Broaden Up Your Business Scope With Good Marketing Communications

No one in the business arena can argue about the prominent character that good marketing communications portray in every achievement that a company can get. There would be no true and lasting success when a company neglects this particular area of importance. Tools as they are, they may cost you a remarkable amount of money. But when properly guided, they can help empower your brand so it will work towards meeting your business goals. They may help boost your company’s productivity and establish its roots.

People may have known about your company’s existence for a long time now. But they may have known only a little about your brand or your products and services. As a person whose company is on your shoulder you know that your company lives until now and will continue to make a difference in the future because you are convinced that you have got so many things to offer. And you want that people will come to know your brand, believe of its benefits, and have their lives transformed for the better through it.

Transmitting your thoughts to your clients and those who you would want to reach for your brand requires that you use certain forms of good marketing communications, the ones that have been tested and proven to bring positive results. And they include a variety of things because there are not only few but many ways that you can send the message to people regarding your brand. Yes, ways to communicate your message are almost limitless. But they serve the same purpose and are geared towards accomplishing the same things; for your brand to have a strategic place in the market and in the hearts and minds of the people, influence their will and emotions, and stir up their loyalty to your brand.

Good marketing communications may appear in different styles and approaches and can be delivered through an assortment of mediums such as radio, TV, print, Internet, mobile, and many more. One particular style may work effectively when used to a certain group of people. For example; audio advertisements through radio and mobile promos through telecommunications network may work well with people who are always on the go like business executives, medical representatives, marketing agents, and others. While on the other hand, TV commercials and print ads may work best for those whose lives and works are fixed at one place.

Communications through prints can be brochures through which you can give your clients fresh updates of your latest products and discounted sales offers. When items and the corresponding offers are eye-catching, they may accomplish your purpose of getting more sales. Brochures can be placed at some strategic locations in the malls, hotel lobbies, school campuses, and other places which are frequented by people, or they can be sent through email as e-books or e-brochures. Communications through the Internet can be through sponsorship banners that can be placed at major search engines and websites that when clicked will lead your target clients to your official website where they can get to know about you and your brand.

As mentioned earlier, there a variety of ways so you can send your messages to your desired audience. So broaden up your mind and expand your marketing horizon with good marketing communications.

Maximising the Marketing Communications Budget

Probably the hardest task that every senior marketing manager regularly faces is planning to maximise budget efficiency. Nowhere is this more challenging than when deciding on where to spend the marketing communications budget.

The exponential growth of new media covers every aspect of life from the second your (digital of course) radio alarm goes off in the morning through all the traditional offline media you’re exposed to over the course of the day. Once we go online and explore the huge demands on the budget related to email marketing, search engine optimisation, pay per click, web design and a plethora of other online marketing opportunities, the budget dilemma seems to become impossible. Various studies indicate the average person living in a developed country is exposed to anywhere between 3000 and 7000 differing advertising messages per day. If you’re targeting that person, then how do you choose the one or two messages that are going to grab their attention and generate the right response? Even for highly experienced marketers these are not easy decisions. Some will claim to take a highly scientific approach but in this article we will treat the budgeting exercise as a combination of art and science.

The answers can be found in a few key areas: The size of your brand and business, the nature of your target market, the relative size of your competitors, the level of experience you have gained from previous marketing activity and your personal predisposition to believe in a particular approach. I’ve packaged that into

Ten golden rules for planning an integrated advertising campaign:

1 Repetition builds awareness builds response

Don’t spread your budget too thin. It’s better to repeat your message three or four times to the same person in the same media than to spread your message to a wider audience that may only see it once or twice

2 Online marketing is fashionable but that doesn’t make it right for your business

If you know you can build your business by increasing your web visits then online expenditure makes sense. But if your business model is not dependent on your website be careful about throwing all your money online

3 The smaller your budget the more benefit Public Relations can provide

Public Relations takes time and effort but the results can be amazing and the monthly fee often equates to just one advertisement

4 The bigger your business the more important brand building

As a massive generalisation, small businesses need to focus on building response and every penny they spend on marketing is looking for a short-term return. In the long run it’s the budgets that invest in brand building that win but there’s no point in worrying about that when your budget is small.

5 Direct Mail and e-shots are the starting point for most small businesses

You can directly compare costs with return.

6 No more than 50% of your budget online

OK that’s not really a golden rule as some businesses can prosper never appearing outside the virtual world. But it’s rare to find a target market that is not responsive to offline communications and on average over 50% of ‘commercial’ web visits are driven by traditional media.

7 Information Is Power

Quite simply the more you understand your target market and their media consumption the better you can plan campaigns that connect with them. Also if something has worked before it will probably work again, but not in quite the same way. So learn from your successes as well as your mistakes.

8 Don’t swim with the big fish

If you’re a small fish then swim upstream or downstream of the big ones Taken from Adam Morgan’s book ‘Eating the Big Fish’ this rule simply says that challenger brands need to do things differently to the competition

9 Sponsorship is for laughs

If you have many millions of pounds or dollars to spend then sponsor a premiership football club. If your budget is smaller avoid spending too much money on simple brand awareness and make sure your brand values, unique selling points and call to action are built into your marketing communications

10 Integrated communications are impressive

Even better than repeating your message to one person in the same medium is getting that message across to that person through different marketing communications. A direct mail piece, an e-shot, a press ad combined with a PR article come together to make your budget look much bigger than it is

Finally, there’s an 11th rule too! If you can’t afford it then that rules it out. It seems obvious but a lot of highly experienced marketers make the mistake of wanting to try media they perceive to be prestigious such as National TV that soak up more than 50% of their budget and leave a lot of the more hard working, cost effective, demand driving media unaffordable.

To summarise, it’s art and science coming together, there are no definite right answers but there are a lot of obviously bad ones. If in doubt get an integrated marketing agencyto help you decide. Specialist agencies will always try to get as much of your budget as they can. An integrated agency might want almost your entire budget but it will work with you to maximise its effectiveness!

Marketing Communication Uses Email, Newsletters and Direct Mail to Sustain Sales Momentum

Consistently communicating your marketing message is an essential part of your marketing communication strategy and a key element of sustaining sales momentum within your sales pipeline. Everyday your customers and prospects become busier and therefore your message would benefit from being delivered on multiple marketing channels such as newsletter (ezine) and direct mail. Using variety as a strategy is good because you may not know which marketing channel will reach through, deliver your marketing message and tip the scale, bringing your business to the top of their mind.  Increasing the channels you communicate through and the frequency of that communication, increases the chances that when your customer is on a burning platform and looking for solutions, your message will be there to solve their problem.

Email, phone, direct mail letters and email campaigns can all play a part within your marketing communication package. In the past I have mentioned I use ACT as my contact database to deliver email campaigns. For example I use email campaigns to deliver the newsletter for my company Executive Sales Support. You may have considered sending a campaign to market your business. Let’s that a look at newsletters sent via email campaigns and how analyzing the newletter statistics they generate, can help you zero in and sustain sales momentum.

We might think of email campaigns as the direct mail of the internet, although there are several added benefits when you utilize email to deliver your message. Benefits such as delivering your message to more customers and prospects and delivering it faster are some of the first benefits I think of. These alone help sustain sales momentum within your sales pipeline simply by casting the net wider and increasing the number of customers and prospects that hear your message.

Delivering by email campaign gets your message working overtime in several additional ways. Most importantly, email campaigns generate statistics. Let us take an overview look at how analyzing these statistics can improve the effectiveness not only of your message but also your ability to follow through.

One way to start utilizing campaign statistics is to implement split testing to improve message targeting. Split testing is a method that sends your message with two slightly different wording and uses statistics to determine which message drew more attention. Another important factor about email campaigns is that they enable you to highlight words within your message. The highlighted words, called hyperlinks, take the reader to places such as your website, where more information about your business and the products you offer can be found. As these links are followed, statistics are generated. Analyzing this statistic, gives you insight into generally which products interests the readers of your newsletter and specifically who is interested in those products.

In summary, email campaigns improve your ability to sustain sales momentum within your sales pipeline by not only delivering your message to more customers and prospects and doing it faster, but also by producing statistics. Analyzing these newsletter statistics, gives you insight into what interests your contacts, enabling you to target your message more effectively and improving your follow up by equipping you with statistical knowledge

While you are out seeing clients and closing deals, do not forget to ask how your customers and prospects heard of your company. Their answers will enable you to track which communication channel is providing impact.