Copy of CM 341 Class 8 360° Communication & Customer Experience (2)

Importance of 360° Communication: Ensures that all stakeholders are on the same page, leading to better customer experiences.

• Key Components: Listening, responding, and engaging with customers across multiple channels.

• Strategies for Implementation: Utilize feedback loops, integrate communication tools, and foster a culture of collaboration within teams. Regular training sessions for staff to improve their communication skills and adapt to customer needs are also crucial for enhancing 360° communication. Additionally, measuring the effectiveness of communication strategies through customer satisfaction surveys and performance metrics will allow for continuous improvement and alignment with customer expectations.

Definition of 360° Integrated Communication

360° Integrated communication is the integration by the company of its communication channels to deliver a clear, consistent, and compelling message about the organization and its brands

Integrated communications require a company's communications to all have the same brand message, look, and feel

Changes in Customer Experience

• Digital and mobile platforms have altered touchpoints and customer experiences.

• Purchase Decision Process:

  • Search for information.

  • Try the product in-store.

  • Purchase the product.

  • Open the box.

  • Use the product.

  • Share experiences about the product.

  • Renewing the product.

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Marketing Communication Funnel

Awareness:

1) Funnel Stage→Discovery

2) Example Goal→Increase Awareness

3) Key Question→Do people know about you?

4) Example Metrics→Ad impressions, brand awareness

5) Example Tactics→Advertising, social media, events

Awareness:

1) Funnel Stage→Interest

2) Example Goal→Increase traffic

3) Key Question→Do people call/visit/How do they find you?

4) Example Metrics→Clicks,site/store visits, phone calls

5) Example Tactics→Referrals, SEO, Blog Posts, flyers/promos, ebooks

Acquisition: How do they find you?

• Activation: Do they make a purchase?

• Retention: Do they come back?

• Referral: Are they recommending the product?

• Focus on creating a great user experience (UX).

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The Marketing Communication Mix

• Parameters Differ from Company to Company:

  • Avon emphasizes personal selling.

  • Revlon focuses on national advertising and celebrity endorsements.

• Advertising Considerations:

  • Traditional advertising is expensive and requires frequency.

  • Social media requires consistent content updates.

  • Different strategies for targeting younger and older demographics:

    • Younger: Social media and experiences.

    • Older: Traditional media (magazines, newspapers).

• Objectives and Considerations:

  • Budget constraints.

  • Audience awareness and acquisition through advertising.

  • Retention through loyalty programs and referrals via social media.

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Promotional Mix Elements

• Components of Promotional Mix:

  • Personal Selling-Sales presentations, trade shows, incentive programs.

  • Public Relations-Press kits/releases, conferences, grand openings, charitable causes

  • Direct Marketing-Direct mail, emails, loyalty programs, mobile apps, catalogs

  • Advertising-TV, newspapers, magazines, websites, billboards, buses, taxis

  • Events and Experiences-Social media contests/activities, Sponsored events: seminars, makeup, and parties

  • Sales Promotions-Merchandising, Store Displays, In-Store Demos, Sampling - Paid or Free, GWP/PWP Kits, Coupons/Gift, Certificates,Contests

NEW PRODUCT LAUNCH 360° ACTIVATION PLAN

1) Pre-launch

• Awareness, teasing About 1 month before launch

2) Launch

Launch • Engagement During about 2 months

3) Post-launch

• Sustain momentum About 6 months after launch

SHAPING THE OVERALL PROMOTION MIX

Brand Led Vs Customer Led

ATL vs BTL Promotion