I. The Marketing Message
Your client was persuaded that your new segment is a promising one to approach. The client has requested your firm to create a single message that can reflect your client’s brand value proposition and positioning. This message much reach consumers to create awareness and generate need with those potential customers.
- Define the Segment. Refer to your Market Segmentation Memo.
- Describe the segment you recommended for this client. You may refine the segment based on any feedback you have received. Present here the revised or updated segment description.
- Discuss the purpose of your client’s marketing communication with this segment.
- Define the Value Proposition. Refer to the value proposition from your Value Proposition Memo
Create the message.
Create and provide here an example message that would be appropriate to resonate with your new market segment for the client’s purpose. See the “Integrated Marketing Strategies” learning resource.
II. The Marketing Communication Tools
Choose the tools. You have determined the message. Now, you’ll consider the marketing communication mix. What are the best marketing communications or promotional tools for this message?
Consider the promotion tools described in the “Tools of Promotion” learning resource. Begin by identifying for yourself which ones are not appropriate and why. Present two tools you recommend for communicating this message to this target segment. Choose and discuss at least two different tools described in the “Tools of Promotion” learning resource. Your choices must reflect the characteristics of your target segment.
III. Recommendations (Summary and Conclusion)
The right message and medium for the segment. What is the message and the medium you recommend to reach this new target consumer segment?
The segment: Summarize the new segment you created. You are reminding the client of the goal.
The message: Present the message appropriate for the segment. Use words and/or images.
The promotion tool: Present at least two different promotional tools from the major modes of communication, along with an example for each.
How to integrate the marketing communications? Make some specific recommendations for your client to best integrate the message and the marketing communications you have recommended.
