Marketing Communication

Marketing

Communication

What it is

Businesses use a range of marketing

communications to promote the

company, their products and their

services. Examples of marketing

communications tools include:

brochures, mailshots and websites.

The objective of all of these is

ultimately to achieve sales so it is

important that you communicate

effectively.

Before you engage in any

communications programme with your

customers, you have to decide:

What you want to say

Who you want to say it to

How to present your message

Where to distribute your message

When to send your message

You also need to consider the style and

tone of your message and the follow-up

actions that will be required by you and

your staff in order to generate that allimportant sale.

Why it is important

The purpose of any form of marketing

communication is to provide a set of

information to your target audience in

a way that encourages a positive, or

buying, response.

For example: A clothes shop is

expanding and moving to larger

premises. The proprietor needs to

communicate this fact to her target

audience and has considered the

following key elements as part of her

marketing communications activity:

The business is moving and

increasing its range of designer

clothes (what)

Both new and existing customers

are welcome (who)

She will make contact with

potential customers using direct

mail, local press articles and

posters (how)

She plans to contact existing local

customers by mail, potential

customers from a wider

geographical area by press activity,

and passing trade by placing posters

in the shop window (where)

The mailings will be sent out two

weeks before the opening, press

releases one week before the

opening and a press feature is

planned for the day of the

opening (when)

In terms of the style and tone of the

message, her customers are invited

to a 'champagne celebration' with

the opportunity to buy new stock at a...