I admit it. Workplace fashion finally has me stumped. As Americans have migrated from business attire to business-casual-to-the-point-of-PJ’s, I find myself standing in retail stores — and in my closet — with more questions than answers.

The line may be fuzzy for men, but it’s all but invisible for women. I think we can all agree that t-shirts and sweats probably cross the line, but what do the rest of our choices say about us?

For me, it all boils down to one sticking point: pants or skirts? Millions of women before me fought for the right to wear pants to work. But should we? Does wearing pants say that we’re practical and down to earth, that we didn’t bother shaving our legs this week, or, worst of all, that we’re holdovers from the ’90s? Does wearing a skirt tell the world that we want to be perceived as feminine, or just that we have a date after work?

Fashion magazines are no help. There has been a resurgence in the popularity of dresses, but how do I know when to wear one to the office? The last time I “dressed up,” my coworkers asked me where I was interviewing. Speaking of which, are pants ever OK for an interview? Does wearing a skirt suit make you overdressed?

Where do you stand? Do you want to “wear the pants” in the workplace or skirt the issue?

In an effort to get corporate messages heard above the clutter, many communications pros have resorted to blanketing the marketplace with continuously overlapping web updates, Facebook promos, tweets, online coupons, YouTube videos, sales incentives, micro sites, consumer/end user promotions, online and offline ads, and as many other tactics as their frazzled brains can generate.

You may be able to get better results and save money by turning down the volume. Although I’m a big fan of repetition to keep your message top of mind, successful marketing is not solely about the number of places your message appears. It’s about reaching the right people in a way that compels them to act. And the best way to do that is by working backwards, from the result you hope to achieve to the best ways to get there. Here are four key questions that will help you determine the best media mix for your message:

1. Who is your audience? Chances are that you have more than one. Don’t assume that your audience is a homogeneous group, e.g. “the general public” or “big box retailers.” Do a little segmentation. If you’re reaching out to consumers, what is their age, gender, economic status, lifestyle? If you’re talking to business people, are they owners or employees, how large are the businesses, and how familiar are they with your company/product/service?

2. What action do you want audience members to take? Do you want them to buy a product, interact with your company, remember your brand, or something else?

3. What do you need to say to get the desired result? Remember that the message may be different for members of each audience segment. Make sure you lead them to the conclusion you want them to reach.

4. What are the best media to showcase and deliver the message effectively? Be sure to take into account audience demographics, timing, and the competitive landscape. Are you trying to reach twenty-somethings? You may want to avoid email and ramp up YouTube. Is your message very time-sensitive? Maybe Twitter is the right channel. Is your message likely to blow the competition away? Then you might want to be in the same places as your competitors to be compared favorably.

In short, start with the end game. If you know what you want the result to be, it will be easier to figure out how to get there.

I’m back. Quick synopsis of my time away: job hunting, five family birthdays, HUGE July 4 barbecue, job hunting, interviews, networking, job hunting workshops, two new BEAUTIFUL baby girls added to the family, one girls’ day out, and more job hunting. Oh, and a surprise (more like a shock, actually) birthday party for me.

I’ve been writing, just not in this space. But I’m back now. And, so, it begins again…

Full disclosure: In addition to being a recuperating orthopedic trauma patient (stupid ankle!), I’m a professional marketer and communicator. I have a passion for creative, effective solutions and love to share.

Sometimes, within these pages, you’ll find articles, opinions and shared resources that are intended to provoke thought among professional communicators.  Whether you work in-house, as an independent practitioner, or at an agency, whether in advertising, marketing, public relations or other media, what you do (or don’t do) as a communications pro shapes the way your clients are viewed.  It’s important work and critical to success in an era of information overload.

You’ll find that I have an opinion or two (just ask my friends :)) about how to do the job well.  I hope you’ll find these posts interesting and fun to read.  I also hope you’ll share your take on them in the Comments.

Enjoy!

I’ve always wondered how people find the time to blog. Now I know: broken bones.

I broke my ankle. In a bouncy house. With a 2-year-old. Who escaped unscathed while I was writhing in searing pain face down on a giant inflatable. It’s OK, you can laugh. I mean, who breaks a bone in a bouncy house? I’m sure there’s a life metaphor in there somewhere, but I’m not going there.

So I can’t drive for a while. Yes, I’m trapped in suburbia. The good news is that I now have a bit of time to write. I’m planning to jump in with both feet, figuratively speaking. No holding back, no fear. Let’s hope we both enjoy the experience.

Veni, vidi, blog-i. 🙂