Marketing Communications Strategy

Pertemuan 17 & 18

Mata kuliah : 00274 - INTEGRATED MARKETING COMMUNICATION

Tahun : 2009/2010

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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

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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.

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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

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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

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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

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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

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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

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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

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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

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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.

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STOP & SITSTOP : Segmentation

Targeting Objectives Positioning

SIT : Sequence (of tools) Integration (of tools) Tools (the communications tools to be

used)

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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

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Communications StrategyDoes 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?

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Communications Strategy5 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

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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?

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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