PBL Trigger 5

Trigger 5 is about message and communication plan and campaign. As a case example Snickers advertisement campaign “You’re not you when you’re hungry”, and their attempt in creating a truly global brand idea; one that could stretch across 40 markets but which could engage audiences equally was presented. After a long discussion and brainstorming, we decided the learning objectives for this trigger to be:

1. What are communication planning processes?
2. How to construct a unified global campaign?
3. How to translate a message to a global audience?

People and organizations communicate with others for a variety of reasons – to inform, persuade, prevent misunderstandings, present a point of view or reduce barriers.

Communications happens when the message you send is received, understood and acted upon by your intended audience.

Communications planning is simply a process to help you reach that goal.

The communications plan has been described in a number of ways, including:

  • a foundation on which to base decisions and create ideas
  • a means of focusing on where you want to be and what needs to be done to get there
  • a tool for discovering opportunities, optimizing challenges and initiating change, and
  • a means of monitoring your communications efforts.

Source: http://www.omafra.gov.on.ca/english/rural/facts/03-033.htm

A communication plan is a written document that describes

  • what you want to accomplish with your association communications (your objectives),
  • ways in which those objectives can be accomplished (your goals or program of work),
  • to whom your association communications will be addressed (your audiences),
  • how you will accomplish your objectives (the tools and timetable), and
  • how you will measure the results of your program (evaluation).

I found an article called: 7 Steps to Develop an Effective Marketing Communications Strategy.

The 7 steps were:

1. The Better You Know Your Audience, the Better You (& Your Team) Can Appeal to their Interests

All successful marketing efforts begin with a thorough understanding of your audience. Start by analyzing your current clients and why they chose your products or services. Don’t have enough data to get the full picture? Put a research plan in place to help fill in any gaps relating to demographics, purchase patterns and other insights into when, where, why and how people purchase your products.

2. Uncover Your Unique Selling Proposition

Your Unique Selling Proposition (USP) is the main benefit that, when communicated effectively, drives sales of your product or service. It focuses on a unique problem that you solve better than anyone else. Your USP must be compelling and strong enough to move people to act. Your USP will be central to all of your marketing communications, so don’t take this step lightly.

3. Sharpen Your Brand Look and Feel

From logos to business cards and marketing collateral, your brand must speak to the customer in a contemporary, relevant manner. It needs to support your operational USP and accurately represent your market position – don’t mislead your audience by creating a marquee brand if you’re aiming to be a low-cost option. Be honest, sincere and true to the heart of your business.

4. Ensure that All Messaging is Consistent

While most people think of logo and stationary when it comes to branding, your brand voice is equally important. A good place to start is to generate a few key positioning statements to feature in your communications. Start with a tagline, single sentence version and then a standard short paragraph. Try spooling out a handful of key messages (up to 5) that your company should be communicating (note that they cannot all be in all places). Outline key descriptive words to use and not use, and make sure that your new messaging standards are adhered to in all future communications.

5. Choose Your Marketing Mix

With all of the recent advancements in online marketing, there are more ways to communicate than ever before. Every industry and brand is unique, so there is no standard marketing mix that will work for everyone. The key is to understand your options, and choose a media mix that fits your audience (where do they spend their time / attention), budget and marketing communications goals.

6. Establish Marcom Success Measurements (Metrics)

Whatever the medium and message, ensure that your communications are measurable. Whether it’s email open rates, social media exposure or direct mail response rates, establish key communications goals and put systems in place to chart your success. Tie this data in with sales metrics to get a true sense of what’s working and what’s not.

7. Manage Leads and Client Data

You know your audience, you’ve built your brand and you’ve told your story. People are interested – now what? A CRM (Customer Relationship Management) system is a database of your contacts (customers, prospects, others) that allows you to organize information (contact info, records, files, calls, emails, etc) to streamline and scale sales and marketing processes. This will help you better understand how clients move through the sales funnel and help you close more leads.

Successful marketing communications efforts are much more than a shot in the dark. Each of these seven steps needs to be explored to the fullest in order to gain the greatest return on investment possible.

Source: http://www.6pmarketing.com/articles/branding-science/72-marketing-strategy/359-7-steps-to-develop-an-effective-marketing-communications-strategy

HOW DO YOU DEVELOP A PLAN FOR COMMUNICATION?

One way to look at planning for communication is as an eight-step process.
The steps are:

  1. Identify the purpose of your communication
  2. Identify your audience
  3. Plan and design your message
  4. Consider your resources
  5. Plan for obstacles and emergencies
  6. Strategize how you’ll connect with the media and others who can help you spread your message
  7. Create an action plan
  8. Decide how you’ll evaluate your plan and adjust it, based on the results of carrying it out

Source: http://ctb.ku.edu/en/table-of-contents/participation/promoting-interest/communication-plan/main

process_graphicv1.jpg

Source: http://www.rhudy.biz/our-planning-process/

How to Develop the Plan

Take the following steps to develop an effective communication plan:

Conduct a research-communication audit. Evaluate your current communications. Some associations hire firms to do this, but the price for the objectivity of an outside auditor can be high. To conduct your own audit, find out

  • what every staff person is doing in the way of communication,
  • what each communication activity is designed to achieve, and
  • how effective each activity is.

To get the answers you need,

  • brainstorm with communication staff,
  • talk to other departments,
  • interview the chief staff executive,
  • interview the board,
  • talk to communication committee members,
  • survey the membership,
  • host focus groups, and
  • query nonmembers.

Define objectives. Armed with information from your audit, define your overall communication objectives-the results you want to achieve. These might include

  • excellent service to members,
  • member loyalty,
  • centralization of the communication effort,
  • increased employee teamwork,
  • improved product delivery,
  • visibility for the association and the industry or profession it represents, and
  • influence on government, media, consumers, and other audiences.

Define audiences. List all the audiences that your association might contact, attempt to influence, or serve. Included on your list may be

  • members;
  • nonmembers;
  • consumers;
  • related associations;
  • adversarial associations;
  • educators;
  • federal, regional, and local governments;
  • related industries; and
  • the media.

Define goals. With stated objectives, and considering available human and financial resources, define goals-in other words, a program of work for each objective. Goals include general programs, products, or services that you will use to achieve stated objectives. For example, if the objective is to improve member service, goals might include improved training for the member-service function, special communications directed at first-time members, a reference manual for handling complaints, and ongoing information for members.

Identify tools. Decide what tools will be used to accomplish stated goals. These tools can be anything from a simple flyer to a glossy magazine. Don’t overlook less obvious tools such as posters, report covers, Rolodex cards, and Web sites. Brainstorm ideas with your staff.

Establish a timetable. Once objectives, goals, audiences, and tools have been identified, quantify the results in a calendar grid that outlines roughly what projects will be accomplished and when. Separate objectives into logical time periods (monthly, weekly, etc.).

Evaluate the result. Build into your plan a method for measuring results. Your evaluation might take the form of

  • a monthly report on work in progress,
  • formalized department reports for presentation at staff meetings,
  • periodic briefings of the chief staff executive and the department heads, and
  • a year-end summary for the annual report.

Developing a written communication plan will take effort. Plan on three or four days the first time you do it. Once in place, the written plan will smooth your job all year long, earn you respect from the CEO and other staff, help set work priorities, protect you from last-minute demands, and bring a semblance of order to your chaotic job.

plan 1.jpg

Push Strategy is directed toward the channel members:

-Provide incentives for those in the distribution channels to buy the product

Pull Strategy is directed toward the ultimate purchaser:

-The focus is creating demand at the household or ultimate consumer level

Source: http://slideplayer.com/slide/1489532/

2. How to construct a unified global campaign?

Source: http://www.business2community.com/marketing/create-strong-global-marketing-campaign-01299961#cr2AZU3HSuoHbKWI.97

–Simon Slade, co-founder and CEO of Doubledot Media Limited

Because cultures, languages and advertising laws differ so greatly from one country to the next, applying a single global marketing campaign worldwide would never be effective. Instead, marketers must customize the campaign for each country. They should aim to make at least one facet of the campaign noticeably catered to the location.
Read more at http://www.business2community.com/marketing/create-strong-global-marketing-campaign-01299961#YMKz7dTfAPPSzYzv.99

Target your campaign to a specific market

Appropriate:
Be sensitive to political, cultural and social norms for different countries and the appropriate use of images, words and scenarios. Many cultures associate certain colors with luck or with death, for example. Pay close attention to the use of genders and gender roles, especially in areas that may have strict rules on the showing of faces.

Celebrities:
Using celebrities or spokespeople in global marketing campaigns requires an understanding of how the individual(s) will be perceived in the local geography. Celebrities in the United States may or may not be known in other countries (or they may not be known for the same thing or perceived in the same way).

Humor:
Every language, culture and country has a unique take on humor. Be very careful when trying to be funny because it may backfire. Plan on involving locals and native speakers in campaign development and assessment throughout.

Realistic:
Ensure that images, words and scenarios are plausible for the target geography/country. Think about things like the weather, the climate, the terrain and the type of cities and towns for that area. For example, don’t talk about football in Europe or Asia when you really are referring to soccer.

— Norman Guadagno, senior VP of marketing strategy at Wire Stone

The right research and resources

The research prior to a campaign launch is crucial. Even if you have laser targeting, if the message doesn’t resonate with locals in an international market, the campaign can do your brand more harm than good. Make sure to invest the necessary resources in research prior to the campaign launch.

Source: http://www.business2community.com/marketing/create-strong-global-marketing-campaign-01299961#qsyLiCP7YpPexLPx.99

Six steps to a successful international communications campaign:

1. Research your market and media

The majority of international media outlets – international TV, online and print titles – are monitored by audience measurement firms such as Ipsos or Kantar Media. This kind of Advertising Intelligence Data is invaluable for identifying the best international media channels to reach a specific target audience.

Amongst the key information needed for evaluation is how well matched the profile of their target audiences are to an advertiser’s own (in terms of demographics and behaviour) and the size of the audience each channel provides.

As many pan-European media targets are specialists in specific areas (eg sport, nature, business, news) depending on an advertiser’s market sector, smaller channels or titles may actually deliver more of the desired target audience than the bigger ones. Advertising Intelligence Data can also show how much, how frequently and on which platforms competitors are advertising.

2. Create an international media brief

Next create a shortlist of the best media platforms and outlets for an international campaign. Invest time in writing a clear media brief that summarises the communications strategy, objectives and budget spend.

It should include: detailed background to the campaign including information on the client, product and positioning, competitors and previous advertising history; target audience; business and marketing objectives; priority countries and regions; preferred media platforms and any that should be disregarded; creative/content requirements; campaign timing; key performance indicators.

This should then be circulated to the shortlisted media owners to respond with proposals on how they intend to achieve the objectives, including research that demonstrates how well they connect with the audience, any brand exclusivity, promotions, programme sponsorship, conferences etc that they can offer.

3. Position international media appropriately within the planning process

A decision can now be made on which international media outlets are best suited to help you achieve the objectives. When assessing the best media routes for a campaign, think of international media not as an umbrella but as a base.

Having identified the best international channels to reach the target audience effectively with one campaign, it is then possible to ‘top up’ your activity at a local level to plug any gaps, or add market-specific elements to the campaign so that you get the best of both worlds – strong unified messaging and cost benefits for the core international campaign enhanced with geographically-tailored components that build even greater relevance.

4. Decide on single versus cross-platform

It’s worth thinking not only about each international media outlet’s core offering, but also about their online components as well. Most have excellent websites that their regular audiences often value as highly as their TV or print offering and, as international media consumers tend to be frequent travellers, fulfil their need for content as they are on the go.

It should therefore be no surprise that the latest audience figures from the Ipsos Affluent Survey 2015 show that, on a monthly basis, international media’s digital platforms add an additional 43% audience to the live TV reach.

5. Campaign execution

No two media campaigns will ever be executed and booked in the same way. However, typically an international media campaign will be easier to execute as there will be fewer buying points required than for multi-national campaigns, plus there are likely to be fewer creative executions required.

An advertiser may decide to plan, book and implement the campaign themselves or hire a media agency, depending on their experience and resource available. Either way, a detailed media plan needs to be compiled containing timings, expenditure, predicted reach and frequency for the campaign across the various media outlets chosen – and fees and slots negotiated.

At the same time creative material will be produced, either by a creative agency, the advertiser or by the in-house creative team of the media owner, so that everything is in place for the campaign launch.

6. Measure campaign success

It’s essential to decide in advance how you are going to evaluate campaign success so that you can ensure the right measures are in place. The best way of measuring campaigns is through consumer surveys. This is because they enable advertisers to ask people about all the media channels they consume, as well as about the audience itself, its lifestyle habits and product choices.

So, advertisers can identify audience response such as changes in brand awareness, brand attributes and favourability. TV reporting tends to be done at the end of a campaign, but online performance can be tracked on an ongoing basis. This can be extremely useful not just for tweaking digital advertising, but also flagging up early on any issues with campaign messaging overall that might impact activity on other channels.

As with anything in marketing, the key is to test and learn as you go so that you can be better informed for the next campaign.

Source: http://mandmglobal.com/six-steps-to-a-successful-international-communications-campaign/

TOMTOM:

Best international campaign 2016. TomTom’s Summer Campaign targeted 20 million customers in 24 locales with a personalized ‘device checker’ and personalized, relevant special offers.  With over 1,500 campaign variants in 15 languages to 21 countries, this campaign is the most personalized international campaign sent to date.  This campaign drove click through rates up to 200% better than the TomTom average and revenue of 5.7 million Euro.

3.

Red Bull

Sports has always been a unifying thing between countries. One of its most successful tactics is to host extreme sports events all over the world. From the Red Bull Indianapolis Grand Prix to the Red Bull Air Race in the United Kingdom to the Red Bull Soapbox Race in Jordan, the brand’s powerful event marketing strategy takes them here, there, and everywhere.

Lost in translation:

While most businesses try to make a good impression while expanding into a foreign country, fried-chicken franchise KFC got off on the wrong foot when it opened in China in the late 1980s. When the company opened its doors in Beijing, the restaurant had accidentally translated its infamous slogan “Finger-lickin’ good” to a not-so-appetizing phrase: “Eat your fingers off.” In the end, however, the blunder didn’t end up hurting KFC too badly: It’s theNo. 1 quick-service restaurant brand in China today, with more than 4,400 restaurants in more than 850 cities.

– See more at: http://www.businessnewsdaily.com/5241-international-marketing-fails.html#sthash.UZya6fzO.dpuf

 

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