Marketing communications (“marcoms”) include brochures, press releases, websites and presentations. The closeness of marcom planning to the customer makes it one of the most important activities that a company undertakes. Thoughtfully written marcom plans:
Use one style across a vast number of products, regions, and customer interactions.
Enable diverse teams of people to create integrated communications vehicles.
Ensure your messages rise above the ‘noise’ of the marketplace and consistently resonate with your target audiences.
Get better results for expenditures of time and money.
Target audience profiles
Buying, selling, and communications processes
Objectives - why?
Messages - what?
Vehicles - how?
Budget and schedule - when?
Product line level
Company level (for example, company or brand image) or any combination of the three.
Ideally a plan should address each step in the communication process. However, this is dictated by budgets so requires prioritisation.
It's often best to prioritise your weaker areas, eg. don't bother building awareness in a market where yours is already the preferred product/service.
Focus on the first half of the communication process for your newer products, and on the second half for established products.
A E Marketing Solutions was formed by Alexandra Eaton MCIM, from a desire to achieve a high quality standard of marketing throughout the local service industry.