PBL 6 The process of creating a marketing communication plan (MarCom plan)

This time we read a trigger related to IVANA Helsinki and how they manage their marketing communications in this small organization.  

      What is a marketing communication plan?

Marketing communication is defined in De Pelsmacker, Geuens and Van Den Bergh’s book as following:

 
“All instruments by means of which the company communicates with its target groups and stakeholders to promote its products of the company as a whole.” (De Pelsmaacker, Geuens, van den Bergh 2013, 600). Chris Fill refers to it as a management process which helps the organization to engage its various audiences. To fully succeed in this the company needs to follow a unified path to present a clear and consistent message to its target audience and to the organization. Deborah Spector states clearly that a marketing communication plan enables you to see: 

• Where you are going? (choosing the target audience) 
• What you need to say to get there? (your message?) 
• Which channels you need to use to positively target your audience? (tools)
  --> Goal: to make profitable sales

(Spector 2013; Bergström & Leppänen 2009, 330.) 

Why a company needs a marketing communication plan? Normally the purpose of a marketing communication is to ensure that the intended message is received, understood and acted upon the recipient. Communications create attitudes that hopefully leads to a purchase and raises the awareness of the company and its products. (Bergström & Leppänen 2009, 328.)

During the decades the traditional marketing communication mix has transformed to a more integrated marketing communication mix of different tools, media and content. The tree elements have remained, only making a change from messages to content, but via the change in consumer behavior from passive to active users, the idea behind these elements has changed enormously. (Fill 2009, 19-20)

Different models for creating a communication plan? 

• Steps in developing effective communications:

 

 (Source: Kotler & Keller 2012, 504.)

• The marketing communications planning framework (MCPF): 

(Fill, Chris 2009, 309)

Check list for marketing communications plannign framework:

1. Who should receive the message?
2. What the message should say?
3. What image of the organization /brand receivers are expected to retain?
4. How much is to spent establishing this new image?
5. How the messages are to be delivered?
6. What actions the receivers should take? 
7. How to control the whole process once implemented?
8. What was achieved?

(De Pelsmacker, Geuens, van den Bergh 2013, 308-309.) 

Examples of different ways of marketing communication:
(Every company develops a suitable mic of methods for their specific needs)

•  Marketing communications mix: 
• Advertising 
•  Sales promotion 
• Public relations 
• Direct marketing 
•  Personal selling

(Bergström & Leppänen 2009, 328-333.)

• Integrated marketing communication (IMC)
  
  The video below is a good example for small companies and shows really well which tools to use in marketing communication of a small company.

(Source: Youtube/Tribus 2013.)

Setting objectives for the successful marketing communication plan 

“The question of whether an advertising campaign – or a communications plan has been “good” or “effective” depends on the goals that were defined for that specific campaign. “(De Pelsmaacker, Geuens, van den Bergh 2013, 155). To be able to measure the success of the marketing communication it is highly important to have a clear definition of the goals and objectives set for the communication. These goals will define the right mix of tools and channels for this campaign or communication. According to Pelsmacker, Geuens and van den Bergh there is a clear path from company goals --> marketing objectives --> communication tools. These are all linked to each other and influence the messages and communication from the company to the audience. (De Pelsmacker, Geuens, van den Bergh 2013, 155.)

How to define your objectives? Bergström and Leppänen note that objectives should be all described for example by using the AIDA-model or DAGMAR-model. This way the objectives will be clearly distinguished for each step on the way and also the ways to achieve these objectives are clarified. The progress of succeeded to achieve the defined objectives is monitored continuously and methods developed if necessary. (Bergström & Leppänen 2009, 328-333.)

AIDA-model: 

(Source: Raybould 2010.)

DAGMAR-model:

(Source: Raybould 2010.)

References: 

Bergström, Seija & Leppänen, Arja 2009. Yrityksen asiakasmarkkinointi. Edita Publishing Oy, Helsinki. 

Fill, Chris 2009. Marketing Communications: Interactivity, Communities and Content. 5th edition. Pearson Education. Harlow, England.

Forbes, Andy 2007. Developing a Marketing Communications plan. URL:  http://www.slideshare.net/AndyForbes/developing-a-marketing-communications-plan. Accessed: 12.3.2015.

De Pelsmacker, Patrick; Geuens, Maggie and van den Bergh, Joeri 2013. Marketing Communications: A European Perspective. 5th edition. Pearson Education. Harlow.

Raybould, Steve 2010. Advertising models. URL: http://www.slideshare.net/SteveRaybould/advertising-models. Accessed: 17.03.2015. 

Spector, Deborah 2013. Creating a marketing communications plan. URL: http://www.slideshare.net/specvic/creating-a-marketing-communications-plan?related=1. Accessed: 12.3.2015.

Youtube/Tribus 2013. What is Integrated Marketing? URL:https://www.youtube.com/watch?v=k6WF0O1Mnvk. Accessed: 17.03.2015.