a brief look at what is marketing communications

1. Marketing Made Simple
Tracy Sheldon

2. Definition
The Chartered Institute of Marketing
defines marketing as:
The management process responsible
for identifying, anticipating and satisfying customer
requirements profitably
and
Sales
Marketing isn't defined as "people who market."
Yet, the sales profession is often explained as "individuals who sell.“
and
Communication - Transferring or transmitting information
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3. Audit – where are you now? What do you know and do?
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4. Strategy – Who are you? Who are your customers? What do they need?
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5. Different mediums – what will be valuable to you and why?
Channel usage
There are many channels available to you
Dependent upon;
Objective
Time
Audience
Cost
awareness/brand response/sales
guerrilla -ambient -pr –outdoor –sms –website –tv –radio -ppc -
seo -media inserts -press ads -package inserts -direct mail -door
drop -sales promotion –piggy backs –emails -classified ads –
directories –exhibitions -mobile outdoor –sponsorship –telesales
–field sales
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6. Different mediums to build relationships
Customer relationships
1-2-1’s
Customer relationships Customer relationships
On-line networks Social/business networks
Customer relationships
Email - database
Customer relationships
Newsletters/inform/educate
Customer relationships
Targeted campaigns
Customer relationships Customer relationships
Web sites Pamper/spoil/offers
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7. touchpoints
Public Advertising
Relations
Promotional
Behavior
Material
YOU
Environments Name
Corporate
Identity /Logo
Communications
YOUR BUSINESS
Investor
People
Relations
Web Products
Presence & Support
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8. Social marketing - networks
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9. Social marketing - networks
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10. Social marketing - networks
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11. Social marketing - networks
There are many out there !
You just need to choose
the right one for you and plan
how you wish to use it
Are you an introvert or an extrovert?
Do you aspire to be either?
What kind of business do you have?
How do you want to sell?
Who do you want to sell to?
Do you want to develop and change?
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12. Social marketing - networks
How do you want to be seen ?
How do you want to communicate?
Who do you want to talk to?
Why do you want to talk to them?
Why do they want to talk to you?
EXAMPLE:
If you are interested in Corporate
Companies then you need to know
Who they are?
Who you need to connect to ?
Who you know?
What they need?
What you have that they want?
How they work?
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13. Communication – who to and why?
How to communicate
• know who you are
• know what and why you are communicating
• be consistent
• be honest
• for business – have a plan
• have your products and services outlined and prepared
Think about:
• communication style
• body language
• networking skills
• good questions (and good answers!)
• targets
REMEMBER
We have 2 ears and 1 mouth – know when to use both effectively!
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14. Summary
• Marketing is NOT sales – it’s a management process which should
be measurable and give you return on your investment
• Marketing is not a variety of channels or mediums
• Marketing touches all points in your business and should be targeted around
your business needs
• Marketing strategy is a plan which sets out ‘actions’ based upon your goals
and objectives
• Your marketing should be individual to your business
• If you do not plan – how can you measure?
• Networking should be planned and aligned to your objectives – decide what is of
value to you and outline your objectives to gain value
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15. Marketing Made Simple
THANK YOU
Tracy Sheldon