From the course: Marketing Foundations
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Developing the communications plan
From the course: Marketing Foundations
Developing the communications plan
- Think of your favorite advertisement. What makes it so good? Some people may think that to be seen and to persuade, you need to be clever or loud. The truth is that you need to design for simplicity, consistency, and alignment to your strategy. The communications plan includes all touchpoints between a brand and an external audience, including the sales force, customer service, brochures, social media posts and product packaging. Every interaction with a customer is an opportunity to change customer beliefs and behaviors. Think of communications as the promise-making function of an organization. Any time you communicate, you are setting expectations. Customer satisfaction and brand value come to companies who consistently meet those expectations. Flawless communications execution requires that you follow a plan to achieve the desired belief and behaviors you laid out in your brand customer experience. The communications…
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