Communicating Value

jos hill

Thursday, November 4, 2010

What do you need to communicate?

• How to use your product

• Why people should use your product

• What type of people could use your product

• When your product should be used

• How using your product will make them feel

• how you source your raw materials

• How to dispose of your product

Thursday, November 4, 2010

Communications process models

• Macromodel

SENDER EncodingMedia

Decoding

Message

Noise

Feedback Response

RECEIVER

★ Selective attention

★ Selective distortion

★ Selective retention

Thursday, November 4, 2010

Communications process models

• Micromodel Cognitive Stage

Affective Stage

Behavior Stage

Attention

Interest

Desire

Action

Awareness

Knowledge

Liking

Preference

Conviction

Purchase

AIDAHierarchy-of-Effects

Awareness

Knowledge

Liking

Preference

Conviction

Purchase

Innovative-Adoption

Exposure

Reception

Cognitive response

Attitude

Intention

Behavior

Comms

Thursday, November 4, 2010

Developing effective communications

• Current customers

• Potential customers

• Stakeholders

★ Suppliers

★ General public

★ Government

★ Social and environmental activist organizations

Identify target

audience

Determine objectives

Design Comms

Select channels

Establish budget

Decide on media mix

Measure results

Integrated marketing comms

Thursday, November 4, 2010

Determine communications objectives

• Category need

• Brand awareness

• Brand attitude

• Brand purchase intension

Identify target

audience

Determine objectives

Design Comms

Select channels

Establish budget

Decide on media mix

Measure results

Integrated marketing comms

Thursday, November 4, 2010

Design the communications

• Message strategy

• Creative strategy

• Who should say it?

Identify target

audience

Determine objectives

Design Comms

Select channels

Establish budget

Decide on media mix

Measure results

Integrated marketing comms

got milk?

Thursday, November 4, 2010

Select the communication channels

Personal.....

Identify target

audience

Determine objectives

Design Comms

Select channels

Establish budget

Decide on media mix

Measure results

Integrated marketing comms

Create a buzz

Thursday, November 4, 2010

Select the communication channels

Identify target

audience

Determine objectives

Design Comms

Select channels

Establish budget

Decide on media mix

Measure results

Integrated marketing comms

.....or non personal

Thursday, November 4, 2010

Set the budget

• Affordable method

• Percentage of sales method

• Competitive parity method

• Objective-and-task method

Identify target

audience

Determine objectives

Design Comms

Select channels

Establish budget

Decide on media mix

Measure results

Integrated marketing comms

Thursday, November 4, 2010

Decide on the marketing communications mix

• Advertising

• Sales promotion

• Events and experiences

• Public relations

• Direct marketing

• Personal selling

Identify target

audience

Determine objectives

Design Comms

Select channels

Establish budget

Decide on media mix

Measure results

Integrated marketing comms

Thursday, November 4, 2010

Advertising

• Set a goal

★ Informative

★ Persuasive

★ Reminder

★ Reinforcement

• Then assess whether you achieved it...

Thursday, November 4, 2010

Sales and Promotions

Thursday, November 4, 2010

Events and experiences

Thursday, November 4, 2010

Thursday, November 4, 2010

Public relations and publicity

Thursday, November 4, 2010

Measuring communication results

Identify target

audience

Determine objectives

Design Comms

Select channels

Establish budget

Decide on media mix

Integrated marketing comms

Measure results

• Outputs & expenses...

• Outcomes & revenues?

Thursday, November 4, 2010

Measuring communication results

Identify target

audience

Determine objectives

Design Comms

Select channels

Establish budget

Decide on media mix

Integrated marketing comms

Measure results

100% market

80% aware

40% did not try

60% tried

20% not aware

20% satisfied

80% disappointed

TOTAL Awareness Brand trial Satisfaction

Thursday, November 4, 2010

Managing the Integrated Marketing Communications Process

• Find the right mix for your stakeholders

Identify target

audience

Determine objectives

Design Comms

Select channels

Establish budget

Decide on media mix

Measure results

Integrated marketing comms

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Thursday, November 4, 2010

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How integrated is your program?

• Coverage : proportion of your audience reached

• Contribution : success in creating the desired customer response

• Commonality : are common associations with your brand reinforced?

• Complementarity : extent to which different associations are emphasized

• Versatility : communicating to customers and attracting new customers

• Cost : is the cost worth it?

Thursday, November 4, 2010