Mittelst�ndler watched out: More success in marketing

The team synergy effect (openPR) - like we all know: Effective management includes the processes analysis, planning, conversion and control also. But for many managing directors this does not apply to the Marketing-Kommunikation. This deficit can lead to confidence loss in relation to the enterprise and draw at worst substantial image damage.

Comes you admits forwards They sit after getaner work comfortably at home with watching television - advertising interruption. A aufw�ndig arranged and emotion-filled TV-Spot wins your attention. The sent advertising message with a clear use for you penetrates to you. Hectically you reach for the television magazine and a pin on the table. In all-last second you note on it the faded in Internet address of the offerer. They can not resist your curiosity, sit down to the PC and call interested those homepage of the manufacturer. By the load-intensive Intro already annoyed, the first side of the rather spartanisch arranged Web appearance appears to you on your monitor. Is noticeable to them immediately: Where is the pretty Testimonial from the TV-Spot, which tempted me originally to click this Site actually With long face through forests the sources of supply after dealers in your proximity and the numbers note you. After some telephone calls your initial euphoria and your interest in the article shrink. The product is not yet anywhere available. You begin to doubt short hand the authority of the offerer - you lose the confidence.

Interlocked measure-mix strengthens the competitive ability
Unfortunately this horror scenario for the consumer is not rarity. Marketing measures of German enterprises run often still uncoordinatedly and unsteadily. By integrated communication most are frequently still mile far distant.

The executive floor must become clear: Strategic planning of the Kommunikations-Mix secures and controls the focused sales objective of the enterprise. And by far more importantly: Uniform and interlaced communication embodies the image and consciousness for the Unternehmens- and product mark lastingly. Only by it the confidence can be strengthened in the long term and the admittingness be increased.
Each managing director must realise: On the today's satisfied markets, in which almost any product became exchangeable, its enterprise can emphasize itself only by a singular identity (Corporate Identity) opposite the Mitbewerb.

Also to KMU applies: Measure planning instead of blind actionism
Many small and medium-size enterprises see to their measures
with high expectation against. They write here an individual press release or switch times scatter two announcements in technical literature and local daily paper there. With whole pride the marketing troop presents then the �Relaunch� of the Web appearance, which was decorated more with Flash-Spielerei, it donates an actual use for the user. At worst the Site-Gestaltung limps also still the firm organization constant of the Corporate Design afterwards. The balance of the arbitrarily making music communication instruments, is for the impatient boss more than ern�chternd: No clear rise of inquiries can be registered by the marketing management.
The firm steering wheel begins at the latest here to consider whether the marketing budget should be invested not shortly into other purposes.

An marketing-oriented communication concept stops budget budgetverschwendung
This of me exaggerated example in little is you to clarify that straight small and middle enterprises should on a co-ordinated Kommunikations-Mix set, in order to develop itself a clear competition advantage opposite their Mitbewerb. But that is not the only pleasant side effect for business successes. By co-ordinating planned measures in the context of a communication concept also the available marketing budget can be planned more efficiently. Thus no money for senseless and ineffective campaigns becomes from the window geschmissen. A further advantage: Accomplished measures can be better measured and evaluated. If individual actions do not obtain effect, then they can be easily corrected and be steered in another direction.

Thus you arrange your marketing communication conception by the example of a product introduction

Point 1: Actual state analysis

� Providing it strengthening/Schw�chen-Chancen/Risiko-Analyse (SWOT) for your product
Place yourselves here the following questions: Where do the strengths of my product lie, where its weaknesses are What can I cause with my product in the appropriate market segment On whatever foreseeable or unforeseeable dangers can I count

� Determining it your competitive position
Find out whether or already are available similar products resemble on the market. If, make a list of the competitor's products and mark you the columns with �operation characteristics�, �advantages� and �use for the user�. Scanning it Internet and the technical literature after comments, test, press articles over the competitor's products.

� Providing it itself an overview of your communication measures
Which methods of the Markt- and enterprise communication are used (Corporate Design, PR) Which means are or were in the use (Internet appearance, Events, Give-aways, Flyer, brochures) Speak with your PR-Kollegen, marketing and the management.

Point 2: Target regulation

� Determining it your target groups
Set for priorities and define you a Kern- and an edge target group. In order to limit these it worked satisfactorily for me to draw Lifestyle typologies or sine environments so mentioned to rate (studies partly free of charge to the Download: www.wuv.de).

� Determining it your Unternehmens-, Marketing- and communication objective

� Features and Benefits
List to facts and advantages of your product for the consumer. Confront these best in a table each other.

� Singular promise to sell (USP)
Think sharply: Where does the singular sales advantage of my product lie What differentiates my product from those of my competitors

� Center communication statement
Which message is to learn my target group Formulate these best active. Example: �With the product X I am in the best way prepared due to the advantages Y. In addition my acquaintance will ask me due to the responding optics, where I bought it.�

Point 3: Concept

� Concept idea
How do you want to inspire your users of your product Which measures want to network you around this to reach Write your proceeding down.

� Tonality of the message
With which intonation would you like to address your target group What fits product, enterprise and target group

� Communication strategy
Their drafts for communication measures can embed you here into a dramaturgy. Finally place yourselves the question: Are the core messages obtained uniformly and without contradiction and considered all elements of the Corporate Identity

� Budget and schedule
In your budget plan you list all resulting costs after communication measures. Their schedule specifies, at which time you set which action on.

� Progress control
There are many possibilities of controlling your communication measures. Here
some examples: Publications of your press articles can let you seek out best by a medium observation service. Their advertising letters can measure you on the basis the return ratio. You can determine the opinion of your target group to the accomplished campaign and the Bekanntheitsgrad by a questioning, coupled with a profit play.

synergy effect

Sebastian Voss
Advisor for creative PR
Invalidenstr. 139
10115 Berlin

Telephone +49 (0) 30 40 52 37 87
Fax +49 (0) 30 20 16 32 809
Mobil +49 (0) 173 27 10 501

Under the name four young independent ones from the citizens of Berlin marketing and communication industry cooperate to synergy effect. The team members Sebastian waiting mountain, Sebastian Voss, Christopher R�hrig and Enrico Pf�tzner address themselves with their services to small and medium-size enterprises. Among its business fields among other things the management consultation and Marketing-Services rank. Here the specialists develop Businesspl�ne and company names; accomplish market analyses and point market gap strategies out. In the second step the community converts its projects in the form of advertisement & communication.

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