So what can marketing communications achieve?

There are thousands of specific business objectives that can be achieved through marketing communications, and whether you’re selling advertising, events, sponsorship… the key is to understand what your client wants to achieve and work from there.

The following overview is not exhaustive, but might help put some oomph back into the way you talk to your prospects about their plans and priorities.

Increasing sales
Very simply, for your client’s potential customers to buy their products they have to be aware of them. The sales objective can be viewed in a number of ways - the number of applicants from a recruitment advertisement for example. Sales Directors want to:

• Generate sales leads
• Make direct sales
• Build a contact database
• Build relationships with current customers
• Educate customers
• Upsell and cross-sell customers
• Re-sell lapsed customers
• Develop new markets
• Support your sales channels and recruit new distributors or partners
• Build your reputation as a partner

Combating competition & establishing brand identity
It’s not just new products that need promotion - even the most established brands need to keep their name at the forefront of their buyers’ minds to stay ahead of the competition. We’ve all heard of Coke and Pepsi, but they still plunge millions of dollars into marketing because they know that it has a direct impact on sales.

• Create or raise market awareness
• Position or re-position your brand

In a Hard Market
In tough economic times many companies see their advertising budget as a quick way to reduce costs. Those that make it through a tough market however are perfectly placed to get the fastest and biggest returns as the market picks up again; the temptation to slash their media spend in a tough market can often mean the same thing as giving up on a market.

In a Buoyant Market
When things are good there are ever-more opportunities for new entrants with an eye on your customers. Marketing communications can reinforce your customers' trust in your products and services in the face of increased competition.

Market Research
What do our customers want and how can we make sure they choose our products?

• Market test a new product
• Research your marketing campaign
• Test market awareness and perceptions

To Disseminate Corporate Information
Financial results, product recalls, invitations to tender, M&A news, share offers etc.

• Boost financial analyst/investor perceptions
• Get on the ‘media radar’/generate coverage
• Build relationships with key editors and journalists

Now have a look at what your prospects want…