while to do what you would like them to.
We have experience of supporting the communication with third parties as part of a multi-channel strategy. Contact us to see how we can help your organisation.
Posted: 19/01/2013 17:08:36 by Global Administrator | with 0 comments

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