Inform our target customers what product they
Description: Inform our target customers what product they should expect and its immediate benefits with clear verbiage. Attract potential customers to purchase by using promotional tactics and special offerings. Consistent communications and follow-ups
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slide1. Inform our target customers what product they should expect and its immediate benefits with clear verbiage. Attract potential customers to purchase by using promotional tactics and special offerings. Consistent communications and follow-ups via email newsletters, digital marketing, social media. Main Objectives It is necessary to define the objectives for it involves all what we wish to achieve through our marketing efforts & what our brand wants to communicate to the target audience. Remind Persuade Inform<br>
slide2. Marketing Communications Roadmap 01 02 03 04 05 06<br>
slide3. Marketing Communications Roadmap Situational Analysis Marketing Communication Objectives Marketing Communication Strategies Marketing Communications Mix Scheduling & Budgeting Implementation, Monitoring & Control<br>
slide4. Noise Clutter, Message conflict & Inconsistency Source Company/
Brand,Agency Message Brand Messages (Planned, unplanned), Product, Service Channel Newspaper, Mail, Magazine, E-mail,
TV, radio, package, salesperson, customer service, Internet Receiver Target Audience Feedback Buy/not buy, request information, visit store, sample product, repeat. Interactive Marketing Model<br>
slide5. At $2.35 per unit, our production cost has been successfully reduced by 30%. We earned a gross revenue of $23M for the last fiscal year, a 20% increase from the previous year. We’re trading at $8 per share and has 100 million shares outstanding, Our market value is $800 million.<br>
slide6. At $2.35 per unit, our production cost has been successfully reduced by 30%. We earned a gross revenue of $23M for the last fiscal year, a 20% increase from the previous year. We’re trading at $8 per share and has 100 million shares outstanding, Our market value is $800 million. Cost Revenue Market Value Cost<br>
slide7. At $2.35 per unit, our production cost has been successfully reduced by 30%. We earned a gross revenue of $23M for the last fiscal year, a 20% increase from the previous year. We’re trading at $8 per share and has 100 million shares outstanding, Our market value is $800 million. Cost<br>
slide8. Current
Methods 01 3 stores available in green road and
inefficient website with numerous bugs 02 Occasional flyer drops & mailing list opportunities
Seasonal branding campaign & company hangout 03 Facebook page limited reach (1,500) &
Twitter account limited reach (2,500) 01 Flawed (in our brand awareness, website, and overall delivery of business operation. i.e. Promotion, online sales) 02 Need to increase general footfall for both instore and online 03 Increase brand awareness with social media presence and live campaigns Issues Identified<br>
slide9. MARKET INTERNAL EXTERNAL Strategy & positioning
Branding & budget
Employee skills Competitor behaviors
Customer feedback
Market value Institutional &political
Social & economical
Technological Environmental Influences<br>
slide11. P E S T E L<br>
slide12. Competitor Analysis Competitor B Competitor A Competitor C<br>
slide13. Competitor Analysis Competitor A Competitor C Competitor B Brand Message Social Traction Conversion Rate Retention Rate Brand Visibility Brand Reputation Cultural Relevance Desirability<br>
slide14. Competitor Analysis Competitor A Competitor B Competitor C Brand Message Social Traction Conversion Rate Retention Rate Brand Visibility Brand Reputation Cultural Relevance Desirability<br>
slide15. Elaboration-Likelihood Model (ELM) Pension funds plus tax incentives linked to them can guarantee a higher retirement income, compared to the severance pay.<br>
slide16. Market Segmentation Age: 20 – 30
Gender: Male and Female
Income: More than 20,000 Nations: North American
Religion: Any
Neighborhood: Any Life style: Standard
Social Class: Standard
Personality: Integrated Upper status: Standard
Usage rate: High usage rate
Occasions: Personal<br>
slide17. Brand Positioning Model Purpose Why we do what we do to be a driver of awareness, consideration, advocacy. Values Who we are as a driver of awareness, consideration, preference and advocacy Process How we become a driver of awareness, consideration, preference and advocacy Product What we offer as a driver of awareness, consideration, preference and advocacy Infrastructure Where we carry out our operations as a driver of awareness, & advocacy Why Who How What When<br>
slide18. Brand Positioning Chart Their product does the job. But it’s so expensive that it’s totally out of the budget for most consumers. The service is slow and the product doesn’t work well even though this brand has been around for so long. The biggest draw for customers is that their products are cheap and accessible. Otherwise their quality is subpar. We made it so simple. The quality is amazing and the price is only a fraction of some other brands & more useful! Company A Company B Company C Our Brand<br>
slide19. Hierarchy of Effect Model Cognitive: Think, understand, remember Affective: To feel , to experience Behavioral: Behave/Action Consumer Behavior Marketing Objectives<br>
slide20. Customer
Consumers are seeking innovation and the brand name, is wanted by consumers, regardless of the price Cost
The price charged reflects the premium nature of the product but still satisfies full range customer budget. 4 Cs Model Convenience
Consumers can buy direct from company online store, in traditional stores as well as via partner online & offline store Communication
Company has well established community forums where users share tips and tricks as well as best practices of products.<br>
slide21. Price
Allowances: rebates for distributors, Discounts: for customers
Payment terms – Note payment, credit, account payment
Price strategy, Price tactics, Price-setting Place
Strategies such as intensive distribution, selective distribution,
Channel member selection and channel member relationships
Assortment, Location decisions, Inventory, warehousing & logistics Product
Product assortment – product range, product mix, product lines Services (complementary service, after-sales service, service level)
Guarantees and warranties, Managing products through the life-cycle Promotion
Promotional mix: appropriate balance of advertising, PR, direct marketing
Channel/ media strategy: how to reach the target audience
Message Frequency: how often to communicate<br>
slide22. 7 Ps Marketing Mix<br>
slide24. Content driven marketing will continue to grow and dominate as the most accessible and well embraced marketing trend in the foreseeable years with new ways to experiment.<br>
slide25. Internal Stakeholder Relation
PR efforts should focus on people who are already influencing your target customer like internal stakeholders. Community Relations
A successful relationship will help build trust between your company and its customers. Build positive relationships. Content Development
Choose the right topic for our content. Compelling content should include elements of curiosity, relevancy, value & emotion. Reputation Management
Host, sponsor or attend business functions to showcase and increase our brand exposure. External Stakeholder relation
Do not lose sight of our stakeholders over time. Maintain regular contact and keep the communication channel open. Sponsorship
Commits money or resources to a nonprofit event or program in exchange for specific promotional benefits. Paid Media
Press kit should include company’s background, brand story, factsheet, bios, & media contact details. Networking & Events
The media is our go-to medium. Hold a press conference or a media junket to make announcements.<br>
slide26. Direct Marketing Direct Mail
It consist of approaching individual customers with special offers related to their history of purchase or search. Email Marketing
Promotional emails, ads in business emails, newsletters, transactional emails are email marketing strategies that work. Telemarketing
This approach involves reaching out to potential customers over the phone in a bid to sell specific services or products. Coupons
It involves a business giving documents and tickets to targeted customers. These cards are then redeemed for discounts. Direct Advertising
It is about a brand's offering to a customer based on the brand's understanding of a segmented audience's willingness to buy. Direct Selling
It entails posting mail that promotes brands, products, and services. Direct mail includes catalogs, & postcards.<br>
slide27. IMC can create a competitive advantage through increased sales, profit and market share from successful communication IMC helps the customer move through the various stages of the buying process by encouraging them with a concise message Consistent messages through various communication channels can increase perceived credibility Carefully linked messages help the buyer by providing them with timely reminders, updated information & special offers on products. Integrated Marketing Communications<br>
slide28. Advertising Framework Customer decision journey / consumer funnel
Clickstream data
Competitor marketing campaigns
Define business objectives
Customer profile / buyer personas Facebook ads
Google AdWords
LinkedIn
Twitter
Instagram
YouTube
Media buys
Search engine Google AdWords
Remarketing lists
FB custom audiences
FB Power Editor
Bidding & budget
Location targeting
Landing page creation
Website UX Quality score
Relevance score
Click Through Rate
Impressions
Conversion rate
Device reporting
Reach & frequency
Audience behavior A/B testing
Ad scheduling
Audience targeting
Ad placements
Channel experiments
Bidding & budget
Ad assets testing
Less steps to convert<br>
slide29. Advertising Strategy Objectives & target group Concept Development Creative Execution Placement in the Media End of Campaign Strategic Advertising Research Pre-Test Pre-Test Post-Test Pre-Test<br>
slide30. Conditions: Competition: Fuel prices Season Consumer Confidence Promotions Pricing Competitor Advertising Radio Pricing Direct mail Public relations Online display Online display Mobile apps Native content Cinema Direct mail Tv ad Attribution Optimization Allocation Actions:<br>
slide31. Channels Metrics Social profiles
Customer Service
Branding Lead gen cards
Contests
Social posts Facebook ads
Virtual workshops Followers and reach
Sentiments
Mentions Conversions
Participants
Engagement, clicks Email signups
Repeat attendees<br>
slide32. Email Marketing
Communicate with our audience and used to promote content, showcase discounts & events, and direct people toward our website Social media Marketing
Social media is great way to promote our brand & our content to increase brand awareness, drive traffic & generate leads for our business. Pay-Per-Click (PPC)
Pay-per-click is a way to drive traffic to our website by paying a publisher every time our ad is clicked. Google AdWords is the most common type of PPC. Content Marketing
Use creative & original content for the purpose of generating brand awareness, traffic growth, lead generation & targeting customers. Search Engine Optimization
Optimize our website to “rank higher” in search engine results pages to drive traffic to our company website. An Engaging Website
For maximum impact, our site should be more responsive, up-to-date, user friendly and should represent our company very well. Digital Marketing
Approaches<br>
slide34. Budgeting<br>
slide35. ----- Pre Vs. Post Campaign Evaluation ▲ 20% ▼ 10% ▲ 3.5% ▼ 2.6% ▲ 15% ▲ 20%<br>
slide36. Campaign Scheduling (Gantt Chart)<br>
slide2. Marketing Communications Roadmap 01 02 03 04 05 06<br>
slide3. Marketing Communications Roadmap Situational Analysis Marketing Communication Objectives Marketing Communication Strategies Marketing Communications Mix Scheduling & Budgeting Implementation, Monitoring & Control<br>
slide4. Noise Clutter, Message conflict & Inconsistency Source Company/
Brand,Agency Message Brand Messages (Planned, unplanned), Product, Service Channel Newspaper, Mail, Magazine, E-mail,
TV, radio, package, salesperson, customer service, Internet Receiver Target Audience Feedback Buy/not buy, request information, visit store, sample product, repeat. Interactive Marketing Model<br>
slide5. At $2.35 per unit, our production cost has been successfully reduced by 30%. We earned a gross revenue of $23M for the last fiscal year, a 20% increase from the previous year. We’re trading at $8 per share and has 100 million shares outstanding, Our market value is $800 million.<br>
slide6. At $2.35 per unit, our production cost has been successfully reduced by 30%. We earned a gross revenue of $23M for the last fiscal year, a 20% increase from the previous year. We’re trading at $8 per share and has 100 million shares outstanding, Our market value is $800 million. Cost Revenue Market Value Cost<br>
slide7. At $2.35 per unit, our production cost has been successfully reduced by 30%. We earned a gross revenue of $23M for the last fiscal year, a 20% increase from the previous year. We’re trading at $8 per share and has 100 million shares outstanding, Our market value is $800 million. Cost<br>
slide8. Current
Methods 01 3 stores available in green road and
inefficient website with numerous bugs 02 Occasional flyer drops & mailing list opportunities
Seasonal branding campaign & company hangout 03 Facebook page limited reach (1,500) &
Twitter account limited reach (2,500) 01 Flawed (in our brand awareness, website, and overall delivery of business operation. i.e. Promotion, online sales) 02 Need to increase general footfall for both instore and online 03 Increase brand awareness with social media presence and live campaigns Issues Identified<br>
slide9. MARKET INTERNAL EXTERNAL Strategy & positioning
Branding & budget
Employee skills Competitor behaviors
Customer feedback
Market value Institutional &political
Social & economical
Technological Environmental Influences<br>
slide11. P E S T E L<br>
slide12. Competitor Analysis Competitor B Competitor A Competitor C<br>
slide13. Competitor Analysis Competitor A Competitor C Competitor B Brand Message Social Traction Conversion Rate Retention Rate Brand Visibility Brand Reputation Cultural Relevance Desirability<br>
slide14. Competitor Analysis Competitor A Competitor B Competitor C Brand Message Social Traction Conversion Rate Retention Rate Brand Visibility Brand Reputation Cultural Relevance Desirability<br>
slide15. Elaboration-Likelihood Model (ELM) Pension funds plus tax incentives linked to them can guarantee a higher retirement income, compared to the severance pay.<br>
slide16. Market Segmentation Age: 20 – 30
Gender: Male and Female
Income: More than 20,000 Nations: North American
Religion: Any
Neighborhood: Any Life style: Standard
Social Class: Standard
Personality: Integrated Upper status: Standard
Usage rate: High usage rate
Occasions: Personal<br>
slide17. Brand Positioning Model Purpose Why we do what we do to be a driver of awareness, consideration, advocacy. Values Who we are as a driver of awareness, consideration, preference and advocacy Process How we become a driver of awareness, consideration, preference and advocacy Product What we offer as a driver of awareness, consideration, preference and advocacy Infrastructure Where we carry out our operations as a driver of awareness, & advocacy Why Who How What When<br>
slide18. Brand Positioning Chart Their product does the job. But it’s so expensive that it’s totally out of the budget for most consumers. The service is slow and the product doesn’t work well even though this brand has been around for so long. The biggest draw for customers is that their products are cheap and accessible. Otherwise their quality is subpar. We made it so simple. The quality is amazing and the price is only a fraction of some other brands & more useful! Company A Company B Company C Our Brand<br>
slide19. Hierarchy of Effect Model Cognitive: Think, understand, remember Affective: To feel , to experience Behavioral: Behave/Action Consumer Behavior Marketing Objectives<br>
slide20. Customer
Consumers are seeking innovation and the brand name, is wanted by consumers, regardless of the price Cost
The price charged reflects the premium nature of the product but still satisfies full range customer budget. 4 Cs Model Convenience
Consumers can buy direct from company online store, in traditional stores as well as via partner online & offline store Communication
Company has well established community forums where users share tips and tricks as well as best practices of products.<br>
slide21. Price
Allowances: rebates for distributors, Discounts: for customers
Payment terms – Note payment, credit, account payment
Price strategy, Price tactics, Price-setting Place
Strategies such as intensive distribution, selective distribution,
Channel member selection and channel member relationships
Assortment, Location decisions, Inventory, warehousing & logistics Product
Product assortment – product range, product mix, product lines Services (complementary service, after-sales service, service level)
Guarantees and warranties, Managing products through the life-cycle Promotion
Promotional mix: appropriate balance of advertising, PR, direct marketing
Channel/ media strategy: how to reach the target audience
Message Frequency: how often to communicate<br>
slide22. 7 Ps Marketing Mix<br>
slide24. Content driven marketing will continue to grow and dominate as the most accessible and well embraced marketing trend in the foreseeable years with new ways to experiment.<br>
slide25. Internal Stakeholder Relation
PR efforts should focus on people who are already influencing your target customer like internal stakeholders. Community Relations
A successful relationship will help build trust between your company and its customers. Build positive relationships. Content Development
Choose the right topic for our content. Compelling content should include elements of curiosity, relevancy, value & emotion. Reputation Management
Host, sponsor or attend business functions to showcase and increase our brand exposure. External Stakeholder relation
Do not lose sight of our stakeholders over time. Maintain regular contact and keep the communication channel open. Sponsorship
Commits money or resources to a nonprofit event or program in exchange for specific promotional benefits. Paid Media
Press kit should include company’s background, brand story, factsheet, bios, & media contact details. Networking & Events
The media is our go-to medium. Hold a press conference or a media junket to make announcements.<br>
slide26. Direct Marketing Direct Mail
It consist of approaching individual customers with special offers related to their history of purchase or search. Email Marketing
Promotional emails, ads in business emails, newsletters, transactional emails are email marketing strategies that work. Telemarketing
This approach involves reaching out to potential customers over the phone in a bid to sell specific services or products. Coupons
It involves a business giving documents and tickets to targeted customers. These cards are then redeemed for discounts. Direct Advertising
It is about a brand's offering to a customer based on the brand's understanding of a segmented audience's willingness to buy. Direct Selling
It entails posting mail that promotes brands, products, and services. Direct mail includes catalogs, & postcards.<br>
slide27. IMC can create a competitive advantage through increased sales, profit and market share from successful communication IMC helps the customer move through the various stages of the buying process by encouraging them with a concise message Consistent messages through various communication channels can increase perceived credibility Carefully linked messages help the buyer by providing them with timely reminders, updated information & special offers on products. Integrated Marketing Communications<br>
slide28. Advertising Framework Customer decision journey / consumer funnel
Clickstream data
Competitor marketing campaigns
Define business objectives
Customer profile / buyer personas Facebook ads
Google AdWords
YouTube
Media buys
Search engine Google AdWords
Remarketing lists
FB custom audiences
FB Power Editor
Bidding & budget
Location targeting
Landing page creation
Website UX Quality score
Relevance score
Click Through Rate
Impressions
Conversion rate
Device reporting
Reach & frequency
Audience behavior A/B testing
Ad scheduling
Audience targeting
Ad placements
Channel experiments
Bidding & budget
Ad assets testing
Less steps to convert<br>
slide29. Advertising Strategy Objectives & target group Concept Development Creative Execution Placement in the Media End of Campaign Strategic Advertising Research Pre-Test Pre-Test Post-Test Pre-Test<br>
slide30. Conditions: Competition: Fuel prices Season Consumer Confidence Promotions Pricing Competitor Advertising Radio Pricing Direct mail Public relations Online display Online display Mobile apps Native content Cinema Direct mail Tv ad Attribution Optimization Allocation Actions:<br>
slide31. Channels Metrics Social profiles
Customer Service
Branding Lead gen cards
Contests
Social posts Facebook ads
Virtual workshops Followers and reach
Sentiments
Mentions Conversions
Participants
Engagement, clicks Email signups
Repeat attendees<br>
slide32. Email Marketing
Communicate with our audience and used to promote content, showcase discounts & events, and direct people toward our website Social media Marketing
Social media is great way to promote our brand & our content to increase brand awareness, drive traffic & generate leads for our business. Pay-Per-Click (PPC)
Pay-per-click is a way to drive traffic to our website by paying a publisher every time our ad is clicked. Google AdWords is the most common type of PPC. Content Marketing
Use creative & original content for the purpose of generating brand awareness, traffic growth, lead generation & targeting customers. Search Engine Optimization
Optimize our website to “rank higher” in search engine results pages to drive traffic to our company website. An Engaging Website
For maximum impact, our site should be more responsive, up-to-date, user friendly and should represent our company very well. Digital Marketing
Approaches<br>
slide34. Budgeting<br>
slide35. ----- Pre Vs. Post Campaign Evaluation ▲ 20% ▼ 10% ▲ 3.5% ▼ 2.6% ▲ 15% ▲ 20%<br>
slide36. Campaign Scheduling (Gantt Chart)<br>