The Power of Communication
The movie “EK RUKA HUA FAISLA” is all about “the power of communication” in which a person is punished for killing his own father. Judgement is already given by JUDGE but now it’s dependent on 12 advocates, by analysing, whether he is murderer or not? In a movie only one person is against the JUDGEMENT, but at the end of movie he makes all other people against the JUDGEMENT by his “the power of communication”. The all 12 advocates have to analyse the evidence given in court.
If they found any changes and get together and decide that the person is not a murderer than only he can be survived otherwise he will be hang till the dead. In their decision they must have to be together, if any of them will go against the JUDGMENT, the judgement is not accepted. Why Communication Needed? • To express our emotions • Achieve joint understanding • To get things done • Pass on and obtain information • Reach decisions • Develop relationships Truths about Communication… • Good Communication can’t exist without honest listening • We do not try HARD to get our message across We do not take advantage of various media available to us • We all could improve our communication skills • It cannot be perfected The Power of Communication| Overview Marketing communications are all about the internal and external communications between your business and everyone else, such as trade, media or consumer. It encompasses all the traditional forms of promotion including advertising, sponsorship, public relations (PR) and direct marketing along with the opportunities to build and maintain relationships with stakeholders. The Big Picture – Choosing a Partner!
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There are many communication avenues to choose from; however there can be no merit in any of these unless the following points are considered before embarking on a specific project or campaign: * Overall Aim – what do you want to achieve for your wine brand, what is your ultimate goal? (this could include local, national, or international campaigns) * Budget – what available funds do you have to expend on achieving this goal? Set the minimum and maximum amount you are prepared/able to spend over a certain period of time i. e. per year for five years etc. Target Audience – do you have a set idea of who your target audience is/should be? * Relevant Partner – picking the right advertising or PR agency, direct marketing company or partner brand to sponsor, is vital. Comprehensive research, asking around your field, choosing an agency with proven results, all pay off in making this choice. Inappropriate matches between your product and an agency can be a complete waste of funds and end in acrimony. A shortlist should be drawn up after establishing the above three points. * Brief – their work is only as good as your brief.
Be clear be concise, if you can’t articulate what your brand is and where you want it to go they won’t be able to create the campaign that pleases you and achieves your goal . Change the Channel? Once you have a clear objective, target audience and budget set out and you have chosen your partner and detailed brief, you are then ready to select your chosen communication channel. Below is a brief generalisation of four channels and appropriate scenarios for their use; * Advertising – TV, internet, newspapers, magazines, radio can be horrifyingly expensive.
Only for those with substantial funds and wide distribution. * PR – can be very effective for a relatively low cost especially if you employ your own in-house PR/Communications person who lives and breathes your brand and can react quickly in communicating your news effectively. * Sponsorship – can cost no more than a few cases of wine to sponsor a local film festival in exchange for a mailing list of 5000, to spending millions on sponsoring the Ashes. Contacts are key and assessing the best sponsorship tie up and relative synergy for your brand. Direct Marketing – can be advantageous and it is probably the most directly measurable way in assessing consumers reaction to your brand. It can be costly however and the direct marketing company really needs to be under the skin of your brand to achieve the right results. Communication Channel Decision Making Process Different Strokes for Different Folks The communication channel does not necessarily have to be different for different target audiences, but the way and the type of information that is communicated should be tailored towards the specific requirements of each target audience.
There will naturally be some symbiosis between communications targeted at Trade, Media and Consumers. What the Trade may need immediately is information which will directly help them get their sale or listing such as a full brand pack on your wines and complete technical details and sales collateral, point of sale (POS) trade support, volume details, sample stock, vintage changes, winemaker visits etc. They will want to deal with someone who understands their market and who can react to their needs. Similarly the Media need information which will help them do their job i. e. o write or tell their story and tell it before everyone else. They invariably, through no fault of their own have tight deadlines and need fast, efficient and accurate communication. Like the trade they need brand information but they also appreciate new news (! ), interesting stories and they don’t want to be bombarded with information that is not relevant to their specialist subject. The Consumer is interested in stories and news, why your winery is different and where it is in the world but as far as soil types, clonal selection and technical data, that is usually just too much information.
The key is to understand the target audience, understand their needs (before they do if possible) to get results quickly, qualitatively and make them come back for more. Integrated Communication Strategy A Case In Point – Katie MacAulay, Market Development Manager – Lion Nathan Wine Group, Australia “Developing and maintaining relationships is an important element of a successful marketing mix, especially in the current retail environment. Third party endorsement is just as relevant today as it was fifteen years ago however it has changed quite a bit.
For example, in the past, a hearty endorsement from a weekend broadsheet might see a few hundred extra bottles leap off the shelves but major retailers now say this happens rarely. What you do see happening today is third party endorsements being used; on shelf markers at the point of sale; internally for sales staff and managers; displayed in shops on blackboards; as encouragement to buyers who see how well the product has been reviewed; as encouragement to wineries to see that their wines have been well received in different markets.
Having said this, each market is different, the USA market still seems to revolve around The Wine Spectator and Robert Parker (The Wine Advocate), the UK and world Bordeaux Fine Wine Market is also reliant heavily on Parker but Jancis Robinson and Matthew Jukes will be heard as Oz Clarke is seen on other matters to do with wine. Everyone loves a third party testimonial but in the broader wine market they have become an adjunct to, rather than driver of, sales. ” Summary Whether it’s the cellar door down the road or the local Supermarket, everyone’s life is affected by marketing and communications.
New technologies are broadening the reach of product information and how a business allocates its marketing budget is crucial to their effectiveness, efficiency, and long term success. CHECKLIST| * Marketing efforts should be targeted in terms of both communication channel and target audience. * Set goals and know what you want to achieve for your brand. * Set budgets and stick to them. * Know your audience and tailor your communications to their needs. * If you are using external agents, do your research and make sure they understand your product and your business. Establish detailed briefs for campaigns, articulating your brand and the results you are trying to achieve is critical to the success of a campaign. * 3 key communication channels and their advantages are: 1. Advertising – generally suited to those with substantial funds and requiring wide distribution 2. PR/Sponsorship – ranging from low to high cost and involvement; if correctly matched to your business plan can result in substantial benefits 3. Direct Marketing – targeted and measurable way of delivering specific news. |