top 7 steps for developing a marketing communications

8/8/2019 Top 7 Steps for Developing a Marketing Communications

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Top 7 Steps for Developing a Marketing

Communications Plan: Marketing communications involves what you

say about your business? and who you say it

to?

Set objectives, Make the objectives

quantifiable and you'll be able to build results

measurement into your plan.

set your identity. Define your logo and colors

and use them consistently.


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Provide basic information.

Be visible

Strengthen your connections, Think aboutwhat these folks need to know. A regular

newsletter, a handbook and relevant

information sheets maybe just what you need

to strengthen client relationships.


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Establish a budget and timetable since it

seems they're locking into something.


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Functions of IMC:

Marketing

communic

ation

Direct

marketing

database

marketing

Public

relation

Personal

selling

Web sites

Advertise

-ment

Sale

promotion

sponsoringexhibits


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This equity translates intogreater sales volume, and/or

higher margins, thus greatercompetitive advantage.

Cost is the greatestdisadvantage of advertising.

Credibility and mess areother disadvantages.

New media are emerging,such as DVRs (digital video

recorders) which allowconsumers to recordprograms


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Public relations

It management function which identifies,

establishes, and maintains mutually beneficial

relationships between an organization and the

publics upon which its success or failure

depends.


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Advertising is a one-way communication frommarketer to consumer.

public relations considers multiple audiences(consumers, employees, suppliers, vendors,etc.)

Also used for the two-way communication to

monitor feedback and adjust both its messageand the organization's actions for maximumbenefit.


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A primary tool used by public relations

practitioners is publicity.

Publicity capitalizes on the news value of a

product, service, idea, person or event so that

the information can be disseminated through

the news media.


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This third party "endorsement" by the news

media provides a vital boost to the marketing

communication message: credibility.


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DIRECT MARKETING AND DATABASE

MARKETING:

DIRECT MARKETING:

Direct marketing, the oldest form ofmarketing, is the process of communicatingdirectly with target customers to encourageresponse by telephone, mail, electronicmeans, or personal visit.

Users of direct marketing include retailers,wholesalers, manufacturers, and serviceproviders,


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they can serve more effectively and profitably,

companies may be more efficient in their

marketing efforts.

direct marketing can reach individual

consumers and develop a relationship with

each of them.


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DATABASE MARKETING:

Database marketing is a form of direct marketingthat attempts to gain and reinforce sales

transactions while at the same time beingcustomer driven.

Successful database marketing continuallyupdates lists of customers by identifying who

they are, what they are like, and what they arepurchasing now or may be purchasing in thefuture.


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database marketing is viewed by many

marketers as succeed traditional marketing

strategies and is a major component of most

IMC programs.

database marketing is expensive to develop

and complex to implement effectively.


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SALES PROMOTION/SPONSORSHIPS/

EXHIBITIONS:

SALES PROMOTION

Sales promotions are direct inducements thatoffer extra incentives to improve the product's

movement from producer to consumer.

Consumer promotions such as coupons,sampling, premiums, sweepstakes, price packs

(packs that offer greater quantity or lower costthan normal), low-cost financing deals, etc.


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Trade promotions include slotting allowances

("buying" shelf space in retail stores), allowances

for featuring the brand in retail advertising,

display and merchandising allowances, buying

allowances (volume discounts and other volume-

oriented incentives), bill back allowances (pay-

for-performance incentives), incentives tosalespeople, and other tactics to encourage

retailers to carry the item and to push the brand.


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Two perspectives may be found among

marketers regarding sales promotion.

First, sales promotion is supplemental toadvertising in that it binds the role of

advertising with personal selling.

sales promotion as a minor player in the

marketing communication program.


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A second view regards sales promotion and

advertising as separate functions with

objectives and strategies very different from

each other.

Advertising sets up the deal by developing a

brand reputation and building market value.

Sales promotion helps close the deal by

providing incentives that build market volume.


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SPONSORSHIPS:

Sponsorships increase awareness of a

company or product, build loyalty with a

specific target audience, help differentiate a

product from its competitors, provide

merchandising opportunities, demonstrate

commitment to a community.


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EXHIBITS:

Exhibits, or trade shows, are hybrid forms of

promotion between business-to-business

advertising and personal selling.

Because many trade shows generate media

attention, they have also become popular

venues for introducing new products and

providing a stage for executives to gain

visibility.


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PERSONAL SELLING

Personal selling includes all person-to-person

contact with customers with the purpose of

introducing the product to the customer,

convincing him or her of the product's value,

and closing the sale.

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