logging in or signing up wood 9 Luczak Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 108 Category: Entertainment License: All Rights Reserved Like it (0) Dislike it (0) Added: December 20, 2010 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Chapter 9: Developing Marketing Communications and Influence Strategy : Chapter 9: Developing Marketing Communications and Influence Strategy The Marketing Plan Handbook Fourth Edition Marian Burk Wood 9-1 Customer Influence Strategies : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Customer Influence Strategies Strategies for engaging customers through marketing communications and influencing how they think, feel, and act toward a brand or offering. The rise of social media has added a powerful new dimension to today’s communications and influence strategies. 9-2 Social Media : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Social Media Online media designed to facilitate user interaction. Content is largely or exclusively created by users. This interaction can lead to positive or negative word-of-mouth. Includes YouTube, Facebook, Twitter and blogs. On social media sites, marketers lack the high degree of control afforded by traditional advertising. Enhances the potential buzz marketing and for messages to go viral: rapidly gain a large audience. 9-3 Word of Mouth and Buzz Marketing : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Word of Mouth and Buzz Marketing When possible, marketers want to spark positive word-of-mouth (WOM) communication: Buzz marketing: When the company seeks to generate more intense WOM, it may provide communicators with samples or coupons. 9-4 Communications Strategy : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Communications Strategy IMC strategy involves: Defining target audiences. Establishing objectives and a budget. Analyzing pertinent issues. Selecting appropriate IMC tools. Planning appropriate pre- and post-implementation research to evaluate effectiveness. 9-6 Choosing the Target Audience : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Choosing the Target Audience Target market can vary from end customers to employees to distribution partners. Target markets need to be understood in as much detail as possible: To help shape the message. To help choose the appropriate tool. 9-7 “Push” and “Pull” Strategies : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall “Push” and “Pull” Strategies 9-8 Understanding Target Market Consumer Behavior : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Understanding Target Market Consumer Behavior Communications can be used to move the target through a series of responses. The order that the consumer moves through these responses is dependent upon whether the good or service is: Low involvement, High involvement, or Experiential. 9-9 Low Involvement,High Involvement, andExperiential Models of Behavior : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Low Involvement,High Involvement, andExperiential Models of Behavior 9-10 Setting Objectives : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Setting Objectives 9-11 Setting the Budget : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Setting the Budget Factors to be considered when setting the IMC budget: Overall marketing budget. Objectives to be achieved. Competitive circumstances. Potential ROI (Return on Investment). 9-12 Examining Issues : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Examining Issues Types of issues that can impact communications strategy: Legal. Regulatory. Technological. Ethical. Cultural. Competitive. 9-13 Five Basic Promotion Tools : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Five Basic Promotion Tools Marketing communications can use five basic tools: Advertising. Sales Promotion. Public Relations. Direct Marketing. Personal Selling. 9-14 Choosing IMC Tools : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Choosing IMC Tools 9-15 Planning Research : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Planning Research The marketing plan should allow for pre-testing and post-implementation research to evaluate the IMC activities. Pre-testing: To find out if the target audience understands the message and retains information. Post-implementation: To determine whether or not the IMC program has achieved its objectives and which elements of the plan were particularly effective. 9-16 Using IMC Tools : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Using IMC Tools Marketers typically use multiple tools in any one campaign. Careful coordination of content and delivery across messages and media is essential for consistency. 9-17 Advertising : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Advertising Two basic decisions: Message. Media. 9-18 Message Appeal : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Message Appeal Types of appeals include: Rational: Using facts and logic to stimulate a response. Emotional: Evoking feelings to stimulate a response. 9-19 Choosing Media : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Choosing Media Each medium has characteristics that convey the message in a different way. Two key decisions in planning media: Reach Frequency 9-20 Media Choices : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Media Choices Television. Radio. Outdoor. Newspaper. Magazine. Internet. Direct Mail. Other. 9-21 Sales Promotion : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Sales Promotion Influences customer behavior by reducing perceived price or enhancing perceived value for a limited time. Sale promotion techniques vary depending on the target audience: Consumer promotions: Targeting end consumers. Trade promotions: Targeting channel members and salespersons. 9-22 Consumer Promotions : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Consumer Promotions Types Sampling Coupons Rebates Refunds Premiums Sweepstakes and contests Bonus packs Loyalty programs Objectives Building awareness Encouraging product trial or usage Encouraging speedy response Reinforcing loyalty Supporting advertising or other IMC activities Defending against competitors 9-23 Trade Promotions : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Trade Promotions Types Allowances and incentives. Sales contests. Training and support. Point-of-purchase materials. Objectives Enhancing product knowledge. Building commitment. Reinforcing focus and loyalty. Supporting advertising or other IMC activities. Defending against competitors. 9-24 Public Relations : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Public Relations Purpose: To open the lines of communication and develop positive relationships with the company’s stakeholder groups: Customers and prospects. Employees and job applicants. Channel members. Suppliers. Government officials. Local community groups. Special interest groups. Financial community. 9-25 Objectives for Public Relations Activities : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Objectives for Public Relations Activities Understanding stakeholders’ perceptions and attitudes. Managing the company’s image. Communicating views and information. Building brand and product awareness. 9-26 Direct Marketing : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Direct Marketing Mail, broadcast and print media, the Internet, and other media. Cost-effective for: Precise targeting, and The use of customized messages. Marketers can easily measure results. 9-27 Personal Selling : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Personal Selling More appropriate for: Customized goods and services. Assessing needs. Large purchases. Providing individual attention. 9-28 Personal Selling Decisions : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Personal Selling Decisions Build staff or work with an outside sales agency. How many salespersons are needed, and how they will be organized. Related to sales staff, how to: Recruit Train Manage Motivate Compensate 9-29 The Personal Selling Process : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall The Personal Selling Process Identifying and qualifying prospects. Planning the presales approach. Making sales contact. Addressing objections. Closing the sale. Following up after the sale. 9-30 Slide 30: All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 9-31 You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.
wood 9 Luczak Download Post to : URL : Related Presentations : Share Add to Flag Embed Email Send to Blogs and Networks Add to Channel Uploaded from authorPOINT lite Insert YouTube videos in PowerPont slides with aS Desktop Copy embed code: (To copy code, click on the text box) Embed: URL: Thumbnail: WordPress Embed Customize Embed The presentation is successfully added In Your Favorites. Views: 108 Category: Entertainment License: All Rights Reserved Like it (0) Dislike it (0) Added: December 20, 2010 This Presentation is Public Favorites: 0 Presentation Description No description available. Comments Posting comment... Premium member Presentation Transcript Chapter 9: Developing Marketing Communications and Influence Strategy : Chapter 9: Developing Marketing Communications and Influence Strategy The Marketing Plan Handbook Fourth Edition Marian Burk Wood 9-1 Customer Influence Strategies : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Customer Influence Strategies Strategies for engaging customers through marketing communications and influencing how they think, feel, and act toward a brand or offering. The rise of social media has added a powerful new dimension to today’s communications and influence strategies. 9-2 Social Media : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Social Media Online media designed to facilitate user interaction. Content is largely or exclusively created by users. This interaction can lead to positive or negative word-of-mouth. Includes YouTube, Facebook, Twitter and blogs. On social media sites, marketers lack the high degree of control afforded by traditional advertising. Enhances the potential buzz marketing and for messages to go viral: rapidly gain a large audience. 9-3 Word of Mouth and Buzz Marketing : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Word of Mouth and Buzz Marketing When possible, marketers want to spark positive word-of-mouth (WOM) communication: Buzz marketing: When the company seeks to generate more intense WOM, it may provide communicators with samples or coupons. 9-4 Communications Strategy : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Communications Strategy IMC strategy involves: Defining target audiences. Establishing objectives and a budget. Analyzing pertinent issues. Selecting appropriate IMC tools. Planning appropriate pre- and post-implementation research to evaluate effectiveness. 9-6 Choosing the Target Audience : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Choosing the Target Audience Target market can vary from end customers to employees to distribution partners. Target markets need to be understood in as much detail as possible: To help shape the message. To help choose the appropriate tool. 9-7 “Push” and “Pull” Strategies : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall “Push” and “Pull” Strategies 9-8 Understanding Target Market Consumer Behavior : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Understanding Target Market Consumer Behavior Communications can be used to move the target through a series of responses. The order that the consumer moves through these responses is dependent upon whether the good or service is: Low involvement, High involvement, or Experiential. 9-9 Low Involvement,High Involvement, andExperiential Models of Behavior : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Low Involvement,High Involvement, andExperiential Models of Behavior 9-10 Setting Objectives : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Setting Objectives 9-11 Setting the Budget : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Setting the Budget Factors to be considered when setting the IMC budget: Overall marketing budget. Objectives to be achieved. Competitive circumstances. Potential ROI (Return on Investment). 9-12 Examining Issues : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Examining Issues Types of issues that can impact communications strategy: Legal. Regulatory. Technological. Ethical. Cultural. Competitive. 9-13 Five Basic Promotion Tools : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Five Basic Promotion Tools Marketing communications can use five basic tools: Advertising. Sales Promotion. Public Relations. Direct Marketing. Personal Selling. 9-14 Choosing IMC Tools : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Choosing IMC Tools 9-15 Planning Research : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Planning Research The marketing plan should allow for pre-testing and post-implementation research to evaluate the IMC activities. Pre-testing: To find out if the target audience understands the message and retains information. Post-implementation: To determine whether or not the IMC program has achieved its objectives and which elements of the plan were particularly effective. 9-16 Using IMC Tools : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Using IMC Tools Marketers typically use multiple tools in any one campaign. Careful coordination of content and delivery across messages and media is essential for consistency. 9-17 Advertising : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Advertising Two basic decisions: Message. Media. 9-18 Message Appeal : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Message Appeal Types of appeals include: Rational: Using facts and logic to stimulate a response. Emotional: Evoking feelings to stimulate a response. 9-19 Choosing Media : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Choosing Media Each medium has characteristics that convey the message in a different way. Two key decisions in planning media: Reach Frequency 9-20 Media Choices : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Media Choices Television. Radio. Outdoor. Newspaper. Magazine. Internet. Direct Mail. Other. 9-21 Sales Promotion : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Sales Promotion Influences customer behavior by reducing perceived price or enhancing perceived value for a limited time. Sale promotion techniques vary depending on the target audience: Consumer promotions: Targeting end consumers. Trade promotions: Targeting channel members and salespersons. 9-22 Consumer Promotions : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Consumer Promotions Types Sampling Coupons Rebates Refunds Premiums Sweepstakes and contests Bonus packs Loyalty programs Objectives Building awareness Encouraging product trial or usage Encouraging speedy response Reinforcing loyalty Supporting advertising or other IMC activities Defending against competitors 9-23 Trade Promotions : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Trade Promotions Types Allowances and incentives. Sales contests. Training and support. Point-of-purchase materials. Objectives Enhancing product knowledge. Building commitment. Reinforcing focus and loyalty. Supporting advertising or other IMC activities. Defending against competitors. 9-24 Public Relations : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Public Relations Purpose: To open the lines of communication and develop positive relationships with the company’s stakeholder groups: Customers and prospects. Employees and job applicants. Channel members. Suppliers. Government officials. Local community groups. Special interest groups. Financial community. 9-25 Objectives for Public Relations Activities : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Objectives for Public Relations Activities Understanding stakeholders’ perceptions and attitudes. Managing the company’s image. Communicating views and information. Building brand and product awareness. 9-26 Direct Marketing : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Direct Marketing Mail, broadcast and print media, the Internet, and other media. Cost-effective for: Precise targeting, and The use of customized messages. Marketers can easily measure results. 9-27 Personal Selling : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Personal Selling More appropriate for: Customized goods and services. Assessing needs. Large purchases. Providing individual attention. 9-28 Personal Selling Decisions : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Personal Selling Decisions Build staff or work with an outside sales agency. How many salespersons are needed, and how they will be organized. Related to sales staff, how to: Recruit Train Manage Motivate Compensate 9-29 The Personal Selling Process : Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall The Personal Selling Process Identifying and qualifying prospects. Planning the presales approach. Making sales contact. Addressing objections. Closing the sale. Following up after the sale. 9-30 Slide 30: All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 9-31