Training: MarketingCommunication

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Corporate & Marketing Communication:

Corporate & Marketing Communication

PowerPoint Presentation:

What is the difference between MARKETING and MARKETING COMMUNICATION

PowerPoint Presentation:

Marketing communication focuses on product and services. It applies to demand generation and product positioning

PowerPoint Presentation:

Corporate communication focuses on relationship and image . It also focus on litigation , mergers and acquisitions .

PowerPoint Presentation:

Companies use corporate communication and not marketing communication to wrestle.

Corporate communication:

Corporate communication Public Relation Media Relation Crisis Communication Speech writing Corporate Social Responsibility #CSR Government Relation Investor Relation

Corporate communication:

Corporate communication Community Relation Internal Relation Customer Relation Propaganda

PR Tools:

PR Tools Town hall meetings Press Release How to write public communications like press release Courtesy Visits People mistake public relation for corporate communication, so it can be said that “Public Relation simply means an integrated corporate communication strategy” They are interchangeable!

PowerPoint Presentation:

Corporate communication is a planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and it’s public. Note: Corporate communication is part of marketing communication in the long run, because the former is a tool for the latter.

Marketing Communication:

Marketing Communication It is a promotion process that involves using Messages through Media to communicate to the Market .

Marketing Communication:

Marketing Communication This is a brand manager contrary to what people think. It is not an advert but rather INTELLECTUAL work – and not a design thing. It involves the entire process that begins-enclose , sender-encode-transmission, then device-decode-receiver

PowerPoint Presentation:

“Brands are emotional Products are logical ”

Marketing Communication 6 steps process:

Marketing Communication 6 steps process Define Objective Identify and understand your target audience Articulate Strategies Fact finding, Research, Meetings Evolve key messages Note brand promise Develop a plan/program Evaluate measure track

Marketing Communication:

Marketing Communication Advertising Television production, graphic design, radio production, merchandise Experiential marketing/Alternative Event Out-door advertising Street activation Identity

Marketing Communication:

Marketing Communication Direct marketing Publication/Broadcasting Channels/Point-of-Sales Management Sponsorship

Marketing Communication:

Marketing Communication Product placement Sales Promotion Media Planning & Buying Media Independence

Marketing Communication:

Marketing Communication Integrated Marketing It is the process by which all marketing communication incidents which includes tools, resources , and functions are integrated into a seamless strategy for maximum impact and minimum cost . This ensures consistency and complementary use of media.

PowerPoint Presentation:

What is your desired outcome? Images, Identity, or Sales. the consumer’s benefit? the evidence or fact? There are 3 major things to consider:

4 Types of Communication Strategy:

4 Types of Communication Strategy Unique selling points –based| Colgate toothpaste Brand image based | Apple Positioning | Avis – “We are #2 and trying harder” Parity breaking – for similar company e.g. Banks: GTB, Skye Bank

Crisis Communication 9 steps process:

Crisis Communication 9 steps process Verify the situation Notify and Coordinate Crisis assessment and activation Organize assignment Prepare information and obtain approval

Crisis Communication 9 steps process:

Release public information Some information should be private and others public Feedback and Evaluation response Public Education Monitor Events Crisis Communication 9 steps process

Crisis Communication:

Take responsibility for actions, but don’t take blame for negatives. Don’t be defensive. Simply say “We are sorry.” Crisis Communication

PowerPoint Presentation:

“To sell a brand, you have to think , plan and adapt ” The End

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