Marketing Communications That Communicates Karen Kozek, Senior Marketing Communications Consultant FICC 21 June 2009 | Tel Aviv

What is marketing communications? תקשורת שיווקית “Words about what you do” “Words and tactics to reach an audience and make them do something” “Messages to potential customers about your business, product, innovation, technology” “The things you do to get the attention of the market”

Marcom and your business  Supports your brand  Supports your marketing strategy  Supports your business development efforts

The marketing strategy “scheme” Mission Vision Marketing Strategy Position Marcom ProductPriceDistribution PROMOTION

Vision & Mission Vision How the future will look when your organization achieves its mission Mission A statement that tells  What you do  Who you do it for  The benefit Your mission is how you achieve your vision.

The marcom process With a marketing strategy in place  Develop an overall concept  Develop deliverables wisely Deliverables: Short-term “tactics” needed to implement your strategy

The marcom deliverables  Remember the message  Remember the audience  Remember the medium Deliverables: Short-term “tactics” needed to implement your strategy

Marcom through the stages Early  Company name  Tagline  Vision  Mission  Elevator story  Logo  Business card  One-page description  Basic website Introduce | Impress | Build

Marcom through the stages Mid-stage  Company brochure  Company profile  Folder  Product brochure  Blog  Investor presentation  Newsletter  Press release  Product demo/ animation Build | Reinforce | Fine-tune | Move forward

Marcom through the stages Mature  Catalog  Expanded website  Feature articles  Annual report  Product packaging Move forward | Strengthen | Achieve

Marcom through the stages And beyond  White paper  Exhibits (booths/stands)  Posters  Promotional giveaways  Videos/voice-overs Reinforce | Deliver | Move forward

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