A long-term brand communication strategy should include a wide range of ways to interact with both potential and existing clients. The selection of specific tools always depends on the individual characteristics of the company and its product, market conditions, competitive environment, needs of the target audience, etc.
Communication Strategy Tools
This strategy involves the use of the following tools:
The product itself does not act stockholder data package as a communication tool. However, its quality parameters and consumer characteristics can attract or repel the buyer.
Packaging and label design. Even without taking into account text information, the design of a can or box can express a lot (for example, indicate the price segment of the product).
Advertising. Here, commercials on national channels or printed booklets can be used, but they must inform the consumer about the USP and demonstrate the key insight that is important for the target audience.
Promotion in social networks. These platforms have long ceased to be exclusively services for user communication. This is an effective sales channel and demonstration of brand identity. It is strategically unwise to ignore such a tool.
SERM (Search Engine Reputation Management): search engine reputation management. This refers to working with reviews and other ways of building a brand's reputation.
Loyalty programs. The main goal of such events is to turn potential customers into regular buyers. For example, through bonuses that can be used for subsequent purchases.
Event marketing tools include various communication formats, including master classes, meetings, educational lectures, etc. The main task is to form and strengthen audience loyalty, as well as inform potential clients.
Draws and promotions with prizes and discounts. Using these tools professionally, you can expand your target audience and increase the average check.
A competent communication strategy should use all of the above tools at several levels. For example, various channels can be used to advertise a product, including TV, print media, Internet resources, radio, etc.
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Examples of effective communication strategies
"Aviasales"
This is an interesting example of an effective communication strategy. It is distinguished by its boldness and unconventional approach. Aviasales specialists came to the conclusion that in a highly competitive sphere (the travel niche is exactly that), it is important to constantly experiment and be breakthrough.
It should be noted that this driving communication is connected with a high-quality product that has gained popularity among millions of consumers. The aggressive format of attracting attention in this case showed good results.
Aviasales
Bank "Tochka"
The credit and financial institution identified young businessmen as its target audience, and therefore directed all its communications specifically at this segment.
To demonstrate its similarity with its clients, Tochka develops its own list of offers, focused on fashion trends. The bank supports the Beat Film documentary film festival, dedicated to current culture and attracting thousands of modern viewers and directors.
IKEA
IKEA is the highest level of communication with the target audience. The company was able to express the depth of its strategy in a short message: "IKEA. Happy home."
Visiting the brand's stores is a pleasure for visitors. Here you can just wander around and enjoy the atmosphere. During the pandemic, the company subtly emphasized the importance of staying home, creating an association with coziness and comfort in any circumstances.
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