communicate & execute

The core of the communication plan is developed in this execution stage.  Brainstorming and strategy sessions will incorporate the messaging and the key components of the message.  Communication vehicles will be identified as your marketing ‘tool box’.  These may include a combination of direct mail, print materials, radio, events, tradeshows and seminars to name only a few. There is a mirage of communication vehicles for you to leverage. The key is to identify the most effective vehicles to execute your objectives.
 

measure and evaluate

How to measure success?  Many companies struggle with the concept of actually measuring the results of all of the tactics executed. Such findings are based strictly on research.  Qualitative research such as response rates and positive changes in customer survey results can be combined with the quantitative changes in sales figures or market share to provide powerful information.

 

The key to this stage is developing a plan by which to measure, evaluate and then integrate the results into your communications plan. This is defined as continuous-relationship marketing. And, the success of your relationship with your customers, depends upon, you guessed it, your measurements and evaluation.