PBL trigger 6: Marketing communication plan

1    Compare different marketing communication planning models: what are the stages?

Sostac Model



The PESO Model


 

"PESO Model separates the content and communications you create into media buckets that align with all of the available marketing channels. The PESO Model enables you to better integrate your marketing efforts by identifying opportunities and gaps.


The four media buckets of the PESO Model are as follows: 

Paid media
Paid media includes social media ads, sponsored content, pay-per-click ads and any other online content and ads that are paid for. 

Earned media
Earned media is any content about your brand, product or service that was created by someone else such as media coverage, quotes in articles, interviews, social media mentions, reviews and other online content that references your brand, product, or service that you didn’t create or pay for.

Shared media
Shared media refers to anything related to social media that hasn’t been paid for. 

Owned media
Owned media is content created, owned and controlled by you such as your website, blog, email marketing, online presentations, online videos, ebooks, white papers, your social media content and so on. "

(https://www.entrepreneur.com/article/298302)



AIDA model

"A.I.D.A stands for "attention, interest, desire, action." This process is used by many marketers in their communications to entice prospects to make a purchase or take a desired action. The technique is commonly used in advertising vehicles such as television commercials and direct mail pieces.

Attention
The attention portion of the marketing message occurs at the beginning and is designed to give the prospects a reason to take notice. Presenting a shocking fact or statistic that identifies a problem which can be solved by the product or service is one common method of gaining attention. Other methods can include asking a thought-provoking question or using the element of surprise. The purpose is to give the prospects a reason for wanting to learn more.

Interest
Once you've gained the prospects' attention, the next step is to maintain interest in your product or service to keep the recipients engaged. Explain to the recipients how the problem you've identified in the attention step is adversely affecting their lives. A demonstration or illustration can help the recipients to further identify with the problem and want to actively seek possible solutions. By personalizing the problem, you're making it hit closer to home 

Desire
In the desire stage, your objective is to show the prospects how your product or service can solve their problem. Explain the features of the product or service and the related benefits and demonstrate how the benefits fulfill the need. A common advertising process is the "before and after" technique, such as when a cleaning product makes a soiled item look brand new. If done effectively, the prospects should now have the desire to make a purchase.

Action
Now that you've created the desire to make a purchase, the final step is to persuade the prospects to take immediate action. In a one-on-one sales process, this is the time to ask for the sale. In the advertising world, techniques involve creating sense of urgency by extending an offer for a limited time or including a bonus of special gift to those who act within a specific time frame. Without a specific call to action, the prospect may simply forget about your offer and move on."

(http://smallbusiness.chron.com/aida-model-marketing-communication-10863.html)


2    Discuss the different stages of the marketing communication planning process.

I found SOSTAC model the most complete and comprehensive marketing communication model, and therefor I decided to further analyze it.

Situation – where are we now? 

Marketplace SWOT
5 S's performance and other KPI's (&trend)
Market trends
Competitor analysis
Internal capabilities and resources
 
Objectives – where do we want to be?

5 S's objectives
Sell - customer acquisition and retention targets
Serve -  customer satisfaction targets
Sizzle - wow factor (added value)
Speak - engaging customers
Save - quantified efficiency gains
 
Strategy – how do we get there?

Stop & Sit

Segments
Target markets
Objectives
Positioning
&
Sequence (trust, try, buy)
Integration (CRM & database)
Targeting & segmentation

Tactics – how exactly do we get there?

Marketing mix:
8P's
Including communication mix
Content plan
Contact plan 

Action – what is our plan?

Responsibilities and structures
Processes and systems
Internal resources and skills
External agencies  
Control – did we get there?

Optimizing through:
5 S's, KPI's and web analytics
User experience review
Conversion rate optimisation
Frequency of reporting
Process of reporting and actions
 

(http://www.smartinsights.com/digital-marketing-strategy/sostac-model/)
 
 


3    What are the characteristics of a successful marketing communication plan or campaign?

According to a article on Forbs, characteristics for a successful marketing campaign are:
- Recognizable authenticity
- Charity benefits
- Branded products
- Multiple events
- Press coverage

https://www.forbes.com/sites/theyec/2012/07/16/5-characteristics-of-a-successful-cause-marketing-campaign/#f9c3fff56c72

According to another article on Forbes, the key components for a successful marketing campaign are:
- Defining the audience
- Creating content (written content such as blog post or social media post, an image or a video)
- The offer (something valuable for the target audience, an E-book, study..)
- The promotion and distribution (social media, e-mail list, mentions from bloggers/journalists, sponsored blogs or social media posts)
- The follow-up (building relationship through e-mails)
 

https://www.forbes.com/sites/johnrampton/2016/10/02/5-key-components-to-a-successful-content-marketing-campaign/#1dfc389e5ebc 
 


4    Discuss the marketing communication planning of a chosen company.

Clothing brand Zara does way less active marketing (ads etc) than their rivals, such as H&M and Gina Tricot. Zara has a different kind of strategy, in which they save the money that would be used for marketing to expand and open new stores in prime locations. Instead of promoting their products, Zara brings in new products at a faster pace than any of its competitors (2weeks) and changes their display so often, that the customers keep coming back to see the new offerings.
 
5 Sources

https://www.entrepreneur.com/article/298302
http://smallbusiness.chron.com/aida-model-marketing-communication-10863.html
https://www.slideshare.net/Balramjat21/marketing-communication-planning-process
presentation 
http://www.smartinsights.com/digital-marketing-strategy/sostac-model
https://www.forbes.com/sites/theyec/2012/07/16/5-characteristics-of-a-successful-cause-marketing-campaign/#f9c3fff56c72/ 

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