Thursday, September 6, 2012

On The Job: Communications

On the job training continues to be a big issue for most companies. Inter office relationships depend on communication to provide information where needed. Without enough communication people are left hanging on their personal assumptions. Too much communication can leave people rolling in their own excess verbage.

Contemporary communications standards indicate the importance of telling people three times what you want them to know. First time you tell them what you are going to tell them. Second you tell them. Third you confirm what you told them.

In an inner office communication this could easily look something like this:

On The Job: Communications

1. Memo: Please come to an inner office meeting at 8 AM Thursday for a discussion on improving Inner Office Communications. Please, have any specific questions or ideas typed in program format for discussion.

2. Meeting outline:

a. Welcome and introduction to special speaker

b. Speaker discourse on communications in office

c. Convo and Questions on any issues

d. Brainstorm solutions

e. Solution discussions

3. Memo: Confirm solutions to communications issues. Thank everyone for attending meeting.

Inner office communications determines whether or not the work gets done, how well it gets done, and who does it. If communication is inadequate or non-existent, jobs suffer, clients become unhappy, and businesses fail.

Offices with great communications skills require fewer people to accomplish the same tasks, are far more efficient, and provide exemplary customer service because there is no lag in communicating needs. This simple difference results in better profit margins, higher quality product, and speedier service. Ultimately, communication determines the success or failure of any business.

Copyright © 2005 - Jan Verhoeff

On The Job: Communications
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Business Consultant, Jan Verhoeff, concentrates on improving communications, increasing the bottom line, and building better business/client relationships. Your bottom line depends on good communications, for assistance with this matter, you can contact Jan at eBiz Brand Performance.

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Sunday, September 2, 2012

How to Write Marketing Communications Plans

Marketing Communications are "all strategies, tactics, and activities involved in getting the desired marketing messages to intended target markets, regardless of the media used" (MarcommWise, 2006). Tony Yeshin (1999) defines marketing communications as "the process by which a marketer develops and presents stimuli to a defined target audience with a purpose of eliciting a desired set of responses" (Yeshin, 1999). Marketing communications are: adverting, sales promotions, personal selling, PR and direct and interactive marketing (Fill, 1999).
Consequently Marketing Communications Plan is the marketing plan which promotional plan incorporates two or more integrated marketing communications mediums aiming to reiterate the same goals and objectives. Marketing Communications Plans are considered by many professionals as an excellent way to effectively communicate with target audience.
Marketing Communications Plans are generally based on two different frameworks: Marketing Communications Planning Framework and SOSTAC (Fill, 1999).


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Marketing Communications Plans consist of the following vital elements:

Context analysis

How to Write Marketing Communications Plans

Promotional objectives

Marketing communications strategy

Promotional mix (methods and tools)

Budget schedule

Evaluation and control (Fill, 1999).

When writing marketing communications plan it is important to:

1. Set corporate, marketing and marketing communications objectives, which would support and integrate with each other.

2. Develop segmentation, targeting and positioning strategies

3. Develop creative message with which Marketing Communications Plan with communicate with target audience

4. Select and justify one or combination of marketing strategies (push, pull or profile)

5. Develop well-rounded and creative set of promotional mediums and allocate appropriate budget for each medium.

6. Create contingency planning strategy (in case something goes wrong)

7. Set strict set of evaluation and control mediums which would include milestones and continuous evaluation

References

Fill C (1999) Marketing Communications, 2nd Edition, Prentice Hall Europe
Yeshin T, (1999) Integrated Marketing Communications, The chartered institute of marketing, Butterworth Heinemann, Oxford
http://www.marcommwise.com/glossary.phtml?a=m&s=0

Please find below links to excellent Marketing Communications Plans:

C/M/315. INTEGRATED MARKETING COMMUNICATIONS PLAN FOR ROYAL CARIBBEAN CRUISES LTD

S/M/162. Marketing communication plan: Philips SatinIce UK, and current marketing communications strategy analysis

S/M/158. Marketing Communication Plan for British Airways

S/M/158. Marketing Communication Plan for British Airways

E/M/14. Marketing Communications Plan for Pizza Hut

C/M/180. Internet music search engine Promotion Campaign

C/M/171. Analysis of the 50+ customer group for M&S and brief outline of a promotional campaign

P/M/311. Marketing communication Plan for Direct Lines the breakdown service

S/M/77. Project Management for Marketing Communications Campaign

P/M/289. Marketing Communications Plan for ROYAL DUTCH/ SHELL

S/M/69. Marketing Communications Plan for British Airways (BA)

P/M/269. Marketing Communications Plan for Shell

P/M/262. Marketing Communications Plan for North West Valley Sailing Club

C/M/117. Marketing Communications Plan for Hugo Boss

P/M/252. Marketing Communications Plan for the Introduction of New Product: Smoothie

P/M/139. Marketing Communications Plan for Haagen-Dazs

P/M/130. Marketing Communications Plan for the new degree programme

P/M/133. Marketing Communications Plan for Marks and Spencer

P/M/134. Analysis and development of Marketing Communications Plan for Adidas (US)

http://www.coursework4you.co.uk/sprtmrk28.htm

How to Write Marketing Communications Plans

All Rights Reserved. Copyright © 2006 Verena Veneeva http://www.coursework4you.co.uk/sprtmrk28.htm

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