An effective Marketing Communication Plan creates a path out of the jungle and is a blueprint for all marketing activities to develop target audience awareness and action that will support the effectiveness of the activities implemented.
When you own or manage a business it is understandable that your primary focus is on the product or service you are selling – making your view of the world very product-centric.
While the product or service is important, at Spearhead Creative we believe that any marketing communications should also consider the customer’s perspective.
Marketing Communication plans are the blueprint for all marketing activities and have, at their core, the need to develop target audience awareness and action that will support the effectiveness of the activities implemented.
To start the process, we look at the 4Ps. These are four product-focussed categories (Product, Price, Placement & Promotions) and then plot your business against these ‘on a Functional level’. We then view these same four categories from the Consumer (or Customer’s) perspective, which we refer to as the 4Cs (Customers, Cost, Convenience & Communications) and plot your business offering ‘on a more Emotional level’.
We find this model is especially important for delivering the right messages to the right people at the right time. The purpose of this initiative is to increase brand awareness and propagate sales of products or services supplied by your business.
Opportunities will be sought and capitalised upon as a continual process – but the overall strategy will focus on achieving consistency in key messages, increasing leads and product take-up and ensuring all activity in measured and analysed for effect and potential to improve or even shift direction.