A well-established system of marketing communications of the organization is an important condition for its functioning as a full-fledged business unit, and also affects the successful position in the market. The influence of communications in an ever-changing market environment is very important, as the market is saturated with more and more goods. In addition, consumers are willing to meet their growing needs, and the methods of competition are changing in the direction of complexity, using more advanced means of working with information.
In order for the planning of production and marketing of products to have positive dynamics, you need to learn how to sell, produce a little product and form a direct sales channel. Using incentive means, it is necessary to ensure that the competitive advantages (distinctive properties) of the goods sold are known to target customers.
The marketing communications system has two interconnected goals: to make the product attractive and the product to be known. What communication channels should this system use?
Communication channels or a communication complex are:
- staff work in terms of personal sales;
- advertising;
- ways to stimulate sales;
- public relations.
The work of personnel in terms of personal sales is communication, representing personal and two-way contact (dialogue), the purpose of which is to motivate the client to take action on buying, in addition, selling is nothing more than a source of information for research.
Advertising is a paid form of one-way mass communication, coming from a specific source, and is direct or indirect support for the organization’s marketing activities.
Sales promotion complements advertising and staff work in terms of personal sales and is aimed at expanding and increasing the sales volume of a particular product.
Public relations are targeted actions to create a psychological climate of mutual trust and understanding between the product and its audience. In this regard, the purpose of communication is not to sell a product, but to provide moral support for actions.
In addition to these traditional means, it is necessary to mention the means of direct communication: fairs, catalog sales, exhibitions, telemarketing.
Communication channels must work in conjunction, and therefore it is necessary to correctly allocate the budget for communication between communications, based on the specifics of the goods sold and communication tasks.
The marketing communications system has two main tools that most affect sales results. This is the work of staff in terms of personal sales and advertising channels. If you intend to use these channels, you need to understand when direct contacts are more effective than advertising.
Of course, personal sales are superior to advertising in their effectiveness. But, the advantages of advertising in its cost. After all, making one contact with the audience through advertising is many times cheaper than using personal contacts with potential customers.
Advertising makes it possible for a short period to communicate with a large number of customers, while even the best seller is limited by time frames. At the same time, in relation to a specific product with a narrow circle of consumers, the effectiveness of personal sales is undoubtedly higher.
The marketing communications system is a two-way process. It affects the potential audience, at the same time, receiving counter information about the expectations and reactions of the audience. The unity of these components allows you to achieve a positive effect in sales.