Marketing communications (“marcoms”) include brochures, press releases, websites and presentations. The closeness of marcom planning to the customer makes it one of the most important activities that a company undertakes. Thoughtfully written marcom plans:

• Use one style across a vast number of products, regions, and customer interactions.
• Enable diverse teams of people to create integrated communications vehicles.
• Ensure your messages rise above the ‘noise’ of the marketplace and consistently resonate with your target audiences.
• Get better results for expenditures of time and money.

Action Plan:

1.   Research then decision-making to understand your:

• Target audience profiles
• Buying, selling, and communications processes 

2.   Armed with a solid understanding of your market, you then need to make a number of decisions:

• Objectives - why?
• Messages - what?
• Vehicles  -  how?
• Budget and schedule - when?

Marcom plans can be focused at :

• product level
• product line level
• company level (for example, company or brand image) 

— or any combination of the three.

Points for consideration when preparing an effective marcom plan:

• Ideally a plan should address each step in the communication process. However, this is dictated by budgets so requires prioritization.
• It's often best to prioritize your weaker areas, eg. don't bother building awareness in a market where yours is already the preferred product/service.
• Focus on the first half of the communication process for your newer products, and on the second half for established products.

Contact æ marketing solutions now to write your marcom plan!