Marketing communication strategies can help a businessman sell his products wisely.
Summary of the Article types of Marketing Communication Strategies
• Marketing Communications is the way you tell a story and present your brand.
• SPICE refers to Smart Presentations for Investor, Customer, and Employees.
• Clear sales message states that sale message should be clear.
• Storytelling is associating a story with your brand so that people remember it for longer.
• Powerful/Compelling/Magnetic Headline attracts audience the most.
• Anticipatory content is full of details and graphics to attract customers.
• Case study-based selling is studying customer’s experience and making their testimonials to sell your product.
Main Content of the Article marketing communication strategies
Brand is not what you tell your customers, brand is what your customer tells other customers.
What a customer tells other customer is called brand, what you tell about your brand is just an effort.
Golden Statement:
Communication works for those who work for it.
Marketing communications strategy example
In this section, we will give you an insight of the following:
- SPICE
- Clear Sales Message
- Storytelling
- Powerful/Compelling/Magnetic Headline
- Anticipatory Content
- Case Study-Based Selling
1: SPICE
SPICE refers to Smart Presentations for Investor, Customer, and Employees.
We have a problem-solving course on the same topic, explaining how you can influence investors, customers, and employees through presentations and what should be the communication strategy?
How to make creative and compelling sales presentation:
• Know your audience – understand their language
• Use graphics carefully – a picture is worth a 1000 words, so use pictures/graphics wisely
Rule of three states that never tell more than three things in one slide which can be registered by the audience during a presentation.
Here are the points to make a good presentation:
- Insert video
- Use visual data (graphics/chart)
- Use standardized format
- Use animations
- Take care of slide transitions
Golden Statement:
Presentation will be judged not by the knowledge you said, but by what the listener receives.
A few factors that can ruin your presentation:
• Too many graphics or few graphics
• Too much text or not text
• Poor color choice & fonts
• Low resolution or low-quality images
• Light on light or bad contrast – don’t use white on yellow background or light pink on red
• Non-sequential animation
• Copyright images
• Too much & too complex data
• Not separating heading with text
• Inaccurate proofreading (spelling errors)
• Multiple design of shapes & boxes
• Pre-installed PPTs
• Too small or too big text
• Inappropriate spacing alignment
2: Clear Sales Message
Your sales message should be clear. There shouldn’t be ambiguity in your message.
Ambiguity refers to multiple benefits which means multiple messages. There should be clear mention of benefits and keep your message consistent across all.
For example: Coke is positioned for family and Thumbs Up is positioned for youth. But Coca Cola opens happiness, used in Raksha Bandhan, Diwali, and family gatherings. Both are the products of same companies but have different positioning. That’s called consistency.
Clarity is power. You should be clear about:
- Ideal client
- Magnetic headline
- Reason – feature outcome?
- Unique serving position
- Social proof – testimonial
- Call to action
Clarity should always be there; brand identity should be clear.
For example: Our company’s name is Bada Business because we help expanding the business. This showcases our clear objective of expanding the business.
3: Storytelling for Recall
Tell your story through recalling because if your recalling is strong then your customer becomes your repeat customer. If recall is strong then the customer becomes a loyal customer. If the recall is strong, your customer becomes a promoter and if your recall is strong enough, your customer will become your advocate.
Story is very important. You can connect people through a story via :
- Podcasts
- YouTube
- Seminars
- Blogs
- Articles
- TV media
Visual close approach – let your customers visualise how they can divulge in your story and imagine their problems getting solved.
Stories can be:
- Educational
- Emotional
- Entertaining
Golden statement:
It’s not about the stuff you make, it’s about the story you tell.
The better the salesman, the better the story is. People will always remember the story; they might forget you but through your story they can think of you again.
Emotional stories are universally accepted, a lot of people connect with it and you can get a higher reach.
Stories are basically a concept. They make the recalling strong.
Golden Statement:
People don’t buy product they buy concept.
Doing business without advertising is like winking at a girl in the dark. In the dark, neither the girl will get to know, nor others.
You need to advertise and promote properly so that you get noticed.
4: Powerful/Compelling/Magnetic Headline
Headlines are very important. David Ogilvy, the chairman of Ogilvy, said he disapproved the headline of Rolls Royce 104 times. It was 105th time when he approved of the headline.
More than 50% of the traffic on your ad campaign, infographics, or WhatsApp will not come to you because of a weak headline.
A good headline increases the chances of traffic.
For example: You read an article in a newspaper only after looking at the headline.
A headline should be:
- Powerful
- Compelling
- Magnetic
If your headline has these 3 qualities, then you will get 500% more traffic.
You can use few more features to make your headline better:
- Name Dropping Authority
- IMA
- WHO
- Guinness World Record
- FICCI
- CII
- PMO
- Mukesh Ambani
- Promise
- Achievement
- Community Partnership
- Strong Emotion
- Rhyming Jingle
- Top 10 points
- Compelling
5: Anticipatory Content
Make an anticipatory content that helps you bring new customers.
Content is not the king, it’s kingdom.Your content should be:
- Authentic
- Problem-focused
- Relevant
- Graphics
- To the point
No promotional offers
These points help:
- Increase in social media presence
- Increase content by 10 times
- Align customer with marketing
- Collaboration of sales & marketing team
- Infographics – statistics, geography, information, comparison, timeline, hierarchy, process.
Golden Statement:
It’s not the best content that wins, it’s the best-promoted content that wins.
So, content will benefit you a lot. It nurtures the existing database.
For example: We also SMS our existing database to nurture it, to make a relationship.
You can also use the simplest way of infographics to send to your customers.
6: Case Study-Based Selling
Case study is a great way. You can use your customer’s case study to anticipate their growth, create testimonials, make videos of customers with your marketing team and share them on testimonial route.
For example: Dove soap advertisement uses testimonials to sell their product, where people share their experiences.
Testimonials belong to a client, it is said by someone else, is genuine, unbiased, and neutral. It helps in increasing your credibility.
You can also share your own testimonial. It’s a different style which is known as ownership close approach.
You can use the Feel, Felt, and Found approach where you agree with the customer’s feedback but give them a strong point to buy your product and feel the difference themselves. You can use your customers’ testimonials to convince new customers.
For example: If someone tells you that your product is expensive, you can say, “yes, you’re right. In fact, Gupta Ji also used to feel the same way. But ever since he has bought the product and got value; in place of ₹36,000, he has now constructed a pipeline of ₹360,00,00,000, he felt and found that it’s not expensive or cheap, it’s absolutely free.”
It’s is also known as 1-2-3 approach, in which you identify 1 problem of your customer, give them 2 benefits of your product and use 3 testimonials of satisfied customers.
Use your ideal customer’s voice to bring more new ideal customers.
Golden Statement:
You can’t sell anything if you can’t tell anything.
Selling is about telling. The way you tell a story, the way you present your brand is called Marketing Communication.
Conclusion:
• Focus on the content of the advertisements to attract customers
• Use storytelling to sell your product to increase the recall value of your brand
• Give an attractive headline to your presentation
• Provide impactful content in your presentation to keep customers connected