Algorithm for the formation and implementation of the company's strategic communications program in the industrial market
In the process of developing the communication strategy of the company, the specialists in general form the following stages in the development of the communication strategy:
1) the definition of goals and objectives;
2) choosing a strategy;
3) the definition of the complex of communications and its structure;
4) development and approval of the budget;
5) analysis of results.
Consider each step in more detail.
Stage 1. At the first stage, the definition of goals and objectives, management sets the overall goal of the communication strategy - stimulating demand, i.e. The increase or preservation of demand at the same level if it is reduced. The definition of the objectives of the communication strategy is aimed at developing concrete ways to achieve the set goals.
Stage 2. At the stage of choosing a strategy, the company can stop on two main options for communication strategies:
• a strategy of compulsion, in which promotion is addressed to the final consumers of the goods in the expectation that their demand will be sufficient to force the intermediaries to make purchases of the promoted goods;
• The push strategy assumes that the promotion of products is directed at the reseller in the expectation that he himself will promote the product along the distribution lines to the end user.
Stage 3. At the third stage, the definition of the structure of the communication complex, the company sets the intensity of using various elements of promotion (advertising, personal selling, promotion and promotion) in general complex of communication strategy of the enterprise. As practice shows, very rarely is only Olin an element of promotion. In most cases, the enterprise seeks to use several elements and combine them in such a way as to achieve a synergy effect.
Stage 4. At the stage related to the development of the budget, the company's management determines the total cost of the planned and developed communications complex.
Step 5. The last step is to analyze the results. The main goal of this stage is to assess the market's response to the formation of demand and stimulate sales of the enterprise's products.
Based on the strategy chosen by the organization, preparation and implementation of specific measures for each of the constituent elements of the communications complex are carried out.
In practice, the algorithm for implementing the developed program for building strategic communications also consists of several steps, and company managers recommend the following sequence of actions:
1) choose 3-5 most attractive segments of the market;
2) in each selected segment, identify 10-20 largest, preferably fast growing companies, potential buyers of products (because the company's rapid growth rates mean they have high requirements for products). To systematize potential customer companies, information about them can be entered in a special table (Table 15.1).
List of potential consumer companies
Scope of activity
Full name and position of the person responsible for this product
Estimated amount of demand for your company's product
3) collect all publicly available information about these companies and create a kind of dossier for both executives and projects the company is engaged in;
4) to adapt for your elected companies your typical offer so that you cover their "pain points";
5) present their proposals in a written document;
6) create an electronic presentation with emphasis on "pain points" potential consumer companies and their advantages as potential suppliers of products;
7) Develop a communication program with each of the potential buyers;
8) provide a regular report to the company's management and adjust the plans developed earlier in accordance with the current situation in the selected market.
Managers of large manufacturing companies in the business market state that as significant advantages of the supplier company for a large company-customer can act:
• Delivery to different regions of the country strictly by the appointed time;
• providing a comprehensive offer (ie manufacturing, delivery and installation of the necessary products from one source);
• possibility of deferred payments;
• providing great discounts;
• long warranty service;
• the ability to adapt the product to the specific requirements of the customer;
• providing a complete set of documents;
• thorough justification/pricing;
• providing a full list of technical characteristics of the delivered product;
• Providing a full set of certificates, licenses and related permissions.
Based on the specifics of the business market and the specific behavior of consumer companies, the following general advice for managers dealing with the establishment of relations with consumer companies in the B2B market can be cited.Tip # 1: Introduce a potential partner to your company to provide quick access to the functional services you need.
Tip 2: Attach a separate manager to this client. It is necessary to regularly inform the partner about novelties in your company and special offers.
Tip 3. Schedule a partner invitation for all your industry and corporate events.
Tip 4: Follow the news in the affiliate's business.Tip 5. Organize communications between functional marketing, technical and commercial services companies.
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