Marketing Communications Essentials
What exactly are Marketing Communications? If you look at Wikipedia they define it as messages and related media used to communicate with a market. Marketing communications or MarCom, is the promotion part of the “marketing mix” or the “four Ps”: price, place, promotion, and product. It can also refer to the strategy used by a company or individual to reach their target market through various types of communication.
Below is a listing of some top marketing communications you should use in your arsenal when developing your Marketing Communications Strategy:
- Publish a newsletter for customers and prospects. (It doesn’t have to be fancy or expensive.)
- Develop a ‘package’ of services that is easy to buy.
- Include a postage-paid survey card with your brochures and other company literature. Include check-off boxes or other items that will involve the reader and provide valuable feedback to you.
- Remember, business cards aren’t working for you if they’re in the box. Pass them out! Give prospects two business cards and brochures -- one to keep and one to pass along.
- Produce separate business cards/sales literature for each of your target market segments (e.g. government and commercial, and/or business and consumer).
- Create a poster or calendar to give away to customers and prospects.
- Print a slogan and/or one-sentence description of your business on letterhead, fax cover sheets and invoices.
- Don’t skimp on your website. Your brother-in-law or college-age nephew might “know how to build a website” but that doesn’t mean they know how to make it WORK for business. Get professional help.
- Create a blog (weblog) which can easily be updated from any computer with your latest ideas, tidbits, and tips for clients and prospects.
- Create a “signature file” to be used for all your e-mail messages. It should contain contact details including your Web site address and key information about your company that will make the reader want to contact you.
- Include testimonials from customers in all your communications - letters, website, leave-behind materials, PowerPoint slides.
- Even better, use “video testimonials” featuring interviews with 2-3 of your best clients about your best work!
- Test a new mailing list. If it produces results, add it to your current direct mail lists or consider replacing a list that’s not performing up to expectations.
- Use colored or oversized envelopes for your direct mailings. Or send direct mail in plain white envelopes to pique recipients’ curiosity.
For Tips like these and more, be sure to check our Directly Speaking Blog!