State-of-the-Art Marketing Communication Planning Approaches
Our broad service industry perspective, as well as our corporate management experience combine with our technical research and statistical capabilities to enable us to provide a comprehensive approach to a given assignment in order to design, develop and interpret feedback from the marketplace that reflects the maximum practicality, while providing the basis for tangible, strategic, actionable results.
Our management capabilities reflect experience with some of the more effective marketing communication strategies operating in today's marketplace. This background enables us to provide accurate market feedback, with an experienced management perspective, that incorporates pertinent competitive approaches into the conclusions and recommendations of our reports. Examples of these marketing communication strategies include relationship marketing, positioning and marketing warfare, customer attitudes and segmentation, as well as service quality.
Customer attitudes and segmentation approaches represent
one of the most realistic portrayals of the customer and
the associated patterns of anticipated customer behavior
available to the marketing professional. This approach involves
custom designing the service-benefit purchase criteria which
in turn serves as the basis for then identifying the key
motivational drivers, attitudes and segments associated
with specific product categories. These segments then provide
a realistic framework from which customer needs, motivations
and attitudes can then be applied to marketing efforts.
Service quality relates strongly to relationship marketing.
By first identifying the core dimensions of service quality
from the customer perspective, service quality then clearly
defines customer service expectations within the context
of key segments. This strategic information then becomes
the basis for conclusions from research that focuses on
service quality which can then provide the framework for
more realistic, proactive relationship-driven marketing,
which in turn enhances the credibility and effectiveness
of image communications and promotions.
Once key attitudes and segments of a particular market
have been identified, understood and reached, the objective
is to identify the communication orientation that undergirds
the ongoing stream of transactions between "buyer and
seller." This concept is based on the analogy that
the first sale usually serves to initiate a courtship relationship
between buyer and seller. The marriage potentially follows.
How well the marriage develops will depend on how well the
relationship is managed by the seller. Our experience in
this area enables us to provide the insights needed to strengthen
Positioning is something of an in-house advertising term
that communicates who you (the client) are in terms of competitive
advantage compared with key competition. It is important
to understand that product positioning involves a place
that you (the client) occupy in the minds of customers and
prospective customers. Positioning will serve to identify
motivational distinctives and appeals that accentuate top
of mind awareness in such a way to position the client against
alternative approaches more positively and effectually,
enabling the client to increase their level of business
while inoculating yourself against competitive alternatives.
Marketing warfare (as well as "positioning"
as popularized by Jack Trout and Al Ries in their best selling
marketing books) addresses specific principles that should
be applied to the approach to maximize your advantage and
uniqueness in the marketplace. Many of the same research
and strategy designs we use for positioning strategy development
can be also employed for marketing warfare.