MarinaMMedia

Marketing Communications Strategy

How do you get more out of existing customers? Find new ones? Entice back the folks who haven’t bought from you in a while?

Tell them a great story of why they can’t possibly live without you. Simple. Work out an irresistible benefit. And then tell people about it.

STEPS TO DEVELOPING A MARCOM STRATEGY

Target Audience

  • Which target market are you going after? Pitch one or two keys benefits to your ideal client.
  • Never promise the world to everyone.

Message/Story

  • Create an attention–grabbing reason customers must contact or buy from you.
  • What fantastic offer of price, product, place or promotion do you want to tell people about?
  • Purchasing Cycle/Advertising–is your message designed to
    • build Awareness of something new,
    • entice Interest in a product folks already know about,
    • give reasons they should Desire it,
    • or ultimately climax into a Call to Action.
  • Does your message fit your brand?
  • Tell the story/message in a compelling way.
  • Adapt your message for the appropriate distribution channel. Encourage folks to spread the word.

Share the Message/Story

  • Which media channels do your target audience use?
  • Measurement–design campaigns with built in metrics to assess effectiveness.
  • Budget and prioritise from options including: –
    • Advertising
      • traditional broadcast and outdoor media
      • On-line and Social Media
    • Media Relations. Generating free publicity through press releases, events, PR.
    • On-line marketing, optimized sites
    • Web Search Term, pay per click and impressions
    • Direct Response Radio/TV
    • Webinars
    • Trade Shows
    • Brand Collateral in print and promotional materials.
    • Point of Sale
    • Seminars
    • Trade Shows
    • Email/Newsletters
    • Direct Mail and Insert Media
    • Telemarketing
    • Mobile Phone marketing
    • Viral marketing
    • Voice-mail marketing
    • Coupons
    • Face to Face personal selling/Customer Relations
    • Directory listings
    • Grassroots Community Marketing and Public Relations

Whether you’re a Start Up needing overall strategy or a Mid-Sized established business looking for a refreshing new way to get your message across, let’s get together and work out where you are, where you want to be and how to get you there.