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,…
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
Skill Level Beginner
Business Writing Principleswith Judy Steiner-Williams1h 32m Beginner
Understanding Marketing's Role
Analyzing Your Business
Developing Your Strategy
Developing the Tactical Phase
Aligning the Organization
Launching and Measuring Your Plan
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