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1. BUSINESS COMMUNICATION
DBA. Nguyễn Thiện Hùng
7-2

2. FOUR STEPS IN THE CUSTOMER
RELATIONSHIP MANAGEMENT PROCESS
Market Segment
& Description
Implementing
Evaluation
Media strategy design
and pricing
1.
4.
3.
2.
7-2

3. MAINTAIN CUSTOMERS WITH
COMMUNICATION
1. ACTIVE AND REGULAR COMMUNICATION
WITH CUSTOMERS
2. MAKE COVERSATION EASY TO ATTRACT
CUSTOMERS
3. MAKE IT EASY TO RESPONSE TO
COMMUNICATION EFFORTS
7-3

4. IMC STRATEGY REQUIREMENTS
1. DECIDING HOW TO COMMUNICATE WITH
CUSTOMERS
2. DECIDING HOW THE CUSTOMERS WANT TO
COMMUNICATE WITH THE COMPANY
3. MEASURE COMMUNICATION AND
FEEDBACK AND CREATE CHANGE WHEN
NEEDED
7-4

5. WHAT IS IMC?
1. CREATE A TWO-WAY Dialog BETWEEN
SUPPLIERS AND CUSTOMERS
2. CREATE A UNIQUE MESSAGE THROUGH THE
COMPANY'S COMMUNICATION CHANNEL
(ADVERTISEMENT, SALES, DIRECT MAIL, EXHIBITIONS)
3. FOCUS ON MEET THE BUYER'S INFORMATION
NEEDS
7-5

6. IMC PLANNING PROCESS
Determine the target
Decision
the components
the media
Build message
Broadcast message
on vehicles
the media
Measure results
Make adjustments
7-6

7. ACTION
DESIRE
INTERERSTS
AWARENESS
EFFECT MODEL (AIDA)
7-7

8. METHOD OF BUDGET ALLOCATION
BUDGET
TRADE SHOWS
EMAIL
Radio
MAGAGINES
NEWSPAPERS
Internet
SALES FORCE
ALOCATION BY:
7-8

9. BUILDING BUDGET
Trade Shows
Mail
Radio
Magazines
Newspaper
Internet
Sales Force
Budget needed to achieve the goal
BUDGET
7-9

10. COMMUNICATION TOOLS
1. ADVERTISING - Direct communication to the audience through trade fair
channels, web, television, radio, outdoor billboards
2. DIRECT MARKETING - Communicating directly to specific audiences to
generate leads and generate sales via mail, fax, Internet and catalogs
3. COMMUNITY RELATIONSHIP -Focus on relationships to create a positive
attitude and support the relationship
4. INTERNET - Information on the web and e-mail to support communication
5. TRADE SHOWS - Displaying goods and services in public, practicing personal
communication
6. TELE-MARKETING - Two-way electronic communication for a chance to
respond
7. PERSONAL OFFER - Selling techniques through personal interaction
8. MARKETING RESEARCH - Collect to build relationships with customers
7-10

11. COMMUNICATION ACTIVITIES EXPENSE
24.8%
Direct Marketing
Market
Research
Online
Marketing
Premiums &
Incentives
Public
Relations
4.2%
5.8%
3.1%
Sales Force
Management
Other
Advertising
Trade
Shows
Sales Promotion
18.0%
16.9%
4.4%
4.2%
4.3%
5.8%7.7%
24.8%
3.1%
10.8%
18.0%
16.9%
4.4%
4.2%
4.3%
5.8%
7.7%
24.8%
3.1%
10.8%
7-11

12. REASONS FOR ADVERTISING
• CREATE AWARENESS - Communicate with teams,
including customers
• CREATE POSITIVE ATTITUDE - With customers,
financial markets, potential suppliers, government agencies
• LEAD TO ACTION - Lead potential customers to a
decision
• IMPACT FINANCIAL RESULTS – Have a positive effect
on financial results
7-12

13. TWO IMPORTANT COMPONENTS OF
ADVERTISING STRATEGY
Creative plan Communication plan
The content of the message
OR
Information you want to send to
client
Media channel
OR
Distributing messages
how
7-13

14. ADVERTISEMENT STRATEGY
DEVELOPMENT
•DETERMINATION OF ADVERTISING GOALS
•DETERMINATION OF CREATIVE PLAN
•CHANNEL SELECTION
•MEASURE ADVERTISING RESULTS
7-14

15. FOUR IMPORTANT GOALS OF
ADVERTISING
Positioning Action
Audience
Results
7-15

16. DEVELOP POSITIONING OBJECTIVES FOR
SUCCESSFUL POSITIONING CAMPAIGN
POSITIONING GOALS
• Brand personality development
• Creating trends for personal selling
• Support other communication channel
• Stimulating demand
• Create financial power
• Distributor Support
• Create a positive image.
7-16

17. ACTION GOALS
•Generate buying leads
•Increased participation in trade fairs
•Increase distribution through catalog
•Securing investment activities
•Generate sales
DEVELOP POSITIONING OBJECTIVES FOR
SUCCESSFUL POSITIONING CAMPAIGN
7-17

18. MEASURE ADVERTISING RESULTS
MEASURE: TOOLS:
CALL BACK SURVEY/ GROUP DISCUSSION
SURVEY ANSWERING
POSITIONING ATTITUDE SURVEY BEFORE -
AFTER ADVERTISING
REACH FORECAST OF READERS BY
TOTAL / READERS CHECK
CPM (COST FOR 1000) DEVIDING ADVERTISING
COSTS WITH READERS
7-18

19. PUBLIC RELATIONSHIP
1. ORGANIZING EVENT TO INTRODUCE NEW
PRODUCTS
2. EQUIP SOME TOOLS RELATED TO PRESS
CONFERENCE TO PROVIDE INFORMATION OR
INTRODUCTION NEW INFORMATION. KIT INCLUDES
BROCHURE TEMPLATES AND IMPORTANT
INFORMATION
3. SPOKEPERSONS WORKING IN AGENCIES AND
INTRODUCING THE COMPANY IN INDUSTRY EVENTS
7-19

20. TRADESHOWS
1. BUYERS SEARCH INFORMATION THROUGH TRADE
FAIR
2. TRADE FAIR CONDITIONS SELLERS AND BUYERS
EXCHANGE
3. ACCESS NEW CUSTOMERS
4. STRONG RELATIONSHIP WITH CUSTOMERS
5. DEVELOPING RELATIONSHIP WITH THE PRESS
7-20

21. SOME IMPORTANT QUESTIONS
• Does the quality of fair participants important?
Buying influence ratio is the percentage of participants who
influence the buying decision
Purchase plan is the percentage of participants who plan to
make a purchase in the next 12 months
• Does the coverage rate of the press generated important?
• Is there number of competitors at the fair?
As much as possible.
• Choosing a trade fair?
Trade Association Conference
Fairs organized by event companies
Regional Fair vs. Country vs. Global
Horizontal Fair vs. vertical
7-21

22. TRADESHOWS
• CHOOSE THE TYPE OF FAIR THAT FITS BUDGET AND
GOALS
• DEVELOP A PROMOTIONAL CAMPAIGN BEFORE
ORGANIZING THE FAIR—Direct mail, advertising, special
invitations
• PLANNING TO ORGANIZE A FAIR
• TRACKING AFTER THE FAIR
• MEASURE THE RESULTS
7-22

23. MARKETING ACTIVITIES
1. PROMOTION ACTIVITIES BEFORE THE FAIR -
direct mail, advertising, sales reminders, telemarketing,
e-mail
2. THE FAIR EXPERIENCE IS ONLY MEMORABLE –
get as many fair attendees as possible, have a positive
message, demand action
3. TRACKING AFTER THE FAIR – essential for success
and real sales
7-23

24. PROMOTION ACTIVITIES
• SUPPLY TRADE DISCOUNTS
• ADVERTISING COOPERATION WITH PARTNERS
• SUPPLY COMMISSION
• SUPPLY TO DISPLAY OF GOODS
• PROVIDE GUIDELINES
• SUPPLY ADVERTISING PRODUCTS 7-24

25. DIRECT MEDIA
• Direct mail
News letter
Magazine
Greeting card
• Telephone Marketing
Search
Latches
Serve
Support
7-25

26. THE SUCCESS OF MARKETING
DIRECTLY BASED ON: LIST ONLY
• SOURCE LIST:
1.GENERAL LIST - FROM OUTSIDE -BUY/RENT
2.INTERNAL LIST - COMPANY DATA
7-26

27. PURPOSE OF DIRECT MARKETING
COMMUNICATIONS
• CREATE POSITIVE ATTITUDE
• CREATE INTEREST
• PROVIDE EVIDENCE, EXPLAIN
• IMPACT ON CHANNEL
• ORDER DIRECTLY
7-27

28. COMPONENTS OF DIRECT MESSAGE
• Envelopes - attract customers to the decision to read
or give up
• BENEFITS - description of benefits
• ATTACHMENTS- get attention
• ANSWER TOGETHER – order closing
• Ask the reader to do what?
• Take action easily
• Give reasons to act now
• Emphasize benefits to action
7-28

29. TO INCREASE FEEDBACK
DIRECT LETTER
• CALLING PHONE FOR NOTICE
• PERSONAL LETTER (BASED ON
CUSTOMER INFORMATION)
• CONTINUOUS TRACKING
7-29

30. USING TELEMARKETING
1. INCREASE SALES
2. CUSTOMER MANAGEMENT
3. SUPPORT AREA REPRESENTATIVES
4. SEARCH AND FILTER NEW CUSTOMERS
5. CUSTOMER SUPPORT SERVICE
7-30

31. COMMUNICATION 1-TO-1
USE LETTER, PHONE AND
E-MAIL TOGETHER:
1. INCREASE FEEDBACK RATE TO GET BENEFITS
1. HELP TEST WHICH TOOLS ARE BEST
2. PERMIT TO INITIAL COMMUNICATIONS
7-31

32. THANK YOU FOR YOUR ATTENTION!
7-32