Template 9: Corporate Brand – Integrated Marketing ...
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 |Associate company name/logo with |Position central messages |Prospects |
|Name |Product category |Tag line |Customers |
|Logo |Need | |Staff |
|Identity | | |Intermediaries |
| |Build trust and credibility | |Influencers |
|Company we keep actions | | | |
| | | | |
|Brand – Product |Build trust and credibility | | |
|Adoption | | | |
| | | | |
| | | | |
|Literature | | | |
|Sales Guides |Reinforce brand and product | | |
|Sales Brochures |positioning |Position central messages |Prospects |
|Sales Information | |Tag line |Customers |
|Corporate | | |Staff |
| | | |Intermediaries |
| | | |Influencers |
| | | | |
| | | | |
|Advertising |Promote brand positioning | | |
|TV |Affect sales by inspiring |Position central messages |Prospects |
|Press |audience to seek information |Tag line |Customers |
|Radio | | |Staff |
|Outdoor | | |Intermediaries |
|Cinema | | |Influencers |
| | | | |
| | | | |
| | | | |
| | | | |
|Public Relations - Consumer |Raise Awareness |Position Central Messages |Prospects |
| |Stimulate Interest |Tag line |Customers |
| |Reinforce Brand Positioning | |Staff |
| |Inform / Educate | |Intermediaries |
| | | |Influencers |
| | | | |
|Public Relations- Trade |Raise Awareness |Position Central Messages |Prospects |
|Investors |Reinforce Brand Positioning |Tag line |Customers |
|Financial-Community |Educate/ Inform | |Staff |
|Exit Audience | | |Intermediaries |
| | | | |
|Sponsorship |Raise Awareness |Education/ Product Category Needs Awareness |Prospects Customers |
| |Reinforce (New) Prop | |Staff |
| | | |Intermediaries |
| | | | |
|Personal Selling- |Deliver Brand and Product |Position Central Messages |Prospects |
| |Positioning |Tag line |Customers |
|Direct Sales Force |Stimulate Interest | | |
|- Sales Process |Inform/ Educate | | |
|- Sales Presentations |Inspire Purchase | | |
|Open Days |Complete Sale | | |
|Proposals | | | |
| | | | |
|Personal selling- |Raise Awareness |Position Central Messages |Intermediaries |
|Intermediaries |Reinforce Brand and Product |Tag line | |
| |Positioning | | |
|Business Development Force |Stimulate Interest | | |
|- Sales Process |Help grow market | | |
|- Sales Presentations |Support sales efforts | | |
|Open Days | | | |
| | | | |
| | | | |
| | | | |
|Sales Promotions |Stimulate Interest |Position Central Messages |Prospects |
| |Prompt Contact |Tag line |Customers |
|- introductory offers |Inspire Purchase | |Staff |
|- discounts | | |Intermediaries |
|- trialling | | | |
|- POS | | | |
| | | | |
|Direct Marketing |Raise Awareness |Position Central Messages |Prospects |
|- Direct Mail |Stimulate Interest |Tag line |Customers |
|- Dimensional Mail |Prompt Contact | |Staff |
|- On-line Marketing |Inspire Purchase | |Intermediaries |
|- Telemarketing |Reinforce brand and Product | | |
|- SMS Text |Positioning | | |
|- Catalogue Marketing | | | |
|- Kiosk Marketing | | | |
|- Direct response TV | | | |
| | | | |
|Events/Presence |Educate/ Inform |Position Central Messages |Prospects |
|Marketing |Product Launch |Tag line |Customers |
| |Stimulate Interest/leads | |Staff |
|- Trade Shows |Prompt Contact | |Intermediaries |
|- “Work place” |Inspire Purchase | | |
|- Exhibitions/Fairs | | | |
|- Seminars | | | |
|- Open Days | | | |
| | | | |
|Educational Campaigns |Educate/ Inform |Position Central Messages |Prospects |
| |Stimulate Interest in the Product|Tag line |Customers |
|- guru’s |Category Need | |Staff |
|- technical standards |Prompt Contact | |Intermediaries |
|- universities |Reinforce Brand | | |
|- R&D | | | |
| | | | |
|Testimonials |Educate/ Inform | |Prospects |
| |Stimulate Interest |Position Central Messages |Customers |
| |Inspire Confidence | |Staff |
| |Reinforce Brand & Product | |Intermediaries |
| |Positioning | | |
| | | | |
| | | | |
|Web/Online Marketing |Educate/ Inform |Position Central Messages |Prospects |
| |Stimulate Interest |Tag line |Customers |
| |Prompt Contact | |Intermediaries |
| |Reinforce New Brand & Product | | |
| |Positioning | | |
| |Inspire Purchase | | |
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