Setting Up a Marketing Communication Budget by qiv16652


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									10 Minute Guide

                  What it is                                  — The business is moving and
                  Businesses use a range of marketing           increasing its range of designer
                  communications to promote the                 clothes (what)
                  company, their products and their           — Both new and existing customers
                  services. Examples of marketing               are welcome (who)
                  communications tools include:               — She will make contact with
                  brochures, mailshots and websites.            potential customers using direct
                  The objective of all of these is              mail, local press articles and
                  ultimately to achieve sales so it is          posters (how)
                  important that you communicate              — She plans to contact existing local
                  effectively.                                  customers by mail, potential
                                                                customers from a wider
                  Before you engage in any                      geographical area by press activity,
                  communications programme with your            and passing trade by placing posters
                  customers, you have to decide:                in the shop window (where)
                                                              — The mailings will be sent out two
                  —   What you want to say                      weeks before the opening, press
                  —   Who you want to say it to                 releases one week before the
                  —   How to present your message               opening and a press feature is
                  —   Where to distribute your message          planned for the day of the
                  —   When to send your message                 opening (when)

                  You also need to consider the style and     In terms of the style and tone of the
                  tone of your message and the follow-up      message, her customers are invited
                  actions that will be required by you and    to a 'champagne celebration' with
                  your staff in order to generate that all-   the opportunity to buy new stock at a
                  important sale.                             special discount on the opening day.
                                                              As part of her follow-up campaign,
                  Why it is important                         she also plans to host a fashion show
                  The purpose of any form of marketing        two months after the opening, offering
                  communication is to provide a set of        the proceeds to a local charity.
                  information to your target audience in
                  a way that encourages a positive, or        By developing this planned programme
                  buying, response.                           of marketing communication with
                                                              her customers, the proprietor of this
                  For example: A clothes shop is              business is providing them with more
                  expanding and moving to larger              opportunities to buy. She is not just
                  premises. The proprietor needs to           opening up her new shop and waiting
                  communicate this fact to her target         for customers to walk through the door.
                  audience and has considered the
                  following key elements as part of her
                  marketing communications activity:

                                                                 ã The Chartered Institute of Marketing 2004
10 Minute Guide: Marketing Communication

                 What you should do                          your business in your customers’
                 Here are 10 simple steps for deciding       minds and should reflect what you
                 on and developing any form of               do. If you are not really sure what
                 marketing communication.                    you want, check what your
                                                             competitors and other local
                 — Start by deciding what your               businesses are doing. This exercise
                   objectives are. Do you want to            will help you to decide the things
                   improve the general awareness             that you like or dislike and will
                   about your business? Are you              help to focus your mind so that
                   launching a new product? Are you          you can then formulate your own
                   looking to attract new customers or       ideas more clearly.
                   to encourage existing customers to      — At this point, unless you have the
                   buy more from you? A successful           specialised skills to do it yourself,
                   marketing communications                  you will need to talk to a designer
                   campaign will use a mixture of            to develop your ideas into the
                   promotional techniques to get the         promotional material you are
                   key messages across to customers.         seeking. If you haven’t worked
                   Once you have decided your                with a designer before, invite at
                   objectives, consider the various          least three different companies to
                   elements of the promotional mix           quote for your design and print
                   and decide which are the most             requirements. It is also helpful to
                   appropriate for you at this time. For     talk to other business colleagues
                   more information, or a reminder,          to see if they can recommend
                   see the Promotional Mix factfile.         someone to you.
                 — Decide what you want to say             — Prepare a short written 'brief' for
                   about your business or                    your designers. This ensures that you
                   product/service. This is harder than      have your ideas straight and that
                   it sounds. For more information           there will be no misunderstandings
                   on identifying your unique selling        in what you are asking them to do.
                   proposition, or USP as it is known,       Let them see any existing ideas that
                   see the USP factfile.                     you like or dislike and provide as
                 — Focus on the main benefits that           much text, photographs, diagrams,
                   your product offers customers and         maps etc as you can.
                   use short words and sentences to        — The designers will usually
                   explain this clearly. Try not to use      provide you with a number of
                   too much jargon - and if you do           'outline design ideas' from which
                   have to use it, then explain what it      you can select your favourite for
                   means in simple terms. If you can         further development. You can
                   include a picture of your product         amend these as you see fit, but
                   or a diagram showing how it               remember that all amendments take
                   works, this will help customers to        time to do and will therefore add to
                   remember you. Also - don’t forget to      the cost of the finished material.
                   include basic company information         Most designers work closely with
                   such as name, address, contact            a number of print houses, so they
                   numbers and a web site address            will be able to provide you with an
                   if you have one.                          estimated cost for converting their
                 — Once you have decided what                design ideas to say, a full colour A4
                   words and pictures you want to use,       brochure or a single colour A5 flyer.
                   think about the way you want your         You can then decide what you can
                   communications material to look           afford and proceed on that basis.
                   and ‘feel’. The design, colours and       Remember - the more planning
                   layout of your brochure, mailing,         you can do at the start of the
                   website, exhibition stand, annual         project, the more cost-effective
                   report etc will create an image of        an exercise this will be.

                                                              ã The Chartered Institute of Marketing 2004
10 Minute Guide: Marketing Communication

                 — When you get to a 'final proof'            — Even if your budget is limited, there
                   stage, be absolutely sure that the           are still a lot of different ways to
                   material says everything you want it         make the most of what you have
                   to and that the colours, style, paper        to spend. Consider a two-colour
                   weight and quantity ordered are              brochure rather than a full colour
                   agreed before you 'sign it off'.             one, or compare the value that your
                   Mistakes at this point can be                business would achieve by printing,
                   very costly to change.                       say 1000 posters, compared to
                 — Generally, you will need to allow            having a good press release
                   up to two weeks from 'sign off'              printed in the local paper.
                   of the final proof to delivery of the      — The World Wide Web is becoming
                   printed material - so allow time for         an increasingly popular tool for
                   this within your planning calendar.          communicating with your
                 — Once your promotional material               customers. Remember that you
                   has been delivered, then your full           can use your website not only to
                   marketing communications plan                communicate with them but also to
                   can swing into action. Remember              get feedback and even take orders.
                   'AIDA' - use your material to:               However, as with all marketing
                   — get your customer's Attention              communication tools, you should
                   — keep them Interested                       integrate use of your website into
                   — generate a Desire                          the marketing plan. For more tips
                   — encourage them to take Action              on how to develop your website
                 — Finally, be consistent in your               strategy, see the Directors’ Briefing
                   overall promotional approach and             on Internet Marketing.
                   measure your success against your          — Many businesses use a web design
                   original objectives.                         company to do the specialised job
                                                                of setting up a professional looking
                 What you need to know                          website. Unlike printed material,
                 To use the marketing communications            a website needs to be updated
                 tools effectively, it helps to follow some     regularly to keep the site fresh
                 cardinal rules.                                and interesting to visitors. It is
                 — Different customers have                     not enough simply to develop a
                     different needs. So your marketing         website. You need to be prepared
                     communications activity may be             to invest time and resources in
                     wasted if you target it at the wrong       'website maintenance' to make
                     customer group. It is therefore            the most of your investment. For
                     important to tailor your promotional       more information on designing
                     message to meet the needs of each          your website, see the Directors’
                     different segment of your audience.        Briefing on Design.
                     For a reminder about customer
                     profiling and market segments
                     see the factfile of the same title.
                 — Your designer will be able to advise
                     you on the different layouts that are
                     possible for both websites and
                     printed materials and which are
                     most cost-effective. Keep in
                     regular contact with the design
                     team throughout the process, so that
                     you can provide feedback on their
                     ideas, monitor progress and keep
                     them on track regarding your
                     deadlines and budgets.

                                                                 ã The Chartered Institute of Marketing 2004
10 Minute Guide: Marketing Communication

                 — Whatever form of marketing               An example in practice
                   communication activity you               To find out how Greenfingers Ltd have
                   undertake, have a plan in place to       effectively used a range of marketing
                   ensure that you follow-up all your       communications activities to support
                   activity to generate a sale. Many        the development of their business visit
                   forms of communication raise             the Case Studies area of
                   Awareness, get Interest and create site.
                   Desire, but prospective customers
                   may need to be reminded gently to        When the company was originally
                   take Action and buy. For example,        set up in April 1999 to sell garden
                   if you send potential customers a        equipment and plants over the Internet,
                   mailing, follow-it up a few days         it was one of the few sectors that had
                   later with a telephone call. If you      very little competition online.
                   meet a lot of new contacts during
                   an exhibition, write to them with        At this time, gardening as a hobby
                   the information they requested from      was becoming much more popular
                   you within a week or 10 days.            and there was a huge demand for
                                                            information on plants, stockists
                 What to do now                             and specialist nurseries or growers.
                 Make sure you are clear on your            Greenfingers set out to provide this
                 promotional mix and plan. You can          information for their customers by
                 simply decide what aspect of your          setting up a database so that users
                 business you want to promote and ask       could quickly find the plant that
                 yourself the questions 'What? Who?         they were looking for.
                 How? Where? And When?' Decide
                 what methods of communication you          It took the company almost a year to
                 want to use and then plan your activity.   pull together all the information they
                                                            wanted to include on the website and
                 Alternatively, if you want to review       in doing so, they linked in to existing
                 your plan more thoroughly, see the         and well respected organisations such
                 10 Minute Checklist on the                 as the Royal Horticultural Society and
                 Promotional Mix.                           the Natural History Museum, thus
                                                            gaining credibility and positive
                 And remember:                              publicity with their customer base.
                 — Ensure that your key messages
                    are clearly presented and that they     Over time, they introduced additional
                    promote the 'right' image for           'information products' to their range -
                    your business.                          gardens open to the public, a monthly
                 — Don't forget to follow-up your           online magazine, gardening workshops
                    activity and to get feedback from       and a history section on gardening
                    your customers.                         'through the ages'.

                 Where to find out more                     Customers can order plants or
                 There are a number of Directors’           equipment direct from the website.
                 Briefings on that will       They are invited to complete a
                 provide you with more information and      customer satisfaction survey after
                 guidance on preparing specific forms of    their order has been delivered. This
                 marketing communication. The Small         provides valuable feedback direct
                 Business Solutions area of the             to the company.
                 Knowledge Hub.

                                                               ã The Chartered Institute of Marketing 2004
10 Minute Guide: Marketing Communication

                 Greenfingers try 'not to make
                 promises that they cannot keep' in
                 order to ensure that levels of customer
                 satisfaction remain high. They use
                 specialist plant suppliers and delivery
                 services to ensure that live plants are
                 delivered safely and within the time
                 deadlines stated.

                 Over time, they have developed their
                 skills in direct home delivery - whatever
                 the product. They have now launched
                 a mail-order catalogue service, which
                 will be distributed nationally via well-
                 known gardening magazines and they
                 also plan to use interactive TV to
                 expand their business. This illustrates
                 well how they have used a range of
                 marketing communications tools to
                 support the sales process.

                 This company demonstrates the value
                 of thinking through the whole process
                 of marketing communications activity -
                 not just focussing on one aspect of the
                 promotional mix. They have planned
                 what they wanted to do and how they
                 wanted to achieve it. They have also
                 used customer feedback to monitor
                 their success and to improve the
                 services and products available.

                                                             The Chartered Institute of
                                                             Marketing will work with you
                                                             to identify and develop your
                                                             training needs.


                                                             Please contact our
                                                             Training Advisory Team on:

                                                             Phone: +44 (0) 1628 427 200

                                                             for all your training enquiries.

                                                             ã The Chartered Institute of Marketing 2004

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