elements of marketing communications
TRANSCRIPT
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2009 Marketing Roundtable
Elements of MarketingCommunications:
What goes into a marketingcommunications plan … and
why
Presenters
• Gerry Schorin, Moderator
• Panelists
– Ed Dorrington
– Paul Gediman
– Sean Hickey
– Kim Irwin
Marketing Plan
Components
• Situation Analysis
– Economic, demo, social, tech, cultural,etc. trends
– Market size and trends
– Target audience data
– Product situation
– Competitive and SWOT
– Distribution situation
Plan components, 2
• Goals and Objectives– Sales
– Marketing (sales revenue, share, etc.)
– Marketing strategy
• Marketing activity
• Marketing timetable
• Action plan
• Metrics
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Marketing plans vs.
marketing communicationsplans
• Marketing is the 4Ps (or more)
• Marcom focuses on just the P of“promotion”
• But both are necessary: marketing planprecedes the marcom plan and reflects“balance of power”
• The objectives of each are very different
Do I really have to develop
a plan?
• Does an airline captain have to filea flight plan or “just kind of headtoward Singapore?”
• The marcom plan is important:
– Its details aren’t in the marketing plan
– Easiest variables to manipulate
– Key to success of marketing plan
Benefits of a marketing
communications plan
• Ensure alignment with marketingplan and organizational objectives
• Measure progress
• Measure ultimate, relevant results
• Ability to modify strategies andtactics as necessary
Basic elements of the plan
• What, who, how, where, when
• How will we know if it worked?
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OK, but where do I start?
• Start with the product
– Benefits vs. attributes or features
– From the consumer’s perspective
– From the competitive perspective
•All to help frame the target audience, themessage, and the media
Defining the target
audience … in detail
• Learn as much as you can beyonddemographics
• It’s often good to develop a specificindividual consumer profile
• Move beyond basic demographics topsychographics and buyer behavior
• Use research if necessary– Paid marketing research, online and free
research, kitchen table research
More on target audience
• Who are the decision influencersand opinion leaders?
• Should they receivecommunications as well?
– Goal not only to influence but validate,reinforce the purchase
From target audience to
message selection
• Not just “what we want to tell them” …but what they need to know and areready to hear
• Don’t forget to test the message amongtarget audience members (easy!)
• And understand that media choicesinfluence the nature of the message
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And from message
selection to media
• Use your knowledge of the customer toselect the most appropriate media
• If you’re not certain, use kitchen tableresearch
• Try and find media that reinforce eachother because multi-channelcommunications are generally moreeffective
Media mix ingredients
• Advertising: print, broadcast, online
• Personal selling
• Trade fairs and exhibits
• Sales promotion
• Merchandising, POP/POS
• Packaging
• Direct marketing
• Out of home
More ingredients
• Sponsorships
• Corporate ID
• Viral: social networking, WOM, blogs,SEM, others
• Public relations
The media plan
• Answers the question of which media dowe use where, when, and how frequently
• The media paradox: It generally takesmultiple exposures to break throughclutter and gain awareness … butrepeating the same message with thesame frequency can lead to burnout
• Test and see what works
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Metrics: How do we know if
the plan is working?• AIDA, but don’t stop with eyeballs
• Try for a measurable response whenpossible (code, web hits)
• Compare to past quarters if you canisolate variables
• Monitor competition and see how theyreact
• Monitor blogs and solicit customercomments
• Survey customers, longitudinally if possible
When are we done?
• Never … because the market isdynamic, not static!
• SWOT analysis from annually toquarterly, depending on yourbusiness
• Retain alignment with marketingplan
Your turn!
• Questions, observations, brickbats?
About the Moderator and Panelists
Gerald A. Schorin
Born in McKeesport, PA, Gerry Schorin received his Ph.D. from the University of Pittsburgh, and also holds a Higher Diploma from Trinity College Dublin, where he studied as a Fulbright-Hays Fellow. His professional background includes advertising agency copywriting and creative director roles, teaching as an Assistant and Associate Professor of Advertising at Michigan State University, serving as Vice President of Marketing Communications at Fireman’s Fund Mortgage Corporation, and higher education administration roles as Director of University Marketing at the University of Vermont, Director of Strategic Communications at Skidmore College, and Director of Communications at the University of Michigan Law School. His consulting portfolio has spanned: • Marketing and executive communications for the executive management
teams of Cadillac, Oldsmobile, Pontiac and others. • Leading or participating in Ford, Jaguar, Harley-Davidson, and Sea-Ray
engagements as a Sandy Corporation Senior consultant, • Strategic planning and marketing consuting for Phoenix Group, Moore
Corporation, Ltd., The Greater Burlington Industrial Corporation in Vermont, www.relatomic.com, www.CollectorOnline.com, General Motors, Ford, DuPont, B2B organizations, retailers, and non-profits.
Gerry can be reached at (734) 546-0710 or via email: [email protected]
ELD Consulting
Ed Dorrington Founding Partner ELD Consulting…Creating Profitable Growth
Consulting Services specializing in working with entrepreneurs to transition businesses to a broader based management structure, system and team. Ed Dorrington is an accomplished professional with significant Sales, Operations and Executive level experience.
Having strategically managed the successful transition of two medium sized companies from entrepreneurial to management based provides him with a keen appreciation for the cultural, structural, financial and philosophical challenges encompassing such an undertaking.
His experience includes:
• President, CEO Marketing Associates, Detroit, MI
• President CEO Phoenix Group Farmington Hills, MI
• Senior Vice President Sales, Operations The Polk Company, Southfield, MI
Ed is a seasoned executive with a tenacious customer focus and an exceptional track record of business development, revenue growth, and strong bottom-line results. He is recognized as a visionary leader, communicator and superb organization builder. His educational background includes a degree in Political Science from the University of Michigan.
Contact: [email protected]
Cell- (313)806-4204
Paul Gediman Since July 2006, Paul Gediman has been Director of the Office of Marketing Communications at the University of Michigan’s Ross School of Business. His department provides both creative services and general communications counsel and direction to the school. His team plans and produces print, multimedia, and web-based communications that help the school build relationships with four primary audiences: prospective students, alumni, business leaders, and the media. Prior to joining the University of Michigan, Paul spent seven years in the marketing department of Borders Group, ending up as a Senior Creative Manager responsible for a variety of web-based communications, including those that launched and supported the Borders Rewards loyalty program. He came to bookselling honestly, having been a freelance journalist as well as editor of nonfiction book reviews for Publishers Weekly, the preeminent trade publication of the book publishing industry. Paul holds an A.B. from Brown University and an M.F.A. from Columbia University. Contact: pgediman@ umich.edu
Sean Hickey Chief Operating Officer PWB Marketing Communications Over the past 20 years, Sean has built his knowledge in a wide range of marketing and sales arenas, although his primary interest remains defining and building successful brands through marketing communications. Through experiences at Dow Corning Corporation, Gage Marketing, and the past dozen years at PWB, he’s had the opportunity to work on business-to-business and business-to-consumer marketing challenges at the local, national, and international level. He is a graduate of Central Michigan University with both bachelor’s and masters degrees in communications. PWB Marketing Communications is marketing resource with tremendous longevity – under current ownership since 1985, with roots that date to the early 1970’s. PWB was an early adopter of web-based marketing for its clients and strongly advocates a “balanced diet” of online and traditional efforts. They feel successful brands are built by using the power of all communication channels effectively to ensure differentiation in the competitive marketplace. To achieve this, they have built a team of experts who can develop and deliver breakthrough branding at all levels. Learn more at www.pwb.com. Client Focus PWB Marketing Communications focuses on clients in healthcare, manufacturing technology, professional services, and other related fields. Principal focus is on business-to-business marketing, but PWB also works with a growing range of business-to-consumer marketers. Key clients include UGS Corp., the Ann Arbor Area Convention and Visitors Bureau, Michigan, Heart, Amcor, and the University of Michigan Health Systems. Contact Sean at (734) 995-5000 or via email: [email protected]
Kim Irwin Kim Irwin is currently President of Kim’s Consulting, LLC. Kim started her own consulting business in August of 2008 after spending 22 years at Ford Motor Company. Prior to her current position, Ms. Irwin was Manager, Vehicle Personalization and Accessories at Ford Motor Company. She ran a cross functional business unit with full P&L responsibility of revenue close to $1 billion. Vehicle Personalization’s mission is to support Ford, Lincoln and Mercury Brand Teams with buzz vehicle programs and support dealers with a full line of accessories to compete with the aftermarket. In 2005 and 2006 Ms. Irwin was Group Brand Manager for Mercury. In this position she launched the Mercury Milan and Mariner Hybrid. The Mariner has the highest conquest rate of any nameplate in the Ford Lincoln Mercury portfolio other than Mustang. She was also responsible for developing the Mercury VOGA Feature Vehicle Strategy which produces 4 unique specialty vehicles per model year aimed at fashion and style conscious consumers. In 2004 and 2005 she was Field Operations Manager. In this capacity she was responsible for the day-to-day operations, business planning and personnel development of over 700 employees in 19 regional field offices in North America. Irwin was named Manager of Ford’s Aftermarket Engineering and Remanufacturing Operations (AERO) in 2003 and received a Ford Fellowship to the Sloan Program at Stanford University in 2001. In 2002 and 2003, Irwin was responsible for creating a $1 billion plus revenue stream for Ford Motor Company through the collection and remanufacturing of automotive parts. As a result, four patents were filed for developing industry solutions for core recovery. Irwin joined Ford in June 1986 as a Customer Service Representative in the Memphis Region. While in Memphis, she served as a Parts & Service Zone Manager, Aftermarket Manager and Marketing Specialist. She has worked in Ford’s Lincoln Customer Assistance Center, Worldwide Export Operations, Repair Product Planning, and Global Business Development. Irwin has a bachelor’s degree from Michigan State University and a master’s degree in management from Stanford University. Contact Kim at (734) 604-7654 or [email protected]