Planning marketing communications

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Planning marketing communications
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MARCOMS PLANNING FRAMEWORK
Context analysis
Corporate goals
Marketing research
Marketing goals
Promotional goals
Comms goals
Pull
Determination of overall strategic focus
Push
Profile
Resources
Development of messages and media
Scheduling
Implementation
Fill
Measurement of success
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Setting objectives
Where do we want to go?
Growth Profit Market Share
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The surplus society has a surplus of
similar companies, employing similar people, with
similar educational backgrounds, coming up with
similar ideas, producing similar things, with
similar prices and similar quality.Kjell
Nordström and Jonas Ridderstråle, Funky Business
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Objectives
Business Objectives Marketing
Objectives Product Price Place
Promotion Objectives Objectives Objectives
Objectives
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Objectives should be ...

• ... Hierarchical
• ... Quantitative
• ... Realistic
• ... Consistent

• ... SMART
• Specific
• Measurable
• Achievable
• Results-oriented
• Time-bounded

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Hierarchy of objectives
Business mission
Business objectives
Marketing objectives
Communication objectives
Choice of Correct tools
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Strategy influencing communications
Products
New
Existing
Market Penetration
Product Development
More purchasing usage from existing customers
Gain customers from competitors Convert
non-users into users
Product modification via new features Product
extensions Product improvements Different
quality levels New product
Existing
Markets
Market Development
Diversification
New market segments New distribution channels
New geographic areas e.g. exports

• New products to new markets
• Joint ventures
• Mergers
• Acquisition/take-over

New
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And a word about Price!
In any developed market, 90 of customers would
prefer to buy on non-price reasons and pay some
level of premium price for perceived additional
value 10 will always buy the cheapest because
they dont care about the category
In an undeveloped market, a proportion of
customers will still prefer to pay premium price
for some additional value A proportion appear to
want the cheapest but have latent needs that have
not yet been identified and exploited Still, 10
will always buy the cheapest
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Promotional Strategy

• Pull
• Push
• Profile

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Distribution
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Distribution
Agent
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Pull Strategy
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Communication Budgets

• Main Methods
• arbitrarily
• all you can afford
• historical basis
• match the competition
• percentage of sales
• experiment and testing
• modelling and simulation
• objective and task - best

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The Measurement Challenges
We measure everything that walks and moves to 8
decimal places of accuracy, but nothing that
matters
We only focus on meeting measures and targets
and not on the our strategic priorities
The beauty of having so many key performance
indicators is that I can always find at least one
that is moving into the right direction
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What can we measure?
Concept E.g. Intelligence
What we want to measure
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Evaluation Methods

• Pre-testing
• Advantages of pre-testing
• easy cheap to get feedback
• can assess impact before large sums spend on
  production
• Disadvantages of pre-testing
• mock ups / storyboards etc. do not have same
  impact as final versions
• difficult convey mood / emotion thr storyboard
• time delays possible
• important if tactical campaign in response to a
  development e.g. competitor campaign

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Evaluation Methods

• Post-testing
• i.e. tests when campaign or design finished
• Advantages
• assess if objectives met
• helps with situational audit for next campaign

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Evaluation Methods

• In the field
• natural viewing situation
• e.g. in own home, outside shopping centres
• allows for disruptions (noise) cluttered
  advertising environment
• control difficult
• expensive

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Evaluation Methods

• In the laboratory
• i.e. audience shown ads in an environment
  controlled by client / agency
• lots of control
• can use scientific equipment
• easy to compare reactions to alternatives
• e.g. if change colours of ads
• lacks realism
• lacks distractions
• audience might concentrate on ads more than if in
  own environment

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Evaluation Methods

• Concept Testing
• to assess target audiences reaction to
  evaluation of proposed copy, headlines,
  illustrations, colours etc.
• methods
• focus groups
• direct questioning
• questionnaires
• ask consumers in field

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Evaluation Methods

• Comprehension Tests
• Physiological Tests
• sweat!
• eye-tracking
• Recall Testing
• how many ads can respond remember???

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170 m
350 m
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Solutions
Key Issues
BRANDING

• Inconsistent and suboptimal branding through all
  channels

RELATIONSHIP

• 2nd class relationship in key accounts with
  strong AO stronghold

INSIGHT

• Poor knowledge on customer choice and behaviour

DEVELOPMENT

• Lack of clear strategy for KOL development and
  deployment

GROWTH

• Poor articulation of our growth intentions

EDUCATION

• Uncompetitive educational platform

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170 m
350 m
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BRAND TEAMS
VISION
170 m
350 m