Strategic Design | marketing & branding thoughts by Nick Rice

Dynamic marketing, branding & design strategies that span the gap between business & creative.

What's the point of Marketing Communications?

To keep your name in front of your target audience? Yes, but that's really about long-term branding not revenue or ROI.

To support the effort of your sales team? Sure, that's important but they typically are just looking for another excuse to call the customer. A new white paper, brochure, or sales tool is a great reason to reach out.

How about differentiating yourself from your competition? Interesting, but Marketing Communication (marcom) is simply the vehicle for talking about your true differentiations like consumer benefits, unique business model, industry leading features, etc...

I believe it's really about changing behavior.

It's easy to make money off of run-rate business - typically you don't have to work very hard to keep it flowing. The real challenge is getting a brand new customer to buy. Becoming a preference in his or her eyes - now that's a big deal (a long term, strategic, profitable big deal).

Marcom is the art & science of combining your value to the audience, your unique elements, and a reason to act NOW. I believe that a "call to action" is a critial component of any marketing communications effort. It could be as simple as a unique URL to visit to or some type of bundled promotion, but you need something to keep a new customer moving towards a purchase.

Marketing communications is about creating a bread trail for your audience to follow. Get them hooked, keeping feeding them value, and they will buy.

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