Marketing and new sales strategies
As a consequence of the complexity of an increasingly global environment, companies require developing the ability to adapt and communicate with markets and other sectors of interest. To achieve the above, it is necessary to understand the importance of the communication element and its strategies as a successful factor, in coordination with the other elements of the marketing mix, namely, product, price and place.
Companies are considered to maintain relationships with the sectors of interest, which are part of both the internal and external environment, through an adequate communication strategy, this constitutes the fundamental reason to create their own identity mix as a strategy to achieve economic and social objectives, as well as adequate positioning. The different communication instruments used by many companies and organizations in their efforts to reach consumers and other audiences of interest (distributors, opinion leaders, society in general, etc.), they respond, therefore, to an integrated communication strategy in marketing.
Based on communication, all communicative tools that facilitate contact with their target audiences are harmoniously combined, orienting them to have stable and durable clients that compose them, for which they try to influence the perception that they form on the Company or Organization Value Proposal.
At present, many companies create new communication strategies to reach consumers, so they care to properly combine advertising efforts with other communication techniques and supports, such as websites on the Internet, direct and interactive marketing campaigns, public relations actions, etc. They are also aware that it is much more effective to coordinate these communication instruments with the other elements used in the marketing program. Through this work we seek to show the importance of communication for the achievement of business objectives, concepts that cover from understanding the nature of marketing communication, as well as the elements of the communications mix, to design a structured communication plan In the business plan, based on the identity of the company.
To produce the desired knowledge by organizations among their different sectors of interest, they use a set of means or instruments of marketing communication, called promotional mix or mixture of marketing communications, which “consists of a specific combination of instruments of instruments of Advertising, personal sale, sales and public relations promotion, which companies use for communication and marketing objectives ”(Kotler & Armstrong, 2001).
These means have their own characteristics and even when they are very different, they are very complementary, and must be harmoniously combined. Through these means information is supplied, customers are attended and help is provided with the community. These are joined to form a communication process composed of nine elements: the issuer, the coding, the message, the media, the decoding, the receiver, the response and the feedback effect (Lambin, 1995).
Advertising
Advertising is one of the activities with the ability to function in varied organizations to communicate with the outside of these. Advertising has its own artificial language that is born from the limitations of common language to meet the communicative needs of the same. This allows adapting the communication process to advertising, the advertiser would be taking the role of the issuer, the announcement would be the message, this message is designed according to specifications presented by the advertiser, the medium would be the means of dissemination of advertising and as a receiver We would have the target audience identified as potential consumers (from Durán, 2014).
If we compare advertising with the other elements of Mix marketing, this strategy is fast, because it is a mass medium that addresses its message to a large number of people in a single communication. The advertiser has the possibility to communicate in a synchronized way with much of his audience (IFES, 2007).
Direct communication with the client
Having a good bond of trust with the company’s customers is very important, since the fidelity of said client is achieved. Gómez (2010) states that direct communication with the client includes all forms of communication without intermediaries that the company has with its market, this communication can be done personally, by phone or by direct mail. Direct communication with the client covers all forms of communication without intercessors that the company has with its contractors, this communication can be made by direct mail or by telephone, this communication is made from special databases and communicates with the client individually and personalized.
This way of imparting customers indicates the quality and validity of messages such as different techniques, such as electronic emails, telephones, fairs, festivals and other techniques to communicate directly with customers being very flexible, and also allows immediate comments. One of the objectives of direct communication is to keep customers communicated on the services of their convenience.
The advantages of direct communication is that it allows you to appropriate messages to the interest and specific particularity of each client, since it is possible to choose the target group more thorough that advertising can be invested many more in the quality of the messages. This allows you to ship with free samples, make brochures, or send gifts to each client.
The disadvantages of direct communication is that the message of each type of consumer entails the difficulty of monitoring the homogeneity of the contents. To perform a direct communication program, it is necessary to have a lot of information about the clients to which you want to reach.
Another disadvantage is that communication is very large which its cost will do the same, because the communication from person to person involves these very high personnel costs, in addition direct mail requires a private service payment.
Communication at the point of sale
Communication is a strategic tool within any company. This does not mean that communication is the key to survival, but it is part of communication. Of course, without current communication, we are easily condemned to failure. Current management and communication trends are aimed at formulating a comprehensive communication strategy for the company to wait. Multinational and transnational companies, such as small and medium enterprises, many of them mistakenly believe that investment in communications is a typical characteristic of large companies (Davara, 1994).
Communication at the point of sale refers to certain shares that apply in it in order that through these modifications the sales of the place are promoted. As part of this product promotion at the point of sale are personalized presentations, promotions and demonstrations with the customer as a marketing strategy (Pérez & Pérez, 2006).
Communication through the product
A few years ago, the product was the main element in the commercial relationship, and its quality greatly determined the completion of the sale. Currently, there are a lot of products in the market, many of which have similar characteristics, so it is necessary to use other elements to formulate successful commercial activities. Product quality allows us to keep our existing customers, but other measures must be taken to attract new buyers, so that the market knows the existence of our products (Braidot, 1996).
The product is a key letter in the sales process and the image that gives the consumer encouraging the purchase. Product packaging must communicate, inform or persuade the customer. It is necessary to invest efforts in the presentation of the product since if packaging is a silent seller.
The advertising
Propaganda is an advertisement in which the media such as television, radio and magazines are used to disseminate information or ideas, and the objective is mainly attracting customers; On the other hand, it is a form of public relations that is used by not receiving payments from the company (such as news or report) to transmit information about the organization, its products or services, the purpose is mainly attracting buyers.
Propaganda characteristics
The purpose of propaganda is to increase support (or rejection) for a position, instead of simply proposing its advantages and disadvantages. The purpose of propaganda is not to say the truth, but to persuade people: its purpose is to bow the general opinions, not to tell the truth. Therefore, the message transmitted generally carries a high emotional impulse, generally attracts emotions, especially patriotic emotions, and attracts emotions instead of rational arguments (Bonta, 2005).
Its procedure is to use a large amount of survey presented and disseminated to support an ideological or political point of view. Although the message contains real information, it can be incomplete, without contrast and paranoia, so it cannot present the balance of the point of view in question, which is always asymmetric, subjective and emotionally seen. Its main purpose comes from a political background, generally referred to the efforts of the government or political party to persuade the masses. Second, it is called advertising by private companies.
Sale promotions
Promotions are considered as a succession of incentives that are mostly in the short term, therefore, tools designed to give a quick stimulus, consumer or company to buy certain products or services (McKenna, 1994) are considered quick -term.
Promotion as a sales tool is variable according to specific objectives. A free sample is capable of stimulating consumption, on the other hand, a free advice service allows you to create a solid long -term relationship with the client. Promotional activities managers should consider the impact on the image and location of the product. Promotional activities can affect the image of the product, so it is important to analyze the impact of the product and try to obtain a positive or neutral effect (McKenna, 1994).
The promotion allows to achieve short -term objectives by increasing sales, on the other hand, it allows to consolidate commercial alliances with specific customers if it is used in a personified way.
conclusion
To the theory an old marketing axiom says that the fastest way to kill a bad product is to announce it a lot (Wirtz & Lovelock, 2009), we can say that the theory is successful to some extent since there are currently products that can be marketed on a good scale being present in companies that are well possessed in the market, this makes the marketing level lower but gives favorable results.
In reference to the concept that having a good bond of trust with the company’s clients is very important, since the fidelity of said client is achieved according to Gómez (2010), this theory is reflected in successful companies which allows us to emphasize that The client is the most important element for an organization and that the organizational objective is to make fidelity in the consumption of the products offered.
According to Bonta (2005), propaganda is an advertisement in which the media such as television, radio and magazines are used to disseminate information or ideas, and the objective is mainly attracting customers; On the other hand, it is a form of public relations that is used by not receiving payments from the company (such as news or report) to transmit information about the organization, its products or services, the purpose is mainly attracting buyers, this concept maintains a scope Limited for the reality of the modern world, in which we find that through cell phones there is a type of successful propaganda advertising, or simply when you can see music among other contents on the different digital platforms come out infinities propagandas
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