Effective Communication
Many different types of communication are used to promote a company's message. Examples of marketing communications tools vary from flyers, brochures to television advertising, and now new media. The objective of all of these is ultimately to achieve sales so it is essential for effective communication.
Your message
Before you engage in any communications programme with your customers, you have to decide:
- What you want to say.
- Who you want to say it to.
- How to present your message.
- Where to distribute your message.
- When to send your message.
You also need to consider the style and tone of your message and the follow-up actions that will be required by you and your staff in order to generate that all-important sale.
Purpose of marketing
The purpose of any form of marketing communication is to provide a set of information to your target audience in a way that encourages a positive, or buying, response.
By developing a planned programme of marketing communication with customers, the business is providing them with more opportunities to buy. Rather than just waiting for customers to pick up the telephone or walk through the door.
Developing a marketing programme with objectives
Start by deciding what your objectives are.
- Do you want to improve the general awareness about your business?
- Are you launching a new product?
- Are you looking to attract new customers or to encourage existing customers to buy more from you?
A successful marketing communications campaign will use a mixture of promotional techniques to get the key messages across to customers. Once you have decided your objectives, consider the various elements of the promotional mix and decide which are the most appropriate for you at this time.
Core message
Decide what you want to say about your business or product/service. This is harder than it sounds. Focus on the main benefits that your product offers customers and use short words and sentences to explain this clearly. Try not to use too much jargon - and if you do have to use it, then explain what it means in simple terms. If you can include a picture of your product or a diagram showing how it works, this will help customers to remember you. Also - do not forget to include basic company information such as name, address, contact numbers and a web site address if you have one.
Style and substance
Once you have decided what words and pictures you want to use, think about the way you want your communications material to look and 'feel'. The design, colours and layout of your brochure, mailing, website, exhibition stand, annual report etc will create an image of your business in your customers' minds and should reflect what you do. If you are not really sure what you want, check out what your competitors and other local businesses are doing. This exercise will help you to decide the things that you like or dislike and will help to focus your mind so that you can then formulate your own ideas more clearly.
Creative briefing
Prepare a short written 'brief' for the creative team. This ensures that you have your ideas straight and that there will be no misunderstandings in what you are asking them to do. Let them see any existing ideas that you like or dislike and provide as many words and images as you can. Make sure you are clear on your promotional mix and plan. You can simply decide what aspect of your business you want to promote and ask yourself the following five questions:
- What?
- Who?
- How?
- Where?
- When?
