What I mean is...




Kuvahaun tulos haulle communications
Our sixth session will be focusing on marketing communications. How do companies create communications plans and what goes into that process.









Were given three examples of integrated marketing campaigns. There was one aspect in all of the campaigns that combined them, the 4C's. Coherence, consistency, continuity and complementary.

The campaigns were:

O2: Be more dog

American Express: Small business Saturday

Snickers: You're not you when your hungry

More detailed campaign descriptions:
http://www.smartinsights.com/traffic-building-strategy/integrated-marketing-communications/three-examples-integrated-campaigns/



The sessions main problem:
Marketing communication plan

 With four learning objectives:
1) Compare different marketing communication planning models: what are the stages?
2) Discuss the different stages of the marketing communication planning process.
3) What are the characteristics of a successful marketing communication plan or campaign?
4) Discuss the marketing communication planning of a chosen company.

 First of we'll start by defining what is a marketing communication plan. Marketing communication helps to develop brand awareness, which means that consumers translate product information into perceptions about the product’s attributes and its position within the larger market. Businesses also use marketing communication to retain the product’s current customer base, and to cement relationships with customers and suppliers, notes "Reference for Business." Marketing communication strategy defines the business’s plan for product information dissemination and brand awareness development. (Chron)
Kuvahaun tulos haulle communication

 1) Compare different marketing communication planning models: what are the stages?
2) Discuss the different stages of the marketing communication planning process.

3) What are the characteristics of a successful marketing communication plan or campaign?

  • The Better You Know Your Audience, the Better You (& Your Team) Can Appeal to their Interests
  • Uncover Your Unique Selling Proposition
  • Sharpen Your Brand Look and Feel
  • Ensure that All Messaging is Consistent
  • Choose Your Marketing Mix
  • Establish Marcom Success Measurements (Metrics) 
  • Manage Leads and Client Data (6P Marketing)



  • PRIORITIZE YOUR BUDGET
  • CONDUCT AN ASSET INVENTORY EVALUATION
  • CONSIDER CONDUCTING A COMMUNICATIONS AUDIT
  • IF YOU NEED HELP, START SEEKING AN AGENCY RIGHT AWAY (LIKE … RIGHT NOW!)
  • SET BUSINESS OBJECTIVES


4) Discuss the marketing communication planning of a chosen company. TITLEIST 


Kuvahaun tulos haulle titleist marketingTitleist has an extremely consistant marketing communication. It's all about QUALITY! No matter if the cost of the products are way more expensive than competition. Through proper communication they have been able to create this Titleist army, where golfers would never change away to another brand. The bad aspect about this type of communication is that Titleist is not seen as a "cool" brand. Favoured by proffesional golfer helps to ensure the quality aspect of it as well.

















Sources:

http://smallbusiness.chron.com/marketing-communication-strategy-3442.html

http://www.6pmarketing.com/articles/branding-science/72-marketing-strategy/359-7-steps-to-develop-an-effective-marketing-communications-strategy

https://builtbytophat.com/5-steps-successful-2017-marketing-communications-year/


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