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Communicating Value
The document discusses communicating value and developing effective communications. It outlines several models of the communications process and highlights key steps in the integrated marketing communications process. These include identifying the target audience, determining objectives, designing communications, selecting channels, establishing a budget, deciding on a media mix, and measuring results. The goal is to find the right mix of communications strategies including advertising, sales promotions, public relations, direct marketing and personal selling to effectively reach stakeholders.
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Communicating Value
- 1. Communicating Value jos hill Thursday,November 4, 2010
- 2. What do youneed to communicate? • How to use your product • Why people should use your product • What type of people could use your product • When your product should be used • How using your product will make them feel • how you source your raw materials • How to dispose of your product Thursday, November 4, 2010
- 3. Communications process models •Macromodel SENDER Encoding Media Decoding Message Noise Feedback Response RECEIVER ★ Selective attention ★ Selective distortion ★ Selective retention Thursday, November 4, 2010
- 4. Communications process models •Micromodel Cognitive Stage Affective Stage Behavior Stage Attention Interest Desire Action Awareness Knowledge Liking Preference Conviction Purchase AIDA Hierarchy- of-Effects Awareness Knowledge Liking Preference Conviction Purchase Innovative- Adoption Exposure Reception Cognitive response Attitude Intention Behavior Comms Thursday, November 4, 2010
- 5. Developing effective communications •Current customers • Potential customers • Stakeholders ★ Suppliers ★ General public ★ Government ★ Social and environmental activist organizations Identify target audience Determine objectives Design Comms Select channels Establish budget Decide on media mix Measure results Integrated marketing comms Thursday, November 4, 2010
- 6. Determine communications objectives •Category need • Brand awareness • Brand attitude • Brand purchase intension Identify target audience Determine objectives Design Comms Select channels Establish budget Decide on media mix Measure results Integrated marketing comms Thursday, November 4, 2010
- 7. Design the communications •Message strategy • Creative strategy • Who should say it? Identify target audience Determine objectives Design Comms Select channels Establish budget Decide on media mix Measure results Integrated marketing comms gotmilk? Thursday, November 4, 2010
- 8. Select the communicationchannels Personal..... Identify target audience Determine objectives Design Comms Select channels Establish budget Decide on media mix Measure results Integrated marketing comms Create a buzz Thursday, November 4, 2010
- 9. Select the communicationchannels Identify target audience Determine objectives Design Comms Select channels Establish budget Decide on media mix Measure results Integrated marketing comms .....or non personal Thursday, November 4, 2010
- 10. Set the budget •Affordable method • Percentage of sales method • Competitive parity method • Objective-and-task method Identify target audience Determine objectives Design Comms Select channels Establish budget Decide on media mix Measure results Integrated marketing comms Thursday, November 4, 2010
- 11. Decide on themarketing communications mix • Advertising • Sales promotion • Events and experiences • Public relations • Direct marketing • Personal selling Identify target audience Determine objectives Design Comms Select channels Establish budget Decide on media mix Measure results Integrated marketing comms Thursday, November 4, 2010
- 12. Advertising • Set agoal ★ Informative ★ Persuasive ★ Reminder ★ Reinforcement • Then assess whether you achieved it... Thursday, November 4, 2010
- 13. Sales and Promotions Thursday,November 4, 2010
- 14. Events and experiences Thursday,November 4, 2010
- 15.
- 16. Public relations andpublicity Thursday, November 4, 2010
- 17. Measuring communication results Identify target audience Determine objectives Design Comms Select channels Establish budget Decideon media mix Integrated marketing comms Measure results • Outputs & expenses... • Outcomes & revenues? Thursday, November 4, 2010
- 18. Measuring communication results Identify target audience Determine objectives Design Comms Select channels Establish budget Decideon media mix Integrated marketing comms Measure results 100% market 80% aware 40% did not try 60% tried 20% not aware 20% satisfied 80% disappointed TOTAL Awareness Brand trial Satisfaction Thursday, November 4, 2010
- 19. Managing the IntegratedMarketing Communications Process • Find the right mix for your stakeholders Identify target audience Determine objectives Design Comms Select channels Establish budget Decide on media mix Measure results Integrated marketing comms !"#$%&'()*+ ,-.$'+/%010&0)+ 2#$)3'+-)"+$4/$%($)5$'+ 678.(5+%$.-&0)'+ 9(%$53+1-%:$&)*+ 6$%'0)-.+'$..()*+ Thursday, November 4, 2010
- 20. !"#$%&'()*+ ,-.$'+/%010&0)+ 2#$)3'+-)"+$4/$%($)5$'+ 678.(5+%$.-&0)'+ 9(%$53+1-%:$&)*+ 6$%'0)-.+'$..()*+ How integrated isyour program? • Coverage : proportion of your audience reached • Contribution : success in creating the desired customer response • Commonality : are common associations with your brand reinforced? • Complementarity : extent to which different associations are emphasized • Versatility : communicating to customers and attracting new customers • Cost : is the cost worth it? Thursday, November 4, 2010