To generate different types of marketing communication most effectively, analyze your target audience and tailor your communication to their needs. Marketing communication mechanisms, such as print, radio and television advertising, publicity and online advertising, help promote your company’s products and services. All collateral should align with your strategic goals and reflect a consistent brand image. Using different methods of marketing communication allows your company to reach the widest audience.
Establish specific, measurable, achievable, realistic and timely objectives for your marketing campaigns. Develop a marketing communication plan using a free template, such as provided by the Microsoft Office Templates website, or develop your own format. Your plan should describe all marketing communications and how they build product or service awareness, position product promotions in relation to competitors, and motivate customers to buy the product or service.
Research details about your target audience. Conduct surveys, focus groups or interviews to find out how they learn about product offerings and what encourages them to buy. Establish a budget and schedule. Evaluate constraints to focus your campaign.
Purchase print, radio or television advertising. Your advertising should create demand for your product by describing its features and benefits. Hire an advertising agency to produce these advertisements if you or your employees do not have the creative or technical skills to do so.
Publish your own public relations content. For example, write press releases to announce new products or services, company acquisitions or customer testimonials. Submit these to trade journals, local news entities or upload them to your own company Internet website. Use social media technology, such as wikis, blogs and forums, to generate interest in your company and product.
Prepare sales presentations to facilitate customer sales calls. Make sure you listen to what customers require and then explain how your product meets their needs. For example, maintain an online repository of customer presentations for products your company sells.
Plan and execute special events, such as holiday sales, discounts, or product and service combinations to increase sales. Short-term campaigns can help you clear out merchandise, generate seasonal income or respond to specific customer needs. Generate articles and other publications that describe your company and services favorably.
Pay for Internet advertisements on websites frequented by your customers. For example, use advertisements on search engine websites to generate traffic to your company website. Use web analysis tools to analyze traffic patterns. Continue using ads that result in completed sales and discontinue ads that produce no revenue.
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