Planning your communications technique with the DRIP Mannequin

What’s DRIP?

The DRIP mannequin is used to assist advertising communication planning and is beneficial when setting broad communication objectives. It may be utilized when launching a brand new product or repositioning an present enterprise, for instance.

DRIP stands for Differentiate, Reinforce, Inform and Persuade and might be an alternative choice to the AIDA mannequin. It was created by Chris Fill and will probably be acquainted to readers of his basic Advertising Communications textual content.

Learn how to use it?

These are the goals inside every of the DRIP components, it’s a working ‘communications stream’ mannequin.

• Differentiate:  Differentiate your services or products by defining the place it is positioned available in the market and sometimes the 7Ps digital advertising combine can inform this.
• Reinforce: To strengthen the model’s message, contemplate consolidating and strengthening your messages and experiences, demonstrating why your product is completely different – superior, cheaper or simpler to make use of?
• Inform: Inform or make individuals conscious of your model. Think about illustrating you’re options and availability. If it is a ‘new to market’ product, it might want schooling!.
• Persuade: Persuade your audiences to behave in a specific method – encourage additional constructive purchase-related behaviour i.e. go to a web site, examine your new product, share it or request a trial.

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Examples of how the drip mannequin might be utilized to advertising marketing campaign plans?

Right here is an instance of how Nokia may apply DRIP in promote of a brand new Lumia Smartphone.

• Differentiate: Lumia was differentiated from different smartphones with a zoomable Carl Zeiss digital camera lens, with a 8.7 mega pixels auto focus and digital zoom The target was to safe 15% of market by November 2013.
• Reinforce: To strengthen the model message, Nokia partnered with Carl Zeiss for its digital camera lens. They defined concerning the digital camera’s options and promised  ‘blur-free photographs each time’, strengthened by Pureview expertise and the branded lens.
• Inform: To tell individuals concerning the model, Nokia inspired social conversations by freely giving telephones on two week trials. Those that blogged or tweeted about it have been invited to take up the trial.
• Persuade: The problem was persuasion and for shoppers to change telephones. They began a Twitter marketing campaign to interact and show the variety of these switching. Arrange a deal with @Nokia_Connects and hashtag #SwitchToLumia. The theme was ‘life in color’ with a twitter picture from the color run, however it’s bizarre because the lady is sporting a masks and might’t converse!

What to observe for?

DRIP is a strategic mannequin and a extra tactical strategy could also be wanted.

Authentic Sources

Fill, C. (2002). Advertising Communications. Third version. Harlow. Pearson Schooling.

Now in it is six version in 2013.