Chapter 5: Conduct marketing communication

Marketing communication is a vital function in any organization, ensuring that products and services reach the target audience effectively. In Kenya's competitive markets, developing communication strategies that resonate with diverse consumer segments is key for marketing professionals. This chapter focuses on how to develop effective marketing communication and allocate budgets strategically to maximize outreach and return on investment.

5.1 Developing effective communication

Developing effective marketing communication means working through a fixed sequence of decisions so that the message reaches the right people, says the right thing and produces the result the business wants. The sequence starts by deciding who the audience is, then states what the communication must achieve, designs the message and finally chooses the channels that will carry it. Skipping a step usually shows later: a clever message sent to the wrong audience, or a good channel with no clear aim, wastes the budget. This topic covers these four steps. The budget, the factors behind the audience, the content and the detailed comparison of channels are covered under their own topics.

The sequence of steps

• Identify the target audience: Decide who must receive the message.
• Set the communication objectives: Decide what response is wanted from them.
• Design the communications: Decide what to say and how to say it.
• Select the communication channels: Decide how the message will reach the audience.

Each step depends on the one before it. The objectives are set for a particular audience, the message is designed to achieve the objectives, and the channels are chosen to reach the audience with that message.

5.1.1 Identifying the target audience

The target audience is the group of people the business wants to reach with a particular message. It may be current customers, people who might buy, those who influence a purchase, or those who make the final decision. The audience affects every later choice: the words, the tone, the channel and the time of the message. For example, a business that produces fruit juice may aim one message at parents who buy the juice for the household and another at young adults who choose it for themselves.

Steps in identifying the target audience

1. Review the product and its customers: Describe what is sold and who already buys it.
2. Divide the market into groups: Separate customers by such features as age, income, location, lifestyle and buying habits.
3. Pick the groups to reach: Choose the groups that are most likely to buy and that the business can serve.
4. Identify buyers, users and influencers: The person who pays, the person who uses and the person who influences the choice may be different.
5. Describe each audience: Write a short profile of its needs, interests, language and the media it uses.
6. Check the choice: Test the profile against sales records or a short survey before the message is prepared.

Kinds of audience

• Individuals: A particular buyer, such as the owner of a small shop.
• Groups: Families, customers of a similar age or workers in a similar trade.
• Special publics: People who can affect the business's reputation, such as community leaders and trade associations.
• Current and potential customers: Current customers are reminded and rewarded, and potential customers are informed and persuaded.

The factors that decide who belongs in the audience are explained under Factors determining target audience.

5.1.2 Setting the communication objectives

A communication objective states what the communication must achieve, in terms of the audience's knowledge, attitude or action. Clear objectives show what to say, guide the choice of channels and make it possible to judge afterwards whether the communication worked. The objectives follow the stage the customer has reached in moving towards a purchase. A customer first becomes aware of a product, then learns about it, comes to like it, prefers it to others, becomes convinced it is right and finally buys.

Types of communication objectives

• Informing: Giving potential customers facts about a new product or service when they know little or nothing about it.
• Persuading: Encouraging customers to choose the business's brand instead of a competitor's by showing its benefits.
• Reminding: Keeping the brand in the minds of existing customers so that they buy again.
• Building brand image: Creating an attitude towards the business that fits its values and the customers' expectations.
• Encouraging action: Moving customers to take a particular step, such as visiting a shop, placing an order, calling a sales representative or sending a message.

Writing a useful objective

A good objective is specific, measurable, achievable, relevant and has a time limit. Example: A bakery that has opened a second shop may set the objective of raising the share of people in the neighbourhood who know about its shop from 20% to 40% within three months, measured by a short street survey. The objective names the audience, the change wanted, the measure and the period.

5.1.3 Designing the communications

Designing the communications means preparing the message that will be sent to the audience. A good message captures attention, holds interest, arouses desire and leads to action. Its design covers what is said, how it is arranged, how it is presented and who appears to be saying it.

Message content

The content gives the audience a reason to respond. A message can use a rational appeal, which stresses benefits such as price, quality, durability or savings, an emotional appeal, which uses feelings such as pride, belonging, trust or fear of loss, or a moral appeal, which speaks to what is right. A hardware shop may stress the long life and price of a paint, and a savings product may stress the security of the family.

Message structure

Messages work best when they are arranged with the strongest point placed clearly, where it will be noticed, and with a clear conclusion. A short, one-sided message suits an audience that already favours the product, while a message that also meets objections suits an audience that is doubtful.

Message format

The format is how the message looks and sounds: headline, words, images, colours, voice and music. A printed notice needs a striking headline and legible lettering, and a radio spot needs a voice and a sound that the audience will remember. Format must suit the channel chosen.

Message source

The audience gives more weight to a message that comes from a source it trusts, such as an expert, a satisfied customer or a respected member of the community. Honest endorsements and customer testimonials add credibility.

Characteristics of an effective marketing message

• Clarity: The message is easy to understand and free of jargon.
• Relevance: It speaks to the needs, wishes or problems of the target audience.
• Consistency: It fits the brand's image and earlier messages.
• Emotional appeal: It engages a feeling, such as trust or happiness, that moves the audience to act.
• Call to action: It tells the audience clearly what to do next, such as visit, call or order.

5.1.4 Selecting the communication channels

A communication channel is the means by which a message reaches its audience. The channels fall into two broad groups: personal channels, in which two or more people communicate directly with each other, and non-personal channels, which carry the message to many people at once without direct contact. A business must choose the combination that reaches its audience at an acceptable cost. How each channel works and its advantages and disadvantages are covered under Channels of communication.

Personal and non-personal channels

• Personal channels: Face-to-face selling, telephone calls and messages, and word of mouth from satisfied customers and respected people. They allow two-way exchange and carry high credibility.
• Non-personal channels: Radio, print, outdoor displays, online and social media, and shop displays and events. They reach many people quickly.

Factors influencing channel selection

• Audience reach: The channel must reach the target audience, not just a large audience. A shop selling to local residents gains little from national media.
• Cost-effectiveness: The cost must fit the budget, and channels are compared by cost for each person reached.
• Message nature: A message that needs showing, such as a colour or a style, suits a visual channel, and a message with many details suits a brochure or a website.
• Interactivity: If customers need to ask questions, channels that allow two-way exchange are better.
• Timing and frequency: The channel must be available when the audience is ready to act, and able to repeat the message often enough to be remembered.

Using more than one channel

Many businesses combine channels so that each supports the others. A juice maker, for example, may use radio to build awareness, displays in shops to prompt purchase and a message service to remind regular buyers. The message, images and tone are kept consistent across all of them.

Chapter Summary

This chapter explored the essential steps in conducting marketing communication, beginning with the development of effective communication strategies. It emphasized the importance of identifying the target audience accurately and setting clear communication objectives to guide message design. The process of designing communications was discussed, focusing on crafting messages that resonate with the intended audience, followed by selecting appropriate communication channels to maximize reach and impact. The chapter then addressed how to establish the total marketing communications budget, balancing resource allocation with expected outcomes. Various factors that influence the characteristics of the target audience were examined to ensure tailored messaging. The content of marketing communication was outlined, highlighting the need for relevant and persuasive information. Finally, different channels of communication were analyzed, comparing their advantages and disadvantages to help marketers choose the most effective platforms for their campaigns.