Effective Communications and Marketing Strategies - Essay Example

Running Head: Marketing Communications Marketing Communications Marketing Communications Marketing communications play an effective role in influencing buying patterns of consumers. Without effective communications, marketing strategies fail to deliver the required results from the consumer end. The major issue faced by many marketers nowadays is that men aged between 30 to 50 years have a key role in buying household products. Despite that, no marketing strategies have been yet applied to influence the buying behavior of these so called ‘average bloke’. Marketers have still not defined these people in any target market category, and these consumers are perhaps underserviced and overlooked according to many experts. So now there is a desperate need to introduce, develop and implement various marketing communications tools in order to cater for the needs and influence the buying patterns of this ‘average bloke’ group. For any marketing plan to be successfully implemented, we first need to evaluate all possible communication tools and methods to promote the product. Next we need deduce what communication tools would best work for the product, and influencing the consumer to the maximum potential as well. Although women aged between 30 to 50 years are properly segmented and targeted, this is not the same for men of the same age group. First we need to construct a profile for the ‘average bloke’, defining their traits and personality characteristics. ‘Average Bloke’, tend to purchase based on their experiences. They buy the product based on quality mostly, and can easily compromise over quantity. Average bloke don’t waste time in buying a product, and wish to acquire the maximum information about a product in the least amount of time. Furthermore, average bloke recommend purchase decision based on WOM (Word Of Mouth), which is mostly preferred from family members and friend’s circle. Average bloke also spend less time on shopping as compared to women of the same age group, hence it can be deduced that for the average bloke time is of value. And if the purchasing time is less, the amount of satisfaction derived is the greatest. Average bloke, mostly feel that marketing strategies are just aimed at fooling the consumers into buying a useless product, hence the campaigns used to influence them should portray traits of sincerity, devotion and loyalty towards the consumers. Lastly we can also induce into the profile that average bloke require a strong, lasting and rational relationship with the brand, not just a temporary one. Marketing strategies consists of the marketing mix, which includes marketing communications as key player for all the mixes to be implemented. This communication mix consists of: Selling, it comprises of directly selling the product to the consumer. Next comes Advertising, which is carried out on different communication mediums such as television, bill boards, and radio etc. Then we have Sales Promotion which have unique offers such as ‘buy one get one free, three for the price of two’ and so on. Then we have direct Marketing in which the product and its features are directly conveyed to the target audience via brochures, direct mail, and phone calls. This method is one of the most effective methods to convert target audience into consumers. Publicity and Public Relations is also applied, but this requires a firm to carry several activities at the same time to achieve successful PR ( Public Relations), this can include Special Events, Message of the firm for its target audience, Press Releases, press conferences etc. Publicity is also carried out using key influencers to create a reputation of the brand in the eyes of the consumers. Influencers are key figures, who recommend their choice for using a particular brand, and how their traits coincide with those of the brand. For example David Beckham is a key influencer for ADIDAS. Sponsorship also creates effective marketing communications. In sponsorship, a firm financially supports a particular event where huge numbers of spectators are expected to attend the program. Next we have Exhibitions, where a firm displays its product for the invited guests and attendants. This generates hype and influences observers to convert into prospectus buyers. Packaging of a product also communicates a lot about the brand. Research suggests that colors also appeal consumers to buy a product. While entertainment products have bright packaging, the sophisticated and expensive products have dull colored packaging. Symbols, ‘one liners’ also printed on the package can stimulate brand identity and a feeling of association with the brand. Point-of- Sale and merchandising also is an effective communication tool. Salespeople can interact with prospective buyer about the benefits of buying the particular product, and its advantages. Salespeople thus if present at the point of sale (shops), also guide the prospective buyer into buying a product. Merchandising means displaying the product in a way that it appeals and entices the consumer into purchasing the product. Hence it can be deduced that merchandising communicates with the consumer’s perception and thoughts. Then we have e-Marketing or electronic Marketing. This Marketing is mostly carried out on internet and televisions. Many internet websites have digital ads of various brands, which have creative graphics that attract people. E-Marketing also consists of survey, and quizzes in order to know more about the target audience. Corporate Identity is also used to communicate the message of the firm to the target audience. Corporate Identity is all about informing people about the brand specific traits, what it wishes to achieve and what positive characteristics the brand reflects such as Sincerity, Dedication, Expressions, and Daring etc. Lastly, and perhaps the most important communication tool is WOM (Word Of Mouth). Word of mouth is also known as buzz marketing. It consists of identifying, sustaining and engaging those advocates that promote word of mouth. These advocates, consists of thought leaders and key influencers. The elements used for WOM are First: Educating people about the product and services. Second: Identify those people who are most likely to share their opinions. Third: Study of as to where, when and how opinions are shared. Fourth: Providing tools that make it easier for opinions to be shared. Fifth: Respond and listen to detractors, neutrals and supporters. WOM consists further of two types: Organic (Reactive) and Amplified (Proactive) Word of mouth. For Organic word of mouth, a firm needs to first stimulate customer satisfaction, and improve the service and product quality. The firm then needs to respond to customer complaints and concerns. Followed by, the process of creating a dialogue and listening, followed by responding. This all leads to earning customer loyalty. As for Amplified Word of mouth, the firm needs to first generate tools that enable people to share opinions. Next comes, the process to motivate key influencers so that they effectively promote the product. (Smith, 2004) The marketing mix comprises of the following: Product, this refers to the actual product, its features, use and advantages. Second is the Price of the product. The price should be set to offset the competitors’ market and attract their consumers. Third is place, which refers to the actual point or geographic location where the product is sold or offered. Fourth is ‘People’Last and most crucial of all marketing mixes is Promotion. But just a description of all marketing and communication mix won’t work, we also need to evaluate all the elements. The major distinction here is that there is a clear difference between target audience and target market. Some target audience, have still not been classified into some market identity, and some still require identification, segmentation and targeting strategies. While all the basic elements of marketing mix and communication mix can be implemented for a specific target market, only some of the marketing and communication mix apply and are effective for the target audience. The elements of Communication mix that could work are: First, Selling and Advertising would work. As average folks are interested in research over a product, advertising and selling would communicate initially a lot about the product. Second sales promotion would be used initially to attract average bloke. Thirdly, Publicity would be implemented, but at low intensity so as to generate and accelerate word of mouth. (Smith, 2004) Fourth element used is WOM. Study suggests that average bloke purchase products mostly based on recommendation, evaluation and perception of close friends and family circles regarding products. Hence word of mouth would entice average bloke target audience to receive necessary information regarding the product. Secondly since average bloke is a newly identified target audience, it is difficult to influence them. Plus overload of information and skepticism regarding products control average bloke’s purchase behavior. Hence average bloke would be more eager to seek out necessary information from the sources they trust, such as friends, rather than absorbing information displayed on ads. Furthermore, statistics show that WOM is rated as number one source influencing household purchase behavior, since it is seven times more appealing than print media, twice as productive as broadcast media and four times more effective towards brand switching as compared to salespeople. Another statistic proves that 70 percent of consumer trust friends, family members and other people in order to get information regarding a product or service. Besides, WOM is used 50 percent more now than it was used 30 years ago. For effective Word of mouth towards average bloke, advocates and key influencers should also be used, as men aged between 30 and 50 trust credible and renowned individuals as well. For effective WOM, all elements of Organic word of mouth would be used, particularly focusing on customer satisfaction, responding to queries and comments of the average bloke. But most important emphasis should be kept on product and service quality. As again study shows that average bloke are attracted more towards product quality than quantity. Amplified WOM would also be used to influence the average bloke. Communities on Facebook and other networks should be created, as average bloke search online as well for credible sources regarding a product. Secondly, the advocates used to generate Amplified WOM should be key influencer with the potential to affect purchase behavioral patterns of the average bloke. This would help to ensure that WOM for target audience of average bloke has only positive effect, as word of mouth tends to spread on an exponential rate! Finally the sixth element among communication mix that would be applied for average bloke target audience is e-marketing. ‘Average bloke’. Hence they mostly have access to e-mail accounts and internet. Thereby advertisements on the internet regarding products specific to cater the needs of ‘average bloke’ would certainly attract them. Another advantage, of using internet for promoting advertisements is that it can be made more appealing, creative and interactive for audience as compared to broadcast media. And with the power to buy from home, using the internet makes it more convenient for average bloke to purchase products. As most products sold on internet are delivered at home, so the consumers don’t have to travel away from home to purchase the product. The elements of communication mix that would not work include Direct Marketing, Sponsorship, Exhibitions, Packaging and corporate Identity. Direct Marketing would not work as effectively. As average bloke are in the experience stage of their lives, that they don’t trust the credibility of Direct Calls and Mails by salespeople. Secondly sponsorship has no effect in communicating brand impression to average bloke. Thirdly, average bloke are too busy in their professional careers to visit exhibitions of products specific to their needs. Packaging doesn’t communicate much to average bloke, as what matters to them is what’s inside the package. Corporate identity communicates only if the firm is old, otherwise new brands cannot stimulate behavioral decision of average bloke. Besides, ‘average bloke’ are impressed if the product has good quality, the corporate identity doesn’t matter then. (Smith, 2004) As for the factors, among marketing mix that would be effective to influence ‘average bloke’ would include: First would be the product itself, as the product should provide quality to consumers and have after sale service as well. Second would be the people as well, as people are key communication influencers for ‘average bloke’, which use Word of mouth. Third would be the physical evidence of the product, as consumers in average bloke category desire to see the product for real. ‘Average bloke’, do not trust the credibility of mass media that much when the product is displayed on them. Lastly promotion would be the most effective tool to apply strategies of marketing mix and influence average bloke. The reason being that promotion consists of all the elements of communication mix that would be used to communicate effective message for consumer categorized as ‘average bloke’. However, price of the product won’t affect that much the buying behavior of ‘average bloke’ as they buy product only of quality, irrespective of its price. The place won’t be much implemented as well, as ‘average bloke’ men are financially stable, they can travel miles to buy a quality product. Lastly the process of how the product got to the consumer is also of no importance to ‘average bloke’ men. What matters for them is that they received the product on time. Thereby, it can be evaluated that ideal ‘toolkit’ that can appeal to ‘average bloke’ would comprise of all the previously mentioned marketing and communication mix elements, that would work effectively, and efficiently. And it would surely not comprise of all the elements as ‘average bloke’ are still target audience, and not a target market. REFLECTIVE DIARY: ‘Average Bloke’ is group of newly identified men, who need to be targeted, influenced and appealed to by using various marketing and communication techniques. Hence there is much research and development needed to study how ‘Average Bloke’, respond to various marketing activities. Initially it will only be a trial and error process. Hence the toolkit that would be provided to marketers to engage ‘Average Bloke’ might require changes or addition/ subtraction of marketing and communication mix. We must also remember that the 21st century has changing communication environments, where rationale decisions should be taken by the marketers. Hence the marketing communication mix requires a proper marketing communication plan, marketing communication and buyer behavior theory alongside it for effective implementation. After this only, can the marketers start market research and use media, agencies and reference of international markets to be successful to manipulate the “Average Bloke”. REFERENCES Smith, P.R & Taylor, Jonathan (2004). Marketing Communications- An Integrated Approach. Kogan Page Limited. Taylor S. (2005), Communication for Business- A Practical Approach Pearson Longman Limited Fill C. (2009), Marketing Communications- Interactivity, Communities and Content Prentice Hall Limited De Pelsmacker P. (2010), Marketing Communications- A European Perspective Varey R.J. (2002), Marketing Communications-Principals and Practice Routledge Limited Steinbock S. (2000), The Birth of Internet Marketing Communications Westport CT publications Kotler P. (2000) Principles of Marketing 12e Schultz D.E. (1994) The New Marketing Paradigm- Integrated Marketing Communications NTC Business Books Read More