Marketing Communications That CommunicatesKaren Kozek, Senior Marketing Communications Consultant

www.signalbd.com

FICC21 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”

MissionVision

MarketingStrategyPosition

Marcom

ProductPrice

Distribution

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” neededto implement your strategy

The marcom deliverables

Remember the message

Remember the audience

Remember the medium

Deliverables:Short-term “tactics” neededto 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

Contact information