Six steps to building effective marketing communications.

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1 Six steps to building effective marketing communications. How You Can Avoid Pitfalls and Improve Marketing ROI. By Dan Patton A BRIEF PERSPECTIVE The marketing communications development process is often challenging even for experts. It can produce gratifying financial returns and acclaimed results, or costly failures and outright embarrassments. Often it s a combination of these costly repercussions. The good news is there are ways to greatly improve the odds for success. Failing to proceed carefully can cause: n LONGER PRODUCTION TIME n INCREASED DEVELOPMENT COSTS n POOR RESPONSE RATES/AWARENESS LEVELS n LOW MESSAGE COMPREHENSION n UNSATISFACTORY ROI

2 In the simplest sense, building effective communications requires business perspective, marketing insight, creativity, inspiration, adherence to sound procedures, and courage to accept new ideas. Are communications pitfalls wasting your organization s resources? STEP #1: PRACTICE BRAND BUILDING CONSISTENCY. Brands that continually look and sound different create confusion. A brand should be a singular idea in the minds of consumers. (And it is not a logo.) Think of it as a promise of what the brand offers. Like any singular idea, it is best recognized and understood when all communications speak with one voice. Brand building does take effort and commitment. Those responsible for communicating it must have a clear understanding of the brand, its identity and a commitment to protecting it. Issue internal guidelines to explain the brand identity and ensure proper usage. By the way, do not be fooled into thinking brand building and creativity are mutually exclusive. What is not required is millions of marketing dollars. What will be required is finding out who your best customers are, where they are and how to make the brand relevant and personal to each of them. But, a brand can t stay static. It has to listen to its audiences and respond with value, relevance and benefits. Picture a brand as a person. The character and personality remain the same regardless of where that person is or how they re dressed. Nike only stood for running shoes at one time, that brand personality is now attached to golf balls, clothing, sport equipment and sunglasses. Identifying a brand image is generally a formal process and there are many good methods to determine a brand s unique identity and then translate it into the communications. The key is to do it and the sooner the better! Is your brand building consistently increasing marketing success? STEP #2: BUILD ON SOLID FOUNDATIONS. Failure to properly prepare for marketing communications needs can be a costly mistake. Confusion or misdirection in the strategic planning stage can render other efforts useless. Following simple, basic project initiation and approval processes saves time, money and careers. Those responsible for developing and/or approving communications need to sign off (literally) on the objectives and strategies up front. These should be prepared for each facet of a complete marketing communications program: advertising, promotion, public relations, Internet and so on. A practical communications strategy sets out goals for the entire marketing department. Here are 10 crucial building blocks for an effective creative strategy: n WHAT IS THE COMPETITION DOING? n WHAT ARE THE CONSUMERS BUYING INCENTIVES? n HOW DOES THE CONSUMER USE YOUR PRODUCT? n HOW WILL COMMUNICATIONS MAKE THE BENEFIT BELIEVABLE? n WHAT IS THE PERSONALITY OF THE BRAND? n WHAT MAIN POINTS SHOULD THE CONSUMER TAKE WAY FROM THE COMMUNICATION? n HOW LONG (WEEKS OR MONTHS) SHOULD IT TAKE TO ESTABLISH THE MESSAGE? n WHAT IS THE BEST MEDIA MIX TO REACH THE TARGET CONSUMER WITH A BELIEVABLE, PERSUASIVE MESSAGE? n WHAT TYPES OF RESEARCH ARE NEEDED TO FURTHER DEVELOP MARKETING COMMUNICA- TIONS STRATEGIES? With this information in-hand and blessed by the stakeholders responsible for results, the strategic foundation is in place. A benefit to this process is that creative approval becomes easier. Since

3 strategy is no longer an issue, the focus shifts to creative and executional issues. How much is improper strategic planning costing your company? STEP #3: LISTEN TO WHAT YOUR CUSTOMERS ARE SAYING. The best way to better meet customer needs is to listen to what they say and watch what they do. The same is true for effective communication. Listening to customers offers insight into resource allocation against various target market segments. It enables a company to treat its customers as individuals and build better relationships with them. It offers the learning needed to adjust various communications messages, strategies and tactics. Accurate customer feedback enables companies to profile their best customers and seek others that match the same profile. Listening to customers is one way to make communications more cost efficient. By using today s better data resources, it s possible to move from mass communication to mass customization. These communications programs involve database marketing, direct response, , event marketing and custom publishing. The goal is to develop a two-way dialogue with customers and progress to a Customer Relationship Management (CRM) phase. CRM focuses on providing value to each customer in order to extend and expand the scope of each relationship thereby increasing the lifetime value of each customer. CRM integrates sales, marketing and customer service. CRM produces more value for both parties. But, it s difficult to achieve without listening to what customers are saying. Could your company benefit from knowing its customers better? STEP #4: EMPOWER CREATIVE TALENT TO BE CREATIVE. The creative process depends on two critical components for success. First is strategy what needs to be conveyed to consumers. Second is creative execution how to say it. We have addressed building the creative strategy or the what component. Just be sure the strategy allows room for creativity. If strategies are too restrictive they can become straightjackets rendering inspired creativity impossible. Time is important! Big ideas come when creative minds have time to think, dream, reflect, find inspirations, or take a totally new approach. If creative comes from an outside resource, it costs no more to provide them extra time. The demands on creative people are extraordinary. They must intimately understand the potential customer how, why and when they buy. They must provide the message that adds perceived value to a brand and differentiates it from all competitors. They are the sparks that can make the difference between having a parity item and enjoying loyal customers. Brilliant executions always: n RESPOND TO REAL CUSTOMER NEEDS. n PROVIDE INFORMATION IN AN INTERESTING MANNER. n REINFORCE BRAND PERSONALITY. n DRAMATIZE THE PRODUCT PROMISE. n INSPIRE CONFIDENCE IN THE BRAND. n EXCITE PEOPLE TO ACT. Use creative resources wisely to maximize your marketing communications ROI. Do your creative efforts leverage the full potential of your resources? STEP #5: INTEGRATE THE COMMUNICATIONS PROGRAM. Integrated Marketing Communications (IMC) is best defined as the process of building relationships with customers. It is achieved by applying appropriate marketing disciplines to create an overall message based on a customer s needs. It is much more than a unified campaign look. IMC is essential today because things have changed so much that traditional approaches to marketing are losing their effectiveness. That is because technology

4 is making it possible to quickly duplicate many marketing variables (product design, price efficiency, distribution, or low margin). The result is greater perceived parity among many products. In a parity marketplace, the real differentiating features are what consumers believe about the company, product/ service and their relationship with the brand. So brand relationship is taking on new importance to marketers, as is IMC. IMC disciplines are defined to clarify the role each plays in the IMC process. They are: n ADVERTISING paid commercial messages disseminated via broadcast, print, and interactive media to increase awareness, create traffic and establish preference. n PUBLIC RELATIONS the process of generating editorial messages in media to build awareness and credibility for a company s product or service. n PROMOTIONS make specific offers to target buyers to simultaneously build brand image and create immediate sales incentives. n DIRECT MARKETING delivering messages (mail, , infomercial, fax, etc.) that motivate a person to take prompt action to call, , visit, write, or buy. n CUSTOM MEDIA any vehicle such as a newspaper, flyer, magazine, brochure, website, or T-shirt etc. to provide editorial content along with subtle marketing messages. n ALLIANCE MARKETING the process of creating marketing partnerships to produce new opportunities for pursuing a mutually beneficial target audience. n CRM focuses on providing value via all areas that touch each customer in order to profitably extend customer relationships. To maximize the ROI for each marketing communication dollar, IMC requires a keen understanding of customers and sensitivity to their likes and dislikes. That means understanding what needs the market wants satisfied. When properly implemented, IMC produces tailored media and messages to reach specific segments and sub-segments of the target audience. This is usually based on their association with the brand or product for example, Loyal, Competitive, and Swing users. The benefit is that companies can speak to each sub-segment in the manner that is most effective, efficient and persuasive to them. Some segments may require infomercials while others are driven effectively by coupons. As communication messages become more effective and delivery more efficient, marketing ROI increases. Done well, IMC produces stronger customer relationships that last longer and increase the size and frequency of purchases. Is IMC increasing the value of your relationships? STEP #6: BUILD A DATABASE AND TEST TO GET BETTER. About learning, Confucius is said to have quipped Either you are a very wise man or a fool before. Since much wisdom is gained through trial and error, it is vital to track and evaluate results. The knowledge gained can be used to refine techniques and avoid ineffective tactics. Each segment has differing needs and

5 will respond differently to the marketing message. Not understanding this means repeatedly paying to go up the same learning curve. The way to learn what works best with which segment is to test and track result. What to learn first? n VALIDATE THE TARGET AUDIENCE AND ITS SEGMENTS. n DETERMINE DIFFERENT OFFER STRENGTHS. n UNDERSTAND THE PRODUCT S PRICE SENSITIVITY. n ASSESS THE BRANDING STRENGTH OF MARKETING MATERIALS. Learning can come from different monitoring tactics, surveys, tracking, secondary sources or a company s own primary research. However, the best learning will likely come from a wellmanaged in-house customer database. Make your database become an information base. Begin with the basics: name, address, date of purchase, item, etc. But add the facts that will reveal your customers ongoing relationships with your company purchase frequency, size, quantity, and category. Know if a specific ad, promotion, or activity prompted a response or purchase. With a database of about 1000 customers, begin overlaying information from various data collection agencies and credit bureaus. It won t take long to discover that information is power. As clear profiles emerge, customers will begin to fall into categories or clusters. When it becomes obvious who the best customers are, it s easy to target them and others like them. For example, what would you do if you discovered 80% of your profits came from only 20% of your customers? If you said Find out who they are and look for more like them, you re among a growing number of marketers who are becoming aware of the value of information database analysis. Try to learn from each marketing communication project and build a base of customer knowledge at the same time. It will go a long way in making communications an investment rather than an expense. Are you learning how to improve your communications success? Each of these six steps will contribute to more effective communications. However, the whole is greater than the sum of its parts. These activities enrich each other as the communications building process continues. It s like earning compound interest on your investments. ABOUT THE AUTHOR: Dan Patton has an extensive background in integrated marketing communications, advertising, and marketing. He has worked with major national ad agencies such as Saatchi & Saatchi and Grey, as well as integrated marketing communications firms like Gage Marketing Group. He has worked with BofA, Westin, Crystal Cruises, Minit-Lube, Conroy Flowers, Honda, Physicians Formula Cosmetics, Secure Horizons, Yonex Golf, and Silo Stores among others. Dan Patton can be reached via at dan@verocommunications.com.

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