April 2012

The 4 Ps:ProductPricePlace/distributionPromotion/communicationPeople or staffPhysical (presence/location/decoration)Process*

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Success is in the combination of the different approaches based on a thorough analysis -> the communications plan*

Men/women (the human resources)Money (budgets)Minutes (time)*

S Situation Analyses (where are we now)O Objectives (where do we want to go)S Strategy (how do we get there)T Tactics (planning a trip at the time)A Action (or implementation putting plans to work)C Control (measure, monitoring, reviewing and modifying)*

S Company and communications and disseminationO Communications and disseminationS Communications and disseminationT Visualization and Concept DevelopmentA Visualization and Interactive DevelopmentC Communications and dissemination

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Those who triumphCompute at their HeadquartersA great number of factorsPrior to a challenge.

Those who are defeated,Compute at their headquartersA small number of factorsPrior to a challenge.*Much computation brings triumphLittle computation brings defeat.How much more so with no computation at all

By observing only this I can se triumph or defeat.

Sun Tzu: Art of War (more than 2000 years ago)

Overall marketing performanceThe market placeCompetitionStrengths and weaknessesPEST analysisMarket structure segments and target markets

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Segment Criteria:MeasurableSubstantialAccessibleRelevantDecision-making unitsGlobal segmentsConsumer segmentsIndustrial segments

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S SpecificM MeasurableA ActionableR RealisticT Time specific

Two types of objectives: Marketing and communications objectives*

AIDA-AttentionInterestDesireAction*

How we get there how the objectives will be achieved Strategy summarizes tacticsCommunications strategy helps to harmonize and integrate all of the tactical communications tools*

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The details of tactics*

Comparing the results with The initial situationThe objectives for the campaign*

How can you test your website?*

Kidnappers testExpert testUser testQuestionnaire(Web)StatisticsSales

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