Marketing Communications Strategy Pertemuan 17 & 18

2. Marketing Communications Strategy Pertemuan 17 & 18 Matakuliah: 00274 - INTEGRATED MARKETING COMMUNICATION Tahun : 2009/2010

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

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.

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

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

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

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

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

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

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

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.

13. STOP & SIT STOP:Segmentation Targeting Objectives Positioning SIT :Sequence (of tools) Integration (of tools) Tools (the communications tools to be used)

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

15. Communications Strategy

16. Communications Strategy

17. Communications Strategy

18. Communications Strategy