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- 1. 1st workshop Pomeranian Youth Found Promotion
- 2. Learning objective To learn how to communicate in an
intelligent and coherent way your own project
- 3. If something is not percieved, IT DOES NOT EXIST!
Promotional activity is part of the so-called product marketing,
and its only one of a complex series of steps (from the creation of
the product until its sale).
- 4. 4 questions of communication 1. What 2. Who 3. Why 4.
How
- 5. Decisions In a communication strategy you must make a series
of decisions: related to pre-defined objectives for different
target with different media and creativity in fixed times
- 6. Objectives of communication, 1/2 Awareness: knowledge of the
existence of the product or service Knowledge: knowledge of the
characteristics (its attributes and benefits) of the
product/service Communication gives informations Liking: favorable
attitudes toward the product/service Preference: development of a
preference in the product/servise rather than the other
alternatives available Communication influences on attitudes and
perceptions Convintion: intention to purchase Purchase: purchase
Communication stimulates the desire to purchase
- 7. Objectives of communication, 2/2 When you fix the objectives
of your communication campaign, they must be: Few and clear Easily
identifiable and measurable Realistic, potentially achievable In a
reasonable timeframe
- 8. Integrated communication Consists in using the available
tools and media for your communication strategy in a coherent and
synergistic way, to: use in the best possible way human and
financial resources reach the target effectively achieve the goals
(visibility, image ..)
- 9. 8 elements for the communication strategy: Integrated
Communication COMMUNICATION STRATEGY Paper publicatio ns Naming
Public Relationsh ip Direct Marketing Advertise- ment Sponsor- ship
Events Web communi- cation
- 10. Paper publications 1/8 Brochure, Flyer, Posters...
- 11. Naming 2/8 Delicate tasks that are critical to success in
an effective communication
- 12. Public Relationship 3/8 Aims to gain visibility and a
positive environment around the project, through contacts with
people of influence
- 13. Direct Marketing 4/8 Mail, e-mail, newsletter
- 14. Advertisement 5/8 Media campaigns, ads in newspapers,
articles, billboards, posters, leaflets
- 15. Sponsorship 6/8 Serves to positively associate the project
(its image, identity, brand, etc.) to an event, activity,
organization or person who has visibility and positive image,
coherent with the object of sponsorship
- 16. Events 7/8 Fairs, convention, seminars and conferences
- 17. Web communication 8/8 Website, blogs, electronic
newsletter, social networks, content sharing sites, search engine
indexing
- 18. WEB PRESENCE Paper publicatio ns Naming Public Relationsh
ip Direct Marketing Advertise- ment Sponsor- ship Events Web
communi- cation 8 elements for the communication strategy: Web
Presence
- 19. STEP to set up a communication campaign 1/2 1. Define the
object of the campaign 2. Define the purpose of the campaign 3.
Identify the target to be reached 4. Choose the message 5.
Determine the response that you want to get 6. Determine the
characteristics of your project that is important to communicate 7.
Choose the tools/medium *
- 20. *Tools/medium choice The choice on the tool/media must be
made on the basis of: 1. Quantitative elements Investment and cost
required Potential of the communication media 2. Qualitative
elements Ability to acquire direct information from the market
Control of demand Need to guard a particularly prestigious market
Type of clients to be served
- 21. STEP to realize the communication campaign 2/2 1.
Generation of ideas (internal sources, competitors, customers ...)
2. Analysis and selection of ideas 3. Development and testing of a
concept (translate the idea into a concept, prototype) 4.
Definition of marketing strategy (decision for the launch of the
campaign: when, where, to what market) 5. Briefing, where you have
to decide the overall strategy and organize the Human Resources:
identification, organization and responsibilities, timing
- 22. Remember: be relevant! Many attempts to communicate are
nullified by saying too much!
- 23. Questions for Relevance 1. Who do you want to influence? 2.
What are they really, really interested in? 3. How is what you want
to say relevant to your target?