Download Marketing Management

Marketing Management
15th of June 2011
Communicating Customer
Value
Integrated Marketing
Communications Strategy
Steps in Developing Effective
Marketing Communications
• The following steps are followed in
developing an effective integrated
communications and promotion program.
– Identifying the Target Audience
– Determining the Communications Objectives
– Design of the Message
– Choosing the Media
– Selecting the Message Source
– Collating Feedback
Identifying Target Audience
• All marketing communication starts with a clear target
audience
• The audience may be existing users, potential buyers,
influencers of buying decisions and those making
decisions
• These may be individuals, groups, special publics and
general publics
• The audience impacts on:
–
–
–
–
–
WHAT is said,
HOW its said,
WHEN its said,
WHERE its said,
WHO says the communication
Determining Communication
Objectives
• What response do we seek?
• Purchases are the result of a long decision-making
process
• Marketers need to know the stages of consumers and
where to move them
• Buyer-Readiness Stages: the stages consumers pass
through on their way to making a purchase decision
• These stages include awareness, knowledge, liking,
preference, conviction and purchase
• Superior value is always required in order for the
purchased product to meet expectations
• “Good Deeds followed by good words”
Buyer-Readiness Stages
Design of the Message
• Desirable qualities of an effective message
include AIDA
– Attention, Interest, Desire and Action
• Important to structure WHAT to say and HOW
you say it
– WHAT is the message content
– HOW is the message structure and format
• Designing of the message therefore has 3 sub
components, namely:
– Message Content
– Message Structure
– Message Format
Design of the Message
• Message Content:
– Marketers utilise appeals or themes to produce
desired responses
– These can be emotional, moral, or rational themes
and appeals
– Rational: self-interest and shows the product’s
desired benefits i.e. quality, economic, performance or
value
– Emotional: stir up positive or negative emotions to
motive a purchase i.e. love, joy, fear, guilt and humour
– Moral: sense of right standing or proper conduct i.e.
social causes and aids
Design of the Message
• Message Structure
– Marketers usually work utilising 3 structure issues
• Draw a conclusion or leave it to the audience
• Strongest arguments first or at the close
• One-sided argument or two-sided argument
– One-sided arguments work effectively in sales
presentations or overcoming negative associations
– Two-sided arguments can enhance credibility and
make purchasers resistant to competitor attacks
Design of the Message
• Message Format
– All detail of communication is important
– In print adverts
• Headlines, copy, illustration and colour
• Novelty and contrast
• Message shape, size, movements and position
– On Radio
• Words, sounds, voices
– On Television
• Facial expressions, body language, posture
• Dress code, hairstyles
– On average a judgement is passed after 90 seconds
Choosing the Media
• After design of the message a decision on the channels
of communication is vital
• Two types of communication channels, namely: personal
and non-personal
• Personal Communication Channels: channels through
which two or more people communicate directly with
each other
– Includes face-to-face, telephonic, email
• Some personal communication channels are directly
controlled others not directly controlled by the company
– Includes product advocates, guides, family, friends
• Personal influence carries huge weight for expensive
products and those risky
Choosing the Media
• In a low trust environment, recommendations are best form of
influence
• Trust in recommended products far exceeds trust in adverts
• Opinion leaders are now utilised to attract others to trial and use
products
• Buzz Marketing: cultivating opinion leaders to spread information
about a product or service in communities
• Non Personal Communication Channel: Media which carries
messages without personal contact or feedback
– Includes major media, atmospheres and events
– Major media: tv, radio, billboards, magazines, email, websites
– Atmospheres: designed environments to create or reinforce leanings
towards products i.e. lawyers, banks
– Events: staged occurrences that communicate messages to target
audiences
Choosing the Media
• Non personal communication affects buyers directly
• Non personal communications may indirectly cause
personal communications
• Opinion leaders therefore step between mass media and
their audiences
– They carry the message to the less exposed people and target
audience
• Should marketers then focus their messages towards
opinion leaders?
• Non personal communication is sometimes used to
replace or to stimulate personal communications
– Endorsements and word-of-mouth testimonials
Selecting the Message Source
• How is the communication viewed?
• Messages delivered by credible sources are more
persuasive
• Marketers get professionals to recommend their
products
• Marketers hire celebrities to endorse their products
through their message delivery
• Companies need to be careful when selecting celebrities
– Brand alignment and value alignment is important
• Brand and Celebrity arranged marriages can be
extremely risky and cause embarrassments
– Think Tiger Woods, Ryan Giggs, Anna Nicole Smith
Collecting Feedback
• The effects of messages on the target audience has to
be researched
• The following questions should be asked:
–
–
–
–
–
Do you remember the message
How many times did you see it
What do you recall in the message
Feelings about the message
Attitudes – past and present about the product
• Behavioural results should also be measured:
– Number of purchases gained
– People who spoke about it
– People who visited the store
• Feedback creates a platform to alter the communications
program or the product offering
See you next time.
Cheers Guys!