MAKING YOUR MARKETING COMMUNICATIONS MORE POWERFUL
1. Position the product in the customer’s mind – how you want your customer to think and feel about your product.
2. Find a creative big idea – which will persuade people or convince them to try your product.
3. Having an emotional appeal
4. The message must sell itself –
a. Image strategy – good image of the brand
b. Information strategy – giving information about the facts. Giving information about the facts must sell. What information can you communicate that will appeal to the customers.
c. Motivational strategy – motivation builds a feeling that inspires the customer to make the purchase. Telling past success stories motivates people to act
d. Pulling power – ability to pull crowds to attend rallies or events
e. Stopping power – advertisement must demand participation from audience like they must call a friend and talk about it or go and attend the seminar
f. Force an emotional response – people must feel passionate
g. Stimulate curiosity – customers must want to know more.
We were assigned a job by a leading PARTY OF UK to design an election campaign strategy aimed at communicating to 18-23 years olds. We have now completed the job and we would like to give a presentation on our strategy.
The strategy aims to build a desire and motivation among the young voters to vote for the party. While designing the election campaign strategy, we have implemented all the marketing concepts because as proved by Harrop (1990) political marketing has similarities with service marketing; a view which is also shared by Scammell (1995). On the basis of their theory, we categorize our voters as the consumers and our product as the Labour party and we emphasize that our strategy will positively acquire the desired results in the elections.
The topics that are integrated in this assignment are:-
1. Customer Relationship Management Integrated Marketing concept
a. To know interests of customer and communicate with them.
b. How customer makes purchasing decisions
c. Consumer perception and customer complaints
1. Study of consumer behavior. Customer decision making – six defined stages
i. Problem recognition
ii. Information search
iii. Evaluation of alternatives
v. Post purchase evaluation
2. Communication in business – understanding communication
a) Study of communication (Hargie 1992): Dimensions of communication
i. Dimension 1 – a process that is open to measurement, analysis, evaluation and improvement.
ii. Dimension 2 – how messages are produced, how they are processed or delivered and what effects they have on those who receive them.
iii. Dimension 3 - Importance of signs and symbols is highlighted. For eg use logos.
a. Intrapersonal communication – what goes on inside the mind of the person- study of how individual processes, stores and produces messages.
i. Perception(Perceptual filter), cognition, emotion, beliefs, attitudes, self image, self awareness
b. Interpersonal communication
i. Inevitable, purposeful, transactional, multi-dimensional, irreversible
3. The SIGNPOST Concept
4. The power of brands
5. Positioning of the brand in the minds of the consumer.
THE MARKETING STRATEGY
Research suggests that customers go through a five-stage decision-making process in any purchase. This five-stage model implies that customers must pass through all stages in every purchase. Therefore, this model is important in making marketing decisions.
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