Marketing Communication (Part IV) | MBA Term Papers

Elements for marketing communication for Smiths interconnect

Since Smiths interconnect deals with high end industrial technology products, the company has to operate in a business to business mode, where selection of proper marketing communication method is crucial. In business to business mode negotiation is very important as both buyer and seller are reputed organisations, have strong bargaining power. As a result it is very important to adopt the right marketing communication element.

• Microwave sub-systems of Smiths interconnect is already quite renowned in US department of defence. It is already a well established brand in that particular market. So company can utilize this image to get a new market as a form of other nations defence department. Personal selling strategy is instrumental in this case. Company can target different defence delegates of other country. Brand awareness can be enhanced by different public relation strategies. Company can target various defence shows in different countries as a platform to promote their brand. They can take help of industry experts of repute, who have good rapport with the defence department of other nations to create a new market.
• Personal selling technique is also very effective for connectors. Already it has market in Europe and Asia apart from US. Developing countries can be targeted for the connectors as it is generally made for rail tractions.? To venture in to the medical markets it might apply the channels like public relations or sales promotions.
• Direct marketing or personal selling could be useful marketing communication tools for the protections, since it deals with wireless technology and broadband connection.

So, it is clear that for Smiths interconnect where marketing is in business to business mode, personal selling, public relation and direct marketing hold the key for marketing communication.

Strategy for marketing communication methods

As there are various marketing communication methods, it is important to choose the appropriate strategy in order to reach the desired business goal. Following strategies would be appropriate for Smiths interconnect.

• Personal Selling ? Personal selling is most appropriate strategy for business to business model. As it is already discussed that, kind of product Smiths interconnect is dealing with require excellent level of personal selling. Person who will be directly in charge of that selling must have all the details regarding the product details, advantages and limitations. Person must have fair idea about the requirement of the customer, because according to that product details need to be presented. It is also important to have all the informations about the competitors? position.
• Direct Marketing ? Direct marketing is all about mailing or calling the customers directly to market the product. Here the timing of approach is very important. Direct marketing is used to get the appointment to meet the customers physically. Protections of Smiths interconnect require direct marketing as it is dealing with wireless technology and broadband services. A corporate meeting can be arranged with the concerned person of purchasing company by directly mailing or calling him/her. Methods can be useful in case of existing customers of Smiths interconnect as it is a already established brand to them.
• Public relations ? Smiths interconnect can use public relation as an effective tool of marketing communication. It can organize as well as participates in various defence events, seminars and shows of countries apart from US. As it is dealing with advanced technology products it can publish souvenirs to elaborate the usefulness and effectiveness of that particular technology. Various advertorials in magazines which deal with technology based products can prove to be useful technique to enhance the brand image.? They might take up sponsorships of certain governmental programmes to create good relations with various governments.
• Sales Promotions ? Attractive discounts and offers are the examples of sales promotion strategies. As customers always want to get product at the cheapest possible price, discounts, offers and personal gifts could be proved to be useful. Smiths interconnect might use these strategies in case of its telecom customers. Existing customers could be treated as a subject of these strategies.
• Exhibitions ? Since the company provides high end technology solutions, products are quite complicated in terms of their use and features. So there might be requirement of proper demonstrations of the products before selling the same. Company might organise various exhibitions and shows, where proper demonstrations of the product would be given. This will help the customers to understand the usefulness product which eventually help them to take the right decisions regarding the purchase of the product.

Cost Involved

Total cost of marketing communication would depend on the choice of strategy. Since in case of Smiths interconnect advertising is not an effective strategy cost would not be much higher. Because in case of advertising lot of cost is involved in hiring advertising agency, medium like electronic or print etc. In case of public relation cost is involved in giving advertorials in various magazines, organizing shows or events etc. Again in case of sales promotion there are costs of giving discounts and offers. Total marketing communication cost would be the addition of all the cost involved in each of the communication strategy. Cost is also dependent on the type of products in the sense that strategy would be selected based on the product.

Methods for measuring the effectiveness of the marketing communication

Measurement of performance is very important in know the extent of growth or decline of the performance. Effectiveness of the marketing communication could be measured by assessing the advertising performance, where recognition and recall of the brand, purchase behaviour. Ability of the sales force to utilise the market intelligence, customers follow up, implementation of the program and finally fulfilling the objectives are considered for the measurement of the personal selling. To measure the effectiveness of the direct marketing focus group discussions and eye tracking for the layout are used as the methods (Marketing Communications. n.d.)

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