Midsized Company Marketing Communications Budget Planning

This is the time of year when most companies, brands and nonprofits are involved with developing their marketing communications plans and budgets for next year. This is not an easy task in any year but, whether you’re already deeply involved in the process, or just starting, the task is even more challenging this year given the continuing global and economic uncertainties.

More than ever, increased accountability and scrutiny of the decision-making process is a necessity for improving marketing communications ROI. Customers, whether existing or new, have a multitude of choices for evaluating and selecting a product or service, so it’s extremely important to be on the same page with them.

What follows recommends a three-pronged approach to help you develop a budget and plan to profitably impact your marketplace.

Understand Your Customer Target Audience
Like most managers, you probably believe you fully understand the wants and needs of your customers, as well as their knowledge of your brand. But with so many new methods available to customers for comparing your brand to competition, are you really sure?

Is it smart to plan and commit your precious marketing communication dollars to what you think you know about customers? Maybe it would be a lot smarter to learn directly from them what they want, and how you stack up to their needs.

Ultimately, that means market research. Whether you’re a B2B, B2C or a nonprofit marketer, now is the time to learn from your customer.

  • What attributes or qualities are important to them in selecting a brand? Beyond price, what other factors influence their purchase decision?
  • How do they rate your brand versus competition? What are your strongest and weakest attributes, and what do you need to improve?

Wouldn’t you feel more secure in your decision making if you had concrete answers to these questions before you develop, much less commit to, budgets? And don’t forget about making sure you understand your employees or distributors. They’re your first line of brand advocacy. Their beliefs may not line up with your customers’ beliefs, and could lead to lost opportunities or lost sales. Look before you leap.

A Marketing Communications Audit Can Sharpen Your Message
Once you completely understand your customer, the next step is to focus on your message. The single greatest source of leverage you have is the quality of messaging, whether it’s a television commercial, a post on a Facebook page, your website, articles, blogs or whitepapers. When messaging fails to deliver, it’s usually not the platforms that fail, but rather the lack of integrated focused brand communications.

A marketing communications audit, conducted by outside consultants who don’t have a vested interest or an ax to grind, can – like a financial audit – be an enormous benefit. It will tell you whether all of the creative elements you employ – subject matter, graphics, copy, and tone and manner – are working together with one clear and meaningful message to your customers, as well as your employees.

An additional benefit of a marketing communications audit is its ability to help determine your communications mix and resulting budgets. For instance, based on customer needs, perhaps more should be spent in content marketing, with articles and blogs, and less in paid advertising, consumer promotions or coupons. Just make sure all of your messaging is saying the same thing to meet those customer needs. It’s a matter of reinforcing the image you want to convey and trust in your brand.

Consider Marketing Communications Consultants
No one is doubting that smart, dedicated people have been involved in developing your marketing communications budget and plan. But, if you’re like most midsized companies, your people are probably stretched to the limit.

Consider partnering with an established, senior level consultant to help your team develop, refine and, if appropriate, implement your programs. Above all, make sure a consultant has extensive experience across disciplines, industries and brands, and isn’t trapped by “this is the way we’ve always done it” thinking. An apolitical team, with a willingness to “tell it like it is”, with fresh eyes can be a major asset to your profitable growth.

In today’s unsettled environment, an upfront focus on developing budgets and plans can go a long way to improving marketing communications ROI.

How to Use Web and Internet Video to Market and Communicate

IBM Uses “Do It Yourself” Video to Communicate and Market

“No more long, cumbersome marketing documents – no more boring presentations. Video is how companies and business should communicate,” says Mark Leaser, Worldwide Offerings Manager, IBM Software Services for Lotus. “You can do it yourself and save thousands of dollars.

IBM Software Services for Lotus is using video in a wide variety of ways – for internal education and communications as well as for external marketing and customer relations.

Internally, Mr. Leaser and his department are using video for sales training, communication where they want to propose a particular course of action, and to provide training of their technical solution architects and solution specialists. They also are doing internal case studies – talking head interviews and lots of screen capture using their own LotusLive web conference solution and mixing it with live video.

IBM is also using video externally to promote and market their assets and solutions worldwide. The video messages are designed to help customers select, purchase and use the appropriate business solutions.

To speed up the production process, and to ensure a consistent look and feel, Mr. Leaser has developed an effective standardized format to deliver these external messages. These external communication videos usually start with a short teaser – essentially a one to two minute video introduction to a business solution then followed by an action step that is designed to steer viewers to specific online IBM landing pages with much more detail.

Combining the best practices from successful eCommerce and eTailing sites, these landing pages use even more video to further educate and market products and services. A typical video landing page will include links to additional content including additional video and product information. The landing page can also include “infomercial” type videos, as well as videos on how the products work and where to go for more info.

IBM uses video as a means of attracting interest in something that they are doing. The video segments have to be more than a commercial – they have to offer content with value, information of how their solutions will help their customers’ business, and tips for using particular solutions.

IBM Saves Money by Producing In House

Currently IBM uses outside production services as well as internal teams to create their videos. The customer case studies and/or reference videos are usually produced by an external company but increasingly, a larger percentage of the videos are being produced internally. Many of the videos are shot at tradeshows and events where IBM’s various technical and product experts are in attendance. Rather than hiring an outsider who charges $10K to $15K to produce a video, IBM found that they can do it ourselves, single camera, for a small fraction of the price, and it is just as effective. Over a year, they save hundreds of thousands of dollars.”

Some case study videos are shot multi-camera but 90% of all productions are single camera. Most of the videos are captured using standard HD prosumer camcorders (recording onto 16 gigabyte SD cards) with flat lighting from a single large lightbox. For capturing audio, Mark uses professional Sony lavaliere microphones and Audio Technica shotgun microphones. Mark says, “Simple works. One of the most important technical details is to make sure we have clean audio.”

To improve the efficiency of the video editing and production process, the video is captured in a native Quicktime format and then inputted into Mac computers running Final Cut Studio. Mark has settled on h.264 and DVKitchen for compression and distribution over the company’s intranet as well as over the Internet. Mark usually compresses at the standard Apple TV settings (h.264 at 1280×720 with a 4800 kbps data rate) but DV Kitchen makes it simple to provide a variety of compression templates for various viewing and distribution options.

In many ways, their video production process is just like producing a document using Microsoft word. They use standardized formats and templates, and standardized technical specifications that allow a “producer” to easily cut and assemble a video without having to know a lot of technical details.

Once the video is done, the IBM team can share it in a variety of ways. For internal videos, they often use their own internal media servers or YouTube where the videos can be viewed using the standard YouTube video player.

However, for their external marketing videos, they were not satisfied with embedding YouTube in their public facing pages because there was too much clutter and not enough brand control. To give them more control and present a more professional look, they use outside video hosting companies and video platforms that can be customized.

Authoring video in house works for IBM because their current generation of IT decision makers understand the video language and often don’t have the patience to wade through a white paper or technical presentation. To properly reach them, information needs to be presented in a lively, colorful and high-energy mode that can only be conveyed via video.

SIDEBAR

Three reasons your business should use video to communicate

1. Use video – it works. The impact is phenomenal. Following the lead of the direct marketing industry which claims a 4x improvement in response in video versus text, Mark says that short videos with links is the most effective way for establishing powerful outward bound communications and building brand equity. Your audience expects video and you need to give it to them. An effective business presents information in a manner that is most receptive by their target audience.

2. Learn how to do it yourself. Modern video technology and solutions are easy to learn and very affordable. In many ways similar to cut and paste word processing, DIY video production has become the baseline for business communications and marketing. It is similar to the past evolution to word processing from executives relying on secretaries. The stratified and inefficient business architecture of the “Mad Men” TV show is long gone. Similarly, a new business communication paradigm is occurring now with video. Word processing is being supplanted by video. Long documents and boring powerpoint presentations are being replaced by video. Because DIY video is so efficient as a communications tool, it should be an integral part of your business.

3. Video is easier than people think. It is no longer some mystical technology. Yes, 20 years ago, video was complicated, expensive and required an advanced degree. However, with the advent of simple to use video nonlinear “cut and paste” editing programs and affordable high definition digital camcorders, high quality production is now attainable by almost anyone. You can hire someone out of high school who has all the skills. Remember – for business, simple works best. It is all about communicating ideas and information, not fancy effects or 3D explosions.

A Mid-Market Company Marketing Communications Audit Could Improve ROI

Whether you’re a B2C, B2B or nonprofit marketer, developing your new marketing and marketing communications plan is always a challenge. And today, despite some glimmers of improvement to the economy, the world in which you operate is probably still a precarious one.

As you move forward in your planning process, one of the difficult questions you face is how to allocate your precious resources – money, time and people – among the various disciplines under consideration – social media, traditional media, content marketing, PR and events – as well as what message to deliver across them

Maybe now is the time to consider an audit of your marketing communications program to determine what is and what isn’t working. Look before you leap!

Developing A New Marketing Communications Plan

If you haven’t recently (or ever) conducted a marketing communications audit, now is the ideal time to do so, before committing your already stretched resources. Like a financial audit, this process will provide an independent picture of your current actions; in this case, it will help you determine the strengths and weakness of your marketing program as a whole, as well as how each communication tactic and message does or does not contribute to your objectives and strategy.

This review should include a thorough analysis of all of your internal and external communications tactics, creative approach, media mix, subject matter, budgets and market research. Interviews with key personal may also be necessary.

Benefits Of A Marketing Communications Audit

An audit can go a long way toward helping you through your planning to maximize ROI. It can provide you with:

  1. An understanding of where improvement is needed in your outbound and inbound messaging, so that a more holistic approach can be developed;
  2. An understanding of what is registering with your customers, prospects and employees versus what they really want to know about your brand;
  3. Knowledge of the connects and disconnects of your current theming, graphics, tone and manner of all messaging across all media – both traditional and new;
  4. Help in determining what subject matter should be communicated and what messages should be minimized or eliminated;
  5. An improved budget allocation, resource distribution and media mix to maximize your marketing communications ROI.

The results of the audit will provide you with an actionable and coordinated road map of message and message delivery, media mix and spending allocation across traditional and new media communications tactics. It will also provide you with peace of mind, knowing that you’ve developed your plan with increased rigor and professionalism.

Marketing Communications Consultants Round Out Your Team

All B2C, B2B and nonprofit marketers face increasing scrutiny to prove the value of their programs, as well as to demonstrate improved ROI. As you face this scrutiny, one thing is certain – your constituents, be they customers, prospects or donors, know a lot about your brand well before beginning a dialogue with you, or meeting face to face, much less buying.

Having the skills, time and budgets to build favorable awareness of and attitudes toward your brand among these constituents in advance of buying is a significant challenge. If this strikes a chord, now may be the time to tap into established, experienced and media neutral consultants to help you with your marketing communications audit.

Select consultants with broad scope and senior level experience across industries and brands, who are willing to “”tell it like it is” so candor will flourish. This apolitical objectivity can be a significant value to the profitable improvements of your brand. So don’t go it alone.

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