Planning Communication.ppt

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  • Planning Communication.ppt

    1. 1. 16 February 2009
    2. 2. <ul><li>The 4 P’s: </li></ul><ul><ul><li>Product </li></ul></ul><ul><ul><li>Price </li></ul></ul><ul><ul><li>Place/distribution </li></ul></ul><ul><ul><li>Promotion/communication </li></ul></ul><ul><ul><ul><li>People or staff </li></ul></ul></ul><ul><ul><ul><li>Physical (presence/location/decoration) </li></ul></ul></ul><ul><ul><ul><li>Process </li></ul></ul></ul>søndag 7. juni 2009
    3. 3. søndag 7. juni 2009
    4. 4. <ul><li>Success is in the combination of the different approaches – based on a thorough analysis -> the communications plan </li></ul>søndag 7. juni 2009
    5. 5. <ul><li>Men/women (the human resources) </li></ul><ul><li>Money (budgets) </li></ul><ul><li>Minutes (time) </li></ul>søndag 7. juni 2009
    6. 6. <ul><li>S – Situation Analyses (where are we now) </li></ul><ul><li>O – Objectives (where do we want to go) </li></ul><ul><li>S – Strategy (how do we get there) </li></ul><ul><li>T – Tactics (planning a trip at the time) </li></ul><ul><li>A – Action (or implementation – putting plans to work) </li></ul><ul><li>C – Control (measure, monitoring, reviewing and modifying) </li></ul>søndag 7. juni 2009
    7. 7. <ul><li>S – Company and communications and dissemination </li></ul><ul><li>O – Communications and dissemination </li></ul><ul><li>S – Communications and dissemination </li></ul><ul><li>T – Visualization and Concept Development </li></ul><ul><li>A – Visualization and Interactive Development </li></ul><ul><li>C – Communications and dissemination </li></ul>søndag 7. juni 2009
    8. 8. <ul><li>Those who triumph </li></ul><ul><li>Compute at their Headquarters </li></ul><ul><li>A great number of factors </li></ul><ul><li>Prior to a challenge. </li></ul><ul><li>Those who are defeated, </li></ul><ul><li>Compute at their headquarters </li></ul><ul><li>A small number of factors </li></ul><ul><li>Prior to a challenge. </li></ul>søndag 7. juni 2009 Much computation brings triumph Little computation brings defeat. How much more so with no computation at all By observing only this I can se triumph or defeat. Sun Tzu: Art of War (more than 2000 years ago)
    9. 9. <ul><li>Overall marketing performance </li></ul><ul><li>The market place </li></ul><ul><li>Competition </li></ul><ul><li>Strengths and weaknesses </li></ul><ul><li>PEST analysis </li></ul><ul><li>Market structure – segments and target markets </li></ul>søndag 7. juni 2009
    10. 10. <ul><li>Segment Criteria: </li></ul><ul><ul><li>Measurable </li></ul></ul><ul><ul><li>Substantial </li></ul></ul><ul><ul><li>Accessible </li></ul></ul><ul><ul><li>Relevant </li></ul></ul><ul><li>Decision-making units </li></ul><ul><li>Global segments </li></ul><ul><li>Consumer segments </li></ul><ul><li>Industrial segments </li></ul>søndag 7. juni 2009
    11. 11. <ul><li>S – Specific </li></ul><ul><li>M – Measurable </li></ul><ul><li>A – Actionable </li></ul><ul><li>R – Realistic </li></ul><ul><li>T – Time specific </li></ul><ul><li>Two types of objectives: Marketing and communications objectives </li></ul>søndag 7. juni 2009
    12. 12. <ul><li>AIDA </li></ul><ul><ul><li>- </li></ul></ul><ul><ul><li>Attention </li></ul></ul><ul><ul><li>Interest </li></ul></ul><ul><ul><li>Desire </li></ul></ul><ul><ul><li>Action </li></ul></ul>søndag 7. juni 2009
    13. 13. <ul><li>Going back to your Goth project, where you were to promote a Goth night club: </li></ul><ul><ul><li>Define the three key objectives for your communication! </li></ul></ul>søndag 7. juni 2009
    14. 14. <ul><li>How we get there – how the objectives will be achieved </li></ul><ul><li>Strategy summarizes tactics </li></ul><ul><li>Communications strategy helps to harmonize and integrate all of the tactical communications tools </li></ul>søndag 7. juni 2009
    15. 15. <ul><li>How could a strategy look like for the Goth night club? </li></ul>søndag 7. juni 2009
    16. 16. søndag 7. juni 2009
    17. 17. <ul><li>The details of tactics </li></ul>søndag 7. juni 2009
    18. 18. <ul><li>Comparing the results with </li></ul><ul><ul><li>The initial situation </li></ul></ul><ul><ul><li>The objectives for the campaign </li></ul></ul>søndag 7. juni 2009
    19. 19. <ul><li>How can you test your Goth website? </li></ul>søndag 7. juni 2009
    20. 20. <ul><li>“ Kidnappers” test </li></ul><ul><li>Expert test </li></ul><ul><li>User test </li></ul><ul><li>Questionnaire </li></ul><ul><li>(Web)Statistics </li></ul><ul><li>Sales… </li></ul>søndag 7. juni 2009

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