Mata kuliah
Tahun
: 00274 - INTEGRATED MARKETING COMMUNICATION
: 2009/2010
Marketing Communications
Strategy
Pertemuan 17 & 18
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
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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.
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4
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
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5
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
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6
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
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7
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
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8
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
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9
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
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10
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
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11
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.
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12
STOP & SIT
STOP : Segmentation
Targeting
Objectives
Positioning
SIT :
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Sequence (of tools)
Integration (of tools)
Tools (the communications tools to be used)
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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
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Communications Strategy
Does the strategy
Does it specify:
1
Segmentation?
What market?
2
Targeting?
Markets, stakeholders and
3
Objectives?
Will the strategy fulfill the
communication objectives? Are
clear?
4
Positioning?
Reinforce the desired
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Yes/No
15
Communications Strategy
5
Exploiting
sustainable
competitive
advantage?
Cost leader?
Differentiate?
Focus/niche?
Does the strategy play to our strengths?
Does it address competitive benefits (benefits
but competition does not supply)?
6
Type of
and the
process?
Multi-stage strategy (enquiry; sale; repeat sales
sale)?
7
Timescale
What time scales and/or phases are involved?
8
Sequence
timing of
Does the strategy guide the sequence of
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16
Communications Strategy
9
Range of
Does the strategy incorporate and
communications of tools?
10
Scale?
Global, national or local?
11
Resources?
Can we afford it?
Is it the best way to spend a
12
Lifetime
Does it encourage repeat
loyalty?
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Communications Strategy
13 Brand
Does the strategy enhance the
14 Strategic options?
Were other strategies considered?
Does the chosen strategy fulfil the
objectives better than other?
15 Homework done?
Has each option been carefully
16 Fit with the overall
marketing
Check the marketing strategy
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