Marketing Communication is something of a catch-all term. Effectively, anything that attempts to persuade someone to invest in your product or service is an example of marketing communication: brochures, advertising, newsletters, websites, public relations, packaging, sales promotion, sponsorship, merchandising, anything.
If any marketing communication consultants tell you, with little in the way of preamble, "What you need is a swanky new corporate brochure", be wary. A decision regarding the best vehicle to promote your business should only be made following intensive research and exploration.
Before you decide the medium in which you wish to communicate your message, you'll need to decide precisely what your message is. And before you can formulate your message, you'll need to fully consider just who it is you're talking to; in other words, who is your customer? Remember, different people respond to different modes of language and different visual stimuli, and different people like to shop in different ways.
Once you've decided on your message and medium, a great deal of thought needs to be given over to the execution, not only to ensure your message is communicated in the clearest and most effective way possible, but also to make sure everything is on-brand and in-keeping with all your other marketing communication activity. Of course, if Incisive are implementing a comprehensive marketing communication campaign, this problem simply goes away, as we will expertly orchestrate your entire marketing communication mix.
Once you have your wonderful piece of marketing communication material – your swanky brochure, your all-singing-all-dancing website, your anything or everything – many marketing communication consultants will leave you to it. At Incisive, we will oversee the implementation or distribution of your marketing communication material, as well as supporting you in your response to the inevitable flood of enquiries, ensuring said enquiries convert into sales.
In a nutshell, we identify precisely what you need, we create precisely what you need, we ensure it is used in precisely the right way and we formulate an effective response strategy. That's a pretty big nutshell, but marketing communication is a lot more than a glossy brochure.