The first step in developing successful marketing and
communication programs is to decide on your goals and how
communications can help you reach them.
Create consistent and complementary programs eliminate confusion
with target audiences. Focus on aligning your product and
As you are
developing your program, adhere to your branding guidelines.
Don't have any? Get them.
the desired image for your company is critical in delivering a
coherent, believable message to your target audience. And
better you should do it before your competition does (see MAC
Again, all facets of your operation must be aligned for success:
marketing with forecasts, pricing and channels; manufacturing
with product; sales with potential customers and so on.
Any misalignment can waste money and severely
reduce product revenue. Your effort has to be integrated
across your entire operation.