So you’ve got a product or service. Now what? How do you raise awareness of what you have to offer? Developing a holistic marketing communication strategy that targets your market to grow your customer base and increase sales is imperative to the success of your business.
Marketing communication is a continuous engagement with customers that informs, educates, builds trust and maintains relationships with people over time. Effective marketing captures attention and gets people excited about your product or service which results in creating repeat customers, brand advocates and loyal evangelists.
What should be included in your marketing mix?
The traditional marketing mix includes a mixed plan of controllable elements of a product’s marketing plan known as the 4 Ps: product, place, price and promotion. The service marketing mix, also known as the extended marketing mix, includes people, process and physical evidence (physical environment). All of these elements work together to create and support your message and brand identity.
Consistency is key when delivering your marketing message. Whether online or offline, your marketing distribution channels must be coordinated to combine and support your communication efforts across the board for an effective impact on your target audience.
Product: What are you selling? What is the tangible good or intangible service that is going to satisfy a consumer’s needs and wants?
Place: Where are you going to sell your product? What are the distribution channels for customers to receive essential buying information on the product or service needed to make purchasing decisions?
(Ex: online websites or storefront locations)
Price: How does your price compare to your competitors? Does your pricing reflect the quality of your brand? Is your pricing appealing to your market? Is your pricing structure profitable to your business?
Promotion: What methods of marketing communication and advertising are you using to provide information about your product or service? Do your messages influence buyers, convey the benefits of your product and influence perceptions of your brand?
People: What is the perception of the people in your organization? Are your employees properly trained? Do you provide superior customer service? Do you have set standards or codes of conduct?
Process: Are you easy to do business with? How do your procedures, mechanisms and flow of activities affect the speed and quality of your customers’ needs?
Physical Environment: How are the aesthetics of your website or store? How do your employees dress? What statement does your packaging say about your brand?
Whatever your touch points – be it your website, social media, television commercials, email marketing, content marketing, public relations or personal selling, each of your marketing communication methods should support the others. The delivery of clear, competitive and consistent messages in your marketing communication strategy is a fundamental part of any successful and results driven organization.