People cannot recall everything they are exposed to in a single message but for some reason,
safety people think they are.
On this episode, we're going to explore some strategies and ideas that commercials on the
Super Bowl can teach us about building better safety communications.
Puppy-Monkey-Baby.
That was last year's big ad from Super Bowl 2016.
It was so weird yet so compelling and incredibly memorable.
Mountain Dew had the ad with the best "legs" and the longest memory.
This year, 2017, the cost of a 30-second Super Bowl ad was $5 Million.
And advertising availabilities were sold out again.
Companies lined up to spend millions of dollars for a single 30-second time-slot.
But, do you think that expenditure of $5 Million for a single ad drives enough revenue to the
sponsor to pay for that ad?
Nope.
It will not.
At least not alone.
Advertisers who take a 30-second time-slot on the Super Bowl and pay 5Mil for it are
not expecting to drive tens of millions of dollars of sales from a single ad.
No.
They are using that expenditure of a single TV ad as a showcase for their product.
But it is only a small piece of the overall mix of their marketing tools.
Let's talk about what marketing tools look like.
In addition to the ad buy, companies will spend millions of dollars more marketing attention
on their ad.
In other words, they will tease their customers that they will be unveiling a new ad during
Super Bowl.
They will employ millions of dollars on social media strategies to engage people to watch
the ad both prior to the Super Bowl and even more after the Super Bowl is over.
They will look for the media to talk about their ads, which gives them more free publicity,
hope people will share social media links, more free publicity, and even wait for others
to mock the ads with their own spoof ads, even more free publicity.
Thousands of people will go to work to get people to take an action: to watch the ad
during the game, to share the ad with their social media network, to click links to watch
the ad online.
And it's all done in the hopes of driving more foot traffic through the doors to sell
more product.
People buy what they are aware of and what intrigues them.
Buying an ad is expensive on its own if you expect to drive millions of dollars in business
from a single exposure.
But people don't rush right out and buy a case of beer or a new car because of a single ad.
That ad is part of an overall strategy.
And that is the lesson that safety can learn.
Just like all of the dozens of advertisers who ran their ads during Super Bowl, we as
viewers, were captivated maybe by only one or two.
And by captivated, I mean we were able to recall the gist of the message but not able
to repeat it back verbatim.
Again, Mountain Dew's Puppy-Monkey-Baby.
People are simply not able to recall everything they are exposed to in a single message.
But for some reason, safety people think they are.
That's why so many safety meetings feature full information-dumps and endless streams
of bullet-points in the hopes that meeting attendees will be able to work through, figure
out and distinguish the urgent, from the important from the filler material.
The purpose of a well-designed marketing strategy is to get people to take a specific action.
That's what TV advertisers want.
That's what you should want for your safety program.
What is the action that you are expecting from your safety meetings and communications?
The answer to that question is part of your overall safety marketing strategy.
Here are three things you need to include in your safety marketing:
Number 1.
Add a call-to-action.
What do you want people to do with the information you give them?
There has to be a reason that you're giving them the information.
Have you communicated why you're telling them this?
Without a reason or a purpose for employees to internalize the information, it will be
mentally discarded after a short time.
Give people something to do with the information.
Tell them why they are being given the information and what you want them to do with it.
Don't just dump the information and expect that they can read your mind.
They can't.
Number 1.
Add a call-to-action.
Number 2.
Distill down your ideas into one or two actionable items.
Not everything can be an action step.
Your people would be overwhelmed and drowning in actions steps that they could never accomplish.
So, distill it down.
Think like the coach of a professional athlete.
A coach doesn't impose a long list of things for a professional athlete to work on before
next game.
Professional coaches know that no one can do it.
It sets the athlete up for failure.
So, instead, they work on one or two things.
And so should you.
Have your people focus on one or two actionable items at a time.
We can't focus on everything.
So work on helping them become exceptional at a few things at a time.
Number 2.
Distill down your ideas into one or two actionable items.
And then Number 3.
Repeat.
Repeat.
And then Repeat.
When you watch a TV ad, even if it's a really good and memorable one, can you repeat it back
word-for-word after just one view?
No, of course not.
No one would expect you to.
So why is the expectation that your people are supposed to hear, internalize and recall
safety information after one meeting?
They can't.
And expecting that they can is setting them up for failure.
Your people don't remember everything you told them the first time around.
Stop thinking that they all have steel-trap memories.
Have a plan, a strategy for communicating safety.
Repeat the key points and ideas.
Repeat the key action-steps.
Build on the last action step and repeat, repeat, repeat.
Keep driving that message home.
No one gets all of it the first time.
Number 3.
Repeat.
Repeat.
And then Repeat.
Just like the Super Bowl, the ads that we remember are the ones that captivate us.
We tune out boring ads just like we tune out boring safety communications.
So, make it engaging.
Make it memorable.
Make it all about them.
For more tips and ideas on better safety communications, go buy my book PeopleWork: The Human Touch
in Workplace Safety.
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