Join Drew Boyd for an in-depth discussion in this video Sending your promotional message, part of Marketing Foundations.
Once you've set the objective for your marketing communications, now you need to implement it. First, select the message you want to communicate. Then select the target audience to receive the message. Next select the media that will carry the message. And finally, create the material that you send to the market. The message you send to the market will include the value proposition as well as the evidence of why that claim is true. We call these the reasons to believe or RTBs.
Here's what I do to craft the message. I imagine I'm standing in front of a group of customers, and I'm going to explain my value proposition. I know what they already know about my product, so I role play and actually speak the words that I would use with these customers. Once I'm satisfied with my message, I write it down and edit it, sometimes with the help of a professional copywriter. Next, you need to select the target audience. This should be easy because you've already done this when performing the targeting step in STP.
Are you communicating to your current loyal customers, customers that are new to the category and so on. It's important to clarify this. When you send the message you need to do it in a way that the target audience knows it's for them. The media channel you select depends on the target audience, how many of them you want to reach, the complexity of the message you're sending, and how frequently they need to hear the message. Marketers have a wide choice of traditional media including, television, radio, print advertising, outdoor billboards, and digital media, which includes social media, websites and mobile channels.
Each type of media has advantages and disadvantages. TV commercials for example can reach millions of people, but it's expensive. Billboards on the other hand are not that expensive but they're limited in what objectives you can achieve. It would hard to explain how to use a complicated product in a billboard. You have to weigh the cost versus the reach, meaning, how many customers get the message. And you have to consider how much information you can send.
My advice is to match the medium to the message. Then, decide on how many people you have to reach based on your available budget. Now you're ready to actually create the marketing material to put into the market. That might be a new website, a print ad, or a commercial. Most companies use the services of a creative advertising agency for this, but you'll need to give them guidance on what you want. And you do that with a creative brief, which I'll cover later in this course.
You'll also learn to address tactical challenges and present the plan to get buy-in throughout an organization, from the C-suite to the sales team, as well as use the marketing plan to guide outside agencies and vendors. Finally, you'll learn how to launch the campaign and measure its performance.
- Marketing in an organization
- Assembling the team
- Creating the marketing plan
- Analyzing your products, customers, and market
- Segmenting customers
- Creating a value proposition
- Developing a strategy
- Setting goals
- Setting prices
- Using social media
- Presenting your plan to leadership
- Budgeting your plan
- Measuring success