PBL Trigger 6
1°
Compare different marketing communication planning models: what are the stages?
-
What
is a marketing communication plan and what is the objective of it?
-
How
many models are existing and what are the different steps for every of them?
-
Can
you give pros and cons of each models?
· What is a marketing communication
plan and what is the objective of it?
Definition of marketing communication plan:
-
Support
your mission, vision and the objectives of your strategic plan
-
Focus
on your marketing and communications
-
Make
sur all activities work together
-
Communicate
your marketing messages
-
Support
the marketing strategy and individual product marketing plans
A link
between: your product, your idea and the marketing conditions: then, you have
your Marketing Communication Mix which going to define the right message and
media to reach them
So, it’s
one important component of all the marketing plan. This is the “concretisation”
of the marketing plan because when you have your strategy, you can make this
marketing communication plan.
3 important things to know to build your
marketing communication plan:
-
Solid marketing strategy: market, customers, competition…
-
Have an interesting message: for example, something which going
to answer to an issue for the customer, something memorable
-
Know in what type of channels your
target prefer having their information: and so, use only this channel
Definition of strategic marketing
communications plan:
-
Focus
to know where you’re going, what you need to say, what channels you need
-
Important
to know how you must interact with your audience(s)
· How many models are existing and
what are the different steps for every of them?
Three principal models:
1st:
DRIP Model, by Chris Fill
2nd:
PASTA Model
3rd:
SOSTAC Model, by P.R. Smith
First model: the DRIP Model
-
Support
marketing communication planning
-
Useful
when setting broad communication goals: launching a new product, repositioning
an existing business
-
Differentiate,
Reinforce, Inform, Persuade
It’s a way
of modelling advertising messages and is used when setting broad communication
goals.
How to use it?
-
Differentiate: differentiate your product by defining where it’s positioned in the
market and often the 7Ps digital marketing mix can inform this.
ð BE DIFFERENT FROM YOUR COMPETITOR
-
Reinforce:
to reinforce the brand’s message, consider consolidating and strengthening your
messages and experiences, demonstrating why your product is different –
superior, cheaper or easier to use?
-
Inform:
make people aware of your brand – “education”
-
Persuade:
persuade your audience to behave a way to encourage positive purchase-related
behaviour. (Example: visit a website, read about new product…)
Cons of this model:
-
Strategic
model
-
More
tactical approach may be needed
Second mode: PASTA model
This PASTA
method can be used to develop an operational plan:
-
Problem
definition
-
Analysis
-
Strategy
-
Tactics
-
Action
PROBLEM DEFINITION:
Which goal
the client want to achieve? What issues? What strategic objectives?
You must
have a knowledge about the product, the organization etc. but also about what
the client is really asking for.
ANALYSIS:
Analyse the
marketing and the environment in which the organization or the product exists:
internal and external analysis.
Internal: (Who does
what? What problems does the organization
have? What are the company’s
strengths? How does the public
identify with the organization of the product?)
External: (How many customers use the
product? (Market size) What interest groups are important?)
STRATEGY: (or concept)
Four modules,
interdependent:
-
Target group (segment): customer profile important with
“Customer Jobs” (description of what the customers want to achieve in daily
life), “Customer gains” and “Customers pains” (barriers)
-
Objectives: What should the campaign achieve? “Reach,
process of effectiveness goals
-
Positioning: Distinctive position relative to
the competitors in the perception of the customers
-
Proposition: Central message, values. The offer
which can be separated into product, price, distribution and communicative
value of the offer. So, this is the visible and invisible benefits to the
consumer.
TACTICS:
Which
devices, techniques and tools going to be used, what communication tools and
channels are used to achieve the goal?
-
Tools:
traditional instruments such as advertising, sales promotion etc.
-
Techniques
are specific and unique to the internet: SEM, behavioural targeting etc.
ACTION:
When the
tools and resources have been established: content for the tools is to be
developed to carry out the messages.
The ads
must be created, e-mail campaign must be designed etc.
Create a
schedule: time (timetable), money (how many and how?), people (who the company
can engage to do such things)
Third: SOSTAC Method
Method used
to provide a structure for developing a plan:
-
Originally
developed to support the process for realizing a marketing plan
-
Mainly
used as a framework for the creation of online planning
Situation:
Where are we now?
Objectives:
Where do we want to be? (Use the SMART tool)
Strategy:
How do we get there?
-
Segmentation
-
Targeting
-
Positioning
-
Proposition
and the marketing mix
Tactics:
How exactly do we get there?
Action:
What is our plan?
-
Who?
-
What?
-
When?
Control:
Did we get there? Keeping track of progress?
How to use SOSTAC?
-
Review
your process: ask yourself about the activities your personally and your
organisation are good at
-
Get
the balance right across SOSTAC: not spend too much time on analysis for
example but more on strategies
-
Summarize
your situation in a SWOT for example
-
Make
your goals SMART and link them to your analytics/control process
-
Integrate
the different elements of your SWOT
Difference between operational and strategic
plans:
1° Specifically
naming target: with a strategic plan objectives are explicitly mentioned as a
phase
2° Explicitly
name a target group
3° Strategy
step: different order in strategic plan and operational plan. The determination
of a strategy is the direction taken to achieve the goal:
-
Strategic:
direction in which the company is going
-
Operational:
involves the choices of which communications tools are being used
4° In a
strategic plan, the management of the plan is called “control” and operational
plan “evaluation”
2° Discuss the different stages of the marketing
communication planning process
-
What
are the different elements to create a marketing communication plan?
-
Which
one is for you the most important and why?
· What are the different elements to
create a marketing communication plan?
ð FIRST PLANNING PROCESS:
1st step:
Situational analysis
-
Competition
-
Market
analysis
-
Customer
analysis
-
Positioning
analysis
2nd step:
Establishing Marketing Communication Objectives
Different
types:
-
Creating
brand awareness and building brand equity
-
Providing
information
-
Increasing
sales
-
Differentiating
the brand
-
Influencing
customer behaviour
3rd step:
Budget planning
-
Maximum
utilization of funds
-
Allocating
budget as per the need
-
Making
brand awareness fund will be higher
4th step:
Developing marketing communication program
-
Which
strategy to adopt: pull/push
-
Selection
of marketing communication mix
-
Creative
strategy: message content, message structure, message format
-
Media
decisions
5th step:
Evaluation and control of the marketing communication program
Can be done
by a marketing communication audit:
-
What
programs are being carried out by the company?
-
How
they are being carried out?
-
How
effective these programs are?
ð SECOND PLANNING PROCESS:
Stage 1: Environmental
assessment
-
Review
your corporate marketing strategy
-
Understand
the current position: competition, brand awareness etc.
Stage 2: Audience
understanding, customer profiles
-
Identify
your audience your MarCom plan will address to.
-
Develop
personas: “a hypothetical profile”
Stage 3: MarCom Plan
Objectives
-
Marketing
strategy objectives
-
Determine
your Marketing communication objectives: inform, change perception, create
sales leads, recruit partners and employees, generate media coverage etc.
-
State
your MarCom objectives
Stage 4: Key messages
(message creation)
-
Primary
message: relevant positioning information
-
Message
refinement: the message that is important for your target audience to hear
about your product
-
Test
messages: qualitative research to test the efficiency of the message
Stage 5: MarCom
channel selection, plan and schedule for each channel
Channel
evaluation and selection
Stage 6: Consolidated
budget, master calendar and MarCom dashboard
-
MarCom
budget
-
MarCom
calendar
-
MarCom
dashboard (measurement system in place to track progress)
· Which one if for you the most
important and why?
1st
step: Situational analysis:
-
If
you need clear objectives, you must have a good strategy
-
Have
a good strategy
-
The
more you have made research, the more you know about your target audience and
the more you can make a campaign to their image
3° What are the characteristics of a successful
marketing communication plan or campaign?
Characteristics
of a good strategic marketing communication plan:
-
Participative:
participate in decision making, involved
-
Dynamic
-
Flexible
-
Audience-driven:
good target, oriented
-
Combines
the best of PR and Marketing
-
Contains
a mix of strategy and tactics
-
Doable:
that you can build, realize
Another source:
-
A
clearly defined goal
-
Highly
targeted message
-
Structured
communication
-
Credibility:
sense of truth, be reasonable etc.
-
Memorable
To
conclude, I think that the best Marketing communication plan will be the one
which answer to its objective, the one which going to give you results that you
expected.
If you have
predicted something and results are quite the same, your marketing
communication plan had a good strategy and so, it was a good campaign.
4° Discuss the marketing communication planning
of a chosen company
-
Can
you give an example of a marketing communication planning of a chosen company?
-
Is
it successful? If not, what could be improved in this one?
· Can you give an example of a
marketing communication planning of a chosen company?
Example of Coca-Cola:
Stage 1:
Situational Analysis
-
Company:
Beverage manufacturer worldwide
-
Customers:
500 brands I over 200 countries: not limited to age, area or gender, global
brand
-
Competitors:
biggest competitors: Pepsi Cola for example (and other)
Stage 2:
Marketing objectives
Goals of
Coca-Cola Company: straight and specific and for example:
-
Low
caloric product formation to meet the global health needs
-
Increase
brand association with reputed fast foods (ex: McDonalds)
-
Be
present universally at each store in all part of the World
Stage 3:
Marketing strategy
Key
strategies of Coca-Cola Company include:
-
Main
strategy and slogan of the company are availability, affordability and
acceptability of the brand throughout the entire world
-
Engaging
other partners in development through a leadership team
-
Training
sessions of tools and planning to the associates, for the excellent and active
performances at the ground
Stage 4:
Budget
Marketing
expenses of Coca-Cola company: 6.8$ billions (15.4% of total revenue in 2015)
SOURCES:
http://www.mbaskool.com/business-articles/marketing/8956-drip-the-marketing-communication-model.html
http://www.smartinsights.com/traffic-building-strategy/offer-and-message-development/use-drip-model/
https://www.nominettrust.org.uk/sites/default/files/NT%20Marketing%202_How%20to%20Write%20MarCom.pdf
Marketing management orientations are different marketing concepts that focus on various techniques to create marketing management orientation, produce and market products to customers. The management usually focuses on designing strategies that will build profitable relationships with target consumers.
RépondreSupprimer