How to Build a Compelling Marketing Communications Folder


What do you give your prospects after they’ve expressed an interest in your products or services? Most small business owners simply pass out a single sales brochure. It’s much more effective to present a complete folder of information that works to further build trust and confidence. This article discusses the inserts I recommend you include in your marketing folder.

Insert #1: The Compelling Story

Every small business owner should be able to tell a compelling story about their passions and why they started their business. After all, how can you expect to create passion in your customers if you’re not able to convey your own business passion?

The Compelling Story is just that – a short 1-page info sheet on just why you created your business. The story must be personal, engaging, and fun to read. If you can make an emotional connection with the reader, you’ll quickly build trust and confidence with your prospects.

Below are a few points to help you craft the perfect compelling story.

– Be personal – Talk about the people you’ve touched in your business

– If possible, appeal to the emotions

– Make your story fun to read

– Tell your story with passion

– Show your human side – talk about mistakes you’ve made and the lessons you’ve learned

Your Compelling Story is the perfect start to your marketing communications folder.

Insert #2: The Competition

The purpose of this insert is to summarize why people should buy from you as opposed to your competition. Summarize all the advantages of doing business with your company. Communicate your unique approach, the value customers get when they do business with you, and why your products and services are the best in your field.

Again, make this a single sided sheet and pick just three or four points to communicate.

Insert #3: The Problem Solver

How are you are able to solve the business problems of your customers? This insert should tell the whole story.

Here’s what I suggest you include in this single-page insert.

– Define the main problems of your target market

– Describe how your product or service solves those problems

– Describe the steps needed to solve the problem

Insert #4: Product and Service Summary

In this insert, summarize your various product/ services and list the benefits of each.

Make sure you discuss the benefits, not the features. This is an important distinction. Too many companies spend their time covering product features instead of focusing on the benefits to the customer.

Insert #5: The Testimonial Page

This is the page that summarizes your best customer testimonials. Here are a few ideas for collecting customer testimonials.

1. Many customers may feel they don’t have the time to write a testimonial. For customers with an established relationship, write one up on their behalf and present it to them for their approval.

2. After completing a successful transaction with a customer, ask them for a quick testimonial. Have them write a few sentences down on a piece of paper. It will only take a minute and they will rarely refuse if you have provided value.

3. To create more powerful copy, ask your customers to write the testimonial as if they were recommending you to a friend.

Insert #6: The Informational Article

Write a short article on a topic that is important to your customer base. Include a web URL where they can view or download the entire article at no charge. By providing free and useful information, you will build on the trust and confidence you have already established.

So there you have it – all the main components of a strong marketing communications folder. You can purchase a pocket folder with your logo and tag line printed on the front from your local print shop or a service such as VistaPrint. I recommend purchasing folders that have slots on one of the inside pockets for your business card.

Any time you have someone that expresses an interest in your products and services, mail or give them a copy of your folder. It’s a powerful marketing communication strategy that will build trust, interest, and repeat business.


Why Integrated Marketing Communications is Essential for Small Businesses


How can Integrated  Marketing   Communications  help me, the small business owner?

Integrated  Marketing   Communication  is essential to small business owners because they, even more so than large corporations can not afford to misspend or waste money on a single isolated  marketing  effort.

For instance, as a small business owner, it may be tempting to focus on one aspect of marketing – a new website, a direct mail campaign, radio ads or as a manufacturer, simply letting your partners market for you. However, what happens if that one piece of marketing doesn’t work?

ANSWER: Your entire marketing effort fails.

Instead, wouldn’t it be great to have an integrated marketing plan that takes the best parts of online marketing such as websites, email newsletters, search engine optimization, and pay-per-click advertising and use that to make your traditional, offline efforts such as direct mail, advertising and public relations even more effective.

For instance, this may be as simple as making sure that your website has the same key words as your radio advertising and that your banners at the little league games also have the same message. To internalize a message, a person must be exposed to it several times. If you hit them three times with three different messages it is nearly the same as being exposed only once. Even worse, it could be confusing and disorienting, resulting in a negative experience with your brand.

Integrated  Marketing   Communications  addresses this issue by creating a plan with a consistent message and then delivering it through as many media as possible, online and offline.

What are the components of an integrated marketing plan?

An Integrated  Marketing   Communications  (IMC) plan should draw from all  communications  disciplines available, including online, offline, and interpersonal.

Online marketing channels include any e-marketing campaigns or programs, from search engine optimization (SEO), pay-per-click, affiliate, email, banner to latest web related channels for webinar, blog, RSS, podcast, and Internet TV. Offline marketing channels are traditional print (newspaper, magazine), mail order, public relation, billboard, radio, and television. Interpersonal marketing includes participating in community groups, networking organizations, your handshake, how you dress, and even how you answer the phone or return calls.

While not every  communication  discipline needs to be included for each campaign, it is important for any integrated  marketing  practitioner to be well versed in the various components so that he or she can select the ones most appropriate for a specific client’s budget and demands.

Is it better to go with an agency, or shop for individual services myself?

While both have benefits, an agency can be a benefit if you don’t already have a network of trusted service providers including printers, promotional products companies, tradeshow planners etc. who are familiar with your business. Often times, an agency can get things done for a client faster, more efficiantly and with better quality for the same or lower price. Plus, as a business owner you have to factor in the time you may spend shopping for the best price and reading reviews to make sure that the best price doesn’t give you the worst services.

However, the cost of each component shouldn’t be your primary concern when evaluating an integrated marketing plan. Instead, look at the expense and benefits of the entire plan working together. For instance, a website might cost $2,000 to build and then you might spend $10,000 in pay-per-click advertising over the next year, but if the content on the website doesn’t match the message on your direct mail, or your customer service people aren’t able to answer questions about the website then you wasted a lot of money.

Instead, don’t look at the website as a single entity. Make sure that it is perfectly integrated into your marketing strategy:

* Promote it at all opportunities. This includes not just pay-per-click ads, but also on business cards, in radio ads, even place a sticker on your products letting customers know they can download copies of the product manuals there, and print it on your receipts telling customers to download coupons on the website.

* Develop an email newsletter to offer your customers and prospective customers news and information they can use – not just a brochure to sell your products.

* Create a blog and allow people to subscribe to it. This will build trust and familiarity between your customers and your company. Don’t limit blog posts to just the president, sometimes a post from a project manager or even the receptionist can keep the blog interesting and attention grabbing.

* Create a contest – but make sure the message is consistent with your integrated marketing strategy. Have people visit your website to enter.

* If you run an advertisement promoting a specific service, make sure that that your customers can find more information about it quickly and easily. Perhaps even put a graphic at the top of your page saying “Attention 99.5 listeners, Click Here to Learn More about Gutter Cleaning”

Those are just some examples for how you can integrate your marketing plan and maximize the initial investment you made by building a website.

Isn’t an an integrated  marketing   communication  just like any other  marketing  plan?

A  marketing  plan can be just a  marketing  plan for a website, or a  marketing  plan for an advertising campaign, but an Integrated  Marketing   Communications  plan involves all aspects of  marketing , across the entire company. This means that you are integrated all aspects of the company into a single cohesive plan.

After all you could have a great website marketing plan, an awesome advertising campaign and an award winning PR agency, but if a customer reads a press release or hears your ad and decides to visit your website where he can’t find more info about your PR or advertising message what’s the point of spending the money in the first place?


Marketing Communication With Subliminal Messages – How Effective Is It?


Despite all the questions about the effectiveness of subliminal messages, several companies are actually spending millions on marketing strategies involving the use of these hidden messages. So how effective are subliminal suggestions embedded in marketing communication materials?

According to many professionals in the marketing industry, branding is really all about creating associations in people’s minds.

1. Does it really work? Several studies have shown that subliminal marketing communication indeed works. These studies are backed by psychology experts who believe that subliminal messages are able to bypass consumers’ conscious reactions. So a consumer who sees a subliminal ad will believe that the product being advertised is nice to buy, and his conscious mind will not get the chance to ask whether or not the product is necessary or not.

2. How does it work? Subliminal messages in marketing communication works by sending hidden messages to people’s subconscious minds that reinforce things that people already have an innate need for. This is why sometimes we can’t control our response to these advertisements.

These messages become most effective when they have something to do with things, thoughts, or emotions that people commonly experience. These are usually subjects that most attract people’s subconscious attention. They are also used because they are shared by people of all ages, class, and background.

Sometimes, the messages are also specifically targeted to certain individuals. For example, a scotch advertisement was discovered to have images hidden in the ice cubes of the said beverage. According to psychologists, the images used are already usually present in dreams that alcoholics often have. So when the subconscious sees those images, they recognize it, thus leading the person to have the urge to act on the feeling.

3. What are the different ways to use them? Marketers come up with many creative marketing ideas to use subliminal messages in their ads.

Some companies also embed implied messages in their famous slogans. Don’t you ever wonder why the famous sports brand slogan “Just Do It” is so vague yet it somehow makes sense for most of us. When we read the slogan, the brain quickly makes an association and tells us that the message applies to that thing we really want to “just do.”

Some hide photos and images within the print ads and posters, like the scotch example. Some hide words in the print ads, posters, or even product packaging.

Some also embed subliminal messages in TV ads and radio ads; the messages are unheard or unseen by the conscious mind but are quickly absorbed by the subconscious. In a 1950s study, subliminal messages telling moviegoers to buy soda and eat popcorn was said to have actually led to an increase in popcorn and soda sales.

Subliminal persuasion is used in endless ways in marketing. It would be hard to control this phenomenon from being used in marketing since they are almost always completely undetectable.

4. Is it ethical? Advertisements can only go up to a certain point. They cannot plant messages in the mind. According to experts, subliminal programming only reinforces thoughts, feelings, and desires that are already present in the subconscious, so a subliminal message in an ad will only lead to a purchase if the consumer is already subconsciously interested in the product being sold. This is why companies these days are free to use subliminal messages up to a certain extent.


Door Drops: Effective Marketing Communication


Did you know that 8 out of 10 adults are happy to receive a door drop leaflet?

Leaflet drops are perceived as an unfavourable form of advertising. But, the correct targeted door drop campaign can increase sales, increase confidence in your brand, and save you money.

But, I bet you have never considered such a campaign.


I bet you think a leaflet campaign is irrelevant in a digital age. I also bet you’ll be surprised when a recent survey revealed that leaflets help drive online sales, and are most productive when used alongside another media campaign.

In fact, the same study revealed that 89% of UK adults remember receiving a door drop leaflet. This data is inconceivable when only 80% of adults reported remembering a radio or TV advert.

Now, think, that is 9% of the UK population you are missing out on. When weighted against the UK’s population at the time of the study that is an extra 5,636,380 people that will remember your leaflet rather than a television or radio advert. That’s madness, right? Considering the amount of money that is poured into TV and Radio.

This statistic is even more prevalent since a radio and television advert is only effective when repeated. Or, that you have to hire an amazingly creative and expensive agency to produce a distinctly memorable advert, when such a cheap and vastly more effective alternative is available.

So, not only is your leaflet campaign going to be cheaper because of its simplicity, it’s also going to be cheaper because you won’t have to ensure its constant exposure.

It already forms a constant part of your customer’s life. As most customers keep relevant leaflets in a memorable place like a notice board. A unique opportunity is available, an opportunity that you can capitalise on. Presuming people keep their notice boards in their kitchen, think how much of family life is spent in the kitchen — in waking-hours — certainly more than any other room.

And, certainly more than the average amount of time your average person spends watching television.

Increase Sales and Confidence: Put your product in your customers hands

Not only is a leaflet cheaper, it is also considered a more trustworthy channel.

In a media environment that is bursting with ‘pop-ups’, unsolicited emails, and privacy issues. There has never been a better time to invest in a medium that is considered more trustworthy.

Offers and samples can add value to a brand as it creates a connection between you and your customer that are impossible through other communications.

For example, consumers are happiest to receive redeemable coupons for discounts at local shops and supermarkets. Or, free samples of household products.

By placing your product in your customer’s hands, either literally with a sample, or more arbitrarily by creating an opportunity for future sales with an offer. Door drops provide a tangible and trustworthy form of communication.

Leaflet advertising is not dead it is a flourishing and relevant from of marketing communication. It affords unique opportunities that can be unattainable for a small business. Especially in a media market that is over-saturated with shot-lived communications. A tangible communication channel is a welcomed relief for many consumers.


Learn Affiliate Marketing Communication Strategies


If you want to learn affiliate marketing you first of all need to learn to communicate with your list effectively. If you are able to learn to communicate with your list then you have the potential to do very well online.

I remember when I first started to learn affiliate marketing. The whole process of communicating with an email list was a new one to me. I was fully committed to building my internet marketing business though and I knew that just like anything communicating with my list was a skill that I first of all needed to develop if I wanted to find success. It took awhile and a lot of trial and error however I gradually noticed improvements in sales as I honed my  communication  skills. I found that one thing in particular helped me more than anything to get my message across in a manner that also converted a number of sales. This method was video.

Video marketing to my list helped me to establish a much better relationship then I had been able to previously and I believe there are a number of reasons why you should consider using video when communicating to your list.

Video marketing is like nothing else in the way that it can connect you to your list in person. Someone can see who you are and read whether you’re sincere in wanting to help them. Also because they are connecting with you as if it was in person they are also getting an insight into your world. If you can communicate your personality over video in a unique way that differentiates you from others who just use traditional marketing copy then you can separate yourself from your competition.

Video marketing is set to take over as the prime method affiliate marketers use to communicate in future. With the web moving in the social direction that it is, it only makes sense that people will seek  communication  on different levels. If you can be one who masters video  communication  online first then you will be positioning yourself to benefit as an affiliate marketer for years to come.


Marketing Communication in Mobile Industry


We live in an era of Mobile Communication. In the recent few years there has been a gradual multiplication in the number of companies manufacturing mobile phones. Simultaneously there has also been an equal increase in the number of mobile phone service companies and mobile solution providers. Advertisements from competing manufacturers and service/solution providers of mobile industry time and again seem to harp on the two important aspects i.e. how to target the common public and the affordable rates.

This has certainly influenced the mobile industry (mobile phones, services and solution providing companies).There has been frequent switching among customers. Instead of concentrating on building clientele in the short term the time has now come for the these companies to identify their specific and unique strengths , corporate image , brand value or service , position themselves accordingly and build long term relationship and loyal clientele among specific consumer segments.

In today’s circumstances, it is imperative that communication is hassle free and cost effective. Today all over the world, the mobile industry is doing quite well, offering reasonably good products and services at affordable rates. Do you remember when the first mobile hand set came in the market? How expensive it was with thundering mobile service charges and other solutions. Comparatively, now everything seems to be quite under control and affordable. Not only mobile handsets have become in-expensive but various kinds of services and mobile solutions are also available at very cost effective rates. The growth rate of this sector is robust and beyond imagination. Different companies are coming out with innovative schemes and price benefits to consumers practically, everyday. Almost all companies have imbibed one philosophy -keep the tariff low and create a huge customer base; and profit will come through volumes.

With this philosophy of attracting customers at low tariff, almost all companies in the world offer and communicate similar services, network and of course price.

Most of the advertisements are similar and it is difficult to relate which creative goes with which brand. They are probably clamoring about the same features.

You can think yourself, when talking about basic mobile phones.

What is the great difference between a Nokia, Sony Ericsson, Samsung and other mobile phone?

Yes, the difference is almost negligible. The same is the case with mobile service and solution providers. The services provided by Airtel, Vodafone, Tata Indicom, etc are almost the same. Looking at any of the advertisements of these companies the main communication hovers around network/communication and low tariffs, and not much else. None of these companies is trying for innovation in “Communication”. In order to exaggerate their product, they just talk emphatically about the network and connectivity.

The same is the case with email clients like Yahoo mail, Gmail, Hotmail, and others. All of them are delivering the same kind of marketing communications. The saddest part of this kind of communication is that they don’t talk about differentiating factors which might have put their brand above the rest. At the tangible front , the consumers are basically indifferent towards the technology. They just want a product which caters to their needs and falls within their pocket. But if a company can do something so that people perceive different technologies vis-à-vis service differently, and demonstrate how a particular technology can actually give them better satisfaction, consumers will sway towards that company. Creating a perception difference through technology may not be too easy, but if it can be created, it can do wonders.

It takes time to build corporate image. It is not build overnight. It demands a lot of commitment towards the consumers. Companies should carry out continual research to find out what actually makes the consumer tick and take their services accordingly. The high churn rate among consumers from one product to another, clearly suggests that currently people do not trust and stick to any of the brands for the long run.

Brand value is not an isolated concept. Brand value develops when a company has the “Right Technology”, “Right Image” and a “Strong Consumer Pull. These three factors, in the right proportion, can create a strong brand value and difference.

The telecom industry has to offer “Service and a service with a difference”. Without proper service a mobile company just cannot survive, as consumers will soon desert it.

For example: Today, when everybody is accessing their email accounts on their mobile handsets with Yahoo mail and Gmail, Byanks created the big difference by offering its users a free service to create mobile email ID from ones basic mobile handset along with other social networking features like chat and photo/video upload and sharing trough web and basic mobile handset.

It actually made a great difference for the mobile population who had the need to access their email accounts but did not have a PC like the students, sales executives or senior/retired citizens to create their email IDs and benefit from the advantages of mobile email, mobile chat and mobile video.

Thus the mobile Industry and their advertisers should therefore nudge themselves out of the narrow focus of building a huge customer base in the short term based on universal attributes. They should instead move towards developing a communication strategy for the long run that would build on their unique attributes (tangible/ intangible) so as to build loyal clientele among specific target groups.


FOMO – Killer of Effective Marketing Communication


No matter how awesome your stuff is, it does you no good if you can’t communicate to the relevant people about it.

When you get down to the purpose of communication, it’s to GET YOUR POINT THROUGH.

Which means, if you get too convoluted in your communication you’re going to lose your audience’s attention. When your audience gets lost, you don’t get your point through and they don’t understand you have good stuff for them. You don’t get to sell your stuff, and that’s not good for business.

I see a lot of “verbal diarrhea” in most marketing communications – online and offline.

I’m guilty too. I was looking at my website homepage the other day, and I thought – what exactly do I want to communicate? If I were a first-time visitor, would I know what to do?

When I redesigned the homepage, it started out with a pretty clear objective. As time went by, I read an article here and listened to a webinar there, I thought – hey maybe I should tell people A and B, and I probably should put a link for Y and Z.

So I added A and B and Y and Z – and the homepage got mucky.

It’s not because I didn’t know Keep It Simple Sunshine is a usually a good thing – I challenge my clients to do that all the time.

It’s because I am human, and I have FOMO (fear of missing out).

Many times when I come across a “tip” or “tactic” I have the urge to add it to my marketing communication so I can tell myself I got all the ground covered and I am pulling all the strings.

Not for the sake of my audience. But for the selfish reason of pacifying my FOMO…

Forgetting that if I pull all the strings and they go in opposite directions, they would cancel out the effect of each other!

3 Simple Words for FOMO Prevention: Clarity + Discernment + Discipline

FOMO can creep up everywhere in our communications – from website to brochures to presentations.

You need a powerful filter so you can stay focused and get the point through.

1. Clarity – what do you want this piece of communication to achieve? What’s the best way to get the point through?

2. Discernment – simple, chuck whatever that don’t answer the questions above.

3. Discipline – it’s easier said than done when it comes to “chucking” stuff. Now you have the awareness, you need to train your Discipline muscle so you can execute your discernment and free your communications from FOMO.

Theory is cheap… here’s how to stay focused when you write for these common webpages:


What’s the primary objective to support your business at the moment? Building your list? Creating an authority positioning? Showcasing your work? Launching your book? Promoting a webinar?

What’s the secondary objective?

What’s the MINIMUM amount of content, links or calls-to-action needed to support your primarily and secondary objectives?

When you put too many choices on the page, your visitors will be confused. And the confused mind says “no”.

Is your Call-To-Action that supports your primary objective loud and clear? Or has it disappeared into a sea of content? If everything is screaming, nothing can be heard.


Your about page is not really about you. Your readers don’t care about your entire life story unless it is relevant to why and how you can help them.

Typically, your about page needs to (1) build a personal and emotional bridge so your readers can connect with YOU and trust you; and (2) share your experience to illustrate why you are qualified to help them and how you can do so.

Your about page needs to answer the question – why are YOU, as a PERSON, relevant to helping ME solve my problem?

Just listing out your trainings and certifications is not enough – what’s your journey? What’s your unique point of view that would make me want to work with you rather than the next gal?


Your blog on your business website is not your personal journal. Write your articles with an objective in mind.

One big idea per article, one call-to-action per article.

What do you want the article to achieve for your business? What call-to-action will help you achieve this result?

Who are you writing for, and what do they need to know to take the intended action?

If you have the tendency to ramble, have the discipline to read and re-read your articles, and DELETE anything not essential to getting the point through. (note: read and re-read, but don’t get stuck in perfectionism. You need to hit that “publish” button.)

Run-on sentences? Break them down into 2-3 smaller chunks. Big jargon-y words? Find a plain English alternative.

Run your content through a readability score tool – a 7th grader should be able to comprehend your article.

Stop FOMO from driving your marketing communications:

Clarity – know your message, how it applies to your audience, and how to position it to get the point through

Awareness – catch yourself when you are having a verbal diarrhea, and admit it

Discernment – realize what is not in alignment, what is extraneous to getting the point through

Discipline – have the guts to not yield to FOMO and cut out what doesn’t serve the purpose of the communication


The Art & Science of Marketing Communications


There’s a good chance that you’ve come across the term “ marketing   communications “, if you work in a reasonably large organization. In our present day and age, most organizations have a division that deals with  marketing   communications . It is often referred to as corporate  communications  and product  marketing .

 Marketing   communications  is the art and science of communicating information that enables a company to  market  its products or services better. I know that this definition sounds really simple, but it rarely simple in reality. This is because it conceals more than it reveals. It also makes the role appear to be simple and straightforward. However, in today’s world  marketing   communications  is one of the most complex fields of business.

It is not difficult to fathom the reason for this term’s complexity because it only works in an evolved marketplace. Its complexity depends on how advanced or developed the marketplace itself is. The last promotional e-mail that you got in your inbox is a good example. Promotional emails usually come embedded with action scripts, flash, cookies and a whole lot of other high technology wizardry. This method is the best practices in  marketing   communications  at work.

Your usage patterns are being monitored so that businesses can determine whether you will click on the links in the e-mail. They can further track your activities when you reach the landing page if you click on the links. How long you stay online, which pages you visit, what lengths of time you spend on those pages and which products you are specifically interested in, are patterns that will also be monitored. This information will then be sent back to the centralized server. Adept  marketing   communications  professionals will use the data to structure their next  communication  to you.

All  communication  in the present world has moved towards being measurable and  marketing   communications  is no exception. It is proving to be an invaluable tool for the modern day marketer because it is being measurable, traceable and result oriented.


Marketing, Communication, and Connection Changes


For a business to succeed, the products, services, and messages that marketers are sending to consumers must fit upcoming trends to guarantee that marketing strategies meet what the consumers are interested in.

According to a forecast done by JWT Intelligence, a  marketing  and  communications  consulting firm, upcoming trends will be determined by different factors like advancing technology, the idea of shared responsibility, and the economic situation. If marketers consider these in their coming efforts to gain and appeal to consumers, they have a higher chance of keeping up with consumer needs.

Through the efforts of JWT in determining trends in the coming year, here are some of the changes in  marketing ,  communication , and connection that marketers are going to see next year.

More Accessible Products and Services – due to the economic situation, marketers must find a way to make their products more economic-friendly. Consumers are faced with budgeting their money, but you still want them to purchase your goods. Try to reinvent products that will be inexpensive to consumers. Businesses can try to repack their products in smaller containers and sell them at a lower price, rather than offer bigger ones that may take them off budget.

Live a Little – consumers are more restrained now when it comes to purchasing products and services, but they are also found to willingly spend a little on things that will make them feel that they are not missing out on life. Marketers can take advantage of this by sending marketing messages on how consumers can still enjoy the pleasures of life with your product and services.

New Generation Business Owners – there are a lot of young entrepreneurs these days. Marketers need to create  marketing  and  communication  strategies that will appeal to these entrepreneurs.

Shared Value – due to cultural shifts and the rise of shared value, marketers must look into building their brands by establishing partnerships with local non-profit causes. This strategy will benefit the business through exposure and good cause, and at the same time benefits customers and the society.

Eco-Friendly Foods – consumers are becoming aware of the environmental impacts of food choices. Marketers can include in their marketing message about how their brand is helping the environment, in any way, in terms of producing goods. Consumers will be more inclined to go for products that are eco-friendly in the coming year.

Single Adults – because there are a lot of women these days that prefer to live on their own, marketers should reinvent their image of single adults. Successful women these days are buying their own property, therefore it is a good time to recreate messages that will appeal to single adults, especially to women.

A Dose of the Unexpected – reinventing randomness, different points of view, inspiration, and discovery will play a key part in upcoming trends. Giving consumers something different and random will benefit marketers if they want to attract and maintain consumer interest.

Touchscreens – touchscreen devices like tablets are really popular these days. It is interactive, easy to use, and appealing to consumers. Marketers can make use of these devices to attract consumers. Last year, Burberry placed iPads in their stores so customers can easily browse through their collections.

Redefine Aging – people are now more comfortable with and positive about aging. Marketers need to redefine how consumers view their age and the elderly. They can do this by choosing people with more depth and texture instead of the young skinny girls to represent their brands.

Premium Offerings – through technology, products are giving consumers the experience of receiving something more appealing. Marketers should focus on showing the premium offerings their products have to increase customer experience. Products can create unique and valuable gifts for others, such as the Postagram app by Sincerly. The app allows users to snap photos and send them as postcards; this adds a more personal touch to the postcard increasing its value for the customer.

JWT’s forecast results are based from a year-long study of consumer and market trends. The study used different research approaches to give businesses tips on what to expect from consumers this coming year. Businesses are dedicated to determining upcoming consumer trends because this is a way to keep that connection between consumers and what businesses can offer. Marketing strategies are also built on consumer trends to make sure that they hit the right mark with the way they communicate and market their products and services.


What is the Marketing Communications Mix?


A lot has been said about the  marketing   communications  mix but what is it really? Should a business owner be aware of these things or does it just happen? As a responsible business owner, you must be aware of the different aspects of communicating your product to your market. There must be different strategies and styles that you have to use so that it makes your brand stand out more and more each day.

While some aspects of the mix may not be outright applicable to your brand but still it has some bearing in one way or the other. Although there are a lot of versions of the marketing mix here are a few of those parts of the mix : personal selling, sales promotion, public relations and publicity, direct marketing, trade fairs and exhibitions, advertising, sponsorship, packaging, merchandising, e-marketing and brands. But the general components of the mix can be divided into four – product, place, price and promotion.

These four general ideas of the marketing mix can touch all the bases regarding your brand. The Product aspect of this mix would cover all that has something to do your product – from the innovation to the differentiation of your brand. These points are important because this will dictate how different your product should be and what your product can do for the consumers that is why they should patronize you.

Price is another part of the mix that will play a very important role. How much will the consumer pay for your product? Factor in the different values like material costs, competition, your share in the market and even how the consumer will put a value on your product. The law of supply and demand will also come into play – the more the supply, the lesser the price, the more the demand the higher the price.

The other P of the mix would be the Place. The place would guide you in planning your strategies in terms of the avenue where your product can be seen. This will answer the where questions. Where will you distribute your product? Are these distribution channels the place for your product to be? Where will you do your direct and indirect sales? E-commerce will also fall in the Place category of the marketing mix.

The last P would be Promotion. This is a very exciting playing field because you can go creative and imaginative in this part. All forms of advertisement will fall in this category. Even your online marketing strategies are a part of the Promotion part of the marketing mix. As this will be a broad playing field, it will be confusing especially if you do not have a plan of action. Here you will have to find ways of reaching your target market in the the places where they are seen frequently.

As you can see, it is a rather challenging mixture. But once you have gotten the hang of the  marketing   communications  mix you can be sure that everything will just fall into place.