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