Communications programme |
Marketing is not about an advert here, an exhibition there, a few brochures, websites and a business card. It's an integrated programme that is planned in advance, constantly updated and tested. Major elements are:
* Brand (including house-style, logo and general design appearance as well as the overall 'feel-good' factor experienced by people when they hear or see your name) * Advertising (in newsprint, magazines, directories, radio and TV and on other people's websites) * Your own website * Promotional gifts (i.e. useful items distributed to targeted audiences with no obligation attached) - a growing industry and otherwise known as 'give-aways' * Press / PR (your presence in the media as regards customers, suppliers, agents, staff and bankers). This also includes 'word-of-mouth' and sponsorship deals. * Printed Matter (stationery, business cards, brochures / leaflets, newsletters, mailshots, posters, etc) * Electronic matter (newsletters, email shots, viral marketing and social networking) * Point of Sale (inside and outside of premises), signage, decals * Photography * Audio visual and promotional videos * Conferences, exhibitions, trade fairs and seminars * Sponsorship * Customer Service (face-to-face, telephone, email) * Testimonials and referrals
Consider some of these in more detail |
|
