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Marketing Communications Activities

The chart below highlights many of the marketing activities that entrepreneurs employ during their start up and emerging stages of evolution. Their objectives, strategies and communication media typically revolve around:

Marketing Objectives: Adoption of new product amongst early adopter/innovator customers/segments.

  • Securing initial early majority customers. Start to build trust in company through brand
  • Communication Strategies: Create awareness and interest among innovators and early adopters
  • Communication Media: Publicity, personal selling, advertising and promotion
  • Which of these marketing activities have you employed in your Marketing Plan?
  • Are there activities that you are not using and should be!
Activity
Role
Key Values/Initiatives
Audience

Brand Corporate

Name
Logo
Identity
Company we keep actions

Brand Product

Adoption

Associate company name/logo with
Product category
Need

Build trust and credibility

Build trust and credibility

Position central messages
Tag line
Prospects
Customers
Staff
Intermediaries
Influencerse

Literature

Sales Guides
Sales Brochures
Sales Information
Corporate

Reinforce brand and product positioning

Position central messages
Tag line
Prospects
Customers
Staff
Intermediaries
Influencers
Advertising
TV
Press
Radio
Outdoor
Cinema
Promote brand positioning
Affect sales by inspiring audience to seek information
Position central messages
Tag line

Prospects
Customers
Staff
Intermediaries
Influencers

Public Relations Consumer

Raise Awareness
Stimulate Interest
Reinforce Brand Positioning
Inform / Educate

Position Central Messages
Tag line
Prospects
Customers
Staff
Intermediaries
Influencerse

Sponsorship

Raise Awareness
Reinforce (New) Prop

Education/ Product Category Needs Awareness Prospects Customers
Staff
Intermediaries

Personal Selling-

Direct Sales Force

Sales Process
Sales Presentations
Open Days
Proposals

Deliver Brand and Product Positioning
Stimulate Interest
Inform/ Educate
Inspire Purchase
Complete Sale

Position central messages
Tag line
Prospects
Customers

Personal selling- Intermediaries

Business Development Force Direct Sales Force

Sales Process
Sales Presentations
Open Days

Raise Awareness
Reinforce Brand and Product Positioning
Stimulate Interest
Help grow market
Support sales efforts
Position central messages
Tag line

Intermediaries

Sales Promotions

introductory offers
discounts
trialling
POS

Stimulate Interest
Prompt Contact
Inspire Purchase

Position Central Messages
Tag line
Prospects
Customers
Staff
Intermediaries

Direct Marketing

Direct Mail
Dimensional Mail
On-line Marketing
Telemarketing
SMS Text
Catalogue Marketing
Kiosk Marketing
Direct response TV

Raise Awareness
Stimulate Interest
Prompt Contact
Inspire Purchase
Reinforce brand and Product Positioning

Position Central Messages
Tag line
Prospects
Customers
Staff
Intermediaries

Events/Presence Marketing

Trade Shows
“Work place”
Exhibitions/Fairs
Seminars
Open Days

Educate/ Inform
Product Launch
Stimulate Interest/leads
Prompt Contact
Inspire Purchase

Position Central Messages
Tag line
Prospects
Customers
Staff
Intermediaries

Educational Campaigns

guru
technical standards
universities
R&D

Educate/ Inform
Stimulate Interest in the Product Category Need
Prompt Contact
Reinforce Brand
Position Central Messages
Tag line

Prospects
Customers
Staff
Intermediaries

Testimonials

Educate/ Inform
Stimulate Interest
Inspire Confidence
Reinforce Brand & Product Positionin

Position Central Messages Prospects
Customers
Staff
Intermediaries

Web/Online Marketing

Educate/ Inform
Stimulate Interest
Prompt Contact
Reinforce New Brand & Product Positioning
Inspire Purchase
Position Central Messages
Tag line

Prospects
Customers
Intermediaries

 

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