An insider's guide to effective marketing communication
•Download as PPTX, PDF•
1 like•141 views
This presentation was designed for a class in Ho Chi Minh City. Some of the ideas were taken from Professor Tung Bui and Professor Peter Kraus during my MBA program at the University of Hawaii. This presentation focuses on how marketing messages should be developed and delivered effectively.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to An insider's guide to effective marketing communication
Similar to An insider's guide to effective marketing communication (20)
Recently uploaded
Recently uploaded (20)
An insider's guide to effective marketing communication
- 1. AN INSIDER’S VIEW ON MARKETING COMMUNICATION Khanh.Pham@EasyCare.vn December 2016
- 2. Warm up activities 1. Use 1 word/ short phrase to describe your view on Son Tung MTP. 2. What is the most impressive billboard that you have seen? Why? 12/15/16 2
- 3. Contents Communication channels Barriers to effective communication Where & how to invest your marketing dollars? 7 lessons for marketing messaging Marketing effectiveness measurement 12/15/16 3
- 4. The 8 P’s of Marketing • Product • Price • Place • Promotion Branding & Communication • Push/pull • Personalization • Promptness • Privacy 12/15/16 4
- 5. Barriers to Marketing Communication Company’s value proposition Consumers’ perception of brand Owned media Paid media Earned media Jargon Emotion Distractions Different viewpoints Physical disabilities Body language Accents Biases/ Prejudices Cultural differences 12/15/16 5
- 6. Marketing Communication Channels Owned media • Website • Marketing literatures (brochures, flyers, product sheets, posters) Paid media • Traditional advertising (TV, radio, print, outdoor, infomercials) • Digital advertising (Display ads, mobile ads, YouTube, paid search, Facebook ads) Earned media • Free publicity • Social media (Facebook, forums, blogs, viral) • Words of mouth 12/15/16 6
- 7. https://www.nielsen.com/content/dam/nielsenglobal/apac/docs/reports/2015/nielsen-global-trust-in-advertising-report-september-2015.pdf Earned media are the most trusted, followed by Owned and Paid 12/15/16 7
- 8. https://www.nielsen.com/content/dam/nielsenglobal/apac/docs/reports/2015/nielsen-global-trust-in-advertising-report-september-2015.pdf Advertisements on traditional channels earn more trust than online & mobile advertising 12/15/16 8
- 9. Where & how to invest your marketing dollars? • Where do they live, work, study, eat, drink and play? • Why should they care about your product/ service? • When, where and how they can spend time learning about your product/ service most comfortably? Gender Age Education Income Research Analysis Contents & media • Who are YOUR customers? • Demographics 12/15/16 9
- 10. Where & how to invest your marketing dollars? • Specify effectiveness measurement FIRST in your communication plan Marketing • Brand awareness • Brand consideration • Reach/ Views/ Visits • Share of voice • Favorability • Net Promoter Score Sales/ HR • Qualified leads • Sales • Recruits • Cost per lead • Cost per sale Finance • Budget? (0.5% - 3% revenue) • Total cost vs. Incremental sales? (<10% revenue) • Contribution margin (Revenue – Variable expenses >0) • Profit/ Return on investment • Communication objectives vs. Budget • Address all stakeholders – Marketing, Sales/HR & Finance 12/15/16 10
- 11. Marketing will be increasingly driven by Analytics Awareness • Views • Impressions • Unique users • Awareness lift • Ad recall lift Consideration • View-through rate • Click-through rate • Watch time • Time on site • Favorability lift • Consideration lift • Brand interest lift Action • Clicks • Calls • Signups • Sales • Purchase intent lift 12/15/16 11
- 12. Marketing Messaging Lesson #1: Sexy, funny, pyrotechnic President of the Divided States of America on Planet Hiltron 12/15/16 12
- 13. Marketing Messaging Lesson #2: Short enough to be interesting & long enough to cover the essentials. OMAX - Wide Angle Lenses 12/15/16 13
- 14. Marketing Messaging Lesson #3: Maximize audio-visual effect 12/15/16 14
- 15. Marketing Messaging Lesson #4: Use 7 channels x 7 times Print materials Social media Telecommunication Face-to-Face • Advertisement • Direct mail • Brochure delivery • Mass email marketing • Fax • Customized email marketing • Posts (e.g. FB, Twitter, blog, YouTube, etc.) • Messaging (e.g. FB Messenger, Line) • Chat (e.g. on online forums like webtretho.com) • Telemarketing • Videophone • Personal selling Hard communication Soft communication Less effective More effective 12/15/16 15
- 16. Marketing Messaging Lesson #5: Include a call-to-action 12/15/16 16
- 17. Marketing Messaging Lesson #6: Be engaging, especially on social media. Have a content strategy – Don’t jump into social media Build a human character NOT company image Useful and interesting content and KISS (keep it short & simple) Have a schedule but be prepared to change Don't hard sell on social media. 12/15/16 17
- 18. Marketing Messaging Lesson #7: The F pattern • On Google, the top 5 listings on the page get the majority of eyeballs. 12/15/16 18
- 19. Marketing Messaging Lesson #7: The F pattern Products slightly left or center in a store display often get the most attention. 12/15/16 19
- 20. 6 seconds for resume screening • Name • Current title & company • Current position start & end dates • Previous title & company • Previous position start & end dates • Education Can you make your resume more visually attractive? 12/15/16 20
- 21. PHẠM TRƯỜNG KHÁNH EXPERIENCE • Managing Director • Marketing Director • IT Project Director • Agency Support Sr Manager • Sales Development Manager • Sales Representative QUALIFICATIONS • MBA (University of Hawai’i) • BA (University of HCMC) • Fellow, Life Management Institute • Professional, Customer Service • Associate, Insurance Agency Administration • Project Management (PMI) PROFESSIONAL SKILLS CUSTOMERS • Strategic planning • Branding & communications • Digital marketing • Market research • Sales management • Partnership • Processes & KPI’s • Mercedes-Benz • Thaco Trường Hải • Toyota • Honda • General Motors • Mitsubishi • Ford Co-founder & MD www.EasyCare.vn 12/15/16 21
- 22. Where are the eyes? Scarlett Johansson in D&G perfume ad 12/15/16 22
- 23. Where are the eyes? 12/15/16 23
- 26. Is it good for shoe advertising? Femaleshttp://www.businessinsider.com/eye-tracking-heatmaps-2014-7 Males 12/15/16 26
- 27. SUM UP What have you learned?
Editor's Notes
- Contribution margin: số dư đảm phí
- Picture is worth a thousand word Headline message does matter