Executing Marketing Communication Campaigns

Why Should We Communicate to Our Customers?

Marketing communication is a very useful tool

• To inform and to educate the prospective customers about our product or service and its benefits
• To increase visibility of our brand
• To increase our sales and our customer base

As we saw in the previous section, Advertising (Print, TV / Radio, Online, Outdoor), Exhibitions and Events, Emails, Direct Mails, SMS, Telemarketing etc. are different tools for marketing communication.

These tools must be used wisely to have maximum impact. A properly planned and executed marketing communication campaign also helps to build the brand awareness. There are many companies which have built their brands through highly consistent and effective marketing communication campaigns which continue for a long time, sometimes for many years, e.g.

• Some companies give advertisements during certain period of the year every year, in specific newspapers, of specific sizes, at specific positions.
• Some companies participate in some specific trade shows or exhibitions regularly over a period of decades. Their customers expect them to be there.

To achieve success in marketing communication, a strategic approach is required in executing such a campaign. For that, the extremes of marketing campaign should be avoided. Here are two such extremes:

Some companies are very aggressive in their marketing communication campaign for some time, spending a lot of money in communication quickly. The money spent on communication may not result into expected level of customer response immediately. Due to poor response, they get frustrated and stop marketing communication abruptly and completely. This results in wastage of the precious awareness, recognition and buzz that the initial campaign created.

On the contrary, there are other companies, which use no marketing communication at all. True, some companies’ products or services don’t need any advertising or other promotion. If we make monopoly products where there is no competition or if we provide essential services (like water, electricity, milk etc.) which are necessary for all to buy, we may not need marketing communication. In all other cases, we must plan and execute appropriate marketing communication campaign. Remember, if we open a showroom and then wait for God to send us customers, it may be a big mistake.

Any marketing communication campaign should be done with proper planning. We should not decide to execute any communication exercise in a hurry without careful planning for the same.

---

(Expert advice to GROW your business wherever you are, whenever you want.

SMEBusinessGuide.com… https://goo.gl/E3pfoQ)

---

WHAT YOU CAN READ NEXT