10 Must-haves of a Successful Marketing Communications Program

In today’s competitive environment, marketers are really feeling the pressure. It’s not enough to say you’ve sent out 1,000 direct mail pieces or your print ad was published and sent to a distribution list of 30,000. Executives want to see results. Some might be questioning why marketing communications are even necessary – especially when there are outside salespeople in their organization.

So, if you’re one of those decision makers, or you’re the one responsible for your company’s marketing communications and you need to justify your communications expenditures, here are 10 considerations to help you prove value:

  1. Focus. Have a precise definition of the organizations and people who matter to you. The role of marketing communications is simply to give information to people you and your sales staff can’t go see, or who otherwise don’t know to come and see you to meet their wants and needs.
  2. Insight. Know where you are today versus where you want to be. And, know where your competition is.
  3. Measurability. Set reasonable and measurable objectives.
  4. Tactical support. Use the right tools based on your objectives, your current position, available media channels, resources, and knowledge of what works and what doesn’t.
  5. Repetition. Plan for frequency to overcome market dynamics (people moving in and out of jobs and locales), memory curve (people forget), competitive noise and the inherent weaknesses of impersonal communication tools.
  6. Relevancy. Deliver a message based on information and fact, not promotion and fantasy.
  7. Impact. Be bold (and strategic) to cut through the clutter.
  8. Make an offer. Use compelling offers that can qualify buyers while providing perceived value to the recipients.
  9. Next steps. Follow up promptly with interested prospects to close the sales loop.
  10. Improve. Build in measurement for future campaign improvements.

Point to ponder: Whether via personal calls or other high-impact means, you should communicate with customers and prospects at least six times per year to really make a difference.


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