Effective Communication Strategies for Marketing Success
Effective Communication in Marketing
This marketing tool is intended to publicize a product, announcing its characteristics and comparative advantages within the market. Therefore, it refers to the set of actions based on persuasively communicating information to induce the purchase of the good or service that you want to sell.
In promotional activities, communication strategies are of special interest. The simplest strategy is that occurring on the premises of the seller, known as merchandising.
Other means of communication that differ depending on the audience being addressed are: advertising, sales promotion, the sales team, and public relations.
Advertising
This is mass communication, paid for, and issued by a company to transmit information that influences positively on the purchase of a product. Advertising aims to: inform, persuade, and remind.
Mass communication means using mass media and is not individualized, as is the information provided by the sellers of the company. It is paid for, as each spot on television, radio, or print advertisement has a cost to the company.
The objectives of a campaign are:
- Increasing sales
- Encouraging consumers to change their behavior regarding the product
- Improving knowledge of the product’s qualities
To make the advertising campaign effective, identify a target audience that matches the target market for the product. The choice of audience determines the kind of advertising media (TV, radio, newspapers) and the type of message or advertisement to be created.
Finally, evaluate the results of the campaign by analyzing the audience, readership, etc., for each medium and analyze the cost of it.
Sales Promotion
Sales promotion involves offering short-term incentives to the consumer or dealer in order to obtain a rapid and temporary increase in sales. The promotion takes place over a short period, and subsequently, the product returns to its preconditions.
Promotions are often directed to consumers, such as free samples, tastings, coupons and cards to get points redeemable for gifts, price reductions, gifts, free product 50%, 3 x 2, etc.
The Sales Team
The sales team or sales force is a commercial communication tool that performs as a personal communication with distributors or consumers while also becoming a means of distribution.
They are all businesses with a company that counts and that sell directly. Work performed daily communication with customers and persuasion to them to acquire the products.
It is a type of interpersonal communication that can advise the buyer, adding more information and answering questions put to them, and adjust the message according to the characteristics of each case.
To organize the sales team, sales management must decide several issues:
- Set the sales targets
- Determine team size (number of commercials)
- Decide how to distribute their work: on geographic areas, products, customers, etc.
Organize the direction of the team and motivate vendors, which is closely related to their remuneration. The commercials are part of it directly related to income in their work.
Public Relations
Through public relations, firms seek to improve communication with their customers and try to establish a corporate image to the outside. This is called branding.
The corporate image is a set of communication activities dedicated to projecting a set of attributes that are considered representative of the company.
The most frequently used method to develop good public relations is the sponsorship of both cultural and sporting activities. The aim is to improve the corporate image of the company. Sometimes, this conceals advertising of certain products such as snuff, alcohol, etc., which cannot have their own advertising campaign.