Marketing vs Communication Communication: Nice vs Good

1. Marketing is for everyone,
Communication is for specialists
09 Jan 2016

2. ● Marketing vs Communication
● Communication: Nice vs Good

3. Marketing

4. What is Marketing?
●Demand
● What’s the gap in the
market?
●Supply
● How can I sell?

5. 5 Ps of Marketing
Product Price Place Promotion
Company Market
Profit
People
Good marketing mix (Ps) = Profit

6. 5 Ps of Marketing
Profit
In a company each collaborator is involved with at least one of the Ps
Everyone is involved with Marketing
Product Price Place Promotion People
Company Market

7. Communication

8. Communication = A Process
●Goal = ?
●Result = ?
Sender Message Medium Receiver
 CEO
 Customer
 …
 Press
 Info v Emo
 Prod v Corp
 …
 Mgt.
 Decision
makers
 …
 Personal
 DM
 …
 Press
Goal = Sales
Result = ?
Goal = Sales, reputation…
Result = Turnover, profit…
Focus!

9. Communication
● Is NOT
● To please
● To be beautiful
● To spoil the clients

10. Example: Rebranding
● Not to beautify
● It is
● For repositioning
(e.g. attract younger customers)
● To align with (new) values
● Part of corporate strategy
We don’t like the new logo!

11. Typical Remarks
OurDairy
Remarks Possible reasons
Show our product. • Show the higher added value: our product brings happiness
• Shows our corporate values
Add the 10 reasons to choose our
product
• A message simple and clear.
• Is easier to remember
• Has more impact
• A strong picture > 1,000 words
Write it brings happiness • Image of happy kid is much more convincing than writing “we
bring you happiness”
• Values of transparency, efficiency etc are much more credible
through the form than through words
Every day

12. Marketing vs Communication
Strategy
Implementation
Corporate
Strategy
Implementation
Marketing
Strategy
Implementation
Communication

13. What is good communication?
● Target - What was the goal?
● Increase sales
● Increase margin
● Increase customer loyalty
● Increase traffic to website
● Reach specific target groups
● Build/repair reputation
● …
● What was the result?

14. One more thing…

15. One more thing…
● Listen to your Communication Manager

16. Thank you!