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Communicate effectively with each target audience for optimal outcomes
Advertising and mass-marketing may be appropriate for branding, fast-moving goods
and other more generalised promotions. Affleck Solutions can assist with the
research, concept testing, pre/post-testing advertisements and liaison with agencies.
However, in many modern marketing situations, a "relationship management" approach to managing customers has delivered more effectively and profitably.
Customer Relationship Management is facilitated by two-way communications with target audiences throughout the customer life cycle - aiming to build relationships from "prospect", through various stages of "client" status (from "new account" to "key account"), with the implicit objective of minimising "lost accounts".
Messages need customising to the specific situations and drivers relevant to each target segment or audience. Response mechanisms and "calls to action" are essential for the market feedback needed to fulfil campaigns and best utilise databases to drive ongoing marketing activites. "Below the line" communication mechanisms include direct mail and internet (website, traffic management and email strategies) which may be integrated with conventional marketing channels and "above the line" advertising to maximise reach and effectiveness.
Market communication is an ongoing challenge, best effected by:
- Identifying and prioritising market segments, niches or specific target audiences;
- Benchmarking, then ongoing monitoring of message effectiveness for each segment/audience;
- Utilisation of a relationship marketing approach to managing and driving communications;
- Tailoring desired messages for each target audience (market segment) according to client status;
- Delivering messages using appropriate communication mechanisms for each target segment;
- Campaign fulfillment including database management, follow-up waves and measuring performance;
- Analysing intelligence from campaigns, reporting and reviewing strategies with management; and
- Providing ongoing marketing communications support to fine tune or refine campaigns as desired by clients.
FOR MORE INFORMATION AND PERSONAL SERVICE, CALL
RUSS AFFLECK ON 0408 277 803
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