How to Communicate your Marketing Message

Before deciding which communication tools to use to deliver your message from sender to receiver, there are a number of factors to consider that will help you chose the most appropriate communication tools, and indeed, the configuration of the message you send.

The question is, what are the thing you need to consider when choosing the communication tools?

Follows are the number of important factors to consider:-

1. Your target/audience
Who they are? What is their lifestyle? What are their reading habit? What are the TV program they preferred to view?

2. Message and Objective
What do you want to tell? What are the objective of your message? Are you trying to create awareness? What are the key point you want to convey, product benefit, brand or services? Is that just to increase your sales and market share? If you have focused on the objective it will be easier to develop the message you want to convey.

3. Brand
What does it stand for? What are the personality and values of the brand?

4. Budget/ cost
How much are you going to spend? The budget you have will largely determine the choices of communication tools available to you.


5. Competition
Study theirs. How good their communication? As a matter of course and practice, you should always be monitoring your competitors environment such as their communication tools, how often, are they successful?

You also need to think about the customers in more detail and then select the most appropriate strategy to reach them with your message. These strategies are often referred to as the ‘push’, ‘pull’ and ‘profile’ strategies.

Push Strategies
Used to push stock down trough the marketing channels from the intermediary to the next. In this case, the customer is another business.

Pull Strategies
Used to entice the end-user to come into stores to ask for and purchase products and services. Here, the customer is the end-user.


Profile Strategies
Many organisations may wish to communicate about issues other than their products and services. Their intention is to communicate with any person, group, or organisation that has a vested interest in the organisation on issues related to personality, identity, image, etc. Here the customer is any or all stakeholders.



 Now its understood how communication works, we can develop our knowledge of the tools we use to communicate to our customers/receivers. These tools are commonly referred to as the ‘communication mix’ which include:-

· Advertising
· Sales promotions
· Public relation
· Personal selling
· Direct marketing
· Sponsorship

But its not only that, there are many other communication techniques, often enabled by new technologies.
Many language theorists argue that written words are more powerful than spoken ones. Most marketers (academics and practitioners alike), however believe that ‘word of mouth’ is the most powerful means in communication.