Page 163 - 100 Great Marketing Ideas (100 Great Ideas)
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In practice
• You must integrate the message at all levels in the company,
from managing director to tea lady.
• All communications should have common visual standards.
• Your marketing communications strategy needs to be clear
to everybody.
• Always start with a zero budget—add to it as you see what needs
to be done.
• Marketing communications have to be built around buyer
behavior and customer contact points.
• Build relationships with customers, and build brand values.
• Ensure you have a good marketing information system so that
you can monitor the process fully.
• Ensure that you always use the same artwork.
• Be prepared to change if it isn’t working.
154 • 100 GREAT MARKETING IDEAS
