Marketing Communications

Marketing communications is referred to as the messages and the media used to relate those messages to the market. There are many ways in which you can communicate with the market namely through personal selling, sales promotion, public relations, publicity, advertising, direct marketing and so on. In this article, we shall look at a few of these methods.

Personal selling

Personal selling is referred to as a means of selling the product to the consumer personally. It was much easier to sell products in the last century than it is now. The basic philosophy of the seller is to sell products not as a peddler but as a consultant. For this, personal selling has become a viable tool as companies manipulate the emotion of the consumer to make them buy products.

Sales Promotion

This is a way in which the sale of a product can be increased. In this type of marketing communication, both the media as well as the non media are involved. Their goal is to increase the demand of the consumers, increase the number of products or stimulate the demand of the market within a limited predetermined amount of time. Some examples of sales promotion can be contest, rebate, free flights and even “point of purchase” displays.

Public Relations

This involves the managing of relations between a company and its customers. Public relations involve activities on the part of the company that do not directly lead to payment from its customers or the public. Some examples of public relations include press conferences, speaking in public meetings and communication with the employees.

The difference between Public Relations and Advertising is that while advertising has some tangible output, public relations is non tangible.

Publicity

It is a means of promotion. It is through this means of marketing communication that companies attempt to manipulate the perception the public has of a particular brand. Publicity is generally done through some celebrity like a film star or politician. Services and goods and even works of entertainment and art and different organisations are also used for the purpose of publicity.

Advertising

This is a form of marketing communication that involves two things. Firstly it includes the name of the service or the product and secondly, it narrates the benefit the product will give to the consumer. The main goal of advertising is to persuade a person to buy a product. Mass production has had a very important role behind the development of advertising. Advertising came to rise in the late nineteenth and early twentieth centuries.

Direct Marketing

This is a relatively new type of marketing which involves looking for people within the target, and then communicating to them the details of the product.

There are two things that differentiate it from other types of marketing. The first thing is that it attempt to sell products directly to consumers. It does not use forms of media as an intervention to reach to its consumers. The second thing is that it rests on a “call to action” mechanism. This means that it stresses on the positive responses from the consumer, whatever be the medium.

Hotel Public Relations Explained – How to Jumpstart Your Public Relations Hotel Marketing Plan

Most hotels think of hotel public relations and marketing as afterthoughts. Advertising a hotel is a great first step, but in these days of both out-of-the box thinking and remarkable new ways to approach media, advertising alone won’t do it. A strong, strategic message that encompasses everything from social media to event planning, along with more traditional marketing/advertising such as direct mail, ensures that your hotel or chain will stand out from the crowd.

What is Hotel PR?

Hotel public relations includes a diverse set of activities, such as newsletters and traditional press relations, planning special events, creating trips for travel writers (so they will favorably cover your hotel), and online marketing including developing a social media presence, as well as some unexpected choices, such as community philanthropy.

PR is the unsung hero in the sales/marketing/branding world. Done right, it can establish your credibility with potential new clients, raise awareness of your brand, and cost you much less than traditional advertising. In fact, probably the most cost-effective method available to you is hotel public relations. Creating story seeds, or even full-blown stories, with the modern media means being featured in blogs, on web sites, and with aggregators, as well as in traditional print and online magazines, trade journals, and newspapers.

Think Vegas…

You’ve seen the hotels on the Vegas strip, each more gaudy than the last, or more elegant, or both. How do they stand out in a marketplace so crowded there is literally nothing else? They learn to differentiate themselves (the hook), to tell a story unlike the others (the theme) and to build relationships with the media and their clients (the network).

Hotel public relations starts by determining your PR strategies and allocating a budget. This will include distribution of traditional media releases (which these days include multimedia elements such as photography), developing special events, and creating opportunities to interact with and entertain reporters and travel writers. Skip the clipping service in favor of having your PR rep set up Google Alerts, and know that everything in this area of your business is changing faster than you can keep up. That’s where your PR expert will really earn their money.

Hire Right!

Allocate staff to act as spokespersons to each hotel – a media rep – and start by outsourcing your PR. Hotel public relations must be done properly, by experts and not as an afterthought; you can always change your mind later and bring the position in-house, but the job will require someone who can speak to the media, write a strong well-worded press release with a headline that will make the phone ring, and who will bring existing media relationships to the table, thereby jump-starting your PR with no ramp-up time, which translates into dollars saved for you.

If you can give yourself a year’s window to see the results of your hotel public relations campaign, you’ll note an uptick in awareness and an ongoing strategic base you can draw your customers from, which should also translate into increased sales and perhaps also a welcome reduction in your advertising budget.

Stick with hotel PR and you will notice the long-term benefits of continued awareness and loyalty among customers who demand that they are not just advertised to, and appreciate the more subtle marketing of good PR.

Public Relations and Brand Management

Public relations often times is overlooked by business, and it is easy to do so with all moving parts of a business is focused on at any given moment. When a consumer finds news of any product from third party or independent agencies customers trust more of that particular brand and it keeps on increasing when customer find news of that brand on regular basis.

The biggest benefit that you get with consistent public relations is that pr builds general awareness about the brand and your company and the consumer assumes that this particular brand or company is bigger and well established, weather it is fact or not.

There is no shortage of industries where the successful implementation of Public Relations can make a huge difference in a business’ success in the market place. No matter what a company sells – goods, services or both – a smart public and media relations program can result in great returns. Effectively incorporating PR into your business efforts can do a number of things:

  • Create “buzz” when your company introduces new products or services into the marketplace
  • Generate interest in a company’s goods and or services
  • Enhance the credibility of a company and polish its brand image.
  • Attract attention to a company and raise its visibility in a competitive market niche

Public Relations has become an effective way to build a brand. The aim of branding is to convey brand message vividly, create customer loyalty, persuade the buyer for the product, and establish an emotional connectivity with the customers. Branding forms customer perceptions about your product and or service. It is branding that makes customers committed to your business. Brand management is the art of creating and sustaining the brand. A strong brand differentiates your products and services from that of competitors.

Branding helps give a quality image to your business. The primary aim of branding is to create differentiation. It is that differentiation that helps in capturing market share and drive your business. Branding creates an identify for a business and in a sense, your brand serves as a foundation, so want to ensure that your brand is as strong as possible. It is key that your brand is fully developed before engaging in public relations, marketing, and advertising activities–you want to avoid implementing these strategies prematurely. PR along with marketing and advertising do not build the brand. These activities defend the brand’s reputation bring exposure to it, and get the story of the brand out to the public. If the brand itself is not strong, or not fully developed then these efforts are done in vain.

Whether it is gaining exposure for your brand or creating buzz around the launch of your newest product, Public Relations is important! Getting the word out about your product or service should always be a priority.

Difference Between Event Marketing and Integrated Marketing Communication

All businesses need communication to develop, prosper and create relationships. In fact, communication is so vital for the success of any business. You may have excellent products but if the external and internal communications are not strong, your business will experience a decline. IMC or integrated marketing communications offer an approach whereby there is a consistent message put across to buyers during a promotion that can include different media types.

Utilizing Events to Drive IMC

When you receive a sampling of free coffee, you are actually experiencing the new product and you could be a potential buyer. Therefore, event marketing is nothing but spreading recognition of a product at a social event. Consumers today, resort to multiple sources of information; businesses are realizing the ineffectiveness of depending on advertisements alone, hence, the importance of IMC is becoming apparent. Well-planned and focused integrated campaigns depend on digital media, advertising, social networking and live events to effectively move and engage potential buyers through sales. In today’s competitive business scenario, organizations are looking at integrated marketing in order to have a cost-effective and efficient approach. The main difference between promoting or marketing using events is that an event offers chances for individual interaction with a product. Therefore, it is clear that a group of consumers and media meeting at one place can effectively use multiple disciplines to achieve a common objective. Hence, events can drive IMC.

Events Open Doors for Products

Event marketing spreads awareness of a product at social events. There is constant competition to catch the attention of a product using the print and visual media. However, when you try to create recognition at a social gathering, you can engage the potential buyer in a better way and help him experience the product personally. Unlike the print media and televisions, events are fun and participatory. Often, this will translate prospective consumers into buyers. It makes your marketing effort cost-effective. Corporate groups use events extensively; they also sponsor events making the objective of marketing less obvious. Well-planned occasions can become regular local attractions.

Basic Tools of IMC

If companies plan, communicate and follow industry guidelines ethically, they can earn customer trust. The basic tools of integrated marketing communications are as follows. Advertising is the age-old form of marketing that can reach a large audience effectively. Sales promotions are used to encourage repeat buying and to speed up short-term sales. Public relations, another IMC tool is carried out through press releases, public appearances or sponsorships. Direct marketing uses catalogs, emails and mails and other marketing techniques to launch new products. Finally, there is personal selling wherein presentations, sales appointments and other type of personal communications are established to reach customers and to strengthen relationships.