Marketing Communications Plan

The primary goal of a marketing communications plan is to communicate the position of a business and to build awareness of its products. It requires you to know your business and the product inside and out.

One of the most important things to identify and understand first is your target market. You must research into their buying habits, likes and dislikes, what appeals to them, their daily activities, and more. This will determine how you will successfully market and communicate with your target audience. You want to create as many touchpoints as possible to frequently and effectively reach your consumer.

The message is another vital piece of the marketing communications plan. Your message must be clear to consumers and emphasize the unique value in purchasing the product. After successfully creating the message you then need to think of the channel in which you can best reach your target audience. You can use Simmon’s Data to identify which means are most used by your target audience in respect to demographics.

Lastly, you’ll need to decide on a budget and schedule that would work best for your business and product. You want to strategically plan when your marketing efforts will reach your target audience for maximum success. You also must identify any constraints and legal aspects that will effect your campaign.

There are several online resources that can assist you in creating a successful and clear marketing communications plan. Listed below are a few websites that may help in researching and creating ideas


The Man Your Man Could Smell Like

The Old Spice commercial, “The Man Your Man Could Smell Like” is quite possibly one of the most viewed commercials out there. Almost everyone has seen it or at least heard about it. This ad created entertainment for viewers and resulted in a lot of buzz for Old Spice.

This commercial quickly went viral and became successful in many ways. The witty humor of the ad is probably what caught the attention of many viewers. Old Spice knew exactly who they were targeting and what would appeal to them, which is sometimes difficult to accomplish. Humor obviously was a hit with Old Spice’s target market. Appealing to consumers in such a positive way also helps to create buzz and word-of-mouth marketing.

Several parody videos were even created which increased involvement in consumers and helped to form a bond between the company and the consumer. These viral parody videos were basically free marketing for Old Spice! It helped them gain interest, involvement, and humor.

Old Spice made their audience clear, message clear, and purpose clear all while involving their target consumer and incorporating humor. Their central communicating idea (CCI) was also clear in their main headline: “The man your man could smell like.” In the eyes of most marketers, this is a huge success.

These successes are the goals of many marketers and Old Spice hit the nail on head with this one and certainly made a lasting impression!


First World Problems

This video advertisement caught my eye and really stayed with me because of its strong, emotional message. It is interesting because it is not specifically asking a consumer to buy a specific product but instead to donate money to help others. In fact, one of the underlying messages in the ad is that consumers have too much and complain about their “first world problems” when others in less developed countries lack basic needs.

What makes this ad so strong is that almost everyone watching the ad can relate to it in some way. It puts things in perspective for Americans and people from other first world countries so they can clearly see the economic difference in developing countries.

There are a few different brand archetypes used in this advertisement. One brand archetype is the purist. One of the goals of the ad is to create harmony, peace, and purity in a developing country that appears to be innocent and in honest need for help. The straight shooter also applies to this ad as a brand archetype. The ad has an intense sense of realism and authenticity since it shows people from developing countries in their real home country. By having people from developing countries saying the same things as people from developed countries makes the difference between the living conditions, attitudes, and selfishness blatantly obvious. Another brand archetype is the protector. The ad encourages viewers to be the “protector” for the people shown in the video. The scenes cause the viewers to feel empathetic and want to help those in need.

This video does an amazing job connecting with the viewers and making them feel a need to act. How did this ad make you feel?


Liberty Mutual “Pay It Forward”

In class we analysis various video advertisements and examined them at a deeper level. One of the ads that I found particularly interesting was Liberty Mutual’s “Pay It Forward” commercial.

Here is the commercial, if you’d like to watch it:

The brand archetype portrayed in this advertisement is the protector because compassion, generosity, support, care, and reassurance are the focus of the ad. Since insurance is something everyone is required by law to purchase, Liberty Mutual attempted to differentiate its products by appealing to consumers looking for protection. These consumers value hospitality, advice, protection, sincerity, and thoughtfulness, which is what is portrayed through this advertisement. The ad shows every day incidences that could happen to anyone, which exemplifies the fact that Liberty Mutual is suitable for anyone and available in all circumstances.

This ad stuck out to me because it is positive and encourages good citizenship and simply made me happy watch it!