ANALYTICAL VEHICLES

How can you better understand your audience? Introduce analytical vehicles into your communications plan.

Analytics can help marketers begin to understand their market position and target audience because you can measure just about anything. The information might help you see what is working and what is not. You might see how to tweak your communications plan and create a roadmap for areas of future improvement.

You might also begin to see what kind of “return on investment,” or ROI, your marketing plan is yielding. You can come one step closer to the holy grail of marketing -- proving that marketing communications is linked to sales. In a down economy, marketers are focused on every dollar spent and have higher performance expectations. They don't want to spend their budget on wasted programs that don't deliver results.

But the popular saying attributed to John Wanamaker, "Half the money I spend on advertising is wasted; the trouble is I don't know which half," illustrates how difficult it is know what is working and what is not. Internal and external variables can make measurement a complex assignment. Marketing analytics are part art, part skill, and part science. It’s whether you have enough data and the right variables to measure. Tactics differ widely and across many different levels from awareness, interest, desire and action.

Here are just a few suggestions of how to approach different analytical vehicles and what variables you may want to measure.

• Database analysis of variables like name, address, SIC/NAICS codes and transaction history can yield information like: current customers base, customer behavior, target prospects as well as geographic considerations. You might go further down data to company size and customer retention, for example. Ultimately, the information yielded can allow for targeted communication to a customer that will be of interest and benefit to them, and yield a better result for the marketer.
• Market research gathers, records and analyzes data about issues relating to marketing products and services. The questions could be about competitors, market structure, government regulations, economic trends, technological advances, and numerous other business environment factors. Marketing communications could use this data to craft a consistent message across multiple media platforms. The message will hopefully be attention getting, well branded, and have the proper motivational points to yield results.
• We know that for every marketing action, there is a reaction to track. Tracking the marketing results of your communications plan is where you can begin to measure the ROI and each individual vehicles performance. What were your set objectives? Where they met? Can you track the results of your advertising and promotion programs? Public relations? Other types of data tracking could be number of online clicks, offline calls, online and offline revenues and inquires, tradeshow attendees, inbound responses, and market share.
• SWOT analysis is a situation analysis tool used to help marketers understand their Strengths and Weaknesses, and look at the Opportunities and Threats they face. This information can be used to shape communications from a strategic perspective. It can help in the development of positioning and key messaging. What is your unique selling proposition? What are your deficiencies or problems? What are the opportunities to exploit your strengths or turnaround your weaknesses? Are there external treats that could impact you negatively?

As an advertising agency, Brigham & Rago is here to help businesses develop marketing communications plans to keep or capture new market share. We are ready to consult with you, then based on our experience and the information we gather, help put together the analytical vehicle portion of your communications plan. Our goal is to help you meet your marketing objectives by assisting in implementing and delivering a clear, consistent message. Call 973-656-9006 to set up a meeting to discuss your next communications project. Visit our online portfolio to see examples of work we’ve created for our clients.

EVENT VEHICLES

What is the best way to make your event a success? Plan, Plan, Plan.

Whether you are looking at third-party trade shows, corporate events, an experiential event, online trade shows, meetups or tweetups — putting together your event vehicle portion of your communication plan is the place to begin. Events can be used to build brand awareness as well as drive sales.

In order to get the most return on your marketing objectives, all communications vehicles are up for grabs. You may find the need for online or offline tactics — like advertising, public relations, SEO, e-mails, social media, direct mail — to engage your target audience.

Here are ideas to consider if you want to add event vehicles to your communications plan.

• The best events should be chosen because the target audience and marketing objectives are considered. Are these events for customers, prospects, influencers, decision-makers or senior management? Are you trying to arouse interest in a product? Is there an event that a large number of your target audience will be attending? Is there an event that your competitors will be at? These are just examples of questions to ask yourself as you begin scrutinizing business events based on target audience.
• Additional questions can be asked to help choose from the different types of event options to closely match your marketing objectives. Does your product benefit from a live demonstration? Does putting on an educational seminar on a business topic or product make sense? Is it an entertainment event, executive briefing or a partner conference? Can you accomplish the presentation in a road show or single-customer event? What are the relevant trade shows or user-group meetings to consider? In the online world, there are Webinars and online trade shows to explore. The relevancy of the event will help optimize your event budget.
• Identify possible dates and prepare the list of who you want to invite or attend. Prepare requirements needed so you can begin to get proposals from an offsite venue as well as any additional vendors that might need to be contract in advance. Do you need outside consultants or professional help? What are your food and beverage needs? Is this a complimentary or fee-structured event? How about travel considerations, audiovisual, entertainment or speaker services? Insurance or security needs? Are there giveaways or awards needed? Do you need to hire a photographer or videographer? Create a checklist of deadlines to a timetable. These will be milestones to help keep you on track.
• Once the events have been decided, now you have to identify what you need to successfully promote these events. Add to your timeline promotional deliverables needed. How are you going to invite your target list? How do you want them to respond? Do you need to have any other printed materials prepared like posters, signage, special decorations or programs? When should press releases be sent? Are there “community calendars” that your event should be added? What website information needs to be created or added and when should broadcast e-mails be sent? Are there sponsors that could be leverage for the event? Will you need to invite the press or hold a press conference? If the event is newsworthy, you might get the media to interview key members of the event as well as attendees.
• Creating a timeline will keep you organized by what needs to be done as soon as possible, leading up to the event and the weeks prior to the event. The checklist will also help you identify items so you can put a budget together. Managing your event closely will keep budget expenses from unexpectedly growing.
• Finally, for the day of the event details. Prepare your registration lists and name badges if needed. Prepare an agenda and make sure everyone involved knows their role in this event. Be clear about your expectations and provide training if necessary. Who is doing the introductions, speaking, and closing should be attached to a rough timetable. You want to keep your guests as happy as possible and leave feeling they received the best treatment. Ensuring an adequate staff will help ensure a smooth running of the event and save you headaches.
• Confirm, confirm and confirm all details. The offsite venue, food and beverage suppliers need to know final number of attendees. Is rental equipment confirmed? Has all other supplies or decorations arrived and put in place?
• After your event, make sure that any reusable items are packed and inventoried for the next event. Make sure that invoices are correct to agreements. Also think about how you want to follow up with your attendees. Do you want to send a thank you letter, follow-up e-mail or a personal phone call?
• Always perform a post-budget review to see what you could do better next time so your next event will go easier. Keep track of costs for your various events. This information will be the beginnings of calculating the ROI of different types of events.

As an advertising agency, Brigham & Rago is here to help businesses develop marketing communications plans to help promote their events. We are ready to consult with you, then based on our experience and the information we gather, help put together the event vehicle portion of your communications plan. Our goal is to help you meet your marketing objectives by assisting in implementing and delivering a clear, consistent message. Call 973-656-9006 to set up a meeting to discuss your next communications project. Visit our online portfolio to see examples of work we’ve created for our clients.

MEDIA RELATIONS VEHICLE

Step back and take a look at the big picture, put together your media relations plan.

Media relations will not happen on its own -- it takes work, time and skill. A media relations plan will help create a roadmap for a successful media outreach. After identifying your target audience in your communications plan, the media relations portion will look at how to use the media to reach this audience.

The objective of a media relations campaign can be to establish expertise, build goodwill, reinforce brand, introduce a new service, assist in generating leads, or manage a negative event. The media can be used to enhance the public’s knowledge and understanding of your advertising and promotional programs as well.

It is another communications vehicle used to keep a message in front of industries and decision-makers. The media can be used to build credibility -- people tend to see information they have viewed in the media as important. Using the media can extend the reach and frequency of your message. And while broadcast and print may be losing share, using the Internet’s media channels has increased the avenues audiences get their information.

Here are ideas for completing a media relations plan to get publicity for your business

• The goals and objectives of your media relations plan can match those of advertising and promotion. An integrated communications plan needs to review the target message and how media relations can be used to reach your target audience.

• Begin developing your media contact list. Look at both offline and online media sources. Where does your audience get their information? Is it television, newspaper, magazine, Blogs, v-logs, podcasts, RSS, etc. The time attributed to the research as well as media directories to help get to know the right journalist, editors and publishers make up this budget line item.
• Begin to develop your public relations “plan of attack”. The timing and choice of vehicles needs to be developed. All mediums have schedules and deadlines so you want to make sure that you’re responsive. Media sources want stories that are timely and relevant. They are looking for unique perspectives. Will you use press releases? How many announcements do you anticipate? Announcements can be on things like new hires or new products. Do you plan for customer success stories or acquisition announcements? Don’t forget to budget for supporting graphics, charts, diagrams or photography to help illustrate a topic for the media. You can budget for X number of releases or have a monthly budget. Either way the budget is made up of the writing, production and distribution costs. Online public relations distribution services have fees by release or as a monthly subscription.
• What are your newsworthy stories? Is there a major announcement or controversy in the forecast? Is there a new change in business direction, new research information, or a major new product in the pipeline? Will a spokesperson help bring attention to your initiatives? A press conference or media tour could appropriate. Photo ops, interviews and B-rolls can be used. A satellite media tour is a way offer one-on-one interviews remotely. Creating the pitch, a press kit and then pitching media outlets are possible beginnings for a budget. The cost of putting on a press conference or media tour will depends on the number in the series.
• Is there an “angle” worth pitching to an editor for a feature article? If a publication has a focus for a particular month and you have a story to add to this article, talk to the editor. Have you done research or surveys to support your angle? Knowing the publications’ media schedules and becoming an expert on industry expert that editors can turn to for information is a worthwhile endeavor. Whether you do it yourself or hire of PR firm, it’s researching the calendars and developing the relationship with the editors. Once an opportunity is identified, it is the cost to write the feature article that makes up the budget.
• The media is always looking for credible experts. By developing a white paper on a particular subject, it may provide the validation media is looking for. White papers can be offered up to your audience in a press release or used in a press kit. The budget again is made up of the writing and distribution costs of these tactics. Other places that the media may go to find industry expert is Letters to the Editor, broadcast interviews and pre-package stories. Seeking seminar or speaking engagements may also add credibility.
  

As an advertising agency, Brigham & Rago is here to help businesses develop their angle, hook and timing to use media relations in their communications plan. We can help develop the message for your audience to help them know and believe as well as persuade them. We look forward to putting an estimate of costs together and working with your company to help you meet your business objectives. Call 973-656-9006 to set up a meeting to discuss your next communications project. Visit our online portfolio to see examples of work we’ve created for our clients.

PROMOTIONAL VEHICLES

Plan your promotional activities to support your marketing efforts

A marketing communications plan should be developed at the beginning of each year. Promotional activities are most likely part of your marketing communications plan. Promotional options should be evaluated and narrowed to best suit the marketing objectives established. A promotional budget will help you allocate for certain activities. It will help you manage expenses and resources throughout the year.

Let me suggest re-reading my Blog Post: Are you overwhelmed and feel that your marketing program lacks focus? This Blog offers suggestions of what a corporate marketer needs to put a written plan together. Once you begin to outline your integrated marketing communications plan, various promotional activities, such as Internet, brochures and direct mailings, will most like be used in your marketing and sales efforts. The analytical measurement of your marketing communication activities will be covered separately.

Lets look at various tactics and what to consider in putting together a good mix for your promotional budget.

• Your website is part of your online presence. Could it be that you don’t have a website? Or are you ready for a new phase to your current website? Do you need to add ecommerce? How long has it been since you reviewed your search engine optimization (SEO) strategies? Don’t forget the cost of hosting and the need for future updates in your budgeting.
• Do you have collateral needs this year? Do you need to create and print any new brochures, case studies, or sell sheets? Do you anticipate the need to reprint any old collateral? The creative, production and printing of collateral make up this budget portion.
• Is direct marketing part of the communications mix? Do you have a catalog for direct order to produce? Is there a post card, direct mail, and newsletter campaign you see for this year? The creation, reproduction and distributions of these vehicles make up this line item.
• Have you considered using any broadcast promotions like audio, video, Internet TV, Vlogs? The Internet provides unique ways to distribute these broadcast promotions. One example is the popular video-sharing site YouTube. Budget for the creation and posting strategy for the content as well as the tactics needed to attract the listeners and viewers.
• What type of interactive promotion makes sense? The program should value, engage and reward your target audience. Whether it’s in the online or offline world, here are some ideas to consider: cd-roms, kiosks, games, contests, reward and incentive programs. An interactive promotion, that audiences won’t ignore and find interesting, may be a worthwhile investment. The content creation, distribution and promotion should be budgeted for.
• What online tools have you considered for creating and distributing your promotional message? Is sending e-mails a way to get timely information out to your target audience? Is an informative Blog a way to build regular traffic to your website? Does your audience desire up-to-date announcements via a RSS feed, SMS mobile messaging or podcasts? Does using social media sites like Facebook, Twitter or LinkedIn fit the plan? Is creating and promoting your own social community a way to enhance your online presence? Again budget for the creation and posting of your online promotional vehicles.
• How about guerilla marketing? While it can be easier said than done, you need a targeted idea that provides maximum impact at a minimum expense? Is it an online viral or buzz marketing promotion or an offline word-of-mouth campaign? Would a grassroots marketing approach work to reach customers more individually? Is there a way to have customers engaged in an experimental marketing environment?
• And lastly, promotional products can get your companies name in front of your audience on an item that they may keep for a long time. Whether it is a key chain, pen, t-shirt or a unique gift — the product can be used as a giveaway or motivator and themed to a larger promotional plan. Your budget can vary depending on the product you choose as well as the quantity purchased.

As an advertising agency, Brigham & Rago is ready to help put together an integrated communications plan to keep or capture new market share. This plan will likely include one or more promotional vehicles. We are ready to assist in the promotional plan as well as the creation and execution of the unique project. Call 973-656-9006 to set up a meeting to discuss your next communications project. Visit our online portfolio to see examples of work we’ve created for our clients.

ADVERTISING VEHICLES

Outline your activities to begin to calculate your advertising budget.

Your advertising budget consists of the costs of media planning as well as the creation and placement of airtime, ad space, billboards, and online advertising vehicles. This can be the largest part of your communications plan. There are a few ways to figure out exactly how much you should spend but the easiest formula is a percentage of gross sales.

Whatever formula you use, your advertising should increase the exposure of your business. It requires knowledge of your target markets, their behavior and an understanding of the various media options. Start by outlining the different advertising vehicles while looking at reaching as many people as possible. Your goal is to get the lowest cost-per-thousand (CPM) for your target market. Ultimately you will begin to see your advertising budget and a course of action to act on.

Once you have established a budget, you have a media plan based on activities because they are researched and are planned for. You can begin to say no other activities because your budget is exhausted. If you approach it as a yearly plan, you have bargaining power with media outlets to negotiate the best price based on frequency.

Here is an approach to putting an advertising plan together.

• While keeping the objectives in mind, a media plan should begin to review and recommend the best possible use of the various media outlets. An analysis of reach, frequency as well as cost per thousand (CPM) will help compare the effectives of the each advertising activity. Once the outlets are chosen, you can begin to negotiate the rates, outline the placement and material deadlines. A media plan put together by a professional may be worth the line item in your budget. Media placement can be a time consuming and complex activity. It may make sense to hire a Media Buying Agency to help you make the most cost effective decisions and get you the most “bang for the buck.”
  
• One advertising vehicle to consider is broadcast. Does television or radio make sense to deliver your information to your audience? How many spots are needed and are there specific times or programs that make sense. Is it a 30 or 60 second spot? The cost of creating the spot, the frequency over how many channels make up your broadcast budget. Audience measurement from third party research companies, like ACNielsen for television viewership and Arbitron for radio station listenership, will help evaluate each medium.
  
• The many types of print vehicles to consider may include newspaper, magazine, trade journal, directory and yellow page advertising. Each category should be evaluated for audience strength. Begin to outline each publication and their ad size. Budget for the creation of the various print advertisements as well as the cost of placement. Use Audit Board of Circulation (ABC) data to verify circulation figures.
  
• The vast world of out-of-home can include geographic-targeted mediums like billboard, signage, posters, point-of-sale, bus, transit, arena and cinema advertising. If the media plan includes this vehicle, the creative production and number of “showings” are added up to make your out-of-home advertising line item. SRDS has an out-of-home service with complete information for this advertising category.
  
• Companies are shifting their budgets around to include online advertising vehicles like pay-per-click, affiliate, banner, video, podcasts, webcast, e-mail newsletter, mobile and digital editions. The online places can include search engines, publications, industry sites, communities, blogs, white papers and social media sites to name of few. Well-targeted copy and visuals created for this unique medium, as well as the cost of placement, make up your online budget. The cost of measurement and online analytics is generally accounted for elsewhere in the communications plan.
  

As an advertising agency, Brigham & Rago is ready to help put together an integrated communications plan to keep or capture new market share. This plan may include advertising. We are ready to assist in the media plan as well as the creation and placement of broadcast, print, out-of-home and online advertising vehicles. Call 973-656-9006 to set up a meeting to discuss your next communications project. Visit our online portfolio to see examples of work we’ve created for our clients.

Related Blog Postings:

• Marketing Audit. How Long Has It Been Since Your Company Did One? http://tinyurl.com/ly8of4
• Overwhelmed and Feel Your Marketing Program Lacks Focus? A Communications Plan Can Help. http://tinyurl.com/nkvrty
• “Creative Brief” Can Organize the Details of Starting a New Project. http://tinyurl.com/mmc67

COMMUNICATIONS PLAN

Are you overwhelmed and feel that your marketing program lacks focus?

Then, putting together an annual communications plan can help. Marketers can gain a sense of focus, as well as help executive management support and fund the objectives of a marketing program. This might also help you resist last minute or “seat of the pants” efforts because they just don’t fit in your plan. A clear communications budget can help you add those last minute ideas, which inevitably pop up throughout the year, because they fit in with your plan. Marketers can monitor, evaluate and adjust the plan as necessary. You will have the tools and timetable needed to address your marketing objectives and give your day-to-day work order and control.

Here is a suggestion of what a corporate marketer needs to put a written communications plan together.

• A meeting of the companies stakeholders should be planned to discuss approaches, ask questions, and discover challenges or issues. The representative from management, sales and operations should have consulted with their team prior to understand their business area’s unique challenges.
• Begin to define your market and company’s current position from an internal and external perspective. Include a company description, annual sales, the number of employees, and an industry overview. Develop a customer profile as well as a competition profile. Begin to list your strengths, weakness, opportunities and threats. What are your target markets?
• Next, begin to outline the marketing objectives. What are the goals for the long term, 24+ months? Goals for short term, 6 – 12 months? Who are your current customers? Do you have customers that you want to target? Do you need to segment your target audiences? Is the communications strategy unique for these target audience segments? What is your current awareness in the market? Do you want that to change?
• The first three steps are to keep you focused on your marketing goals and objectives. Now the various communications tactics are planned to achieve these goals and objectives. What are your advertising vehicles? Do you need a media plan, broadcast, print, out-of-home and online? What is the timing of these vehicles, when and how often? What are your promotional vehicles? Does website, collateral, direct marketing, broadcast promotion, interactive, social media, guerilla marketing and promotional products need to planned this year? What are your media relation vehicles? How much media contact, public relations, and articles need to be planned? What are your analytical vehicles? Do you need database, market research and tracking planned? By attaching dollar amounts to each item, you will be able to see the communications budget needed for to achieve your marketing plan.

As an advertising agency, Brigham & Rago is here to help businesses develop marketing communications plans to keep or capture new market share. We are ready to consult with you, then based on our experience and the information we gather, help put together a communications plan. We believe this plan will be a framework for a powerful marketing communications program. Our goal is to help you meet your marketing objectives by assisting in implementing and delivering a clear, consistent message. Call 973-656-9006 to set up a meeting to discuss your next communications project. Visit our online portfolio to see examples of work we’ve created for our clients.