Communicating is: Involving another of what one is and has. Who does the company communicate with? Suppliers, Intermediaries, consumers and the public; In short: WITH ALL PEOPLE.
Marketing and Communication: Marketing is not only the development of a good product, its price and putting it up for sale. Customers need to know the product before buying it and this is done through communication.
In addition, the company communicates even if we have not planned it, so nothing should be left to chance.
Communication Program
Also called Promotion Mix
It uses several instruments to fulfill the goals and objectives of marketing communication:
- AdvertisingPersonal SalesSales PromotionPublic Relations
Personal sale
It is the personal presentation that the sales force of the company makes with the purpose of making sales and developing relationships with customers Through:
- Sales presentations, trade shows, employee incentive programs
Sale promotion
They are short-term incentives to encourage the purchase or sale of a product or service.
Through:
Displays at the point of sale, prizes, discounts, coupons and demos
Public relations
It is the creation of positive relationships with the diverse publics of the company, mediating the obtaining of favorable publicity, the creation of a positive corporate image and the handling or elimination of rumors, stories and unfavorable events.
Advertising
It is any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.
It includes:
- Printed forms, diffusion, exteriors, others.
And now, what's next!
THE COMMUNICATION
What is communication ???
The way in which the company transmits its product information and its image to customers.
It allows the company to know the
customer needs and the reaction they have with your product.
As it does ???
Through the communication process
And this in turn is the one that tells us:
- Who is communicating; What is it saying; What channel are you using; Who is it for? - And for what purpose.
Message
Sebastián died the day before yesterday with acute pancreatitis. This is due to diabetes that plagued him for 15 years. Twelve friends and thirty family members attended the wake. He will be buried today in two hours in the Batán cemetery. Peace in his grave.
And how can we communicate better ????
Developing effective communication
Effective communication ???
Yes, effective communication
Main steps:
- Identify the target audience Determine the communication objectives Design the message Select the communication channels Distribute the total promotion budget Decide on the Marketing Mix Measure the promotion results Manage and coordinate the entire process.com
Identify the target audience
In order to choose the target market that the company will affect.
It can be made up of potential buyers or current users, those who make or influence purchases; individuals, groups, special audiences or the general public.
Image analysis
The image is the set of beliefs, ideas and impressions that a person has on an object.
It is very important to analyze the vision that our consumers have of the company, products and competitors. And thus be able to make the right decisions about what strategies to take to affect a defined audience.
Determine the communication objectives
In most cases the objective of communication is that of a sales response. This is the result of several steps by which the client must be guided.
Awareness
It can be identified as the recognition that customers and the market have of a given product. The objective of the company is that the image lasts in the clients with an appropriate image.
Ex: There is a drink called
Coca Cola
Knowledge
The public is aware of what the product is and has references and an idea of what it really is.
Ex: Coca Cola is the best-selling drink in the world, it is a black soft drink, it has a bottle in the shape of a slim woman's profile.
Preference
It is the hierarchy that the consumer gives to the product compared to other similar ones.
The company must seek to generate value in its products so that the customer sees the difference and the advantage over others.
Ex: I like it better than Pepsi…..
Purchase
The objective of every business. The company must use the most effective strategies to get more people to reach this step.
People's decision to buy or not a product.
Ex: I will accompany today's lunch with Coca Cola.
Message design
They are the series of signs and compositions that are going to reach the public which refer to our products.
You must capture ATTENTION, maintain Interest, awaken desire and provoke ACTION.
It has several structures on which the messages are built:
- Message content Message structure Message format Message source
CONTENT OF THE MESSAGE
It's how to reach the audience: Appeal, theme, idea or unique selling purpose, so that the audience responds in a desired way.
This must be motivating, it must offer a benefit, identification and why the audience should buy this product.
Rational attractions
They attract consumers for the value they represent in the product. They are closely linked to the needs of the clients.
These appeal to the audience on its own:
- They demonstrate the benefits of the product such as economy, quality, performance value, etc.
Emotional attractions
They try to encourage positive or negative emotions that will motivate the purchase.
Feelings such as: humor, love, joy, pride, fear, grief and shame are used to achieve a desired result.
Morales Attractions
They direct the sense of the audience towards what is correct and appropriate to promote the desire to buy or collaborate. Mostly used by foundations, social welfare institutions and government.
Structure of the message
The effectiveness of a message depends on its structure as well as its content.
Three themes can be defined about this:
- reach conclusions
- Unilateral or bilateral arguments - The order of representation.
Message format
It is the way how the message is developed so that it reaches the client. In a market test, the same coffee was tasted in different colored jugs: Brown, Red, Blue and Yellow.
AND THE RESULTS WERE:
ALTHOUGH THE COFFEE WAS THE SAME
75% felt that the coffee served in the brown container was heavily loaded.
85% judged that the coffee served in the red container was tastier
Almost everyone felt that the coffee served in the blue bowl was smooth, and
The coffee served in the yellow container was tasteless
Message Source
The message that is relayed by an announcer or famous source related to the topic is more successful.
Millions of dollars are spent hiring celebrities to do commercial spots on various products.
The experience, trust and taste of the commercial are judged.
Selection of communication channels
The communicator must select efficient communication channels. There are two channels in this regard:
- Personal communication channels
- Non-personal communication channels
Personal communication channels
They involve two or more people communicating with each other:
There are three channels for the distribution of information:
- Support channels
- Expert channels
- Social channels
Non-personal communication channels
They transmit messages without contact or interaction with the audience, consisting of newspapers, radio, television, posters, posters and mainly information in the media that do not imply interaction with the public and audience.
FIXING THE TOTAL PROMOTION BUDGET
Allowable method
- The promotion budget is determined at the level they believe the company can afford; You start with total revenue, deduct operating expenses and capital outlays, and then spend a portion of the remaining funds on advertising.
Sales Percentage Method
- This method determines the promotional budget at a certain percentage of current or forecast sales. Or, they budget a percentage of the sales price per unit.
Advantages
Disadvantages
Advantage
- It is easy to use.
- It helps in the administration to understand the relations between the promotion expenses, the sale price and the profit per unit.
Disadvantages
- Considers that sales are the cause of the promotion and not the result
The budget is based on the availability of funds, rather than on opportunities.
It can prevent the greater expense that is sometimes necessary to improve a decrease in sales.
Making long-term plans is difficult, as the budget varies based on sales each year.
It provides no basis for selecting a specific percentage.
Competitive Parity Method
- They monitor the advertising of the competitors, or they obtain calculations of the expenses of promotion of the industry in the publications or associations of the branch and determine their budgets based on the average of the industry.
Arguments in favor
Arguments against
In favor
-Competitor budgets represent the collective wisdom of the industry.
Spending the same as competitors prevents promotion wars.
Against
It is not certain that the competition has a clear idea of how much should be spent on promotion.
Each company has its different needs regarding the promotion they carry out.
Goal and Task Method
- It is the most logical method to determine the promotion budget, through which the company determines the promotion budget based on what you want to achieve with the promotion.
This budgeting method involves:
- Define the specific objectives of the promotion.
- Determine the tasks necessary to achieve those objectives.
- Calculate the costs of performing these tasks.
DETERMINATION OF THE MERCHANDISE MIXTURE
Once the budget is determined, the company must allocate the total promotion budget among the main promotional instruments, i.e. advertising, personal selling, sales promotion, and public relations.
The instruments of the promotion are:
Advertising, Sales promotion
Personal Sale
Public relations
Direct Marketing
Advertising
Advertising Features:
- Public Presentation
- Penetration Capacity
- Greater capacity for expression
- Impersonality
Disadvantages of Advertising:
- It is impersonal and cannot be persuasive like a company's vendors.
- You can convey one-way communication with the audience and the audience does not feel that they should pay attention or respond.
- It can be very expensive, if advertising through television networks is required.
Sale promotion
The instruments of sales promotion are very diverse among them we can find: coupons, contests, prizes, etc.
Characteristics:
- Communication: they capture attention and provide information about the product.
- Incentive: they incorporate some incentive or contribution to the consumer.
- Invitation: include an invitation to make the transaction immediately.
characteristics
- It involves a personal interaction between two or more people, so that each person can observe the needs and characteristics of the other and can make quick adjustments.
- They allow all kinds of relationships to emerge, ranging from practical sales relationships to deep personal friendship.
- The effective seller thinks about the interests of the clients, in order to create a long-term relationship.
Public relations
- They offer several unique qualities. They are highly credible, as news stories, features, and events seem more realistic and more credible to readers than ads. They can also reach many potential customers who avoid ads and sellers because of that the message reaches buyers as a “news”, rather than as a sales-oriented communication. They highlight a product or a company.
Direct Marketing
Shapes:
- Direct mail
- Telemarketing
- Electronic Marketing
Distinctive features:
- Non-public: the message is directed to a specific person.
- Design according to specifications: the message is designed according to specifications.
- Updated: a message can be generated very quickly to deliver it to the individual.
Push strategy
- A push strategy involves “pushing” the product through its distribution channels to the final consumers.
- The producer directs his marketing activities (personal sales and commercial promotions) towards the members of the channel, in order to induce them to promote the product and take it to the final consumers.
Pull strategies
In this type of strategies:
- The producer directs his marketing activities (advertising, and consumer-oriented promotions) towards final consumers in order to induce them to buy the product.
- If the pull strategy is effective, consumers will request the product from channel members, who in turn will request it from producers.
- Therefore, with a pull strategy, consumer demand “attracts” the product through the channels.
Factors in Fixing the Promotional Mix
Type of product market
The buyer's favorable disposition stage
Product life cycle stage
The importance of promotional instruments varies according to consumer and business markets
Type of product / market
QUANTIFICATION OF THE RESULTS OF THE PROMOTION
It is necessary to measure the impact on the target audience, and this implies asking the target audience:
- If you recognize or remember the message.
- How many times did you see it
- What points do you remember
- How do you feel about the message
- The previous attitude and the current attitude towards the product or the company.
Also collect behavioral measures of audience response.
The changing face of Marketing Communication
Direct Marketing Growth
Direct Marketing: Marketing by various advertising means that interact directly with consumers and that generally require a direct response from the consumer
goals
The direct merchant usually seeks to secure immediate purchases from prospects.
The success of the campaign is judged by the response rate.
Direct marketing has some effect on awareness and intention to buy at a later date.
Campaign success
By adding together the costs of the planned campaign, the direct merchant can anticipate the required response rate.
The concept of customer lifetime value should be introduced.
Direct mail
Direct marketing by sending letters, advertisements, samples, brochures and other "winged sellers" to potential customers on mailing lists.
Allow for greater selectivity of the target market, is customizable, flexible, and makes it easy to measure results.
By catalog
Direct marketing through catalogs, mailed to a select customer list or available in stores.
Example: Avon (10 catalogs), Walt Disney
(6 million catalogs every year)
Telemarketing
Using the telephone to sell directly to consumers.
Well-designed and well-targeted telemarketing provides many benefits, including the purchase of convenience products and more product and service information.
Television Marketing
Direct television marketing, using direct response advertising or home shopping channels.
Direct Response Advertising: They broadcast televised commercials that persuasively describe the product and provide a toll-free number for ordering.
Home shopping channels: Television programs or entire channels dedicated to the sale of goods and services.
Online computer shopping
Purchases made through interactive online computer systems, which connect consumers directly to sellers electronically.
The network is emerging as a key new medium of marketing.
Radio, magazines and newspapers
Magazines, newspapers and radio stations are also used to present customers with direct response offers. The person hears or reads about an offer and dials a toll free number to place an order.
Direct Database Marketing
A series of organized data about current customers or individual leads, which can be used to generate and rate customer leads, sell products and services, and maintain customer relationships.
Integrated Marketing Communication
The concept under which the company integrates and coordinates
careful its various communication channels, in order to transmit a clear, uniform and pressing message about the
Example: Hewlett- organization and its Packard, Hallmark products.
Socially Responsible Marketing Communication
Responsibility Awareness
At all organizational levels, an awareness of social responsibility must be created. Not only focused on regulations and laws but for the well-being and future of the organization.
Personal sale
There should be no deception or pressure for the sale to the customer.
You can follow the rule of a
"Fair Competition" so as not to belittle the competition, that is, the creation of rumors or suggestions that are not true.
Direct Marketing
In some cases there may be conflict and abuse between direct marketers and customers
The most common cases are in terms of:
Irritation, Injustice, deceit and fraud
Invasion of Intimacy
Injustice and Deception
Examples:
- Commercials Too Strong or Immoral Very Long and Insistent Commercials Telephone Calls at Inappropriate Times Claims of Incredible Price Reductions Time Limits to Press Purchase Extreme Pressure Merchants Text Editing Intent to Cheat Corrupt Political Campaigns
