Download 3rd Nordic Marketing Conference, Workshop Report

3rd Nordic Marketing
Conference, Workshop Report
• Workshop 1
• What is Effective
Marketing
Communication
Today?
Participants of the workshop
•
•
•
•
Reijo Ljungberg SCB
Isak Isaksen DSt
Maja Mortensen DSt
Jarmo Partanen SF
•
•
•
•
Jaana Andelin SF
Eero Tanskanen SF
Pentti Sonninen SF
Maija Metsä-Pauri SF
Main Conclusions
• Institutional marketing (usually centralised)
– basis for all other marketing or communication
actions, (name, logo, familiarity, image)
– planning, guidelines, targeting
• Product/service marketing
– incordination with institutional marketing
– timing and co-ordination
Main Conclusions
• Competence of customers
– identify the competence of different customers
– different acting for different customers
– learning to speak the same language
• Marketing means
– web-site (institutional (i) and product (p))
– campaigns (i, p), direct mailing (p), telemarketing (p)
– personal contacts; the reason is ( p), but the effect
also (i)
– message should be planned keeping both (i) and (p)
in focus