marketing communications that communicates karen kozek, senior marketing communications consultant ...
TRANSCRIPT
Marketing Communications That CommunicatesKaren Kozek, Senior Marketing Communications Consultant
www.signalbd.com
FICC21 June 2009 | Tel Aviv
What is marketing communications?
תקשורת שיווקית
“Words about what you do”
“Words and tactics to reach an audience and make them do something”
“Messages to potential customers about your business, product, innovation, technology”
“The things you do to get the attention of the market”
Marcom and your business
Supports your brand
Supports your marketing strategy
Supports your business development efforts
The marketing strategy “scheme”
MissionVision
MarketingStrategyPosition
Marcom
ProductPrice
Distribution
PROMOTION
Vision & Mission
Vision
How the future will look when your organization achieves its mission
Mission
A statement that tells
What you do
Who you do it for
The benefit
Your mission is how you achieve your vision.
The marcom process
With a marketing strategy in place
Develop an overall concept
Develop deliverables wisely
Deliverables:Short-term “tactics” neededto implement your strategy
The marcom deliverables
Remember the message
Remember the audience
Remember the medium
Deliverables:Short-term “tactics” neededto implement your strategy
Marcom through the stages
Early
Company name
Tagline
Vision
Mission
Elevator story
Logo
Business card
One-page description
Basic website
Introduce | Impress | Build
Marcom through the stages
Mid-stage
Company brochure
Company profile
Folder
Product brochure
Blog
Investor presentation
Newsletter
Press release
Product demo/ animation
Build | Reinforce | Fine-tune | Move forward
Marcom through the stages
Mature
Catalog
Expanded website
Feature articles
Annual report
Product packaging
Move forward | Strengthen | Achieve
Marcom through the stages
And beyond
White paper
Exhibits (booths/stands)
Posters
Promotional giveaways
Videos/voice-overs
Reinforce | Deliver | Move forward
Contact information