Class Activities: Activity 1:
As you know, marketing communications plan is an effective method of informing your target client
base about your product or service and construct and maintain relationships with your customers,
prospects and other relevant stakeholders in the company.
Assume that you are a marketing officer in OZZY.pvt.ltd. Your company wants to launch a new
product in the market. Thus, you are supposed to discuss the process of designing and developing an
effective marketing communication plans with other relevant staff members.
In this activity, you are required to prepare the marketing communication plan information, consider
the following points:
Factors of marketing communication (MC) to confirm with clients.
Budget
: A A large budget enables the employment of more costly marketing
communication techniques, like mass-market advertising and sales promotions,
on a larger scale, with a wider audience, and/or for a longer duration. An
inexpensive campaign would only use internal labor and already-available assets,
such website and content marketing, email marketing, and social media know-
how. Finding the best value for your money with the resources at hand is
essential.
]Timing
: For instance, email and web marketing campaigns can typically be
completed rapidly and using in-house resources. Conference presentations and
events require much more time to arrange and execute. It's crucial to choose
devices that will be most effective in the allowed period.
Audience
: The media habits and behaviors of the target segments should serve
as a reference for marketers when making marketing communication decisions.
For instance, let's say you are aware that the people in your target market
subscribe to a particular magazine, frequent a select few Web sites for product
information, and follow a select group of bloggers. In such situation, a presence in
these media should be part of your MC strategy. If, however, 60% of your new
business comes from Yelp and FourSquare reviews, your marketing plan should
include mobile touch points and social media reputation building.
Existing assets and organisational strengths
: Marketers should constantly
look for ways to enhance and broaden what they already have when it comes to
marketing communications and the promotional mix. For instance, if a business
has a physical location, how is it being leveraged to its fullest advantage to move
prospective customers through the sales cycle? How are marketers using the
respected founder or thought leader of a company as an employee to create
engaging content, inform potential customers, set the business apart from the
competition, and inspire desire for their brand, goods, or services? Does the
organization have a website? If so, how does it support the AIDA model at each
level?
Expectations
: A Although establishing a new customer relationship is exciting,
there are many unknowns as well. Agencies want to demonstrate their ability to
provide high-quality work, yet some project requirements are particular and
impractical to carry out. As a result, be honest about the limitations of the process
