communication strategy made simple by michael chatfield
DESCRIPTION
A very simple explanation that can be used as an intro to a basic marketing or communications class.TRANSCRIPT
Communication Strategy Made Simple
MKG 632 Online
SO SIMPLE.
You are a company that makes products…
You are a company that makes products…
or has services….
or has services….
You can’t be successful unless you sell these products or services to make a profit…
You can’t be successful unless you sell these products or services to make a profit…
But you can’t sell these products unless people want to buy them…
But you can’t sell these products unless people want to buy them…
And people can’t want to buy your products or services unless they feel they have a need for your product.
And people can’t want to buy your products or services unless they feel they have a need for your product.
Or if they don’t know you exist!
Or if they don’t know you exist!
Communication strategy is identifying the unmet need
that our product solves…
Communication strategy is identifying the unmet need
that our product solves…
Functional…
Functional…
And emotional…
And emotional…
Articulating that need, so we’re 100% crystal clear…
FUNCTIONAL: THEY WANT TO TAKE THEIR MUSIC WITH THEM WHEREEVER
THEY GO.
EMOTIONAL: THEY WANT TO
EXPRESS THEMSELVES.
Then figuring out exactly what to say…
Then figuring out exactly what to say…
…to make them believe that our product or
service…
…to make them believe that our product or
service…
Solves their problem…
Solves their problem…
And how to say it…
And how to say it…
…is just as important as what we say!
…in a cluttered marketplace…
…in a cluttered marketplace…
…to entice them to buy…
…it needs to be remarkable!
…it needs to be remarkable!
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To summarize…
Communication Strategy is…
WHAT? is our product benefit?
WHO? is our audience?
WHY? do they need our product?
WHAT? will we say to make them believe?
HOW? will we say it?