Seeing the big picture
It’s all well and good to take a fragmented approach to MARCOMMS – many companies isolate and separate their above the line from below the line, events from PR, interviews from press releases. But the best return on investment (ROI) is when a holistic, co-ordinated view is defined up front at the same time as you put your business plan together for the year.
Understanding the business drivers
No MARCOMMS plan can be considered successful if it doesn't have an impact on your bottom line by the end of the year / contract period. Being aware of the business drivers is essential:
- Need to increase sales by 15%?
- Need to introduce new products / services?
- Need to create market growth?
- Need to re-position?
It’s the big picture that counts, being able to see how it will all fit together and work effectively to achieve your annual goals and objectives.
Customising the MARCOMMS Plans
While it’s true that you may need an advertising agency, marketing consultant and a few event specialists, this may fragment the treatment and approach of the whole program and miss the mark for real benefits and efficient spend of your precious marketing funds. There’s nothing worse than seeing unsupported advertising in a business magazine when there’s no accompanying editorial to leverage that spend; or a completely different look and feel that fights with your Corporate Identity or current campaign messaging.
A trusted and experienced MARCOMMS consultant will leverage all elements available into a cohesive whole, present a customised plan and keep visiting it throughout the contract to measure success of dynamically tweak components.
