Marketing Communications Strategy


Strategies vary depending on the primary audience—customers, distributors, opinion formers, and stakeholders. The stakeholders require a message that communicates the organization’s values rather than specific offerings, whereas the customers may want specific product offerings and benefits.

Strategic options must be generated before deciding on a final strategy. It is highly unlikely that the first communications strategy that emerges is going to be the best one. Herebelow are some points to be remembered while making a strategy:

  • Objectives, strategy, tactics, action, and control.
  • Do your homework.
  • Develop some options.
  • Know your resources.
  • Win senior management support.
  • Do not hurt the environment.
  • Put everything in place before making a move.

This prepares the way for the development of good strategies. When the strategic options have been developed, they can be compared in order to determine which strategy is more likely to deliver the best result.

Remember, ‘STOP & SIT.’ Ask whether the communications strategy breaks up the market into segments and targets the right customers. Will the strategy fulfill the marketing and communications objectives? Is the positioning made crystal clear? What sequence of integrated communications tools will be used? Musts for communicators are:

  • Always define precisely your audience.
  • Avoid the predictable.
  • Keep the message simple.
  • Use power tools (images that last).
  • Say what only you can say.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.