Communication
integrated to the business
vision #@&!!]
[a

In the corporate world there are
different profiles of communication
agencies...
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... some of them are the
“order taken” kind of
company which just waits
results...
for the
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... others are able to extract
the best of their customers
and also able to listen, to
reflect, to plan, to guide
and to share the risks
based on better
results...
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second
...here, let´s only deal with the
kind of company...
me!
...follow
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Technicians Marketing C - Level Sales Force
The client
groups example...
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Technicians Marketing C - Level Sales Force
valuable information
Each group has a
business such as experienced
about the
opinions and perceptions about
communication.
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Technicians Marketing C - Level Sales Force
How can you
extract the best of
each group?
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 Workshops:
 The business
 Services
 Target
Pains
 Competitive factors
 Competitors
 Perceptions
 Expectations
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difference...
It makes the
Methodology

 Business Knowledge
 Experienced professionals
 Proven success cases
... to produce a good planning !
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It makes the difference...
To know the
maturity degree
of the offers
Decadent
Mature
CYCLE
Green
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• Searching for innovating offers
and new language
So ... you can • Focus on customer commitment
• Cross/up selling in the base
define languages • Searching for “insights”
and strategies
• Direct language
• Focus on differentials
• Competitors: Ready-to-Go
• Basic language
• Focus on concepts
• Target: Visionaries Co.
Decadent
Mature
CYCLE
Green
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 Recommendation:
 Essence marketing analysis
(mass, buzz, 1to1, endomktg,...)
 Communication strategies
 With focus on sales support
 Timeline plan
 Implementation plan
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 “To do” development:
 Build an efficient team work
timeline sheet
 Detail
priorities
 Establish
process
 Create
metrics
 Define
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Metrics:

 Align to the business plan
 Watch out! Promises Vs Deliverables
 Double-check the priorities established
before
 Measure the business impact
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 SLA (Service Level Agreement)
How does it work?
A quartely result evaluation is developed based
on the metrics below (beyond inches).
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 SLA (Service Level Agreement)
How does it work ?
The results are also shown graphically.
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 Evaluation and fine tuning:
good ?
 What was
 What should be improved ?
 Next steps
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 Share the risks:
Success Fee
 12 month company and customer
partnership
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you!
Thank
Mário Soma
mario.soma@gruporma.com.br
http://msoma.wordpress.com
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