Marketing communication planning

1/ Marketing communication planning models

In this case, it is important to consider the responsiveness of the marketer to the customer, the relevance of the message, the receptivity of the customers, the recognition of the brand and the relationships between buyers and sellers.

This model corresponds to a marketing communication planning focused on the 4Ps, which means that the marketer controls the product, the price, the place and the promotion

After gathering data, the marketer creates a plan, develops it and executes it in the marketplace

This model is driven by the marketer’s ability to sense and respond to the customers’ needs. It focuses on listening to customers.

How or through what system should you deliver the message?
In the second case, the message has to fit the medium and the delivery system.


II/ The different stages of the marketing communication process

- Mission, vision
- Researches
- Identifying the target audience
- prevention or promotion approach
- informational or persuasive message
- in case of a persuasive message: finding persuasive incentives
- qualitative dimension: message design and implementation

III/ Characteristics of a successful marketing communication plan

A successful marketing communication plan must support the missions and objectives of the company. It enables to build an identity.
A marketing communication plan has to be dynamic, participative, flexible, audience-driven, doable

Sources:
http://jimc.medill.northwestern.edu/wp-content/uploads/sites/9/2014/02/archives/2001/schultz.pdf

https://books.google.fi/books?hl=fr&lr=&id=e4qCFlXUjecC&oi=fnd&pg=PR9&dq=marketing+communication+planning+model&ots=2k5e4FK_HH&sig=wkiolBG3UtwZYEM4HxBQx5oIMsQ&redir_esc=y#v=onepage&q=marketing%20communication%20planning%20model&f=false

http://intranet.fucape.br/uploads/MATERIAIS_AULAS/33020-A_Communication-Based_Marketing_Model_for_Managing_Relationships.pdf

https://fr.slideshare.net/specvic/creating-a-marketing-communications-plan

IMC

I/ What is Integrated Marketing Communication?

It is a concept under which companies manage messages, medias and promotional tools to target audiences. Companies coordinate communication channels to deliver a message about the organisation and its products. The range of promotional mix elements work in harmony with each other, improving effectiveness.

Kotler “a way of looking at the whole marketing process from the viewpoint of the customer”

Using it implies consistent messages with an integrity, cost savings and a better use of media, efficiency


The 4Es:
- Enhancing (intensify)
- Economical (least cost)
- Efficient (competent)
- Effective (outcome required)


The 4Cs:
- Coherence (connected)
- Consistency (in harmony)
- Continuity (consistent over time)
- Complementary communications (a balanced whole)


1- Horizontal integration: across business functions (production, finance, distribution, communication should work together)
2- Data integration requires a marketing information system, thanks to sales, direct mail and advertising
3- Vertical integration: marketing and communication must support corporate objectives and missions
4- Internal integration: keeping all staff informed and motivates
5- External integration: external partners (advertising, PR agencies)

One standardised message is less confusing and creates more impact

Klatchko: “IMC is the concepts and process of strategically managing audience-focused, channel-centred, and result-driven brand communication programs over time”




IMC enables marketers to combine their communications so as to plan a coherent approach; it focuses on customers and develops a good company-customer relationship












II/ Roles




Media planners understand the nuances of each media and look for the best media matching for a client

Market researchers understand customers and competitors, they test creative ideas and follow the completion of an advertising campaign to measure whether the campaign reached its objectives

The Public Relations team helps to communicate with stakeholders

The Advertising team helps to introduce a campaign to new prospects

The Multimedia team helps to reach the audience behind the written words

The Social Media team helps to spread the word to existing customers

The Product Marketing team helps to develop the connection between the new prospects and the product or service sold

As the degree of specialisation increases, the separation of promotions increases





https://s3.amazonaws.com/academia.edu.documents/51601641/David-Pickton-Amanda-Broderick-Integrated-Marketing-Communications-2005.pdf?AWSAccessKeyId=AKIAIWOWYYGZ2Y53UL3A&Expires=1506183544&Signature=n8RpM88uNmyjmaOUR8hcdMMS1BU%3D&response-content-disposition=inline%3B%20filename%3DIntegrated_Marketing_Communications_2nd.pdf

https://www.researchgate.net/profile/Philip_Kitchen/publication/228007097_Integrated_Marketing_Communication/links/55526d2908aeaaff3befe9d3.pdf

http://imc.wvu.edu/about/what-is-imc

https://www.thebalance.com/integrated-marketing-communication-imc-2295501

http://multimediamarketing.com/mkc/marketingcommunications/

https://coschedule.com/blog/integrated-marketing-communications/

Brand story

I/ Brand story

“Developing the content in our content marketing strategy is developing the stories of us. It’s the big ideas that we represent. It’s the differentiated experiences we want to create. It’s what we REALLY do for a living.” – Content Marketing Institute

A brand story is made up of facts, feelings and interpretations, which implies that part of a story is not told by companies, but by stakeholders.

“Brand stories are not marketing materials. They are not ads, and they are not sales pitches. Brand stories should be told with the brand persona and the writer’s personality at centre stage. Boring stories won’t attract and retain readers, but stories brimming with personality can” – Susan Gunelius.

“The best brands are built on great stories” – Ian Rowden, Chief Marketing Officer, Virgin Group

Words and visual have to be coherent together (package design, website, blog theme, catalogue with compelling words).

A product should never be the main character of a brand story. The most powerful stories are human, they illustrate how a company responds to an obstacle, the product is just the tool used to overcome it.

Trigger

10 last posts:

-       An offer of 5€ (Mammuttimainen)

-       Self-portrait stamps

-       Bring new pieces of furniture

-       Meeting, free coffee on Sunday

-       Artistic stamps

-       100^th birthday

-       Stamps roller

-       Artistic price for stamps

-       Three means to send a postal card

-       Newspapers and letters distribution

II/ Storytelling

-       Beginning: Explain the problem

-       Middle: Describe how you solved it

-       End: Success it produced

The ending should suggest the beginning of success. Storytelling is the evolution of an entity told with personality

An article from New York Times said “It’s been called a strategic tool with ‘irresistible power’ by Harvard Business Review and ‘the major business lesson of 2014’ by Entrepreneur magazine. What exciting new 21st-century technology is this? The age-old art of storytelling – something humans have done since they could first communicate."

Companies try to differentiate their brand by producing trust and developing a strong relationship with their stakeholders. Thus, when your story connects with the target customers, you build trust.

Personality provides reality for customers to trust.

Stories have an impact on customers’ brain, making them feeling commitment and interest.

III/ Community management in brand building

The role of a community manager is to manage different social media channels for a brand (creating content to post, creating a defined strategy for each social media

3 C’s (conviction, collaboration, creativity)

They engage customers by responding to their queries and comments, they facilitate conversations, manage complaints, boost awareness for a brand, plan meetups

Trigger

On Facebook, Posti only posts comments about stamps, art and a last-minute offer on stamps.

Posti should try to avoid focusing on stamps and should talk more about its relationships with customers, and what the increasing prices imply in matter of added value for customers.

IV/ Brand stories

 

V/ Building the brand in social media

It is important to be active on social media so as to create a brand that lives in a public social consciousness. Extracts, anecdotes are retweeted, liked and explained.

http://contentmarketinginstitute.com/story/

https://blog.kissmetrics.com/create-authentic-brand-story/

http://digital360.com.au/resources/what-is-community-management

Brand architecture and Brand strategy

I/ Brand Architecture and Brand Strategy

A/ A Brand architecture is used to clarify the relationships within a portfolio of brands. It could stand for a “family tree” of brands. This is the base of a brand strategy, developed to increase customers’ loyalty and to reach new targets.

B/ A Brand strategy highlights what you stand for and the benefits of products/services which are either functional or emotional in order to bring your competitive positioning to life. It is a plan developed to convey the identity of a brand, its personality, its story, its means.

Companies have to differentiate themselves from their competitors, to attract customers by showing the uniqueness of their products/services. A global model will not enable companies to accentuate the positive aspects of their production. To give the feeling to sell a unique product, a company must develop a unique strategy, based on the right architecture.

Trigger 3:

The five cases relate stories. Some explain these stories by using dates, names, famous personalities, music, a voice in the background, different landscapes. They all convey a clear message. Furthermore, the atmosphere is always different.

II/ Brand architecture models

A/ Branded House for mature or small markets. There is one powerful image or name and its divisions with product or service description. The company aim at maximizing marketing efforts. This is the cheapest and simplest (one main logo and style

B/ House of Brands consists of various brands, each sub-brand is independent and obtains separate profits. Targeting different markets enables companies to increase their market share. More expensive (multiple logos, marketing campaigns, managements)

C/ Hybrids also exist: Blended House. They mix Branded House and House of Brands.

D/

1)    A monolithic brand stands for one master brand and its divisions (products or services)

2)    An endorsed brand stands for one presence with its divisions

3)    A pluralistic brand stands for distinct brands under a parent brand. Its goal is to maximize dividends

III/ Pluralistic and House of Brands are the best models for a company proposing different products and services.

Finding the model fitting the company depends on the number of products/services proposed, their similarities and the available budget, the flexibility needed, the clients needs and the values

IV/ Brand architectures

Branded House:

V/ Trigger 3

	Case 1	Case 2	Case 3	Case 4	Case 5
Story	Multiple places, an increasing atmosphere,	Test friends	Static, no real action	Army, prisoners saved by a woman	Story of Johnnie Walker, 6min, little movie
Characters	A child, Friends getting older	Men of different nationalities	Family	Prisoners, a man on a screen, a woman	Piper, storyteller
Dates				01/24/1984	1819 1860 1909 1920
Famous personality	Avicii				Robert Carlyle
Colors	Dark and yellow	Dark	Yellow	Grey	Grey
Music	Multiple noises (plane, firework) before “Feeling good”	Time, monotone Festive	Soft music	Cold, slow	Fast
Important word(s)	“Free”	“Imagine”	“Excellent”	“1984 won’t be like 1984”	“Skill and intelligence”, “art”, “unique product”, “keep walking”
Background voice	A man		A man	The man on the screen
Places	Beach, concert, forest	Poker room	Farm	Grey place, jail?	Mountain
Atmosphere	Night, rain, sunset, fast changes, alone, quiet	Danger: fire, fights, night The curtain falls: applause, feast	Sunset, serious, quiet	Cold, revolution	Vigorous
Brand	Volvo	Carlsberg	Koskenkorva	Apple	Johnny Walker
Message	“A new beginning”	“Standing up for a friend That calls for a Carlsberg”	“Vodka from a village”	“On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like 1984”	“The man who walked around the world”

NB: Storytellers are always men, with a deep voice.

VI/ Choosing a wrong architecture brand could have negative effects in the long-run

For instance, a company choosing a Branded house architecture could lose the loyalty of its clients if a new product/service does not match with the identity previously transmitted by the brand.

Moreover, a company choosing a House of brands architecture could have an ineffective management board if it leads several different products/services and the company could not pay for all the costs.

http://www.marketingmo.com/strategic-planning/how-to-develop-your-brand-architecture/

http://ervinandsmith.com/blog/branding/four-brand-architecture-examples/

http://www.ignytebrands.com/brand-architecture-creating-clarity-from-chaos/

https://carlsberggroup.com/who-we-are/about-the-carlsberg-group/our-strategy/