Methodology

STEP 2:
The ranking of “unconscious” decision making factors: basis of an integrated strategy

Then, based on a representative sample of decision-makers, the criteria used – mostly unconsciously – to opt for or to remain with a company and its products in a particular market sector, are ranked per order of importance. The perception of the company and its competitors are positioned according to these factors.
This results in a RIC scale revealing those parameters which will produce highest return on investment when implementing the various communication actions. Correctly interpreted, it will serve as the basis for developing the communication strategy which will deliver highest return on investment (ROI).

It will then allow to guide – on a day to day basis – all of the company’s communication tools in an integrated way: design, direct marketing, advertising, public relations and, last but not least, internal communication.

Would you like the RIC model applied to your company?
Contact us by filling the form

Testimonials

Dany Vermeulen
Exxonmobile

"The RIC model allows us to test - and when necessary adapt - our communication..."

> Read more

Catherine Jung
Arcelor

" In our challenge to reinforce the marketing and customer orientation of the international packaging unit ... "

> Read more

Bernard Rosen
Coface

"The RIC methodology is exactly what every top manager is looking for: to be able to optimize..."

> Read more

Philippe Wolper
European Steel For Packaging Industry

"I'm convinced that this methodology, which ranks the key decision-making factors..."

> Read more

Wim Hoebert
European Corrugated Industry

"In our industry's challenge to develop a coherent Communication Strategy on behalf of corrugated board ..."

> Read more

The RIC Guide

The guide to return on integrated communication is a short publication which presents how to measure, manage and maximise the effectiveness of communication...

> Read more