Planning, Creating, And Telling a Brand story is a part of the marketing communication strategy for organizations. This paper will explore marketing communications strategies, while also analyzing the five-step process for communications campaign planning. This paper will discuss and also assess the differences between presentation strategy and execution strategy. It will provide information and a thorough description of each step. A five-step process for communications campaign planning goes as follows number one Define the target market. Identifying the target audience and aligning that audience with the target market is most important when defining the target market. This is important for a brand to align the target audience with the target …show more content…
These are approaches used by many organizations to manage scheduling given the season of sporting events. The next phase of this paper I will discuss the differences between presentation strategy and execution strategy. In addition to, assessing the presentation and execution strategies, I will summarize the relationship between execution strategies and message strategies. Finally, this paper will differentiate between exposure and engagement and describe the marketing tools associated with each. Presentation strategies are intended to impact the relationship between a consumer and the brand using a message strategy. Message strategies are pivotal in delivering key ideas and execution of the brand story. Presentation strategies in sports marketing make it pivotal to understanding the four scenarios unique to sports that affect the selection of presentation …show more content…
Execution strategy should be aligned with message strategy and must be presented using the proper execution strategy. Seven different execution strategies are described the first one is Informative execution is presented in a straightforward manner; useful for creating awareness or brand association. The next execution strategy is the Slice-of-life execution used as a solution to a problem faced with everyday situations. Lifestyle execution – aligning the product with a consumers ' interests and lifestyle, visuals help convey lifestyle messages. The Testimonial execution – Is message feedback from other customers, employee, or other stakeholder. Endorsement execution – An athlete, coach, selection of an endorser should consider fitting between an endorser and brand and likeability of endorsers. Call-to-action execution – Message focuses on encouraging the audience to do something like ordering tickets, visiting a website, and calling a sales representative. Lastly scarcity is encouraged by suggesting limited time or availability of a product offer. Those are the different types of execution strategies and their uses. The different messages and executions need to be considered in order to effectively produce marketing messages to consume of the target market. Message’s execution strategies should always be aligned with the target
Once the target market has been identified it is important to develop a marketing strategy. In today's fast paced, information overloaded society; conveying a message about a product seems to be more difficult than ever. The consumer is bombarded with advertising everywhere they look. Today advertising not only exists on television, radio, magazines, and newspapers, it can be found on billboards, park benches, in our mailboxes, on buses, taxis, at sporting events, and on clothing.
Figure out the typical customers is the first marketing strategy. Business should find the right customers who would by your product and tailor and focus its marketing effort toward them. Thus, this target market represents the group of customer offering greatest opportunity.
..., M. A., Kerr, G.E., & Powell, I. (2012). Advertising and promotion. An integrated marketing communication perspective. North Ryde, N.S.W.,Australia: McGraw-Hill Aust. Pty. Ltd.
Oftentimes, what a consumer says they want is motivated by outside factors and incorrectly communicates to a company how to emotionally invest in their target market (Leemon, Zorfas, 2016). The challenge in marketing strategy lies in being able to provide consumers with what it is they tell the company they want, while aligning it with what will emotionally drive them to purchase the product (Leemon, Zorfas, 2016). For example, a customer may tell a company something he truly needs, such as a weight loss meal plan, but may be discouraged to purchase the product because it carries a negative personal connotation, such as having to commit to a healthy lifestyle change. When evaluating an effective marketing strategy, companies must be attentive to how emotional appeals will be responded to by its’ target audience.
First, we will analyze the targeted customer and the proposition designed by each company to attract them. In this part, there is a description of each market target and how each company has taken advantage of each unique position in the industry.
These immortal words symbolize the power of branding and the criticality of brand management. Every brand has a personality and is thus able to position itself in the mind of the prospect. Products in the same category may solve the same problem but, all consumers don’t buy the same product. Some base their decisions on price while some may decide on the basis of the benefit they derive from that product. The decision making process is sometimes long and arduous but sometimes, low involvement and easy. The personality of the brand and how it is communicated is one of the key factors on which decisions are made. Through this paper one would identify products in the same category and analyze their promotional strategies and how the brands have evolved over the years. Marketers use diverse techniques to project various images to the prospect, once these projection techniques are identified the marketing techniques would also be explored. After the brands are identified, the promotional strategies employed by them would be explored. Thus, the evolution of the brand can be traced. The evolution of the brand would give us key insights in the different images projected by them.
The primary goals for Business-to-Business marketing are to create value for consumers and build an effective business relationship with their customers. The best way to achieve those goals are through the processes of segmentation, targeting, differentiation, and positioning for competitive advantage.
brands to communicate better with their consumers, and intensify their association with them. The advertising world
For any organization to have a successful marketing, communication and social media campaingn it must stand out, not only from direct competitors, but other messages and “noise”, which may distract the received. Most campaingn themes that have the most impact are simple. According to Act-On, “all effective campaingn themes are: 1.) Based on buyer pain points and needs. Not your product features and benefits; 2.)Simple to understand; 3.) Relevant during all stages of the buyer’s journey; and 4.) Enduring enough to stand the test of time” (ACT-ON, 2016).
Market segmentation means dividing the market into distinct groups that have common needs and will respond similarly to marketing action. Each segment must be unique, have common needs, and respond in a similar manner to marketing efforts. Target market is the group of potential customer that has been selected by business to focus its marketing efforts towards. This is the group the business wants to sell its products/services to. Positioning refers to the image created in the minds of customer of its product or brand. It is a perception created in the minds of the consumer relative to that of its competitors.
This report provides an analysis and evaluation of strategy implementation used by California Pizza Kitchen (CPK) and discusses the effectiveness of their strategy through organization design, control systems, people and culture. My research concluded that CPK relies on control systems to undertake a majority of the company’s operational activities and that human resources and organizational culture must support the strategy implemented, which it does in in the case of CPK.
Different organizations device different strategies to make their marketing campaigns right and succeed in their business lines. Most of the marketing strategies are made based on what the organizations produce while others are made purely on other factors. This paper will look at some of the elements that relate to marketing in different companies. The paper will start will start by analyzing Google, Microsoft, IDEO, Fulla Dolls and Jim Thompson Thai Silk Company. Answering key questions for every organization will play a big part in making the content of the paper.
...rketing plan that will form the basis of all your marketing activities. Today, there are literally dozens of ways you can communicate your
Marketing is a form of communication between a seller and a consumer. During this conversation, the main objective of the seller should be to communicate the value of the service or the product that he or she wants to sell, and convince them that they either need or really want this product. Having the appropriate skills to transmit this message to the buyer is the key to a successful marketing carrier. Marketing is made of the four Ps, which are: the identification, selection, and development of the product, the determination of its price, the selection of a distribution channel to reach the consumer’s place, and the development and implementation of a promotional strategy. The basic focus of marketing is thinking about their clients and what are their need and desires. This is why the VALS method gives the advertisers an extra advantage when it comes to targeting the buyers because by dividing them in groups, they understand what each group of buyers looks for in a product.
Marketing strategy is a process that can allow an organisation to concentrate its resource on the optimal opportunities with the goals of increasing sales and achieving a su...