Marketing = smarter sales messagingCustomer Support Customer support is essential to help promote a unique brand personality which makes customers feel connected with your brand and more likely to engage with you, allowing you to build customer loyalty. Customer support and loyalty is increasingly determined by the complete set of customer experiences across multiple interactions with the brand. A good example of a company doing this well is O2. “Their purpose is communicated through a clearly defined brand / customer promise – O2 has achieved market leadership and created a strong basis of fans by providing value that no other operator does. Access to events at the O2 Arena and Rugby at Twickenham all help to cement a strong relationship with the brand and deliver its promise of ‘Helping customers connect to the people and things that matter to them’.” You can read more here. Media Planning Media planning is finding the most appropriate media platforms to promote the company’s brand or client’s products / services. It’s here we determine when, where and how often a message should be placed. The goal is to reach the right audience at the right time with the right message, to generate the desired response and stay within the allocated budget. Public Relations Public relations is a strategic communication process that builds credibility in your industry. It enhances or builds reputations through media or self-produced communications, by media outreach, press releases, editorial, blogging, and social media. “Good marketing makes the company look smart. Great marketing makes the customer feel smart.” — Joe Chernov Advertising Advertising is one subset of marketing. Advertising is a form of communication designed to influence the customer to purchase the product or service. It’s the part that involves getting the word out concerning your business, product, or the services you offer. This can include: Direct mail Newspaper and magazine adverts Flyers Billboards Television and radio advertising Event Sponsorship Online advertising
Advertising = getting the word outWhen selecting the best advertising methods, you will need to consider your budget, target audience and message. An advertising mix is vital when running campaigns, as your potential customer receives thousands of adverts each day, you can’t rely on just one advertising vehicle. It is also as important to have frequency as you won’t see any success in an unstructured approach. Advertising works when it’s tracked and measured. Each campaign should be quantified against how many new leads it produced, how many leads converted to clients and for long strategic planning, how many of the new accounts did you retain? What was the cost to acquire each new account and should you refocus your efforts on retaining customers? Advertising without trackability is a waste, because if you don’t know what’s working, you won’t know what’s not working. It’s important for all these marketing and advertising efforts to stand independently on their own (and do them well), but equally important to work together for one unified purpose to meet those desired objectives and goals of the business.