The briefing is a basic working document carried out by the director of the department, in which those elements of the marketing plan that are considered necessary to carry out the campaign are reflected in writing, a document that is subsequently delivered to the agency.
However, on many occasions the briefing is carried out by the agency in collaboration with the client. In this case, the client has to make it very clear to the agency what the objectives, strategies and needs of the company are so that the agency can faithfully establish communication objectives and strategies.
Defining the target or target audience in the most explicit way possible: their demographic location, their psychology, their buying habits, their age and even their role as a consumer or buyer.
Product definition. Its differentiation, its added value and the benefits it brings to the consumer, always treated from the point of view of its use, its profitability and its life cycle.
Characteristics and conditions of the potential market. Current situation, sales conditions, total market volume, trends.
Competitive environment. Knowing the competition is essential. Not only brands and their market share, but also marketing, advertising and promotion trends and strategies, as well as the differences between leading products, their prices, their image and design.
Company data. Its mission, its culture, the principles and standards by which it is governed, its corporate identity strategy…
Channel indication. It is necessary to indicate the marketing channels, both your own and those of the competition.
Experiences and historical-advertising analysis. It is important to take into account the communication actions carried out previously, their objectives and what were the results obtained.
Goals we want to meet. As I have previously commented on goal setting, it is essential to communicate the marketing objectives and strategies of our company in order to establish the objectives of the different communication strategies.
Indicative data about the budget. Although clients are usually reluctant when communicating the budget, the truth is that it is essential to know in which economic parameters the agency should move.
Importance of brand recognition.- The campaign is a combination of special announcements, promotional events and other activities of MKT communication that expresses the same sales proposition.
When done correctly, this process integrates the message into the consumer's daily life, puts all the company's products under a symbolic umbrella, distinguishes its offerings from those of the competition, and gives the public a reason to pay. a little more for the added value of the brand.
In short, the campaign is not only a very persuasive marketing tool, but also an ideal method to preserve customer loyalty and, at the same time, maximize every dollar invested.
objective
The objectives will vary depending on the brand and the communication strategy of each company, but we can identify broad lines of objectives:
- Brand recognition
- Customer acquisition
- Promotion and sale
- Data collection
- Customer loyalty and retention
1. Making predictions.- The first step is to carry out an analysis of the situation in which we find ourselves and, based on it, estimate what may happen in the period in which we want to intervene. To enforce this stage we can rely on:
- Research, which provides useful information to understand the situation.
- Intuition, cited by some professionals as the work tool they trust the most.
- Normally there are several ways to achieve a goal, they are operational alternatives, among which it is necessary to choose the option that we understand to be the best based on time and available resources. It will be the strategy of the plan.
2. Setting objectives Deciding what we want to achieve is, if not the main one, one of the most important actions we can carry out when we are planning. It is about thinking about what you want to achieve and aiming to achieve it. The objectives must take into account the information obtained in the first stage. Once established, they condition the rest of the process, in fact it can be said that planning focuses on how to achieve the objectives. One more thing, in its definition all those who are going to be involved in achieving them must participate.
3. Choice of operational alternatives.-Normally there are several ways to achieve a goal, they are operational alternatives, among which it is necessary to choose the option that we understand to be the best based on time and available resources. It will be the strategy of the plan.
4. Start-up The execution of the strategy is carried out by programming all the necessary actions in time. It involves bringing what we have set out to do.
5. Evaluation of results.- Once the plan is executed, it is convenient to know as accurately as possible to what extent the objectives have been achieved. It is time to estimate the level of effectiveness of the plan. This last step allows learning for the next planning
MKT Campaign Orientation Many multinational corporations have the staff and equipment to carry out a wide range of promotional activities.
The 8 M for the preparation of a campaign
- The handling problem
- Who controls the campaign? On many occasions, the MKT campaign is managed through agencies; on other occasions, the marketing departments of the companies are in charge of developing advertising campaigns. This decision is very important, because generally the advertising campaigns are hardly reversible due to the high costs of stopping what has been done. It is also important to take into account the experience, creativity and quality of those who will be responsible.
- The monetary problem
- How much should be the spending on advertising taking into account the media to be used?
It has to do with the relative importance of the good or service to be offered within the company. The brand recognition of the same must be taken into account and of course, the advertising budget must be in accordance with the company's sales projections.
- The market problem:
- Which group will the advertising be aimed at? Given a previous market research, the target population, their preferences and preferred media should be clearly identified given their characteristics. Example: If I sell soccer balls my population could be from children to young people 10 - 25 with or without income (parents) and who constantly frequent the stadium. The determination of target markets and identification of needs makes the market part the most important.
- The message problem:
- What should my advertisement say? The style and the way of handling the information are fundamental. Type of language, type of scenery management, etc. How to convince people of the benefits of the product and under what conditions.
- The media problem:
- What will be the communication channels that will be used to send the message?
Use direct mail, internet, radio, press, television, etc. The determination will generally depend on the type of user being sought.
- The macro problem:
- When should the total of the campaign last ?: Years, Months or days. Justifying why and under some minimum penetration goals. The important thing is to reach the largest number of effective customers.
- The micro problem:
- On what dates and at what times should the ads appear? This determination depends on the object of the campaign. For example: Promoting the finals of the local soccer championship will require specific times and dates according to the event.
- The measurement problem:
- How will the effectiveness of the advertising campaign be measured? There are several measurement possibilities:
• Due to increased sales.
• By brand recognition
• By number of people to whom the message was communicated.
• By number of people who requested more information
• Decision-Making Authority
With full centralization, the perception is that the parent company level has all the correct answers and has enough power to impose its suggestions on all operating units. With decentralization, most controls over subsidiaries in other countries are relaxed and they are allowed to apply their own promotional methods.
CRM cycle
Discovering knowledge.- This is the process of analyzing the information about the client acquired through the mentioned points of contact. It includes point of sale systems, call center files, internet access, direct sales record, and all other customer contact experiences.
Planning the market.- This is a fundamental use of what the knowledge and discovery phase has produced in the sense that at this stage the programs and strategies of both MKT and those destined for clients are developed.
Interact with customers.- This phase represents the implementation in practice of strategies and programs, includes personal effort to sell, as well as other interactions directed to the customer. All should be directed to contact points or channels of contact with customers, both in person and electronically.
Analyze and perfect.- Last phase is based on the client's response to the strategies and programs implemented. It is a permanent dialogue with clients.
CRM Tactics provides tools to the marketing team to carry out their campaigns, measure responses, economically evaluate the consequent results of the campaign (sales) but it also provides tools to analyze the database and find missing information.
CRM tactic, being an integral system, allows the marketing area to work with the information nurtured by other sectors, thus, when a seller wins a sale, he will only have to relate it to the marketing campaign and we, from our area, have already registered a success (sale as a consequence of the marketing campaign).
Táctica CRM has a module for creating personalized mass mail templates. It has an HTML editor, but you can import an HTML code to the templates and then customize the message.
One of the most attractive tools of the personalized mass mail templates is the possibility of adapting the text to the gender of the contact.
It is a reality that as technology advances, clients and prospects become more demanding in terms of quality, since the company may have a very good product, but it may lose a client for making an offer like the previous one..
The CRM Custom Mail Tactics tools allow you to create email templates with a wide variety of information from the database. It also allows you to carry out marketing campaigns through email, keep in touch with customers, send newsletters (newsletter) send year-end greetings, etc.
Means to promote an effective campaign
By television
• Advantage.- Reaches an extremely large audience; uses image, text, sound and movement to create effect, it can target specific audiences.
• Disadvantage.- High cost of preparing and publishing the announcements; short exposure time and perishable message; difficult to transmit information
By radio
• Advantage.- Low cost; you can target specific local audiences; ads can be placed quickly; uses sound, humor, and intimacy effectively
• Disadvantage.- There is no visual element; short exposure time and perishable message; difficult to convey complex information
By magazines
• Advantage.- You can target specific audiences with high quality color; long ad life; Ads can be clipped and saved; quick response from the consumer; low cost.
• Disadvantage.- It takes a long time to place the ad; relatively high cost; competes for attention with other articles in the magazine. By newspapers
• Advantage.- Excellent coverage of local markets advertisements that can be placed and changed quickly; Retainable Ads quick response from the consumer; low cost
• Disadvantage.- Ads compete for attention with other newspaper articles; short life; poor color.
By Internet
• Advantage.- Video and audio capabilities; animation can capture attention; Ads can be interactive and have a link with the advertiser.
• Disadvantage.- Animation and interactivity require large files and more time to load. Its effectiveness is not yet known precisely.
Outside
• Advantage.- Low cost; focus on the local market; high visibility; opportunity for repeat exposures.
• Disadvantages.- The message must be short and simple; low audience selectivity; criticized as a traffic hazard.
MKT Email Campaign
1. It is personal: email allows companies to communicate with their client (or potential client) directly, since it is he in person who will open the message, read the email, click on an offer or respond to us. This marketing tool allows you to fully personalize the messages that are sent to users. Personalization is an implicit feature of email marketing since it is the users themselves who have defined what type of information they want to receive.
2. It is interactive: as it is a multidirectional channel (viral transmitter-receiver-mkt) it allows us to know the opinion of our clients, to know what they think about our products, what offers interest them the most, to know what the average purchase is in a given period, etc. In addition, through the so-called viral marketing (it is so called because it spreads like a virus) we can know the reaction of other people to the advertising message.
3. It is the most used of the Internet: according to Forrester Research 80% of the time online is dedicated to e-mail. Most of us spend countless hours writing and reading e-mail. Imagine what we would do without our e-mail?
4. It is economical: as it is an electronic channel, we do not have to put a stamp, or an envelope, or use a printing press; as is done in traditional direct marketing.
5. It is requested: thanks to the LSSICE the recipient of any communication via e-mail must have given their express consent to be able to send messages to their electronic mailbox. This means that the degree of interest with which customers read the communications is much higher than that of another person who has not given their data or is not waiting for offers from the advertising company.
6. It is totally measurable: we can quickly and precisely know what the results of a campaign have been
Characteristics of an MKT campaign by Phone
The characteristics of the mobile phone as a new marketing channel and we discussed the advantages and disadvantages of using the mobile phone as an additional support for communication, advertising and marketing campaigns. We conclude that mobile support is already an essential part of any marketing mix plan that wants to incorporate the benefits of new technologies, just as it happened a few years ago with the Internet, and that the medium is at the crucial moment of making the leap to Multimedia, a detail that will undoubtedly have consequences both in the planning and development of the campaigns and in their results.
The possibilities of Multimedia Mobile Marketing without first having studied real cases of the use of mobile support for campaigns, and seeing how this use has evolved to reach current campaigns that, without being many of them multimedia, can sometimes be considered pre-multimedia for the successful use of all the possibilities that standard mobile technology allows up to now. For this I intend to expose in the following lines the importance of good planning, with the definition of the appropriate objectives, and the choice of the mechanics of the campaign, and the specifications of each sector of activity in terms of objectives and strategies
Conclusions
In the field of commercial relations, the changes that take place are so accelerated in form that if the conceptual observation is not oriented towards the essential elements, definitions will easily be provided that quickly become obsolete.
Providing a definition of direct marketing as a form of marketing, apart from clarifying these emerging commercial practices, allows adapting the concept of direct marketing to the dynamics of general marketing, focusing it on all those communication and distribution activities that through a base of Data establishes direct and interactive relationships with your current and potential customers, treating them as individuals.
Observing that direct marketing focuses marketing thinking and action on the individual, and that this perspective is developing with increasing force; You may begin to think that the growth of direct marketing is just one indication that the model that guides business-customer relationships is actually changing on a global scale.
