The powerpoint presentation can look dreadfully similar on the number of marketing communication vehicles you can use whether you are on a $5M Marcom plan or a $50 Marcom plan.
Put simply, unless you are the Geicos or Capital Ones of the world that have MARCOM budgets that dwarf the size of most companies’ total revenues and the GDP of some small countries, pick a…one…uno…a SINGLE communication vehicle that meets these criteria listed below to deliver maximum impact.
REQUIREMENTS FOR YOUR ONE COMMUNICATION VEHICLE STRATEGY:
1. Makes Sense Strategically (long vs. short story to tell? Reach vs. Frequency goals? Close to a Retail Sale? Etc…)
2. Reaches Your Target Audience – (obvious you want to shout where your target customers can hear you)
3. Penetrates Enough to Be Heard – (your budget should be able to support a high level of reach/frequency over time)
We’ve come up with 5 strategies / paths / scenarios on how you get Retail Leverage. This will start a series of posts that examine each of those 5 examples.
1. “Have The Hot Product With No Substitutes”:
The Nintendo Wii example advocates channeling all of your resources into one product, especially if you have a product where there are no substitutes.read more