Strategies for a Marketing Communication Plan
No product ever meets the needs of a consumer unless the buyer is aware of a product's existence. When there is no knowledge, there is no sale. Probably the most important aspect of marketing involves the communications process, and essential to that is a detailed marketing communications plan.
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Definition and Purpose
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Marketing plans integrate four marketing components -- price, product, place and promotion. Often called the "Four P's," the promotion component communicates details about the product to the buyer. Effective promotion results in product sales that fulfill company sales goals. A marketing communications plan is a detailed plan that supports effective promotion. The plan is consistent with the other marketing components such as product type and price, as well as the distribution strategy (place).The goal of a marketing communications plan is to develop product awareness and preference with those consumers who are most likely to need, and therefore most likely to buy, the product.
Strategy Development
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Communications strategy development requires the marketer to understand the customer. Companies must first clarify what need the product fulfills, which then establishes whose need it fulfills. This review determines the buyer. Second, companies must develop a communications message or theme that responds to the buyer, and third, the best communications delivery method. Often, the process begins with competitive research. Even if the product is new, similar products usually exist where marketers can determine how products fulfill needs and who buys them. Surveys targeted to prospective buyers help determine what product attributes are important, how buyers learn about new products and how they make them feel. Focus groups provide feedback about proposed themes, messages and methods of delivery, and how they use this information to make buying decisions. Results of the research determine what communications strategy will provide the greatest benefit. Strategies may focus on product attributes such as price or quality, or intangible items such as how a product makes a consumer feel.
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Strategy Implementation
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Once the strategy is finalized, the plan must communicate the theme to all company departments to ensure consistency. This is particularly important for sales staff and distributors, or anyone who may be in contact with customers. The sales force needs to be set up to sell. Tactics include employee training presentations, email communication and common-area posters that outline product attributes, advertising themes and targeted customers. The same theme must be communicated to those responsible for packaging. External awareness tactics that support the strategy include a variety of communications programs. These may incorporate targeted print, television or radio advertising, as well as brochure and marketing collateral distribution. Trade show participation builds awareness among those most likely to buy. Merchandising promotions such as contests and sample giveaways give prospective consumers the opportunity to see and use the product. Community presentations and sponsorships create awareness. Company websites offer opportunities to promote products.
Considerations
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Marketing strategies should be measured to determine their success. Quantifiable measures such as market share, sales lead generation and overall revenue can be utilized to confirm success or a need for a different approach. Successful communications strategies also can have a spillover effect to other company products. Budgets often constrain the implementation of all tactics. Cost and benefit analyses help prioritize the use of funds supporting the overall strategy.
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