Marketing & Communication Strategies: A Comprehensive Guide
7 Ps of Marketing
The 7 Ps of marketing are: product, price, place, promotion, process, physical evidence, people. This framework helps companies review and define key issues that affect the marketing of their products and services, especially in the digital landscape.
Pressure Groups vs. Lobby Groups
Pressure Groups
A pressure group is an organization that tries to influence public policy in the interest of a particular cause. For example, Greenpeace.
Lobby Groups
Similar to a pressure group, but focused on influencing elected officials. Lobbying refers to attempts made by such groups to sway policymakers into adopting a course of action beneficial to their cause.
Functions of Interest Groups
Interest groups perform many functions:
- Speak on behalf of members
- Mobilize citizens
- Keep citizens informed
- Hold officials accountable
- Litigate on behalf of individuals
- Address issues individuals cannot tackle alone due to time constraints, limited access to policymakers, or logistical challenges
Pressure Methods
Persuasion
Involves negotiations, information dissemination, and political propaganda to convince the target audience that the proposed action serves the common good, even if it primarily benefits the pressure group.
Intimidation
Employs veiled or open threats of force or non-collaboration with the government if the pressure group’s demands are not met. This method borders on blackmail.
Corruption
The most unethical method, operating outside legal boundaries. It involves using economic incentives to reward political decisions favorable to the pressure group. Exposure often occurs through media or whistleblowers.
Crisis Management
Steps
- Decide on overarching objectives
- Define your target audience
- Choose your key messages
- Select communication channels
A crisis management plan (CMP) outlines how your business will respond to a crisis, including roles and responsibilities. The plan aims to minimize damage, restore operations swiftly, and safeguard the organization’s operations, reputation, finances, and strategic objectives.
Benefits of a Crisis Management Plan
- Reduces crisis impact and duration
- Protects stakeholders
- Preserves operations and productivity
- Safeguards company reputation
Plan
- Initial assessment: Determine the situation.
- Crisis team: Assemble and outline the crisis level.
- Crisis management: Plan consistent internal updates.
- Messaging: Prepare and release messages proactively for different audiences.
- Media monitoring: Evaluate crisis coverage handling.
Elements
- Risk analysis
- Activation protocol
- Chain of command
- Command center plan
- Response action plans
- Internal communications
- External communications
- Resources
- Training
- Review
Communication Plan
A communication plan is a written document outlining communication policies, strategies, resources, objectives, and actions (internal and external) that a company plans to execute within a specific timeframe, usually a year.
Purpose
It serves as a roadmap, organizing communication processes and guiding the company’s communication efforts.
Structure
- Introduction: Justification, opportunity explanation, proposals, company history.
- Background and Organization: History, antecedents, organizational structure, mission, vision, values, relevant facts, market evolution, past actions, objectives, results.
- Environment: Market analysis, competitor analysis.
- PESTEL Analysis: Analysis of political, economic, social, technological, environmental, and legal factors.
- SWOT Analysis: Assessment of strengths, weaknesses, opportunities, and threats.
- Brand Positioning: Current and desired brand positioning.
- Objectives: Qualitative (e.g., improve positioning, increase media coverage) and quantitative (e.g., target number of press appearances).
- Actions: Strategies and tactics to achieve objectives.
- POEM Method (Paid, Owned, Earned Media): Integrating marketing mix tools for consistent messaging across online and offline channels.
- Timing: Schedule for each action with start/end dates and responsible parties.
- Budget: Budget allocation for communication actions, media, and support.
- Control and Follow-Up: Performance measurement, corrective actions, ROI/VPE analysis, budget deviation analysis.
Content Marketing
Content marketing is a strategic approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience, ultimately driving profitable customer action.
Benefits
- Increased sales
- Cost savings
- Improved customer loyalty
Content Marketing Integration
Quality content is crucial for various marketing forms:
- Social Media Marketing: Content strategy informs social media strategy.
- SEO: Search engines favor businesses with high-quality, consistent content.
- PR: Effective PR addresses audience concerns.
- PPC: Strong content supports PPC campaigns.
- Inbound Marketing: Content drives inbound traffic and leads.
Corporate Identity
Corporate identity encompasses the visible and hidden attributes that define a company’s unique essence. It includes visual elements like the brand, products, packaging, buildings, and communication materials.
Importance
- Differentiation in a crowded market
- Creating a clear, memorable, and distinctive image
- Maintaining a consistent image across all touchpoints
Types of Corporate Identity
- Monolithic: One name for the entire structure (Masterbrand). Offers communication economy but carries risks if a product fails.
- Holding: A group of activities or companies under a main name (Derivative brands). Common for companies that diversify after launching a successful product.
- Multi-Brand Based: Operating through independent brands, allowing for different market approaches and strategies.
Trends
- Flat logos
Identity Sign Components
- Graphic Symbol (Isotype): Visual representation of the brand.
- Logo: Company typeface.
- Corporate Colors: Range of basic tones with specific color codes.
- Identifier or Visual Set: Consistent combination of the above elements.
Corporate Identity Manual
A guide for applying the company’s representative signs, serving as a reference for designing and implementing corporate communication elements.
Functions
- Creates and defines code elements.
- Establishes usage guidelines, relationships, and norms.
Sponsorship
Sponsorship involves fully or partially financing an activity in exchange for economic or image-related returns. It’s a reciprocal relationship between the sponsor and the sponsored entity.
Reasons for Sponsorship
- Content creation
- Natural, effective, and credible marketing
- Brand awareness and image building
- Satellite and promotional opportunities (sampling, market research)
- Product awareness
- Direct target group interaction
Benefits
- Lead generation
- Credibility building
- Networking
- Business growth (ROI)
- Market expansion
- Connecting with decision-makers
- End-user education
- Audience engagement
Types of Benefits
- Tangible: Preferred seating, free tickets, advertising booths, mentions in event materials.
- Intangible: Advertising rights for event symbols, preferential advertising space, image usage rights, merchandising rights, on-site sales rights.
Brand Partnership
A strategic collaboration between two or more brands to achieve shared objectives.
Considerations for Brand Partnerships
- Similar Values: Aligned brand values, such as price points, quality, or ethics.
- Similar Targets, Objectives, and Goals: Shared target audience and complementary business goals.
- Complementary Skill Sets: Each brand brings unique strengths to the partnership.
- Consumer Relevance: The partnership makes sense to the target audience.
- Trust: Transparency and reliability are crucial for a successful partnership.
Inbound Marketing
Inbound marketing focuses on attracting customers through valuable content and helpful interactions. It aims to draw potential customers to your website or product through content marketing, social media, SEO, and branding.
Examples
- Blogging: Informative and engaging blog posts.
- Social Media: Sharing valuable content on platforms like Instagram, Facebook, or LinkedIn.
- SEO: Optimizing your website for search engines.
- E-books and Whitepapers: Offering valuable resources in exchange for contact information.
Outbound Marketing
Outbound marketing is a traditional approach where businesses initiate the conversation and push their message out to an audience. It often involves direct and sometimes interruptive tactics.
Examples
- TV and Radio Ads: Reaching a broad audience through commercials.
- Cold Calling: Direct phone calls to potential customers.
- Email Blasts: Sending promotional emails to a large contact list.
- Billboards: Placing ads in high-traffic areas.