Inform our target customers what product they should expect and its immediate benefits with clear verbiage.
Attract potential customers to purchase by using promotional tactics and special offerings.
Consistent communications and follow-ups via email newsletters, digital marketing, social media.
Main Objectives
It is necessary to define the objectives for it involves all what we wish to achieve through our marketing efforts & what our brand wants to communicate to the target audience.
Remind
Persuade
Inform
1
Marketing Roadmap
Analyze our internal and external environments will provide us with some extra information while designing our marketing strategy.
Situational Analysis
01
What we wish to achieve through our marketing efforts and the exact message we want to articulate to our target group.
Communications Objective
02
In this step, we need to draw out the strategies and define the tactics aligned with the objectives that we had set in the last step.
Communications Strategies
03
In MC Mix, each tool has its own adv. and costs involved; therefore it is important for us to choose the right promotion mix.
Communications Mix
04
Draw out the costs and timeline, and define the tactics aligned with the objectives that we had set in the second step.
Scheduling & Budgeting
05
Ongoing evaluation of our strategies will help us to understand their effectiveness and adjust when necessary.
Implementation & Control
06
2
Marketing Communications Roadmap
Situational Analysis
Marketing Communication Objectives
Marketing Communication Strategies
Marketing Communications Mix
Scheduling & Budgeting
Implementation, Monitoring & Control
Noise
Clutter, Message conflict & Inconsistency
Source
Company/
Brand,Agency
Message
Brand Messages (Planned, unplanned), Product, Service
Channel
Newspaper, Mail, Magazine, E-mail,
TV, radio, package, salesperson, customer service, Internet
Receiver
Target Audience
Feedback
Buy/not buy, request information, visit store, sample product, repeat.
An Effective B2B Marketing Model
4
At $2.35 per unit, our production cost has been successfully reduced by 30%.
We earned a gross revenue of $23M for the last fiscal year, a 20% increase from the previous year.
We’re trading at $8 per share and has 100 million shares outstanding, Our market value is $800 million.
Company Analysis
Cost
Revenue
Market Value
Cost
Revenue
Market Value
At $2.35 per unit, our production cost has been successfully reduced by 30%.
We earned a gross revenue of $23M for the last fiscal year, a 20% increase from the previous year.
We’re trading at $8 per share and has 100 million shares outstanding, Our market value is $800 million.
Company Analysis
Cost
Revenue
Market Value
Cost
Revenue
Market Value
At $2.35 per unit, our production cost has been successfully reduced by 30%.
We earned a gross revenue of $23M for the last fiscal year, a 20% increase from the previous year.
We’re trading at $8 per share and has 100 million shares outstanding, Our market value is $800 million.
Company Analysis
Cost
Revenue
Market Value
Cost
Revenue
Market Value
Current
Methods
01
3 stores available in green road and
inefficient website with numerous bugs
02
Occasional flyer drops & mailing list opportunities
Seasonal branding campaign & company hangout
03
Facebook page limited reach (1,500) &
Twitter account limited reach (2,500)
01
Flawed (in our brand awareness, website, and overall delivery of business operation. i.e. Promotion, online sales)
02
Need to increase general footfall for both instore and online
03
Increase brand awareness with social media presence and live campaigns
Issues Identified
8
MARKET
INTERNAL
EXTERNAL
Strategy & positioning
Branding & budget
Employee skills
Competitor behaviors
Customer feedback
Market value
Institutional &political
Social & economical
Technological
Environmental Influences
9
Key Analyses
01
02
03
04
Strategy & Positioning
Branding & Budget
Employee Skills
01
02
03
04
01
02
03
04
01. Company Analysis
Evaluate securities, collecting info related to the company's profile, products and services as well as profitability.
Business function completed by business owners and other individuals to assess the current business environment around us.
02. Industry Analysis
03. Future Profit Outlook
One of the trickiest parts is projection of future earnings growth. This is a discipline that requires enormous judgment and studies.
Considered to be sound when the economy is expanding and adverse when an economy is contracting.
04. Economical Condition
10
Macro Analysis - PESTEL
P
E
S
T
E
L
Tax policy & labor law
Foreign trade policy
Government policy
Trade restrictions
Political stability
Social welfare
Corruption
Political
Unemployment rates
Changing ownership
Disposable income
Economic growth
Exchange rates
Interest rates
Inflation rates
Economic
Population growth rate
Health consciousness
Lifestyle attitudes
Career attitudes
Safety emphasis
Cultural barriers
Age redistribution
Social
Technological awareness
Technology incentives
Technological change
Level of innovation
Funded research
R&D activity
Automation
Technological
Environmental policies
Pressures from institutions
Pollution regulations
Weather &climate
Paris agreement
Climate change
Green ships
Environmental
Consumer protection laws
Copyright & parent laws
Maritime certifications
Health & safety laws
Discrimination laws
Employment laws
Antitrust laws
Legal
Competitor Analysis
Competitor B
Competitor A
Competitor C
Poor
Better
Equal
Brand Message
Social Traction
Conversion Rate
Retention Rate
Brand Visibility
Brand Reputation
Cultural Relevance
Desirability
Competitor Analysis
Competitor A
Competitor C
Competitor B
Poor
Better
Equal
Brand Message
Social Traction
Conversion Rate
Retention Rate
Brand Visibility
Brand Reputation
Cultural Relevance
Desirability
Competitor Analysis
Competitor A
Competitor B
Competitor C
Poor
Better
Equal
Brand Message
Social Traction
Conversion Rate
Retention Rate
Brand Visibility
Brand Reputation
Cultural Relevance
Desirability
Elaboration-Likelihood Model (ELM)
High motivation & ability to think about the message
Focus on quality of the message arguments
Lasting change that resists fading & counterattacks
Low motivation or ability to think about the message
Superficial processing, focused on surface features
Low motivation or ability to think about the message
Audience Factors
Processing Approach
Persuasion Outcome
Central Route
Peripheral Route
Pension funds plus tax incentives linked to them can guarantee a higher retirement income, compared to the severance pay.
Persuasion Attempt
Demographic
Geographic
Psychographic
Behavioral
Market Segmentation
Demographic
Geographic
Psychographic
Behavioral
Market Segmentation
Brand Positioning Model
More Emotional
And Intangible
More Rational
And Tangible
Purpose
Why we do what we do to be a driver of awareness, consideration, advocacy.
Values
Who we are as a driver of awareness, consideration, preference and advocacy
Process
How we become a driver of awareness, consideration, preference and advocacy
Product
What we offer as a driver of awareness, consideration, preference and advocacy
Infrastructure
Where we carry out our operations as a driver of awareness, & advocacy
Why
Who
How
What
When
18
Brand Positioning Chart
Their product does the job. But it’s so expensive that it’s totally out of the budget for most consumers.
The service is slow and the product doesn’t work well even though this brand has been around for so long.
The biggest draw for customers is that their products are cheap and accessible. Otherwise their quality is subpar.
We made it so simple. The quality is amazing and the price is only a fraction of some other brands & more useful!
Company A
Our Brand
Company B
Company C
Quality
Value
Company A
Company B
Company C
Our Brand
19
Pricing & Positioning Chart
Their product does the job. But it’s so expensive that it’s totally out of the budget for most consumers.
The service is slow and the product doesn’t work well even though this brand has been around for so long.
The biggest draw for customers is that their products are cheap and accessible. Otherwise their quality is subpar.
We made it so simple. The quality is amazing and the price is only a fraction of some other brands & more useful!
Company A
Our Brand
Company B
Company C
Quality
Value
Company A
Company B
Company C
Our Brand
20
Hierarchy of Effect Model
Awareness
Knowledge
Liking
Preference
Conviction
Purchase/Prescribe
Make the customer Aware
Make information about product easy to find
Ensure that the customer likes our product, if not, understand why & fix
Make consumers focus on the product
Create the desire to purchase
Make the customer Purchase
Cognitive: Think, understand, remember
Affective: To feel , to experience
Behavioral: Behave/Action
Consumer Behavior
Marketing Objectives
Customer
Consumers are seeking innovation and the brand name, is wanted by consumers, regardless of the price
Cost
The price charged reflects the premium nature of the product but still satisfies full range customer budget.
4 Cs Model
Convenience
Consumers can buy direct from company online store, in traditional stores as well as via partner online & offline store
Communication
Company has well established community forums where users share tips and tricks as well as best practices of products.
01
02
04
03
22
Price
Allowances: rebates for distributors, Discounts: for customers
Payment terms – Note payment, credit, account payment
Price strategy, Price tactics, Price-setting
Place
Strategies such as intensive distribution, selective distribution,
Channel member selection and channel member relationships
Assortment, Location decisions, Inventory, warehousing & logistics
Product
Product assortment – product range, product mix, product lines Services (complementary service, after-sales service, service level)
Guarantees and warranties, Managing products through the life-cycle
Promotion
Promotional mix: appropriate balance of advertising, PR, direct marketing
Channel/ media strategy: how to reach the target audience
Message Frequency: how often to communicate
4 Ps Model
23
Product
Price
Place
Product design: features, quality
Product assortment: product range, product mix, product lines
Branding, Packaging & labeling
Services (complementary)
Price strategy, Price tactics
Payment terms: credit, account
Allowances: distributors rebates
Discounts for customers
Price-setting strategies
Strategies such as intensive distribution, selective distribution, exclusive distribution, Market coverage, Channel member selection & member relationships
Promotion
Physical
Promotional mix: appropriate balance of advertising, PR, direct marketing and sales promotion
Channel/ media strategy - how to reach the target audience
People
Staff recruitment and training
Queuing systems, managing waits, Uniforms & Scripting
Handling complaints, Managing social interactions
Process
Process design Blueprinting Standardization vs customization
Diagnosing fail-points, critical incidents and system failures
Monitoring and tracking service
Facilities: furniture, equipment
Spatial layout (e.g. functionality
Signage (e.g. directional signage, symbols, other signage)
Interior design (e.g. furniture)
7 Ps Marketing Mix
24
Manufacturer
Manufacturer promotes to wholesaler
Wholesaler promotes
to retailer
Retailer
Consumer buy
From retailer
Consumer
Orders to Manufacturer
Manufacturer
Manufacturer promotes to Consumer
Consumer demands from retailer and retailer from wholesaler
Consumer & Retailer
Wholesaler demands Product from manufacturer
Wholesaler
Orders to Manufacturer
Push Strategy
Pull Strategy
Year | AI | Video | Chatbots | Voice Search | Content | Omni Channel | AR | Moments | Push Notif |
Current Year | 45465 | 23147 | 58679 | 24567 | 85669 | 27121 | 754214 | 27846 | 23684 |
Next Year | 21546 | 56216 | 21454 | 27231 | 27667 | 58955 | 54461 | 31651 | 14515 |
In Two Years | 54812 | 14815 | 44551 | 38624 | 27824 | 25665 | 78521 | 21542 | 27521 |
Trend Analysis
Content driven marketing will continue to grow and dominate as the most accessible and well embraced marketing trend in the foreseeable years with new ways to experiment.
Internal Stakeholder Relation
PR efforts should focus on people who are already influencing your target customer like internal stakeholders.
Public Relations Strategies
Community Relations
A successful relationship will help build trust between your company and its customers. Build positive relationships.
Content Development
Choose the right topic for our content. Compelling content should include elements of curiosity, relevancy, value & emotion.
Reputation Management
Host, sponsor or attend business functions to showcase and increase our brand exposure.
External Stakeholder relation
Do not lose sight of our stakeholders over time. Maintain regular contact and keep the communication channel open.
Sponsorship
Commits money or resources to a nonprofit event or program in exchange for specific promotional benefits.
Paid Media
Press kit should include company’s background, brand story, factsheet, bios, & media contact details.
Networking & Events
The media is our go-to medium. Hold a press conference or a media junket to make announcements.
27
Direct Marketing
Direct Mail
It consist of approaching individual customers with special offers related to their history of purchase or search.
Email Marketing
Promotional emails, ads in business emails, newsletters, transactional emails are email marketing strategies that work.
Telemarketing
This approach involves reaching out to potential customers over the phone in a bid to sell specific services or products.
Coupons
It involves a business giving documents and tickets to targeted customers. These cards are then redeemed for discounts.
Direct Advertising
It is about a brand's offering to a customer based on the brand's understanding of a segmented audience's willingness to buy.
Direct Selling
It entails posting mail that promotes brands, products, and services. Direct mail includes catalogs, & postcards.
IMC can create a competitive advantage through increased sales, profit and market share from successful communication
IMC helps the customer move through the various stages of the buying process by encouraging them with a concise message
Consistent messages through various communication channels can increase perceived credibility
Carefully linked messages help the buyer by providing them with timely reminders, updated information & special offers on products.
Integrated Marketing Communications
29
Campaign Setup
Optimize Results
Gather Data
Channels & Tactics
Analyze & Define
Advertising Framework
30
01
02
03
04
05
06
Advertising Strategy
Objectives & target group
Concept Development
Creative Execution
Placement in the Media
End of Campaign
Strategic Advertising Research
Pre-Test
Pre-Test
Post-Test
Pre-Test
Advertising Roadmap
31
Conditions:
Competition:
Fuel prices
Season
Consumer Confidence
Promotions
Pricing
Competitor Advertising
Radio
Pricing
Direct mail
Public relations
Online display
Online display
Mobile apps
Native content
Cinema
Direct mail
Tv ad
Attribution
Optimization
Allocation
Business Outcomes
Unit sales, revenues,
Margins, market share,
Customer lifetime value
Actions:
Advertising Optimization
Consumer Response
Search, online chatter
Store visits, purchasing
Acquisition
Activation
Absorption
Channels
Metrics
Email Marketing
Communicate with our audience and used to promote content, showcase discounts & events, and direct people toward our website
Social media Marketing
Social media is great way to promote our brand & our content to increase brand awareness, drive traffic & generate leads for our business.
Pay-Per-Click (PPC)
Pay-per-click is a way to drive traffic to our website by paying a publisher every time our ad is clicked. Google AdWords is the most common type of PPC.
Content Marketing
Use creative & original content for the purpose of generating brand awareness, traffic growth, lead generation & targeting customers.
Search Engine Optimization
Optimize our website to “rank higher” in search engine results pages to drive traffic to our company website.
An Engaging Website
For maximum impact, our site should be more responsive, up-to-date, user friendly and should represent our company very well.
Our Digital Marketing
Approaches
34
Quarter 1
Quarter 2
Quarter 3
Quarter 4
Audit SEO
Keyword Research
Audit Adword account
Set up conv. tracking
Build Facebook Ads
Set up LinkedIn Ads
Map out campaign
Create brand email
Review Q1 SEO results
Keyword rich blog post
Test conversating tags
Review Q1 paid search rslt
Optimize paid Ads
Review Q1 Social results
Launch coupon Offer
Test Churn email temp.
Refine Meta titles
Review Q2 SEO results
Test landing pages
Test Ad copy
Refresh LinkedIn creative
Optimize paid Ads
Launch coupon offer #2
Test Drip campaign
Review Q3 SEO results
Define goals for FY
Review Fy19 Budget
Define goals for FY
Review Q3 Social Results
Define goals for FY
Map out Content FY
Define goals for FY
SEO
Paid
Search
Social
Media
Marketing
Digital
Marketing
Roadmap
Type of Cost | Jan | Fab | Mar | Apr | May | Jun | Jul | Aug | Sep | Oct | Nov | Dec |
Planned Cost | 45465 | 23147 | 58679 | 24567 | 85669 | 27121 | 754214 | 27846 | 23684 | 58679 | 24567 | 85669 |
Actual Cost | 21546 | 56216 | 21454 | 27231 | 27667 | 58955 | 54461 | 31651 | 14515 | 21454 | 27231 | 27667 |
Value Difference | 54812 | 14815 | 44551 | 38624 | 27824 | 25665 | 78521 | 21542 | 27521 | 44551 | 38624 | 27824 |
Budgeting
-----
Pre Vs. Post Campaign Evaluation
▲ 20%
▼ 10%
▲ 3.5%
▼ 2.6%
▲ 15%
Brand Awareness
Ad Awareness
Engagement Rate
Abandoned Cart
Campaign Awareness
Brand Rating
Post Campaign
Pre Campaign
▲ 20%
Audit SEO
Create Link Building Plan
Review Q2 SEO Result
Find Web Agency
Optimize Creatives
Revise user flow optimization
Work with agency for website
Display Ad Refresh
Evaluate CMP
Build and run creative FB Ads
Launch Coupon
Map out Lead Generation Drip Campaign
Paid Search Conference
Test Landing Page
Set up conversion tracking
Review Q1 Result
Refine Meta title & Description
Keyword Research
Refine Keyword Strategy
SEO Conference
Investor Meetup
Product Launch
Website Launch
June
July
August
September
October
November
December
Affiliate Marketing
Email Campaign
Website Rebuild
Website Launch
Exhibitions
Market Research
Sponsorship
SEO
Website
Advertisement
Campaign Scheduling (Gantt Chart)
01 July
3:40h
$240
3:40h
$240
Campaign Task
General - Alan
05 July
9h
$240
3:40h
$240
Campaign Task
General - Alan
04 July
9h
$240
3:40h
$240
Campaign Task
General - Alan
02 July
7:30h
$240
3:40h
$240
Campaign Task
General - Alan
03 July
8h
$240
3:40h
$240
Campaign Task
General - Alan
3:40h
$240
Campaign Task
General - Alan
3:40h
$240
Campaign Task
General - Alan
3:40h
$240
Campaign Task
General - Alan
3:40h
$240
Campaign Task
General - Alan
3:40h
$240
Campaign Task
General - Alan
3:40h
$240
Campaign Task
General - Alan
39