33. MARKETING COMMUNICATIONS ACTIVITIES
The chart below highlights many of the marketing activities that entrepreneurs
employ during their start up and emerging stages of evolution. Their objectives,
strategies and communication media typically revolve around:

Marketing Objectives: Adoption of new product amongst early adopter/innovator
customers/segments. Securing initial early majority customers. Start to build trust
in company through brand.

Communication Strategies: Create awareness and interest among innovators and
early adopters.

Communication Media: Publicity, personal selling, advertising and promotion.
Which of these marketing activities have you employed in your Marketing Plan?
Are there activities that you are not using – and should be!
Activity
Role
Key Values/Initiatives
Audience
Brand – Corporate
 Name
 Logo
 Identity
Associate company
name/logo with
Product category
Need
Position central messages
Tag line
Prospects
Customers
Staff
Intermediaries
Influencers
 Company we keep
actions
Build trust and credibility
Brand – Product
 Adoption
Build trust and credibility
Reinforce brand and
product positioning
Position central messages
Tag line
Prospects
Customers
Staff
Intermediaries
Influencers
Advertising
TV
Press
Radio
Outdoor
Cinema
Promote brand
positioning
Affect sales by inspiring
audience to seek
information
Position central messages
Tag line
Prospects
Customers
Staff
Intermediaries
Influencers
Public Relations -
Raise Awareness
Position Central Messages
Prospects
Literature
 Sales Guides
 Sales Brochures
 Sales Information
 Corporate
Consumer
Stimulate Interest
Reinforce Brand
Positioning
Inform / Educate
Tag line
Customers
Staff
Intermediaries
Influencers
Public RelationsTrade
Investors
FinancialCommunity
Exit Audience
Raise Awareness
Reinforce Brand
Positioning
Educate/ Inform
Position Central Messages
Tag line
Prospects
Customers
Staff
Intermediaries
Sponsorship
Raise Awareness
Reinforce (New) Prop
Education/ Product Category Needs
Awareness
Prospects
Customers
Staff
Intermediaries
Personal Selling-
Deliver Brand and
Product Positioning
Stimulate Interest
Inform/ Educate
Inspire Purchase
Complete Sale
Position Central Messages
Tag line
Prospects
Customers
Raise Awareness
Reinforce Brand and
Product Positioning
Stimulate Interest
Help grow market
Support sales efforts
Position Central Messages
Tag line
Intermediaries
Stimulate Interest
Prompt Contact
Inspire Purchase
Position Central Messages
Tag line
Prospects
Customers
Staff
Intermediaries
Raise Awareness
Stimulate Interest
Prompt Contact
Inspire Purchase
Reinforce brand and
Product Positioning
Position Central Messages
Tag line
Prospects
Customers
Staff
Intermediaries
Direct Sales Force
- Sales Process
- Sales Presentations
Open Days
Proposals
Personal sellingIntermediaries
Business
Development Force
- Sales Process
- Sales Presentations
Open Days
Sales Promotions
- introductory offers
- discounts
- trialling
- POS
Direct Marketing
- Direct Mail
- Dimensional Mail
- On-line Marketing
- Telemarketing
- SMS Text
- Catalogue
Marketing
- Kiosk Marketing
- Direct response TV
Events/Presence
Marketing
- Trade Shows
- “Work place”
- Exhibitions/Fairs
- Seminars
- Open Days
Educational
Campaigns
- guru’s
- technical standards
- universities
- R&D
Testimonials
Web/Online
Marketing
Educate/ Inform
Product Launch
Stimulate Interest/leads
Prompt Contact
Inspire Purchase
Position Central Messages
Tag line
Prospects
Customers
Staff
Intermediaries
Educate/ Inform
Stimulate Interest in the
Product Category Need
Prompt Contact
Reinforce Brand
Position Central Messages
Tag line
Prospects
Customers
Staff
Intermediaries
Educate/ Inform
Stimulate Interest
Inspire Confidence
Reinforce Brand &
Product Positioning
Educate/ Inform
Stimulate Interest
Prompt Contact
Reinforce New Brand &
Product Positioning
Inspire Purchase
Position Central Messages
Position Central Messages
Tag line
Prospects
Customers
Staff
Intermediaries
Prospects
Customers
Intermediaries