Communication Objective:
During last week’s lecture, I thought my communication objective would be top-of-mind awareness, then I thought it was information, then I thought it was image/attitude, then behavioral! I was so confused about which one fit my marketing objective and source of volume. But then figure 10.2 in the Big Picture helped. So because I’m planning on doing acquisition/stimulate demand, my options have narrowed to awareness or information objective. But because American Cancer Society already has a lot of brand awareness, we can focus on information.
Key product attribute:
I will focus on search attributes of Relay for Life because I’m doing acquisition/stimulate demand. Also I believe Relay for Life can acquire head loyals, and information and stats are important for this group.
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Good call on the information comm. obj. over the awareness one. You're fortunate in that your FE's name clearly states what you do. What are your search attributes going to be? You're trying to get people to donate, right? So fact sheets, stories, pictures of cancer patients, thank you letters? Maybe not thank you letters if your donors need to be able to evaluate prior to consumption. Maybe thank you letters are one of your communications channel?
ReplyDeleteP.S. You should give some opinion on my category post. I originally put lifestyles, but it's too vague. I'm thinking of changing to "dinner options..."