The components of a Marketing Communications ... - bina nusantara

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17 Φεβ 2014 (πριν από 3 χρόνια και 1 μήνα)

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Marketing Communications
Strategy

Pertemuan
17 & 18

Ma
t
a

kuliah

:
0
0
274
-

INTEGRATED MARKETING COMMUNICATION


Tahun



: 2009
/2010

Bina Nusantara University

3

Learning Objectives



Understand

where marketing communications


strategy fits in



List the key

components of communications


strategy



Understand

the diversity of approaches



Start to build

your own communications


strategy



Understand

how SOSTAC and strategy fit


together

Bina Nusantara University

4

The Benefits of a Marketing
Communications Strategy



It enables

each tactical activity to build on the others

creating strength of communications through

continuity and consistency



It helps

to create clearer, sharper selling messages

appropriately directed to target customers at

various stages in their buying process



Tactical planning

of each communications tool is

made

that much easier and quicker when clear

strategic direction is agreed.

Bina Nusantara University

5

The Benefits of a Marketing
Communications Strategy



It facilitate

integrated marketing


communications which saves time,


money and stress as well as providing


IMC’s other associated benefits of


consistency and clarity



It can facilitate

the development of joint


promotions and strategic alliances

Bina Nusantara University

6

The Benefits of a Marketing
Communications Strategy



It can encourage

the development of hybrid


marketing system. The addition and integration


of new communication tools/channels (eg.


telemarketing) to existing communications


tools/channels (eg advertising or marketing) to


existing communications tools/channels (eg.


advertising or the sales force) can create such a


hybrid marketing system


Bina Nusantara University

7

The Benefits of a Marketing
Communications Strategy



As well as

driving the external communications,

a good communications startegy (when

communicated internally) creates a bond

within a company so that everyone knows

what everyone else is trying to achieve


Bina Nusantara University

8

The components of a Marketing
Communications Strategy

Key components of a marketing communications strategy



Positioning
; should restate and consolidate the

positioning



Benefits
; should reinforce the benefits wanted by

customers (and unfulfilled by competition)



Strengths
; draws on the sustainable competitive

advantage



Competition
; has a competitive dimension


Bina Nusantara University

9

The components of a Marketing
Communications Strategy



Customers
; segments and targets the market

plus considers all the stages in the buying

process from generating awareness and

enquires through to maintaining repeat

sales. Can also cater for different types of

customers from heavy to light users, loyal to

non loyal /promiscuous


Bina Nusantara University

10

The components of a Marketing Communications
Strategy



Direction
; gives clear direction (in term of

positioning, strengths, etc)



Tools
; defines the range of communications

tools

eg above or below the line



Integration
;
ensures the communications tools

are integrated


Bina Nusantara University

11

The components of a Marketing Communications
Strategy



Sequence

of tools; does the advertising need



to build brand awareness before converting



to sales with direct mail? Does the PR break



before the sales launch?



Timescale
; is longer term than tactics and

operational activities


Bina Nusantara University

12

The components of a Marketing Communications
Strategy



Resources
: indicates the emphasis and size of

spend on certain tools (whether the

communications are going to be advertising

led or salesforce driven, etc).



Objectives
; can make reference to the overall

objectives of the strategy.



Marketing

strategy; should be consistent with

and draw from the overall marketing

strategy.


Bina Nusantara University

13

STOP & SIT

STOP

:

S
egmentation



T
argeting



O
bjectives



P
ositioning


SIT :



S
equence (of tools)



I
ntegration (of tools)



T
ools (the communications tools to be used
)


Bina Nusantara University

14

The five musts for communicators:



Always

define precisely your audience



Avoid

the predictable



Keep
the message simple



Use power

tools (images that last)



Say what

only you can say


Bina Nusantara University

15

Communications Strategy

Does the strategy consider:

Does it specify:

Yes/No

1

Segmentation?

What market?

2

Targeting?

Markets, stakeholders and DMUs?

3

Objectives?

Will the strategy fulfill the marketing and
communication objectives? Are the benefits
clear?

4

Positioning?

Reinforce the desired positioning?

Bina Nusantara University

16

Communications Strategy

5

Exploiting
sustainable
competitive
advantage?

Cost leader?

Differentiate?

Focus/niche?

Does the strategy play to our strengths?

Does it address competitive benefits (benefits which customers want but
competition does not supply)?

6

Type of purchase
and the buying
process?

Multi
-
stage strategy (enquiry; sale; repeat sales or straight sale; repeat sale)?

7

Timescale

What time scales and/or phases are involved?

8

Sequence and
timing of tools?

Does the strategy guide the sequence of communications tools

Bina Nusantara University

17

Communications Strategy

9

Range of
communications tools?

Does the strategy incorporate and integrate a range of
tools?

10

Scale?

Global, national or local?

11

Resources?

Can we afford it?

Is it the best way to spend a budget?

12

Lifetime customers?

Does it encourage repeat bussiness and customer
loyalty?

Bina Nusantara University

18

Communications Strategy

13

Brand enhancement?

Does the strategy enhance the brand?

14

Strategic options?

Were other strategies considered?

Does the chosen strategy fulfil the marketing
objectives better than other?

15

Homework done?

Has each option been carefully evaluated?

16

Fit with the overall marketing
strategy?

Check the marketing strategy