The Marketing Communications Chain

The Marketing Communications Chain

Marketing Communications For many, marketing communications represents marketing itself. Marketing communications is where we engage directly with the customer. Marketing communications is where we define who we are, what we are, and what makes us unique. Marketing communications is also increasing in both complexity and importance as we struggle to deal with the myriad of communication choices now available to us as an outcome of Web 2.0. The Marketing Communications Chain The Marketing Communications Chain is an attempt to identify and explain in a concise manner the flow of marketing communications. The Marketing Communications Chain looks at marketing communications from four different perspectives, these being:
Strategic vs. Tactical The Marketing Communications Chain identifies whether a particular communications tool is strategic or tactical in nature. Strategic marketing communications identify what the firm is all about. Tactical marketing communications provide detail as to more specific elements that make the firm unique. Directional vs. Promotional The Marketing Communications Chain identifies whether a particular communications tool is directional or promotional in nature. Directional marketing communications provide an indication as to where the firm is heading. Promotional marketing communications focuses on getting the message out. Communications Purpose The Marketing communications chain identifies the fundamental questions which the individual marketing communications tools answer. Communications Audience The Marketing Communications Chain identifies the intended audience for the different communications tools. The following is an explanation of the various elements of the Marketing Communications Chain: Vision Statement A Vision Statement spells out where the firm is planning to go in the future answering the basic question “Where are we going.” Given this, a Vision Statement is both strategic and directional in nature. What the Vision Statement accomplishes by putting the proverbial stake in the ground is starting the process towards the firms defining what it is. Mission Statement Once the Vision Statement has identified where the organization wants to go, the Mission Statement needs to be developed to answer the fundamental question “How will we get there?” The Mission Statement addresses how the firm will go about reaching the future identified by the Vision Statement. Business Sustainability Statement The Business Sustainability Statement answers the question “Who are we?” The Business Sustainability Statement is crucial in clarifying the beliefs and behaviours of the firm to its stakeholders. Creative Strategy A creative strategy answers the question “What will we say?” The creative strategy defines the essential strategic choices required to develop a marketing message. The creative strategy identifies what you will say about your product or service. It explains how you want consumers to think about your firm or brand. Value Statement Value propositions answer the question “What value do I offer to others?” A value proposition is different from a Vision or Mission Statement in that the audience for the value proposition is internal to the organization. The purpose of a Value Proposition is to identify the capabilities inherent to the organization that make it valued by their customers. The Value Proposition by identifying value within the firm becomes a tool for the development of various communications messages such as Tag Lines and Selling Propositions. Unique Selling Proposition USP is your unique selling point. The USP answers the question “What makes us special” The USP identifies what it is what sets you apart from your competition. The tactical goal of your USP should be to identify as succinctly as possible the one thing that makes your business special and that the customer values. Taglines A tagline answers the question “What is the message?” The tagline is a succinct phrase, situated under or alongside your logo that communicates a single but powerful brand message designed to resonate strongly with an intended audience. 0