Who doesn’t want to project a positive image? From the business giants to the everyday individual, all of us, want to present ourselves in the best way.
The difference is, while an individual would use the power of rhetoric, sense of fashion, and manners to exhibit himself, a company uses a tool known as marketing communication strategies to present the available products and services to potential customers.
A variety of strategies could be applied to get hold of probable customers. Traditionally, it starts with branding, logo, positioning of the product, trademarks, the press release, sponsorships, sales presentations, corporate social responsibility and many others.
The elements aforementioned, complicated and coinciding, are the primary constituents of an organizations’ marketing communication.
Marketing communication strategy involves a vast array of interdisciplinary activities necessitating a protean skill set and effective coordination between all departments involved for successful facilitation.
Before the advent of marketing communication (MarComm) as a specialty, the publicity, marketing, advertising, and sales were recognized as compressed and inflexible departments only capable of functional connections between them.
However, MarComm enables smooth amalgamation of these functions which, most importantly, helps a company exhibit a cohesive image to the customers.
Now let’s discuss what sort of strategies should a company use to project this unified image. The steps are pretty simple, and the details will follow soon.
The 6 most efficient marketing communication strategy in brief:
- A Great Brand Name
- Don’t Forget the Creativity of the Logo
- Product Positioning- Clarity is key
- Efficient Advertisement Pitch
- Blog -Enable People to Talk about Your Product
- Corporate Events and Social activities- Enhance your Company Image
The bar chart illustrates the potential marketing challenges faced by a company.
Marketing Communication Strategy – The Branding Game: Why is it Essential?
When a product is launched in the market, there are two options: to be a brand or to be a commodity. In choosing the latter option a company could lower their risks, perhaps they could even achieve greater volumes on thin margins however, the market will be congested. Moreover, the company product will not have any identity.
For instance, while a customer chooses a paint for decoration, they have the freedom to choose between Benjamin Moore Regal Select or an everyday unbranded product. Not branding properly would lead to the loss of identity of the company product which is why it is the first marketing communication strategy.
Furthermore, the difference between the brand and the non-brand has to be perceivable. A branded paint would differ in texture, tone, smoothness, and pricing, with the final goal being customer satisfaction.
While great quality is a possibility in an unbranded product, the branded product upholds and sustains quality through great toil and numerous resources. Therefore, the customer after paying a high price compared to a non-brand product feels assured with the quality of a branded product.
The objective of a branded product is to ensure premium quality, safety, and performance or else the brand image alongside the company image would take a hit.
According to John Williams, a brand differentiates your products and services, it is derived from who you are, who you want to be and who people perceive you to be. The primary advantage of a brand is that it allows the company to price its product at a superior level compared to a non-brand product.
A brand needs a tagline which presents the core features of the products and the company. Remember that a tagline carries with it the image of the company.
A few popular taglines come to mind- Nike– Just Do it, BMW– Designed for Driving Pleasure, Lay’s– Betcha Can’t Eat Just One, L’Oréal Paris– Because you’re Worth it, McDonald’s– I’m Loving it, MasterCard– There are some things money can’t buy. For everything else, there’s MasterCard.
A brand should incorporate the company’s goal, advantages of the product and service, customers assessment of the company, and the qualities assigned and recognized with the company.
A better comprehension of how to brand necessitates research on the desires and habits of a consumer. It is all-inclusive- ranging from email signatures, phone call etiquettes, clothing of the salesperson on the field, company website, content uploaded in social media etc.
For instance, if innovation is the theme of a product than all the focus of the marketing communication should be on innovation.
Moving on to the next marketing communication strategy.
Marketing Communication Strategy – Logo and Creativity:
A brand logo is visible and easy to retain for longer periods of time, it is an essential marketing communication strategy. While people are likely to forget brand names, they surely remember the logo design. Therefore, extensive creativity is required in logo design.
Recently, companies go are willing to exhaust numerous resources on logo creation because it embodies the essence of a company’s image. Attempting to copy an established logo or make slight changes is never a good idea. It is best to hire an experienced designer who could create a genuine and unique logo for the company.
Keep in mind that your logo should set you apart from your competitors- if your competition is using curved lines than you should probably opt for something different.
The logo should be unique yet simple, a tough ask I know. But the simplicity of the logo enables it to be used in multiple places- billboards, business cards, newspapers etc. According to marketing experts, the visibility of a logo in various places ensures the success of a brand.
A complex logo design can confuse consumers and not present the intended message. By hiring a professional designer, a company avoids copying images and pictures stocked on google, a professional designer has the ability to create a unique logo beneficial to the company.
Be careful using the images, colors, and fonts because you need to make your logo and product stand out in the market. The logo should reflect the values of the organization and should be in three colors. The best practice is to have a single color, double and multi-color versions so it could be used in various places and circumstances.
Once the design is completed and approved, it has to be trade-mark protected. The USA has a patent and trademark office for this purpose. It can be done online from their website.
Other countries also have Patent and Trademark authorities providing the same services. Once protected, it can safely be used in advertisements, cards, websites, and practically all the mediums you can think of.
Moving on to the next marketing communication strategy.
Marketing Communication Strategy – Product Positioning: Clarity is Key
In marketing, product positioning is a frequently used term yet not properly understood. In the time of launching a novel brand or product in the market, it needs to properly positioned either in the entry-level, regular or premium segment.
This process creates product perception in relation to its competition. From the customers’ point of view, this process answers a significant question.
This understanding of the consumer defines the success of the marketing communication strategy. Three aspects define this perception: Product (what it is), Effect (what it means), benefit (what it does), and motivation (Why should I buy).
The media, emails, advertisement agencies, and product reviews can definitely formulate this perception. However, a large part of is contingent upon pricing, references, packaging, media recommendations, and product performance.
All these elements formulate the perception of the buyer. The difficulties for an emerging company entering new grounds is to identify the market and the company’s position in it.
Furthermore, this process involves positioning the company product to a number of visionary consumers as an innovative leader within the framework of a highly auspicious market category. Also, the company needs to show the advantages of the product and its competence compared to the existing product in the marketplace.
In situations where the requirement is a certain demonstration to economic buyers and end-users related to the efficacy of the product and whether it is suited to their needs, the positioning strategy would be different.
Product positioning is significant for numerous reasons. Firstly, a customer’s buying decision is greatly influenced by it because they would judge the product according to its hierarchical status in the market.
Secondly, in the minds of the consumers, the placement of a product has permanency, it is difficult to alter. Therefore, a company should exhibit a product’s application using authentic, reliable and lucid terms.
Hopping to the next marketing communication strategy.
Marketing Communication Strategy – Efficient Advertising:
Advertising creates familiarity with a company’s brand or product among customers and prospective buyers. The primary purpose is to facilitate a sense of desire among customers. It can be done through proper messages such as increasing comfort, utility, salubrious benefits, fashion, and a range of different advantages.
Advertising can be quite expensive. Therefore, to harness the projected benefits within a specific budget and time frame, a company needs to carefully strategize around proper mediums.
In the age of technology, a large number of medium (online and offline) are available for an advertisement: Twitter, Facebook, Pinterest, billboards, radio, television. All of these are potential mediums to promote a product and company to the mass population.
Marketing experts emphasize on having a clear-cut goal for advertisement established in the business plan, whether the goal is sales growth, more footfalls, or increased sale inquiries, the goal needs to be clearly outlined in the business plan.
The plan needs to establish whether the advertising requirement is brand/ company-oriented. After defining the unique selling proposition (USP) of the brand you can hire professionals and leave the creative work up to them.
Proper planning is also essential for a better return on investment (RoI). Factors such as the stature, type, and scale of company operations affect the advertisement requirement. For instance, start-up companies would go for identity establishing because the product needs to be recognized in the market first.
Afterwards, when business is growing a company would want to differentiate their product from other competitors. Finally, an established business will attempt to sustain buying interest, not losing out to fresh competitors.
If you want to have a successful advertising campaign, remember this mnemonic AIDA- Awareness, Interest, Desire, and Action. If you want to fulfill the company objective, then the advert should be within this framework.
Moving on to the next marketing communication strategy.
Marketing Communication Strategy-Blog: Enable People to Talk about Your Product
Indisputably, in the era of technology, blogging has become an essential and emergent form of marketing strategy. While the con of blogging is its stale revenue growth, the pros are cost-efficiency and sustained growth. According to Neil Patel, a renown content strategist, content marketing provides sustained and quantifiable growth on a monthly basis.
Try not to fall in the trap of overwriting about your product. Instead, focus on the upcoming and ongoing trends, emergent technologies, pros and cons of the industry, product reviews, features of new products, etc. The point is- instead of directly writing about the product, write about the elements related to the product, this increases search engine rankings and projects a positive product image.
Furthermore, hiring an expert or influencer to write your blog would also boost your search engine rankings. Target keywords should be used to supplement editorial content or you will eventually lose valuable search engine rankings.
Now coming to the writing, the topic should be simple, relevant and readable. If it is uninteresting or irrelevant then the readers will quickly lose interest. Be mindful of your grammar and sentence structure, make it look fancy yet lucid.
The disappointment is, while many marketing blogs are full of high-quality content promises, they deliver poor quality content.
Try to make your articles informative. This can be achieved by adding pictures, relevant graphs or charts, adding reference when required. Furthermore, you can also add video content in your article to make it look more professional.
Moving on to the final marketing communication strategy.
Marketing Communication Strategy – Enhance your Company Image with CSR
CSR or corporate social responsibility makes you a philanthropist to the customer, and in the long run, customers would notice which company has attended to the needs of society more acutely.
By organizing social campaigns, such as- free clothing during winter, relief during a flood, a company enhances its image. Although it may seem expensive, the revenue growth will be affected in the long-run.
If the customers realize that you’re a company who is only taking from society and not giving anything in return, retaliation is a must. This retaliation can severely damage the company reputation.
Therefore, a company should think about sharing a portion of the revenue in various social activities. It not only creates a positive brand image but also it helps the people in need of assistance, so consider it two birds for one stone deal.
These are all the marketing communication strategies you can utilize to create and establish a new brand. Although there are other factors contributing to the growth of a company, these 6 elements are the foundation to built upon. So, let the big six help aid you in your big dreams.
Additional information: Executing a marketing communication strategy is great, but you need to remember to track it’s performance, or you could be wasting your efforts!
You can check this out to learn about different ways of tracking your strategy’s performance.