Welcome to Structure for Strategy

The frameworks detailed above are designed to package your offering is such a way that it is able to penetrate the market segment identified and to propel it into an arena where the consumer or end user is most likely to be receptive. A target audience will normally only be receptive to your communication if it captures their interest amongst a plethora of other messages all vying for the same attention. And provided their interest is being fulfilled by the message in a clear and realistic manner, the medium chosen will capture the attention span needed for the user to make a decision. The message initiates a motivation, and in so doing, a relationship between the parties is likely to be nurtured.

The integrated communication process is designed to reach the most responsive reaction within a target market via research forthcoming regarding the target audience’s sensitivities. Such communication is primarily concerned with establishing, reinforcing or even changing loyalties within the segment where the offer is being aimed / promoted.

Media and promotional strategies necessitate the understanding of reach patterns and effective frequency scheduling. The strategy deployed will be based upon frequency that is effective for the minimum number of exposures. Monitoring results allows for the introduction of enhancements where spending may yield a better response. This, coupled to fresh or unique ideas in communication strategy, ensure offer differentiation within the target segment, thus yielding brand recognition and product recall leading to a response.

Promotions Plan Sub Structure Frameworks Elements & Prompt Guides

1. SITUATION ANALYSIS

Reviewing the promotional landscape is essential in order to establish the norms that generally govern the industry or segment being targeted. By clearly understanding what campaigns have failed and what has worked in the past, is paramount. And what competitors did to challenge the successes gained creates the backdrop for the strategist to start crafting any new approaches to better promotional or communications reach.

Ideally, promotion campaigns are focused upon increasing the brand’s perceived benefits and/or its uniqueness. Likewise, advertising and exposure strategies affect profits by increasing product sales and boosting market share. Market share is thereby a relative measure, whereas sales are an absolute measure. But whichever the strategist uses as the gauge for the attainment of objectives, a base must be established from which the success of a campaign can be assessed. Market share is the primary objective in growing markets. Profit is usually the primary objective in mature or declining sectors. Therefore, the brand’s promotional spend relative to other competitors is critically related to its brand equity in the long run. In essence, the promotional strategy should be an observable and measurable actual behaviour as an action executed towards any predetermined objectives.

Below are detailed some generic advertising, communications and promotions options that the strategist may decide to execute. These options are often exercised as a single strategy aimed at the target segment, or they may be integrated as an ensemble of messages designed to address broader communications issues. Each of the options listed has a specific aim in support of specific objectives. Each function is generally managed as a separate discipline / division within the organisation or contracted out externally to a professional organisation that manages these operations on the company’s behalf.

1.1 General Advertising Exposure

Guide advertising in a long-term drive to soften / enlighten the segment.
Seek to increase brand’s perceived uniqueness through differentiation.
Guide promotions in a short-term drive to secure a ‘buy now’ approach.
Seek to increase brand’s perceived benefits via the current offer profile.
Manage advertising & promotions as strategic brand equity development.

1.2 Corporate Identity / Image Advertising

Guide corporate identity campaigns toward brand building / development.
Manage brand image advertising through public relations exposures.

1.3 Sponsorships / Events Marketing

Align sponsorship support with the brand’s innermost values.
Conduct events to reinforce the brand’s greater public involvement.

1.4 Publicity Strategy

A response to any publicity, positive or negative, must be forthcoming.
Use positive publicity as an opportunity to enhance PR messages.
Challenge negative publicity with corrective action or factual correction.
Communicate corrective action when negative aspects are rectified.
Increase the volumes of PR messages targeted at the arena under review.

1.5 Public Relations Strategy

Develop relationships with the media that reach the segments of interest.
Create a unique style in your exposures that are recognisable/memorable.
Dedicate involvement to champion interest at industry / segment groups.
Rally support endorsement from respected corporations / opinion leaders.
Encourage feedback from forums, interest groups and opinion leaders.

1.6 Direct Response Activity

Select target audience judiciously to contain high cost exposure losses.
Create unique and novel approaches toward the segment being targeted.
Refresh the promotional messages and product literature regularly.
Understand the brand’s contact exposure elements and target accordingly.
Respond efficiently and effectively to promotional campaign responses.