Corporate communication is one of the major levers of competitiveness and development in markets that are increasingly competitive and saturated with information. It is therefore essential to communicate well in order to unite your teams, retain your customers and seduce your prospects. In order to communicate its message to its target audience and meet its objectives, both internally and externally, The choice of the means of communication to use is essential. Businesses need to deal with all media and non-media means of communication.
What is the difference between media and non-media communication?
Two main communication channels stand out: media communication and non-media communication.
Media communication
Media communication includes campaigns conducted on paper (called “print media”), such as the written press for example, and on digital media, such as blogs. Thanks to their broadcasting power, the media make it possible to maximize visibility by broadcasting a message on a large scale that will reach various targets, in record time. However, media communication suffers from its ephemeral reach; public attention remains limited in time, while the cost of these operations can be significant, especially for small structures. That's why non-media means of communication must be used in addition.
Non-media communication
Non-media communication brings together all the direct communication techniques used to allow precise targeting. They significantly improve business results and their effects are more easily measurable, but require continuous monitoring and investment.
Combining media/non-media to maximize impact
To maximize the impact and targeting of the various target audiences, it is crucial to combine media and non-media communication. Elaborate an omnichannel communication strategy, combining the power of traditional media with the finesse and responsiveness of non-media tools.
Use both digital communication tools and to physical supports will allow you to dialogue with your audiences on various contact points, taking into account socio-demographic criteria, interests and needs specific to each segment (age, social origin, gender, gender, profession, location...). In this way, you offer a relevant, personalized and contextualized message.
The different types of means of communication
Means of media communication
Traditional and digital media give the possibility of reaching a very large number of people in a short time. These channels are mainly aimed at develop notoriety, to establish the brand image and to generate a strong advertising effect.
The main means of media communication are:
- The press (newspapers, magazines, specialized press)
Example: Article or advertisement in a sector magazine to announce a product launch.
Advantages: Gain legitimacy, strengthen a serious image and target your audience by areas of interest (e.g. professional press).
Disadvantages: Often high cost, degressive efficiency and audience monitoring that is sometimes difficult to set up.
- The television
Example: Prime time advertising spot to reinforce a national campaign for example.
Advantages: Reach a massive audience, take advantage of the emotional strength of the video spot, significant memory power.
Disadvantages: very high cost, short message, difficulty in precisely targeting the audience.
- The radio
Example: Regional radio campaign to promote the opening of a new point of sale.
Advantages: Lower costs than TV, flexibility, possibility of frequent repetition of the message, good relay for local information.
Disadvantages: Short message, no visual support, fluctuating listener capture.
- The cinema
Example: Corporate spot during movie events or on the big screen before a movie.
Advantages: High attention rate, prestigious setting, good memory, image enhancement.
Disadvantages: Limited cost and access, audience restricted to specific profiles.
- The blogs
Example: Partnering with bloggers to publish product tests or relay innovations.
Advantages: Excellent visibility with targeted communities, credibility through content, SEO optimization.
Disadvantages: Dependence on influencers/content creators.
- The podcast
Example: Sponsorship or co-creation of a podcast around business themes.
Advantages: Reach a large target, even mobile, strong listener engagement, immersive format, modern image.
Cons: Slower audience development, demanding content creation.
- Livestreams (live streaming on social networks, video platforms)
Example: Product presentation or live Q&A session on LinkedIn or YouTube.
Advantages: Real-time interaction, strong commitment, makes it possible to offer a high level of transparency to its target.
Disadvantages: Complex technical management, need to prepare interventions, potentially limited audience.
- Targeted advertising on the Internet (display, retargeting, social networks)
Example: Online marketing campaign on Facebook Ads segmented on a B2B target according to professional function.
Advantages: Precision of the audience to be targeted, personalization, measurement of clicks and conversions, manageable budget.
Disadvantages: Advertising saturation, variable audience adherence, dependence on algorithms.
- The video (YouTube, social networks, pre-roll on media sites)
Example: Launch video clip to be broadcast on social networks and pre-rolled on partner YouTube channels.
Advantages: visual storytelling, potential virality, detailed statistics.
Disadvantages: Expensive production, requires an adapted distribution strategy.
- Static signage (advertising signs, bus shelters, subway, urban posters)
Example: Institutional signage in the city center to reinforce the image of the company among residents and visitors.
Advantages: Local visibility, brand enhancement, diversity of formats.
Disadvantages: Cost that can be significant depending on the location, limited duration of the campaign, difficulty in accurately measuring the impact.
The coordinated management of these materials, in particular the purchase of space and the planning of campaigns, is generally ensured by An advertising agency, a true conductor between advertisers and media.
Although media communication, print or digital, is ideal for quickly building notoriety for a large audience, its performance is based on significant investments and a perfect match with the target target. This is where non-media communication comes in as a complement.
Non-media means of communication
Non-media means of communication favor direct relationships, personalization and close contact with the audience. They are particularly effective in generating engagement, developing loyalty and obtaining qualified feedback.
They include:
- Print tools (catalogs, institutional brochures, flyers, business cards...)
Example: Delivery of catalogs and business cards at a trade show.
Advantages: Gain credibility, transmission of values, material support for prospecting.
Disadvantages: Production/transport costs, environmental impact, variable lifespan.
- Presence at trade shows, fairs, professional events
Example: Stand at an industrial show to present innovations and collect leads.
Advantages: Face-to-face meeting, authentic exchanges, network development, customer feedback.
Disadvantages: Requires time, the availability of teams and the implementation of logistical resources, variable cost depending on the event.
- POS (Point of Sale Advertising) & ILV (Point of Sale Information)
Example: Installation of totem poles or interactive displays in a network of stores to promote a seasonal offer.
Advantages: Incentive to buy, optimized point of sale experience, significant visibility in the customer's physical environment.
Disadvantages: Impact limited to the catchment area, need to renew the supports to maintain attention.
- Kakemonos, roll-ups and exhibition materials
Example: Use of a roll-up to promote the brand at a trade show.
Advantages: Easy to transport and use during events, excellent visibility at a moderate cost.
Disadvantages: Often used occasionally, message is not very flexible.
- Corporate vehicle advertising
Example: Locking utilities to strengthen local reputation.
Advantages: Mobility of the message, broad territorial coverage, daily visibility.
Disadvantages: Lack of targeting, risk of wear and tear on advertising media, difficult impact measurement.
- Goodies (personalized items)
Example: Distribution of pens or notebooks during a business seminar.
Advantages: Creating a tangible link with the recipient, remembering the brand, creating sympathy.
Disadvantages: Variable usefulness depending on the object, difficulty in targeting, environmental impact.
- Website & social networks
Example: Animation of a LinkedIn page for recruitment and the presentation of internal achievements.
Advantages: Interactivity, permanent accessibility, creation of a community, real-time monitoring, segmented distribution.
Disadvantages: Need for continuous animation, e-reputation management, constant evolution of algorithms.
- Direct contacts (telephone calls, emailing or SMS campaigns, commercial procedures)
Example: Segmented email campaign for customers to advertise a new service.
Advantages: Maximum personalization, direct and measurable feedback, real-time speech adjustment.
Disadvantages: Human resources required, risk of negative perception, RGPD regulations to be respected.
These techniques are essential, especially in the context of external communication, to effectively reach customers, partners, media and investors, promoting the image of the company, its products or services and maintaining a good relationship with all its stakeholders. These techniques significantly improve business results and offer more easily measurable effects. However, they require continuous monitoring and investment.
Digital signage: A hybrid medium for targeted campaigns
Digital signage represents a hybrid medium, combining both the advantages of media and non-media communication. It allows broadcast targeted campaigns and offers a unique experience to users by offering a contextualized and attractive message.
A network of car dealerships can, for example, use dynamic signage to present news in real time, relay local promotional offers and broadcast corporate news, by adapting the message according to the location of the screen (showroom, workshop, city...) and to the profile of the audience (team, customers...).
Solutions, like the one developed by Cenareo, exist for manage digital signage screens centrally and remotely, installed in points of sale, public places or business premises. The content broadcast can be adapted in real time and personalized according to the location, schedule or profile of the target audience to obtain an optimal return on investment. Content formats can be diverse and varied (videos, infographics, etc.) to capture attention and increase the memory of the message.
How to choose the right means of communication?
Step 1: Define goals
Why do you communicate? To develop your reputation, strengthen your brand image, acquire new customers, build loyalty, hire employees, launch a new offer or service...? Do you have measurability needs? Some means of communication offer a legible ROI (digital, excluding direct media), while others are more complex to manage (TV, press, etc.). Your communication objectives will determine the actions to be implemented and the choice of means of communication to use.
Step 2: Determine the budget
It is important to define the budget that you can allocate to your communication campaign. Each means of communication involves different implementation and operating costs (purchase of space, production, animation...) that must be able to assume.
Step 3: Know your target
It is essential to know your target and its uses, in order to deliver the right message at the right time and in the right place. Knowing your core target is therefore THE essential prerequisite for the success of your communication campaign: profile, information consumption habits, digital appetite, level of requirement, reality on the ground (B2B or B2C, local or national...).
Step 4: List available resources
Knowing your audience will highlight certain media and/or non-media communication methods to be preferred as well as message formats to be preferred (short or long, visual or textual, interactive or static) which will induce human and technical resources to be solicited (skills, tools, available team...) which will induce human and technical resources to be solicited (skills, tools, available team, etc.).
Step 5: Develop a communication plan
Once these steps have been completed, you can develop your communication plan that will list and detail the media and non-media supports to be used. It will also make it possible to define the right performance indicators to monitor, in order to assess the effectiveness of the campaign for each channel.
