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Planning the Brand Story – Communications Strategy

Planning the Brand Story – Communications Strategy. MKT 3865 Dr. Don Roy. Brand Communications Channels. Advertising. Sales Promotion. PR/ Publicity. BRAND Identity Image Promise Relationship. Customer Service. Email. Direct Marketing. Digital/ Social Media. Sponsorship.

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Planning the Brand Story – Communications Strategy

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  1. Planning the Brand Story – Communications Strategy MKT 3865 Dr. Don Roy

  2. Brand Communications Channels Advertising Sales Promotion PR/ Publicity BRAND Identity Image Promise Relationship Customer Service Email Direct Marketing Digital/ Social Media Sponsorship Personal Selling

  3. Creating Impact Exposure Connecting with audience; early stages of relation- ship development Engagement Further relationship using persuasive communications vs.

  4. Hierarchy Model for Sports Brands Thinking Feeling Doing Knowledge Affinity Action Awareness Associations Attitude Preference Trial Purchase Loyalty

  5. Tools for Achieving Exposure Direct marketing (mail/email) Podcasts Media Advertising Websites Sponsorships

  6. Exposure via Outdoor Advertising

  7. Tools for Achieving Engagement Podcasts Interactive Advertising Sponsorships Customer Relations Personal Selling Social Media Permission Email Blogs

  8. Social Networks Online Communities Empowering Engagement

  9. Groupon: Blessing or Curse? • Assume you are Director of Ticket Sales for the Nashville Sounds. Prepare a list of reasons to present to the team President why the Sounds should use Groupon to sell tickets. • Assume you researched this opportunity as Director of Ticket Sales for the Nashville Sounds and concluded it was not a good strategy for the team. Prepare a list of reasons to present to the team President why you should pass on doing a Groupon promotion.

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