Here’s How You Can Create Your Marketing Communications Effectively

When we talk about delivering your message to your prospective customers and convincing them to buy from you we are talking about marketing communications. To communicate effectively you need to know to whom you are speaking and understand what motivates your prospective customers. A great way to begin developing your marketing communications is by answering a series of questions. So let’s get started.

The main question you are answering is: who is your target market? The answer to this question forms the basis of all the “market communications” you will produce. You need to think through who you want to reach with your product or service. In order to fully identify your target market you need to think about your customer on several different levels.

First start by identifying the demographic information of your ideal customer. What is their:

  • age,
  • marital status,
  • gender, and
  • geographic information?

Once this is defined you then need to develop the psychological profile of your ideal customer. Ask questions such as:

  • What motivates your customer to act? Is it security, peace of mind, status, recognition, etc.
  • What makes your ideal customer happy?
  • What does the average day in the life of your customer look like?
  • What does your ideal customer do in their free time? Are they interested in sports, movies, exercise, reading, etc.
  • What struggles does your customer face on a daily basis?
  • Where will you find your customer spending their time online?

By creating the picture of your ideal customer you will understand their wants, needs and problems. You will also understand what they expect or need from the products and services they purchase. With this knowledge you are able to craft your marketing communications materials. Your messaging will be targeted to the people you are serving. Your messaging will identify why your product or service is important to them by indicating the need it fills or the problem it solves. Targeting your message in this manner enables you to connect with your customer on an emotional level that will solidify your relationship with them.

Throughout your marketing communications it is extremely important to maintain consistency in your materials. This applies to the look, feel and tone of your marketing communications. You need to think of your marketing communications moving on a continual timeline. By maintaining consistency in your presentation your customers will become familiar with your marketing material. This allows them to concentrate on the value messages you are delivering rather than looking at a new marketing format.

By focusing on your target market, maintaining consistency in your marketing presentation and packaging information that is valuable to your customers you will have a formula for continually growing your customer base.

Effective Marketing Communications Techniques You Can Try

Marketing communications take an integral place in every company or business organization. Your company can get nowhere without an established strategy of communicating your message to the public. Your products or services might contain all the necessary ingredients to make people happy and their lives better than before. But if you don’t know how to communicate to your clients and prospects all of the good benefits they can get when they purchase your product, then you could be wasting all the resources you have for products or services no one will avail. You already have the best brand with a quality that is very competitive. Now you have to let people know about it.

As you create a blueprint of the techniques you are going to use for your marketing communications, never forget to broaden your mind about things that may come across your way to meeting the people especially your intended audience. Doing a product launching can be a good idea that may open up some opportunities for the public to get a glimpse or better yet a first-hand experience with your new product or service. A product launching program or activity can be held in strategic locations like shopping malls, hotels, university campuses, and other public places where your target audience can have access. Activities may include entertainment, contests, product testing or tasting, sampling, conference with the press, and other related activities for the purpose of announcing your new products or services.

Good marketing communications techniques also include excellence in public relations. Remember, your company’s goal is not only to make money and protect your investments, but also to extend welfare to humanity and the environment. When you know how to generously give service to people and the community for whatever needs at the moment and those that may arise in the future, people will respond to you with gratitude. You will have a positive image before your clients and prospects. They will give your brand a special place of preference in their hearts and minds. Just for example, I personally choose a particular brand of toothpaste over others because I know that the company that owns this brand of toothpaste is giving toothpastes to orphanages, penal colonies, rehabilitation centers, street kids, schools, hospitals, and other public institutions. The principle is, when you are kind to people, they will seek for opportunities to return the favor.

Establishing a good relationship with the people also includes instilling in their minds a constant awareness of your brand’s presence. This can be done through sponsorship of different events where there can be a chance to promote your products or services. Events can be sports clinic for the youth, street concerts where you can invite local artists to perform, environmental cleanup, and others, depending on your type of products or service. Events can be held simultaneously in various key cities and can be aired live on TV channels. When your brand or product is always visible, they can be etched in the people’s thoughts and somehow influence their will to buy.

These techniques on marketing communications have been proven effective. So try them.

Integrated Marketing Communications – 5 Primary Communication Tools

Communication is always one of the most important and vital strategic areas of an organization’s success. You can have the best or most innovative products or services, but if your internal and external communications are weak, then the demand for your products or services raises a personal flag of concern. When communicating the value of your products or services, you want to focus on how they will benefit your clients.

When planning your strategy for Integrated Marketing Communication or IMC, you want to have dialogue with your customers by inviting interaction through the coordinated efforts of content, timing and delivery of your products or services. By ensuring direction, clarity, consistency, timing and appearance of your messages, conveyed to your targeted audience, these factors will help avoid any confusion about the benefits of your brand, through the connection of instant product recognition.

When looking at your marketing mix, you’re examining price, distribution, advertising and promotion, along with customer service. Integrated marketing communication is part of that marketing mix included in your marketing plan. IMC strategies define your target audience, establishes objectives and budgets, analyzes any social, competitive, cultural or technological issues, and conducts research to evaluate the effectiveness of your promotional strategies.

If companies are ethically planning, communicating, and following industry guidelines, they will most likely earn the trust of their customers and target audience. There are five basic tools of integrated marketing communication:

1. Advertising:
This tool can get your messages to large audiences efficiently through such avenues as radio, TV, Magazines, Newspapers (ROP), Internet, Billboards and other mobile technological communication devices. This method can efficiently reach a large number of consumers, although the costs may be somewhat expensive.

2. Sales Promotion:
This tool is used through coupons, contests, samples, premiums, demonstrations, displays or incentives. It is used to accelerate short-term sales, by building brand awareness and encouraging repeat buying.

3. Public Relations:
This integrated marketing communications tool is initiated through public appearances, news/press releases or event sponsorships, to build trust and goodwill by presenting the product, company or person in a positive light.

4. Direct Marketing:
This tool will utilized email, mail, catalogs, encourage direct responses to radio and TV, in order to reach targeted audiences to increase sales and test new products and alternate marketing tactics.

5. Personal Selling:
Setting sales appointments and meetings, home parties, making presentations and any type of one-to-one communication, to reach your customers and strengthen your relationship with your clients, initiate this IMC tool.

Decisions linking the overall objectives and strategies during the marketing planning phases help to evaluate and fine-tune the specific activities of integrated marketing communication. Before selecting an IMC tool, marketing, product and brand managers must look at social, competitive, legal, regulatory, ethics, cultural and technological considerations. One thing you want to avoid when activating the tools of integrated marketing communication is reaching inappropriate audiences and causing controversy. That could be damaging when trying to build brand awareness and encourage consumer spending with your company. When marketing managers examine the beliefs, emotions and behavior of their targeted audience towards their brand, they can influence their beliefs to achieve product awareness, by attracting attention to their promotional campaigns.