Chapter 9: Developing Marketing Communications and Influence Strategy The Marketing Plan Handbook Fourth Edition Marian Burk Wood 9-1

Chapter 9: Developing Marketing Communications and Influence Strategy

The Marketing Plan HandbookFourth Edition

Marian Burk Wood

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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.

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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.

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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.

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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.

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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.

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“Push” and “Pull” Strategies

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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.

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Low Involvement,High Involvement, andExperiential Models of Behavior

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Setting Objectives

Objective Sample

Influencing Beliefs “Achieve 25% awareness of Product A among the target audience within 4 months.”

Influencing Feelings “Achieve 18% preference for Product E among the target audience within 3 months.”

Influencing Behavior “Achieve 9% trial of Product C among the target audience within 6 months.”

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Setting the BudgetFactors to be considered when setting the

IMC budget: Overall marketing budget.

Objectives to be achieved.

Competitive circumstances.

Potential ROI (Return on Investment).

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Examining IssuesTypes of issues that can impact

communications strategy:

Legal.

Regulatory.

Technological.

Ethical.

Cultural.

Competitive.

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Five Basic Promotion Tools

Marketing communications can use five basic tools:

Advertising.

Sales Promotion.

Public Relations.

Direct Marketing.

Personal Selling.

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Choosing IMC ToolsIMC Tool Use

Advertising Efficiently get messages to large audience.

Sales Promotion Stimulate immediate purchase, reward repeat purchases, motivate sales personnel.

Public Relations Build positive image, strengthen ties with stakeholders.

Direct Marketing Reach targeted audiences, encourage direct response.

Personal Selling Reach customers one-to-one to make sales, strengthen relationships.

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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.

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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.

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Advertising

Two basic decisions: Message.

Media.

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Message Appeal

Types of appeals include:

Rational: Using facts and logic to stimulate a response.

Emotional: Evoking feelings to stimulate a response.

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Choosing Media Each medium has characteristics that

convey the message in a different way.

Two key decisions in planning media: Reach Frequency

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Media Choices

Television. Radio. Outdoor. Newspaper. Magazine. Internet. Direct Mail. Other.

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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.

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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

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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.

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Public RelationsPurpose: 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.

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Objectives for Public Relations Activities Understanding stakeholders’ perceptions

and attitudes. Managing the company’s image. Communicating views and information. Building brand and product awareness.

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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.

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Personal Selling

More appropriate for: Customized goods and services. Assessing needs. Large purchases. Providing individual attention.

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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

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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.

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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. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice HallPublishing as Prentice Hall

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Chapter 9: Developing Marketing Communications and Influence Strategy The Marketing Plan Handbook Fourth Edition Marian Burk Wood 9-1