Raising awareness of your product in your target market is where sales begin, and this is where marketing communications activities begin the selling process.
With today’s multiple channels for content to reach potential customers, the art and science of marketing communications has become increasingly important.
The marketing communications function (commonly called “marcom”) has many communications tools available. Some companies in an industry might rely on paid advertising in print and online media. While other companies in the same industry might rely on a very different media mix, such as public relations and events.
However, no company can be sure they are using the most efficient media mix without creating a marcom strategy that is aligned with their overall strategic marketing direction.
Turning the strategic direction into marketing messages
The marketing communications strategy process usually begins with creating a “messaging strategy” — determining the consistent theme or fundamental selling message that will he used in all marketing materials.
Another key part of the messaging process is creating the positioning statement. This two sentence statement tells what you sell, to whom, and why customers should buy it.
As you move through the process of creating a positioning statement, you’ll want to capture your brainstorming results, such as in your marketing strategy mind map. Then, refine and test those creative approaches until you settle on your company’s positioning statement.
Your positioning statement is critical to making all of the other parts of the marketing communications strategy work well. This is because every awareness-building and product information program needs to paint a clear, concise picture of what you sell and how customers will benefit from using your products.
Selecting effective marketing programs
Once you have settled on a strong positioning statement, you can develop sound strategies for your marcom programs. For most companies this means considering programs such as:

• Public relations
• Advertising
• Web site
• Seminars
• Conferences and trade shows
• Downloadable materials
• Direct marketing (offline & online)
• Packaging
• Event sponsorships
• Merchandising promotions

A mind map is a good way to capture ideas about which programs look like they will be most effective. Add these programs to the Marketing Communications section of your strategic marketing mind map. Later, evaluate each program to see if it should be in your final strategic marketing plan.
In large companies where each marketing program has its own manager, you can link your main strategic marketing mind map to each program’s own planning mind map.
In companies where the whole marcom strategy is implemented by one team, you can add details about marcom programs in the team’s main marketing mind map.
Benefits of a sound marcom strategy
The process of creating a marcom strategy has gotten more complex as more marketing activities move to the Internet. This has made it even more important to understand customer segments and how to communicate with those potential customers.
When you develop a marcom strategy based on a sound strategic marketing view of your market your marcom program will be more effective — and customers will have a better, more consistent brand experience.