| What are marketing communications vehicles? Marketing communications vehicles are the specific media we will utilize, the public relations activities we will develop, the direct mail programs we will create, the web presence we will have, the collateral materials we will produce, the publicity events we will hold, etc. and the channels we use to accomplish objectives. The objective is to send fully controlled messages to your target audiences through activities and materials that are appropriate for your company as a whole. Each tactical execution must be based on the overall marketing communications strategy. A failure to do this will result in a campaign that is not integrated and that sends mixed messages to the customer. Thus, marketing collateral, electronic communications, personal selling, community relations, media relations, direct marketing, public relations and publicity, and electronic communications and advertising must all send consistent messages and reinforce each other in order to have a successful campaign. The following is a rough list of various media with definitions and tips. It is in no way meant to suggest that every vehicle should be used for your company. Each organization needs to determine the correct marketing mix appropriate to accomplish your objectives. Written Materials The following are examples of collateral materials that cover the marketing communications spectrum from corporate and employee communications, to direct mail and public relations, to advertising materials. In order to be effective, they have in common the need for competent creative or technical writing skills. Annual reports Articles Artifacts Brochures Budget reporting Bulletin Boards Business Cards Catalogs CD-ROM “press” kit Certificates and Awards Corporate identity materials, including logos, print and packaging Coupons, Gift Certificates, Loyalty cards Customer Lists Direct Mail Pieces Documentation and manuals Emails Fax cover sheets (internal & external) Financial reports Flyers Forms Gift Certificates Handouts/ Deskdrops Intranet site Invoices Lead Qualification Forms Legal, Legislative and Protocol Documents Letterhead Envelopes Letterhead Stationery Letters (external mail ) Media and Public Relations Materials Meeting/ Conference Materials Memoranda (Memos), Communiques (internal mail system) Newsletters, bulletins, journals Organization Manual Organizational Chart Periodic print publications Postcards Posters Print Advertising Product Spec Sheets/ Line Cards Questionnaires/ Surveys/ Polls Radio and Television Ad Copy Reception Procedures Report Covers Reports Signage Speeches Thank-you cards Voice mail scripts Web Sites Style Sheets, Templates, Design Standards Standards and guidelines for the style and design of all documents are suggested, including for the following: PowerPoint presentations Spreadsheet presentations Internal emails External emails Spelling/ Grammar usage Logo usage and placement guidelines Letterhead stationery, envelopes Business Cards Financial Documents Inter-departmental billing/ Authorization to bill for service Facts Sheets/ Backgrounders These are examples of materials that are good to have on hand, as quick reference. They can also be assembled and used in folders as a brochure of sorts: Key data at-a-glance sheets Products/Services “Line Card” Service Usage Case Scenarios Customer List Glossary of terms or concepts Key contacts/ staff Office locations Questions & Answers/ FAQ Suggested interview questions Texts/ excerpts of speeches, reports, books, articles Service Level Agreements Media Kit/ Corporate brochure Media kits can be actual physical kits, they can be created on the company’s Web site or extranet, or they can be put on a CD-ROM. The CD-ROM version has many benefits in terms of space, curiosity value, and accessibility. Be sure to put your media kit in the press room at trade shows when exhibiting. Keep the following in mind when creating a media kit: · The cover needs to tell the story (who/ what/ why/ when/ where/ how), have the URL, and include meaninful graphics · Include: company profile, fact sheet, testimonials, biz card, contact info, URL · Don’t include: hirings/firings, events · A good choice: a CD press kit—goes into everyone’s bag at the show! Visual communication Audio-Visuals · Video news material (video news story, footage or slides—accompanied by script, background) · Audio news material (script actualities, recorded story or background sound—accompanied by script, background) · Public service announcements (script for announcer, slide to accompany a voice over, recorded audio or videotape) Photos and Captions · Action photos · Portraiture (mug/head and shoulder shots, candids) · Product portraiture, products in use · Architectural drawings Graphics · Logos · Web skins/ screenshots · Newsletter mastheads · Graphs, charts · Illustrations Other Visual Communications: · Charts · Films and slides · Video and videoconferencing · PowerPoint presentations · Fax machine location/time/date stamp Personal Communications Personal communications is a dialogue between members of the company and its audience members; it usually involves person-to-person communication by telephone or face-to-face, between a “buyer” and a “seller.” If the company is in the service business, the initial reaction may be that they aren’t selling anything. However, selling is a process that doesn't necessarily involve the exchange of money. There are many opportunities to employ personal selling—at the tactical plan level or the individual service level. But it should be done, and with the aid of collateral materials. If an employee has any opportunity to be in contact with a member of its targeted audience, the employee should be prepared with knowledge of the relevant products and services, and have collateral materials and scripts to help during the interaction. These preparations will keep marketing communications integrated. Face-to-face communication · Formal meetings · Interviews · Informal contract · Networking Oral communication · Telephone calls · Public address systems · Video conferencing systems · Standardized greetings (Audix voice mail) for internal and incoming calls; can also: Personal selling · Presentations · Telemarketing o Telephone-generated leads are likely to close 4 to 6 times greater than mail-generated leads. o The closure rate from qualified leads can be 2 to 4 times as effective as cold calls. Corporate Identity Creation and maintenance of corporate signatures and symbols; creation of a identity standards manual for all published or public materials; implementing the identity on a range of materials from business cards and letterhead to corporate forms, checks and signs on facilities or vehicles. Logo signage Letterhead stationery Letterhead fax cover sheets Business Cards Building Signage Area Signage Vehicle Signage Corporate checks Product Packaging Promotional Give-away Items T-shirts Hats Mugs Memo pads Pens Notebooks Buttons Pens Magnets Mouse pads Electronic Communications Online marketing. The basic function or objective of online marketing is to use the power of online networks, computer communications, and digital interactive media to reach target audiences or to enhance marketing or integrated marketing communications. Some of the various types of online marketing include CD-ROM, e-mail, electronic data interchange, business-oriented database services, posting, hosting or presenting information on the Internet/ intranet, and online marketing research. Newsletter A newsletter can serve as an internal and external informational piece for employees and key stakeholders. It can highlight major developments such as key success stories, successful customer service, project development news, and significant marketing events. Potential email marketing topics/ usage Publicize Internet/intranet site Link to specific content on your site or other sites Provide informational content Offer sales & discounts & time-sensitive offers Collect demographic information Cross-promote another email magazine Sell advertising space Imbed demographically mapped advertising Thematically target the content Include surveys, polls, other interactive experiences Call for articles, essays or testimonials Signature Files Standardized signature files on emails for all employees. You can choose one of several each week; it’s a free ad that goes out hundreds of times per day. It's also a form of viral marketing, as emails are often forwarded. Don't forget a call to action-- if you want recipients to pass it on, ask. Email Autoresponders For email addresses and registration forms— a reply goes out instantly and sends back a copy of original request. Set it up so that if someone hits “reply,” it goes to a real person. Benefits: - Customer service - Achieves branding - Solidifies your company’s mission - Provides information/FAQ - Confirmation of a request - Create a sense of urgency Email letterhead stationery -Use your company's logo in your emails. This is not a good idea if your audience's Internet connection is largely dial-up (graphics are slow to load) or if they do not overwhelmingly receive email in HTML format. Internet Web Site Your company should be active and aggressive in using an interactive web site to identify, explain, and promote its existence and value proposition in order to serve the needs of customers, stakeholders, and the community. The homepage can promote a new services, latest events, project information, etc. Each service will need a unique web page that describes the product, shows the extent of its features and benefits, and provides links to additional information as applicable, e.g. compatible products, use cases, etc. Discussion/ BBS Posts - A helpful service for companies with strong user communities (e.g. software). - Should be monitored, and it's a good idea to have a subject matter expert either moderate certain discussions or answer posts. Internet Chat / Instant Messages - Although there is the potential for abuse internally, also has the potential to save time on emails or back and forth. - Can also be offered on your site as a service for your customers, depending on the nature of your business. Voicemail - As with other forms of communication, it's a good idea to set guidelines for employees to leave identifying information on their voice mail. This reinforces the company's brand name and is a good idea in terms of customer service, providing them with information they need to know, versus leaving them frustrated. - Consider tagging your message with a short marketing message, perhaps reminding customers of an upcoming event, a new product, or an addition to the web site. Keep it short; you don't want to turn people off. Public Relations and Publicity Events Public relations is the activity related to managing publicity. Publicity utilizes various internal and external mass media similar to advertising, without being paid for. It’s the responsibility of public relations to create and place various press in order to establish and maintain a favorable organizational image, and show that an organization is committed to the welfare of a particular community, or create and promote newsworthy events. Publicity is effective because when a third party sings your praises it is more credible than when you do it yourself. Newspaper/ Magazine/ Ezine column They might offer a mailing list or ad insert Op Ed columns · Send to non-competing publications simultaneously · Community Contributions (make notation: offering 2nd rights) · Comment on a current event/ industry issue (beginning of a trend, economic or social impact, a common sense way out of a problem) Letter to the Editor (trades, ezines, mags, newspapers, etc.) · Provide clarification or additional information regarding a topic covered in one of their articles · List JFJ as a resource for an activity or service · Publicize events, products, services, ideas Public Thank Yous/ Acknowledgements Show gratitude where due. It's good public relations and good corporate ethics. Comments on industry events If you have a subject matter expert in your midst, consider having them publish a regular column in a local paper, or include it in your newsletter, or on your web site. Customers are attracted to companies who not only sell them a product, but give them information as well. Uses for existing written materials (press releases, columns, articles, reviews, ads, etc.) · Mail them along with a press kit, brochure, etc. to a prospect · Pack it in the box when you mail out an order · Send along with a product you’re giving for someone’s review · Distribute copies at events, trade shows, lectures, meetings, etc. Speaking Engagements & Conducting Interviews · Send letters to other organizations announcing your availability and topics you can speak on with little advanced warning · Appear on a TV talk show · Go on radio talk, call-in shows · Retain a professional spokesperson · Got on a multi-city media tour · Arrange an interview with a celebrity · Arrange to give a speech or testimonial · Hold satellite news conference · Present an award · Form and announce names for committees · Take a trip to someplace special · Announce an appointment · Register as an expert source or guest speaker, etc. for media/journalists at: · profnet.com · guestfinder.com · experts.com · expertpages.com · businesswire.com/expertsource · facsnet.org/sources/ · npc.press.org/newssources/ · ibiblio.org · expertclick.com · nsaspeaker.org · expertcentral.com · Newswise.com · SourceWire.com (can also submit press releases here) · MediaResource.org · Askanexpert.com · dir.yahoo.com/reference/ask_an_expert · keen.com · gehrung.com/biznet/biznet.html · mediamap.com (SourceNet) · vrd.org/locator/subject.shtml · medialin.com · expert-testimony.com · prnmedia.com Interactive Feedback: Poll/ Survey/ Focus Groups Survey existing members or potentials (get feedback and PR in one fell swoop) § Focus on one thing at a time in a question § Avoid abstract questions § Use simple language/ avoid acronyms, technical terms, jargon, etc. § Quality control after the sale and ask to use testimonials Ø Focus groups—onsite, offsite Ø Phone interviews/ surveys Ø Questionnaire (via email, telephone, or snail mail) Book of the Month Club § Sign people up for an “exclusive” publication such as a white paper, industry best practices, etc. Press Releases @ See “Writing a News Release” document for instructions @ Through the top tier services (Business Wire and PR Newswire): Benefits: Stock symbols returned for quote searches, financial sites, and enormous distribution through the portals, etc. Down-side: A billion people get them, so nobody attaches any psychological importance to it. @ Second tier distribution can be more targeted (e.g. “religious editors” instead of just “West Coast”) @ In-house has benefits also. Purchase a custom media list or develop a limited one yourself. Potential Press Release Topics New product, services Events sponsored (fundraisers, tours, open houses, seminars, rallies, awards programs, and meal events) Observances (anniversaries, holidays) Facility openings, relocations, closings Personnel changes Distributor appointments or changes Contracts, grants received or given Awards, honors or designations received or given Reports issued, research findings Position statements Gifts, contributions received Issue a protest Issue a report Issue a commendation Pass a resolution Issue a summary of facts Make an analysis or prediction Newspaper Publicity Free classifieds Calendar listings Feature Stories · Regular or guest column · Profiles (people, products, companies or causes) · Round-up, trend stories · Service features (“how to”) · Case studies · Signed, first-person experiences, reminiscences · Opinion Editorial pieces (Op Eds; signed articles) · Letters to Editor Radio Publicity q Interviewed as a guest expert q Call-ins (like a live Letter to the Editor) Television Publicity (Broadcast & cable) q Interviews q Guest speakers Publicity Events Events held in conjunction with other communications elements and used to heighten target-audience awareness and interest. Publicity events establish face-to-face contact with customers and potential customers and stakeholders, build relationships, and actively market the organizations services. · Open House events · Vendor Fairs/ Department/ Division Fairs · Sharing meetings/ Lunch & Learns · All-hands meetings · Off-site meetings · Team-building events · Host other group events Types of Publicity Events q Hold a free (or for fee) educational seminar/ program/ tour for media (e.g. panel of experts in ministry and religion, to be held on campuses or at a Christian company, etc.) q Offer your facilities as a venue for the production of TV shows, movies, commercials, etc. q Sponsor, co-sponsor a charitable or other event that will earn recognition for your organization; Consider a major media organization as your co-sponsor q Provide products that can be used as prizes at events, seek publicity accordingly q Sponsor awards for media coverage of an industry, issue; provide financial support for awards or other projects sponsored by media-related organizations q Attend relevant trade shows q Take out free classified ads in papers/mags to promote your event q Ask participating organizations take out ads also q Submit event announcement to various Web site calendars q Invite the press to your company/ department or special events q Issue a Press Advisory (invite media to show up for coverage after the fact) q Extended Press Release (create news in the form of an article if media doesn’t show) q Notify radio shows q Appear before public bodies q Take part in an controversy q Tie in with a holiday q Stage a debate q Tie in with news events of the day q Hold an election q Celebrate an anniversary q Organize a tour q Inspect a project q Tie into a well-known week or day q Honor an institution More PR Activities q Offer articles/photos/graphics/columns to publications on an exclusive basis q Distribute/offer (through a national service) ready-to-reproduce, typeset feature stories to smaller newspapers (mat releases, color pages) q Produce PSAs for broadcast, print and outdoor media q Distribute a video news release, audio release to broadcast media q Produce your own program, short feature (for cable stations, broadcast media—might also be used as a videobrochure, as program material for schools, clubs, youth groups, etc.) q Provide products as props for films, TV shows (financial consideration might be requested) q Release a letter you received q Adapt national reports and surveys for local use Contests/ Sweepstakes § Joint sponsor a contest on your site or others’-- interactivity makes for stickiness § Trivia tests § Coupons § Quizzes § Bonus Points/ Referral Discount program - “Club membership” programs build branding and loyalty - Build points towards discounts or gifts (based on purchases) - Load them up with free points to start as an incentive to join, and then people won’t want to waste them either - Post the rewards for levels of accumulation (change frequently to encourage check-backs/ repeat visits) - Post the winners each week as incentive § Treasure hunts - e.g. Find the ad listed twice in the weekly newsletter or elsewhere- keep people reading catalog or the site—increase loyalty) § Sale with a Twist: - e.g. For 5 minutes on Monday, May 7, 2001, all CDs are free. But don’t tell anyone which 5 minutes it will be… his or her credit card just won’t be charged upon checkout. Generates publicity, multiple check-backs to the site, news stories, and sales from people in hopes of hitting upon the time period. - For those who registered and didn’t get the CD free, contact them with: “you qualify to receive a discount in the next 24 hours off of another product…” Sales Promotion The object of sales promotion is to create, or induce, a “buying decision.” The major advantage of sales promotion is that it can develop a value-added package for the company to market. From an "incentive to purchase" standpoint (e.g. coupons or free trips), this particular tactic may little utility to the company's campaign. Nevertheless, introductory samples of services can have value when dealing with a new customer or user. · “Sales with a Twist” (time delimited window of opportunity) · Competitions · In-store · Back-of-packaging · Discount coupons · In-store vouchers · Gift certificates · Loyalty card offers (encourage repeat purchases) Co-op Marketing With cooperative marketing, there is at least one co-sponsor (a complementary organization) for the activity. Co-op provides an opportunity to increase in-house mailing lists, to generate newsworthy events, and to double the publicity value per activity or event. Your co-op partners may also have significant funds available, lowering your out-of-pocket expenses for programs. Direct/Relationship Marketing Establishing and maintaining databases of customers and potential customers; using these databases to provide information, including letters, flyers, promotional items and newsletters, of direct interest to the recipient. Direct Marketing Direct marketing is an interactive system of marketing that uses one or more advertising media to effect a measurable response and/or transaction at any location. Direct marketing looks to create an immediate and measurable response from the market. Sampling Mailing or distributing free samples of a product or a flyer about your service to the public Card decks Employee Communications Keeping employees fully informed on company vision, values, policies, strategies and other information necessary for them to do their jobs in the most efficient manner, maintain and improve morale, and lessen turnover; provide a communications channel for employee concerns and news. Community Relations Programs These are programs intended to fulfill the company's mission as a good corporate citizen as well as to make its policy views and interests known to officials. The company can use this vehicle to get to very large audiences to create "awareness" and to communicate its new image as it implements its transformation. Seminars Donations to charity groups Sponsoring civic groups Media/Press Relations Establishing an ongoing relationship with publications that reach the target audience; providing that media with relevant information on the organization, people, key events, image, services and value. Such information includes internal press releases, success stories, technical articles and interviews with company experts and executives. Editorial Visitation Invite influential reporters and editors from publications in your industry for a visit to your company. During the visit, each of the editors could receive a complete facility tour, product briefing, and an opportunity to interview the chairman, president, product designer and marketing manager. If logistics or timing is a problem with the interviews, then these could possibly be arranged at major trade shows. Product Round-ups Establish contact with internal editorial staff in order to be included in "round-ups"--product comparisons in publications where competing products are compared. Media Tips Selecting the right media q Create a media relations policy for the company so everyone knows how to deal with the media q Broad-based products sell well on TV. Once you’ve created and produced the spot, the cost of buying television is under $10 per thousand. (vs. direct mail, where the best you can do is $250 per thousand) q For niche or micro-markets, television normally isn’t the best route. For targeting, direct mail, the telephone and print ads work best. q Offers are categorized by the objective of the direct marketing effort q Lead generation (for field or telephone follow-up) q The harder the offer, the fewer but more qualified the responses q Traffic-building (to a retail location, trade show booth, or Web site) q Usually involves premiums, discounts, exclusives, etc. q Direct sell (to business to business or consumer markets) q Free trials, samples, premiums, discounts and guarantees can draw attention and boost response q Loyalty programs move consumers from one-time buyers to advocates q Consider automatic shipment, membership clubs, continuity programs Research To determine marketing factors and communications benchmarks, including image attributes, vehicle and message effectiveness, directions for new campaigns. Should be conducted on an in-formal basis (e.g. online research) at least every 6- 12 months. Communications Policies, Guidelines Communications Materials Development Policy All external communications are to be developed by project stakeholders themselves. Those having a request for assistance with developing communications materials (writing, editing, proofreading, etc.) should contact Communications with the following information: § Project/ Document name § Contact person for project § Target audience § Objective of communication § Method and sequence of distribution (online within company 1st, externally by email 2nd, postal mail to all 3rd, etc.) § Budget § Requested date of completion § Graphic design considerations § Reviews/ approvals required Crisis Communications Policy Create a communications taskforce or committee comprising of representatives from each CC, to provide input/feedback to the communications staff in order to assist in the implementation of various strategic communications strategies. For more information on crisis communications, click here. Advertising Advertising entails identifying and selecting the media that provide the greatest amount of exposure for your business and developing effective, yet appropriate materials for each medium. Advertising keeps your product or service in the public's eye by creating a sense of awareness. Yet this awareness alone will not ensure the success of your business. Thus, advertising not only has to be effective, it also has to be a continuous process. Advertising is the development of and execution of any reminder, informational, or persuasive message communicated to a target market or audience through a non-personal medium. Radio Advertising q Public Service Announcements (PSAs) q Underwriting (non-commercial stations) Television Advertising (Broadcast & Cable) Paid advertising · Infomercials Co-op advertising q A direct response, direct sale TV commercial of 120-seconds will outpull a 60-second direct response commercial better than two to one. q A TV support commercial will increase response from a newspaper insert up to 50% Newspaper advertising Local paper ads National paper ads Global paper ads Community-based magazine ads Classified ads Cinema/ Movie Theatres Movie trailer advertising Movie theater posters Movie theater co-op advertising/publicity/coupons Yellow Pages Even with the advent of the Internet, people still dial 411 and use telephone books. Be sure you're listed. Toll-Free Directories Banners Posters Billboards Air blimps Print Advertising Tips q Advertisements should follow AIDA formula—attention, interest, desire, action q Make sure the headline is excellent Ø The headline is 90% of an advertisement--- it’s the “ad for the ad” Ø If they don’t read the headline, they won’t read the rest of the ad Ø Keep headlines no more than 8 or 9 words Ø Headlines below a graphic has 10% higher readership than above one Ø Headlines with engaging questions outpull mere statements Ø Use a headline that immediately conveys either a problem or a potential benefit--- it makes reader aware of the gap between the prospect’s problem and it’s solution or where the prospect is at the moment and future enjoyment of a product’s benefits Ø Readers want to read on in order to find out how to close the gap Ø Use verbs/ action words that paint vivid and compelling pictures (Learn, discover, find, get, read, see, earn, visit, join, sign up, order, etc.) Ø Use the “pain-pleasure principle.” People either want to: § avoid pain – i.e. solve a problem (often a stronger emotional motivation) § or gain pleasure— i.e. gain an advantage q 6 times as many people read editorial copy than advertisements--- make ads informational q Starting body text with a drop cap increases readership by 13% q Make it an interactive experience-- If you get the prospect physically involved in the mailing piece—appeals to the child in us and gets us emotionally involved with the benefits you’re offering. Ø Tokens you peel-off the letter and stick to the reply card Ø Scratch and sniff areas Ø Use a pop-up Ø Enclose stickers or stamps to be used somehow Ø Include a quiz Ø Something that must be punched out and put someplace else Ø Include a sample of the product or material that you’re offering Ø Have something unfold in an interesting way Ø Have something assemble in an interesting way Ø Use a rub-off spot Ø Include a printed or die-cut measuring device of some sort (e.g. ruler, calendar) Ø A simple puzzle or game with connect-the-dots Ø Have the interactive part show through the window for extra mileage q Save money on printing costs wherever possible: Ø Make sure outer envelope window is big enough to ensure that you get pre barcoding discount Ø Get a Reply Mail permit from the Post Office Ø Bid out all jobs instead of sticking to a printer who gets complacent—take advantage of times when printers are hungry for work. Ø Ask printers for money-saving alternatives (e.g. add your job to another run as long as the size change doesn’t really affect design of the piece) Ø Use the lightest weight paper that does the job. Ø Don’t bleed unless absolutely necessary—it requires extra paper and extra cutting Ø Make lot changes simple for the printer (e.g. if testing prices or other copy, don’t put changes in type that reverses out of four colors. e.g. Don’t use colored type made out of multiple colors—use black or 1 PMS with nothing behind it or as a surprint) Ø Use standing dies when designing envelopes to save money—envelope converter may have something close to what you want that will work fine and save money Ø Don’t date material unless absolutely necessary—no waste & maybe other uses Ø Combine pieces that print on the same or similar paper onto one press form Ø Have artists design artwork so it can be used more than once (for banners, ads, direct mail, etc.) Ø Take advantage of cheap remnant space (space left over after they’ve sold what they can—but must have camera ready art ready to go at a moment’s notice) |
| Anne P. Sharp |
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| Marketing Communications Vehicles |
| Anne P. Sharp Los Angeles CA, USA Telephone (310) 600-9247 |
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