Marketing Communications Strategy Pertemuan 17 & 18 Mata kuliah: INTEGRATED MARKETING COMMUNICATION Tahun : 2009/2010

Bina Nusantara University 3 Learning Objectives  Understand where marketing communications strategy fits in  List the key components of communications strategy  Understand the diversity of approaches  Start to build your own communications strategy  Understand how SOSTAC and strategy fit together

Bina Nusantara University 4 The Benefits of a Marketing Communications Strategy  It enables each tactical activity to build on the others creating strength of communications through continuity and consistency  It helps to create clearer, sharper selling messages appropriately directed to target customers at various stages in their buying process  Tactical planning of each communications tool is made that much easier and quicker when clear strategic direction is agreed.

Bina Nusantara University 5 The Benefits of a Marketing Communications Strategy  It facilitate integrated marketing communications which saves time, money and stress as well as providing IMC’s other associated benefits of consistency and clarity  It can facilitate the development of joint promotions and strategic alliances

Bina Nusantara University 6 The Benefits of a Marketing Communications Strategy  It can encourage the development of hybrid marketing system. The addition and integration of new communication tools/channels (eg. telemarketing) to existing communications tools/channels (eg advertising or marketing) to existing communications tools/channels (eg. advertising or the sales force) can create such a hybrid marketing system

Bina Nusantara University 7 The Benefits of a Marketing Communications Strategy  As well as driving the external communications, a good communications startegy (when communicated internally) creates a bond within a company so that everyone knows what everyone else is trying to achieve

Bina Nusantara University 8 The components of a Marketing Communications Strategy Key components of a marketing communications strategy  Positioning; should restate and consolidate the positioning  Benefits; should reinforce the benefits wanted by customers (and unfulfilled by competition)  Strengths; draws on the sustainable competitive advantage  Competition; has a competitive dimension

Bina Nusantara University 9 The components of a Marketing Communications Strategy  Customers; segments and targets the market plus considers all the stages in the buying process from generating awareness and enquires through to maintaining repeat sales. Can also cater for different types of customers from heavy to light users, loyal to non loyal /promiscuous

Bina Nusantara University 10 The components of a Marketing Communications Strategy  Direction; gives clear direction (in term of positioning, strengths, etc)  Tools; defines the range of communications tools eg above or below the line  Integration ; ensures the communications tools are integrated

Bina Nusantara University 11 The components of a Marketing Communications Strategy  Sequence of tools; does the advertising need to build brand awareness before converting to sales with direct mail? Does the PR break before the sales launch?  Timescale; is longer term than tactics and operational activities

Bina Nusantara University 12 The components of a Marketing Communications Strategy  Resources: indicates the emphasis and size of spend on certain tools (whether the communications are going to be advertising led or salesforce driven, etc).  Objectives; can make reference to the overall objectives of the strategy.  Marketing strategy; should be consistent with and draw from the overall marketing strategy.

Bina Nusantara University 13 STOP & SIT STOP : Segmentation Targeting Objectives Positioning SIT : Sequence (of tools) Integration (of tools) Tools (the communications tools to be used )

Bina Nusantara University 14 The five musts for communicators:  Always define precisely your audience  Avoid the predictable  Keep the message simple  Use power tools (images that last)  Say what only you can say

Bina Nusantara University 15 Communications Strategy Does the strategy consider: Does it specify:Yes/No 1Segmentation?What market? 2Targeting?Markets, stakeholders and DMUs? 3Objectives?Will the strategy fulfill the marketing and communication objectives? Are the benefits clear? 4Positioning?Reinforce the desired positioning?

Bina Nusantara University 16 Communications Strategy 5Exploiting sustainable competitive advantage? Cost leader? Differentiate? Focus/niche? Does the strategy play to our strengths? Does it address competitive benefits (benefits which customers want but competition does not supply)? 6Type of purchase and the buying process? Multi-stage strategy (enquiry; sale; repeat sales or straight sale; repeat sale)? 7TimescaleWhat time scales and/or phases are involved? 8Sequence and timing of tools? Does the strategy guide the sequence of communications tools

Bina Nusantara University 17 Communications Strategy 9Range of communications tools? Does the strategy incorporate and integrate a range of tools? 10Scale?Global, national or local? 11Resources?Can we afford it? Is it the best way to spend a budget? 12Lifetime customers? Does it encourage repeat bussiness and customer loyalty?

Bina Nusantara University 18 Communications Strategy 13Brand enhancement? Does the strategy enhance the brand? 14Strategic options?Were other strategies considered? Does the chosen strategy fulfil the marketing objectives better than other? 15Homework done?Has each option been carefully evaluated? 16Fit with the overall marketing strategy? Check the marketing strategy