Determining Communication Objectives
Recently, a Maryland based company has had trouble effectively communicating their messages and intents to consumers. They believe it is a lack of communication between departments and communication channels used for their target market. As a result, a company representative called in Dr. John Song Potomac MD. The communications and negotiations major were brought to identify their communication problems, help the company redetermine their communication objectives, and to put into place those communication objectives while using the appropriate communication channels.
Once their target audience has been defined, which it has been for years, Dr. John Song Potomac MD had to have multiple meetings with management and employees to understand what each wanted to communicate to consumers. Afterwards, Dr. John Song had to condense it into one catchy and attractive message that can be used and interpreted as the company’s mission statement for consumers.
The next step for Dr. John Song Potomac MD and the company was to identify what stage of the Buyer-Readiness Stage were most of their consumers in. These are the steps that consumers usually go through before making a purchasing decision. The steps include: awareness, knowledge, liking, preference, conviction, and purchase. These stages are essential for marketers to understand. It is important to ask yourself as a company, how quickly does it usually take consumers to go through this process when they first become aware?
After determining what step consumers were in every market, Dr. John Song was able to understand what each niche market needed depending on the step they were in.
Dr. John Song Potomac MD wants marketers for medium to large sized corporations to understand that they need analyze the position of their target market and niches every time they release a new campaign This process helps understand and estimate when the majority of a company’s profits will come in and the success rate of a product given a certain amount of time.