国际营销专业英语课件江春 ISBN9787810787369 PPTUnit 10 Effective Marketing Communications.pptVIP

Unit Ten Effective Marketing Communications Learning Outline Planning Communication Programs Conducting Direct Mail Shots Sealing the Deal in Seven Seconds Planning Communication Programs Marketing Communications include: promotion, advertising, public relations how to build a communication program? 1. Determine who the target buyer is. 2. Determine what is meaningfully unique about your product. Planning Communication Programs 3. Construct a business positioning strategy statement. 4. Determine the best message to communicate your product positioning to target buyers. 5. Determine promotion and advertising options and costs in terms of available budget. Conducting Direct Mail Shots Effective direct mail requires three key components: the right audience, the right message, and strong, complementary design Data is king. Say it loud and clear. Looks can kill. The little things count. Conducting Direct Mail Shots The little things count. 1. Bullet Points 2. Cliff-hangers 3. Simple Layout 4. Mini-headlines 5. Font 6. Stationary 7. Envelope Size 8. Personal Touches Sealing the Deal in Seven Seconds Learn what people use to form their first opinion. Choose your first twelve words carefully. Use the other person’s name immediately. Pay attention to your hair. Keep your shoes in mint condition. Sealing the Deal in Seven Seconds Walk fast. Fine-tune your handshake. Make introductions with style. Never leave the office without your business cards. Match your body language to your verbal message.