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Marketing Communications Checklist


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Marketing Communications Checklist This Marketing Communications Checklist will guide you through a series of steps for planning and managing communications. It will be helpful for PR managers, marketers, salespersons and other people involved in managing sales and marketing activities in your organization.

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 1. Plan for Marketing Communications.

  • Set objectives which support and integrate with your corporate goals.
  • Develop strategies for market segmentation, customer targeting and product positioning.
  • Develop a creative message that you will use to communicate with your target audience.
  • Create a single marketing strategy that combines all the strategies.
  • Create cost estimates and define what amount of financial resources is required to implement the strategy.
  • Choose a creative set of promotional mediums to deliver your message to the audience.
  • Allocate an appropriate budget for each medium.
  • Create a contingency planning strategy (to be used in case something goes wrong).
  • Choose a set of evaluation and control mediums including milestones and continuous evaluation.

1. Conduct Situation Analysis.

  • Analyze consumer behaviors (e.g. needs, attitudes, factors influencing consumer decisions, individual preferences, cultural/social influences etc.).
  • Analyze your competitors’ advantages and weaknesses.
  • Analyze legal matters.
  • Identify why consumers purchase certain products that are similar to your products.
  • Determine what makes your direct and indirect competitors dominate (or be under the leaders) in the market.
  • Define what features of your product will attract customers so they will decide to purchase the product.

2. Define Target Audience.

  • Define what marketing message is best to communicate to the target audience so all potential buyers will be convinced of the need to purchase your product.
  • Define ways of delivering that message to the audience (e.g. through advertising).
  • Define the best time for the communication (e.g. seasonal sales).
  • Choose the best place to share the message.

3. Start Advertizing.

  • Step #1. Define concept and objectives of your ad campaign. You need to decide on expected results to be produced by the campaign; for example, product recognition increased by 30% within 6 months.
  • Step #2. Cooperate with an advertising agency and negotiate on how to implement the campaign.
  • Step #3. Choose message medium. Together with your advertising agency you need to develop a creative advertising message expressing the major benefit of your product and to choose major media types (newspapers, television, direct mail, journals, etc).
  • Step #4. Set timeframes for the campaign. You need to develop a schedule of activities for running the camping.
  • Step #5. Run pre-test. When the previous steps are taken and campaign timing is defined, you can pretest your advertising message before implementation.
  • Step #6. Start implementation. If the pre-test is completed successfully you can consider starting implementation.
  • Step #7. Make evaluation of the campaign. You need to measure the impact of the ad campaign to your product; for example, you can recall tests and the sales effects of advertising before, during and after the campaign.

4. Improve Public Relations.

  • Step #1. Research the market. You need to conduct a regular market research to define what customers like to purchase your product. Then classify ...

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