#5 MARKETING COMMUNICATIONS – From my 8 part Series ‘Understanding Marketing: There’s a lot more to it than you think!’

MarComs is the awareness-raising aspect of Business Development. It translates the vision of the BD thought-leadership campaign into appropriate marketing collateral; it is the means through which the world gets to learn of a new product or service, whether it be online or hard …

#5 MARKETING COMMUNICATIONS - From my 8 part Series 'Understanding Marketing: There's a lot more to it than you think!'

#5 MARKETING COMMUNICATIONS – From my 8 part Series ‘Understanding Marketing: There’s a lot more to it than you think!’

MarComs is the awareness-raising aspect of Business Development. It translates the vision of the BD thought-leadership campaign into appropriate marketing collateral; it is the means through which the world gets to learn of a new product or service, whether it be online or hard copy brochures.

The purpose of marcoms is to make the task of business development easier (to put the company’s product or service front of mind) and includes both on- and offline initiatives, taking its lead from BD.

Here, we would use anything from articles posted online through networking sites, blogs, social media, websites, emails, newsletters, leaflets and brochures and the use of vouchers (depending on product or service) or even speaking at conferences with all its associated collateral (including branded items such as banner stands that hold a targeted message).

Remember, there is no set rule: whatever approach you take, needs to be appropriate for the product/service and target audience – the strategy adopted by a big corporate or professional services firm will be markedly different from that of a company selling a product with a use-by date.