Cairo uni pres
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This document provides an overview of key concepts related to developing an effective communications strategy. It outlines 10 essential elements to consider: 1) reviewing past communications, 2) setting objectives, 3) understanding audiences, 4) defining messages, 5) choosing appropriate communication products, 6) selecting channels, 7) allocating resources, 8) establishing a timeline, 9) maintaining brand consistency, and 10) obtaining feedback. The document emphasizes understanding audiences, crafting clear and tailored messages, using a variety of communication channels, creating a realistic budget and timeline, and assessing the strategy's success through measurable outcomes.
Cairo uni pres
- 2. “Marketing is what you say and how you say it when you want to explain how awesome your product is and why people should buy it” (Brenner).
- 3. A specific group of consumers at which a company aims its products and services. Things to consider: Age, Gender, Income, Geography, Job, etc.
- 4. Study overall industry: Market trend: PESTEL Study of market: Size of market Historic/future growth rate Addressable market Market segment: people who are willing to buy your product to satisfy a need. Is there an opportunity/gap? Competition? Monopoly? Ex: TBS
- 5. Economies of scale Customer loyalty: well established brands, long established relationships Agreements with customers, suppliers, strategic partners Capital requirements: high investment Access to distribution channels Intellectual property: patents, trade secrets, copyrights, knowhow Industry hostility to new entrants. Will competitors use all means to drive out new companies: pricing, legal, threats, spreading rumors.
- 6. 4Ps Product Price (push/pull strategies) Promotion Place (distribution)
- 7. “Long-term, mutually beneficial arrangements in which both the buyer and the seller focus on value enhancement through the creation of more satisfying exchanges”
- 9. “Those activities directly involved in obtaining, consuming, and disposing of products and services”
- 10. How you decide you want to buy What are the products you consider buying Where you buy How you pay for product How you transport product home
- 11. How you use product How you store the product in your home Who uses the product How much you consume How product compares with expectations
- 12. How you get rid of remaining product How much you throw away after use How you resell items How you recycle products
- 13. PSYCHOGRAPHIC DEMOGRAPHIC/CULTURAL Personality Culture Values Ethnicity Lifestyle Income Attitudes, Interests, Opinions Age Motivations Gender Knowledge/Past Experiences Available Resources Family Peer Groups Feelings
- 14. BRAND PROMOTIONS Image Advertising Loyalty Programs Word of Mouth Incentives PRODUCT Features Quality DISTRIBUTION Service Product Availability Packaging Retail Displays Store Ambiance PRICE
- 15. Consumer behavior determines the economic health of a nation Consumer behavior determines the success of marketing programs Consumer behavior determines the economic health of everyone Consumer behavior helps formulate public policy
- 16. Qualitative Methods (mostly exploratory) Observation Interviews Focus Groups Quantitative Methods (generalizable) Surveys Experimentation
- 17. How to design an effective communications strategy?
- 19. Essential Elements: a series of ten steps every organization should consider as it develops a communications strategy.
- 20. 1. Review 2. Objective 3. Audience 4. Message 5. Basket 6. Channels 7. Resources 8. Timing 9. Brand 10.Feedback
- 21. How have we been communicating in the past? How effective has that been? How do our audiences perceive us? An audit A survey Competitive analysis
- 22. What do we want our communications to achieve? Are our objectives SMART? Define a general objective: “To increase revenue by 10% annually”. Objectives should be: SMART Specific Measurable Attainable Results-orientated and Time-limited.
- 23. Who is our audience? Do we have a primary and a secondary audience? What information do they need to take action on our work? Understanding audiences is fundamental. Each audience has its own needs and the greater we understand and respect these boundaries, the likelier we are to achieve our desired impact.
- 24. What is our message? Do we have one message for multiple audiences or multiple messages for multiple audiences? One message for different audiences. Three or four key messages, tailored for three or four audiences.
- 25. What kinds of communications “products” will best capture and deliver our messages?
- 26. What channels will we use to promote and disseminate our products? The medium – TV, newspaper, meeting, internet Must be heard or seen by the right people to have an impact.
- 27. What kind of budget do we have for this? Will this change in the future? What communications skills and hardware do we have? Communications can be expensive. - Require high-quality materials and methods for creating those materials - Require people with the skills to use those methods; and - Dedicated financing. Needs to be realistic
- 28. What is our timeline? Would a staged strategy be the most appropriate? What special events or opportunities might arise? Does the work (or future work) of like-minded organizations or ministries, etc., present possible dissemination opportunities? Set realistic deadlines.
- 29. Are all of our communications products “on brand”? How can we ensure that we are broadcasting the right message? “Being on brand”
- 30. How will we know when our communications strategy is 100% successful? What will have changed? How can we assess whether we used the right tools, were on budget and on time, and had any influence?
- 31. Thank you!