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Visual Communication Planner 3: Strategy made easy

Planning your communication strategy doesn’t have to be complicated. Analyse, outline and create a visual plan of your web communication strategy with this simple (free) tool.
Download the Visual Communication Planner on http://visualcommunicationplanner.com and get your free resources!

English version 3.0

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Visual Communication Planner 3: Strategy made easy

  1. 1. www.visualcommunicationplanner.com www.marketingdistinguo.com PLANNING YOUR COMMUNICATION STRATEGY DOESN’T HAVE TO BE COMPLICATED. MORE THAN 2,000 DOWNLOADS AND 27,000 SLIDE VIEWS! WWW.VISUALCOMMUNICATIONPLANNER.COM FREE TOOL FREE SLIDES FREE RESOURCES
  2. 2. www.visualcommunicationplanner.com www.marketingdistinguo.com WHAT’S NEW IN VERSION 3.0 • The Marketing Distinguo concept is now the first and most important element. • KPIs take the place of Metrics. • Investments take the place of Budget. • New slides and a new bottom- up approach. • New graphic layout and logo. • New free resources! YOUR LOGO HERE
  3. 3. www.visualcommunicationplanner.com www.marketingdistinguo.com The Visual Communication Planner by Gabriele Carboni - Weevo S.r.l. is licensed under a Creative Commons Attribution- ShareAlike 4.0 International License.
  4. 4. www.visualcommunicationplanner.com www.marketingdistinguo.com GABRIELE CARBONI Finalist for the Best 2019 Marketing Innovation award at DES 2019 Madrid with the Marketing Distinguo card deck. Defined by GoingGlobal UK: "LEADING EXPERT IN INTERNATIONAL DIGITAL MARKETING STRATEGIES". Among the 5 major Italian marketing influencers according to Digitalic. Coordinator of the networking project by Philip Kotler in Italy for the Italian Marketing Foundation. The first and only Italian to complete the MIT Sloan Digital Business Strategy Executive Program on Digital Transformation. Co-founder of Weevo S.r.l., an Italian web agency specializing in the international market approach through Social Media. Engaged in Marketing, Communication and Sales, is a Digital Strategic Planner, journalist and Communications Designer. Author of "Strategie web per i mercati esteri" (Digital Strategies for International Markets), Hoepli 2016. Worked as a lecturer for 24Ore Business School, Ninja Academy, Warrantraining and several Italian universities. Co-publisher and columist of Il Giornale delle PMI, the Italian online magazine dedicated to small and medium-sized businesses. www.visualcommunicationplanner.com www.marketingdistinguo.com global.weevo.it
  5. 5. www.visualcommunicationplanner.com www.marketingdistinguo.com DISCOVER MORE E-BOOK FREE WITH KINDLE UNLIMITED PODCAST SUBSCRIBE ON ITUNES, SPOTIFY AND PODBEAN CARD DECK ON OF THE THREE BEST 2019 MARKETING INNOVATIONS
  6. 6. Plot a path to communication success, analyse the most effective methods and eliminate operational issues and problems along the way. NOT A MARKETING EXPERT?
  7. 7. www.visualcommunicationplanner.com www.marketingdistinguo.com Perfect for marketing and communication professionals and non-specialists alike, the Visual Communication Planner allows you to outline and visualise your strategy simply and understandably.
  8. 8. www.visualcommunicationplanner.com www.marketingdistinguo.com STRATEGY IS WHAT TO START WITH MARKETING DISTINGUO TARGET MARKETS GOALS CONTENTS CHANNEL AND ACTIVITIES KPIs INVESTMENTS ACTIVITY TIMELINE WWW.VISUALCOMMUNICATIONPLANNER.COM
  9. 9. www.visualcommunicationplanner.com www.marketingdistinguo.com HOW TO USE IT Outlining your communication strategy has never been easier. 1. Print your copy of the Visual Communication Planner (A3 is suggested). 2. Answer the questions and start creating your visual plan right away. 3. Write your answer inside the element of the VCP.
  10. 10. www.visualcommunicationplanner.com www.marketingdistinguo.com CONSULTANTS Fill the elements of the Visual Communication Planner with your potential customer. He/she will see the communication strategy taking shape and understand the importance of it. Training your customers with this tool will give them the knowledge they need to make the right decisions on the communication matter. MANAGERS The Visual Communication Planner gives you a better understanding of the communication strategy. It saves time on planning, analysing and evaluating the strategy. Play with your team and define the perfect plan for the company of any size.
  11. 11. www.visualcommunicationplanner.com www.marketingdistinguo.com WHEN IT IS USEFUL EXAMINE results and calculate the ROI IDENTIFY and anticipate possible mistakes in current strategies DEFINE the communication plan for a brand, project or specific market FIND any correctives quickly OUTLINE the editorial plan ANALYSE the communication scenario
  12. 12. www.visualcommunicationplanner.com www.marketingdistinguo.com BUY NOW
  13. 13. www.visualcommunicationplanner.com www.marketingdistinguo.com Why should I buy your product? MARKETING DISTINGUO The Marketing Distinguo is a simple process to answer the most challenging question: “Why should I buy your company’s product rather than your competitor’s?” On the one hand, Positioning refers to the “place”the brand occupies in the consumer’s mind. On the other hand, USP positions the product within a particular market to create the perfect advertising. A glue between these two concepts is essential to simplify the job of the marketing manager and development of a communications strategy.
  14. 14. www.visualcommunicationplanner.com www.marketingdistinguo.com POSITIONING How the brand/product should be - or is - perceived by your customers and prospects. USP (UNIQUE SELLING PROPOSITION) The creative execution of Positioning and Marketing Distinguo in advertising. MARKETING DISTINGUO POSITIONING USP MARKETING DISTINGUO
  15. 15. www.visualcommunicationplanner.com www.marketingdistinguo.com “A process to finally come to the differentiation you need" MARKETING DISTINGUO PROF. PHILIP KOTLER BUY THE CARD DECK
  16. 16. www.visualcommunicationplanner.com www.marketingdistinguo.com What to analyse? MARKETING DISTINGUO What differentiates the company from its competition can belong to the brand, or be different for each product line. The analysis should be done on every market the company work in or wants to, concerning the players operating in the same target. With the Marketing Distinguo method you can answer to the question “Why should I buy your product?” in three simple steps. Discover more with the e-book, free with Kindle Unlimited
  17. 17. www.visualcommunicationplanner.com www.marketingdistinguo.com The Marketing Distinguo is related to contents MARKETING DISTINGUO Finding the Marketing Distinguo of your brand, your company, your product/service or your self is crucial as it influences all contents of your communication. From the slogan to the website content, from the organic social media posts to the advertising. If you focus your contents on your Marketing Distinguo you will reach your goals faster.
  18. 18. www.visualcommunicationplanner.com www.marketingdistinguo.com DISCOVER MORE E-BOOK FREE WITH KINDLE UNLIMITED PODCAST SUBSCRIBE ON ITUNES, SPOTIFY AND PODBEAN CARD DECK ON OF THE THREE BEST 2019 MARKETING INNOVATIONS
  19. 19. www.visualcommunicationplanner.com www.marketingdistinguo.com TARGET MARKETS
  20. 20. www.visualcommunicationplanner.com www.marketingdistinguo.com • Can you measure your market segment? • Is it large enough to make a profit? • Will it remain stable over time? • Are you confident you can reach the right potential customers through the communication channels you’re currently using? • Do potential customers in the same segment want the same kind of product? • Is your market segment diverse enough? Can potential groups of customers access different kinds of products? • Does the market segment respond to marketing stimulation? • Can you create marketing stimulation with marketing activities that ensure a cost-sustainable effect? SEGMENTATION
  21. 21. www.visualcommunicationplanner.com www.marketingdistinguo.com • Geographical segmentation – Your communication strategy doesn’t have to be confined to a specific country, you can also target a particular region, city or defined geographical area. This is known as geo- marketing, and is particularly useful for B2C communication. In geo-marketing, geographical data is used to communicate directly with specific demographics. • Demographic segmentation – This segments target markets by age, gender, employment, education or digitisation. When used for B2B communication, it also takes into account the company’s size - more specifically its turnover, number of employees and/or industry. • Behavioural segmentation – Potential customers are divided into groups based on their skills, attitude, awareness and brand loyalty. • Psychographic segmentation – This is evaluated based on the social class, lifestyle, personality, interest and opinions of potential customers. • Cultural segmentation – This kind of segmentation is particularly important for foreign markets as it takes into account cultural origin, religion, behaviour, traditions and colloquial language. Segmenting customers based on culture is becoming increasingly important because of globalisation and migration, and new targets are beginning to request products and services based on their cultural needs. SEGMENTATION
  22. 22. www.visualcommunicationplanner.com www.marketingdistinguo.com • Who do you want to buy your product or service? • Who are your competitors communicating with? • Who is influencing your target audience? • Who is affected by your target audience? • Who has the greatest online influence in your industry? • Which industries are connected to your field of reference? • What job positions do the superiors and subordinates of your target profiles traditionally hold in the company? TARGET MARKETS
  23. 23. www.visualcommunicationplanner.com www.marketingdistinguo.com TARGET MARKETS Target markets are related to channels It is easy to find the most used social media in the world. But does your target use Facebook? The channel you decide to use and the activities you are going to plan should always keep the target in mind. Also, you may find that potential customers in your domestic market use different channels than those in foreign countries.
  24. 24. www.visualcommunicationplanner.com www.marketingdistinguo.com GOALS
  25. 25. www.visualcommunicationplanner.com www.marketingdistinguo.com • First approach to the market; • search for distributors or retailers; • business partnership research; • commercial follow-up; • customer care; • consolidating position on the market; • consumer involvement; GOALS • sales growth: • increase number of customers; • increase in transaction number per customer; • increase in average purchase value; • expanding contact database; • qualification and segmentation of the contact database. What are the business goals for your target market?
  26. 26. www.visualcommunicationplanner.com www.marketingdistinguo.com GOALS VS. METRICS Don’t confuse metrics with goals Some metrics often referred to as goals: u attract more visits to the website / e-commerce / blog, through specific sources; u increase the number of followers or likes on Social Media; u generate share of your posts on social media; u get clicks from advertisements; u increase openings or clicks on newsletters.
  27. 27. www.visualcommunicationplanner.com www.marketingdistinguo.com GOALS Goals are related to KPIs KPIs shall always be set in order to evaluate the actions leading to the business goals. In the same way, you should define goals that you can track with KPIs that are measurable and achievable.
  28. 28. www.visualcommunicationplanner.com www.marketingdistinguo.com DISCOVER MORE E-BOOK FREE WITH KINDLE UNLIMITED PODCAST SUBSCRIBE ON ITUNES, SPOTIFY AND PODBEAN CARD DECK ON OF THE THREE BEST 2019 MARKETING INNOVATIONS
  29. 29. www.visualcommunicationplanner.com www.marketingdistinguo.com CONTENTS
  30. 30. www.visualcommunicationplanner.com www.marketingdistinguo.com CONTENTS TEXT IMAGES ILLUSTRATIONS VIDEOS BROCHURE E-BOOK WHITE PAPER CASE STUDIES
  31. 31. www.visualcommunicationplanner.com www.marketingdistinguo.com • What content do you want to use in your communication? • What is the context of your communication? • What tone of voice and style do you want to use in your communication? • What content do you need, and for which channels? • What new content do you need to create? • What existing content needs to be revised? • Do you have an editorial calendar? CONTENTS
  32. 32. www.visualcommunicationplanner.com www.marketingdistinguo.com • Do you have editorial guidelines or standards for your content? • What magazines, influencers or blogs inspire you? • Who translates or localises your content? • What are the main concepts or data you want to underline or emphasise? • What concepts don’t you want to use? • How do you plan to present your market supply on the web? • What graphic line do you want to follow? CONTENTS
  33. 33. www.visualcommunicationplanner.com www.marketingdistinguo.com The perfect content – website, brochure, video, advertising – should always answer these questions: u Who we are? u What do we do? u To whom we want to sell it? u Why should they buy it? (a.k.a. the Marketing Distinguo) CONTENTS
  34. 34. www.visualcommunicationplanner.com www.marketingdistinguo.com CHANNELS AND ACTIVITIES
  35. 35. www.visualcommunicationplanner.com www.marketingdistinguo.com SOCIAL MEDIA SOCIAL & WEB ADVERTISING NEWSLETTER & DEM CORPORATE BLOG EXTRANET / INTRANET CHANNELS AND ACTIVITIES www WEBSITE
  36. 36. www.visualcommunicationplanner.com www.marketingdistinguo.com CHANNELS AND ACTIVITIES • What are the most used web channels from the defined target? • Are there niche channels dedicated to the industry? • What is the actual use of these channels from your target? • Have multiple target segments been identified, so are channels dedicated to these segments? • Which channels can be opened in relation to the defined budget? • Do these channels help you achieve your goals? • What are the direct and indirect costs? • Is there anyone inside the company who can handle them? • What tools are needed to use and measure these channels?
  37. 37. www.visualcommunicationplanner.com www.marketingdistinguo.com • What actions do you need to take to achieve your defined goals? • Are your preferred channels already available? Do you need to activate any social profiles or newsletter platform? • What are the characteristics of each channel you want to use? • What content do you need to properly profile your chosen channels? • How many campaigns can you start with your current budget? Which ones will you focus on? • What is your budget for web and social advertising? • What action do you need to take on each channel? • How often do you want to communicate on each channel? • How do you plan to manage your engagement? CHANNELS AND ACTIVITIES
  38. 38. www.visualcommunicationplanner.com www.marketingdistinguo.com A good communication strategy should be planned for at least twelve months. Under the elements of the Visual Communication Planner you have twelve slots you can use to note key activities or events. CHANNEL AND ACTIVITIES
  39. 39. www.visualcommunicationplanner.com www.marketingdistinguo.com DISCOVER MORE E-BOOK FREE WITH KINDLE UNLIMITED PODCAST SUBSCRIBE ON ITUNES, SPOTIFY AND PODBEAN CARD DECK ON OF THE THREE BEST 2019 MARKETING INNOVATIONS
  40. 40. www.visualcommunicationplanner.com www.marketingdistinguo.com KPIs
  41. 41. www.visualcommunicationplanner.com www.marketingdistinguo.com KPIs • What are the business metrics aligned to the goals? • What are the channel metrics to consider? • Can you measure those metrics? • How often do you analyse traffic? • What tools do you use to analyse the results? • Who will analyse the results? • What to do if goals are not met?
  42. 42. www.visualcommunicationplanner.com www.marketingdistinguo.com KPI EXAMPLES • Monthly new prospects/leads • Qualified leads per month • Marketing Qualified Leads • Sales-Accepted Leads • Sales Qualified Leads • Cost per lead • Cost per conversion • Average time of conversion • Retention rate • Churn rate
  43. 43. www.visualcommunicationplanner.com www.marketingdistinguo.com CHANNEL METRIC EXAMPLES • Monthly website traffic • Returning vs. new visitors • Visits per channel • Average time on page • Page per visit • Inbound links to website • Traffic from organic search • Advertising Click-Through Rate • Volume of traffic from video content • Traffic from Social Media • Engagement rate • Mentions and comments
  44. 44. www.visualcommunicationplanner.com www.marketingdistinguo.com FUNNEL EXAMPLE CHANNEL METRICS TOFU: WEBSITE TRAFFIC FROM SPECIFIC CHANNELS KPIs MOFU: FILLED FORMS BUSINESS GOALS BOFU: SALES
  45. 45. www.visualcommunicationplanner.com www.marketingdistinguo.com INVESTMENTS
  46. 46. www.visualcommunicationplanner.com www.marketingdistinguo.com • Which and how many selected target segments are? • What is the language in which you intend to communicate? • What kind of content do you intend to create? • How many channels are you going to use? • What kind of activity do you intend to do? • What budget can you devote to advertising activities? • How long do individual activities last? INVESTMENTS
  47. 47. www.visualcommunicationplanner.com www.marketingdistinguo.com • What are the internal or external resources involved in the activities? • Who cares about channel management? • Who is involved in implementing the identified communication plan? • Who will follow Social Media discussions, or newsletters answers? • Who will manage obtained contacts? INVESTMENTS
  48. 48. www.visualcommunicationplanner.com www.marketingdistinguo.com DISCOVER MORE E-BOOK FREE WITH KINDLE UNLIMITED PODCAST SUBSCRIBE ON ITUNES, SPOTIFY AND PODBEAN CARD DECK ON OF THE THREE BEST 2019 MARKETING INNOVATIONS
  49. 49. www.visualcommunicationplanner.com www.marketingdistinguo.com GABRIELE CARBONI Finalist for the Best 2019 Marketing Innovation award at DES 2019 Madrid with the Marketing Distinguo card deck. Defined by GoingGlobal UK: "LEADING EXPERT IN INTERNATIONAL DIGITAL MARKETING STRATEGIES". Among the 5 major Italian marketing influencers according to Digitalic. Coordinator of the networking project by Philip Kotler in Italy for the Italian Marketing Foundation. The first and only Italian to complete the MIT Sloan Digital Business Strategy Executive Program on Digital Transformation. Co-founder of Weevo S.r.l., an Italian web agency specializing in the international market approach through Social Media. Engaged in Marketing, Communication and Sales, is a Digital Strategic Planner, journalist and Communications Designer. Author of "Strategie web per i mercati esteri" (Digital Strategies for International Markets), Hoepli 2016. Worked as a lecturer for 24Ore Business School, Ninja Academy, Warrantraining and several Italian universities. Co-publisher and columist of Il Giornale delle PMI, the Italian online magazine dedicated to small and medium-sized businesses. www.visualcommunicationplanner.com www.marketingdistinguo.com global.weevo.it
  50. 50. www.visualcommunicationplanner.com www.marketingdistinguo.com • Enterprise websites with Drupal • Web Marketing strategies and management • Web Advertising • Copywriting • Twitter: @gabbariele • Websites: • http://global.weevo.it • http://www.visualcommunicationplanner.com • http://www.marketingdistinguo.com • E-mail: gabriele@weevo.it The Visual Communication Planner is licensed under the Creative Commons Attribution-ShareAlike 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/4.0/.

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Planning your communication strategy doesn’t have to be complicated. Analyse, outline and create a visual plan of your web communication strategy with this simple (free) tool. Download the Visual Communication Planner on http://visualcommunicationplanner.com and get your free resources! English version 3.0

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