Running head: FedEx Marketing Communication Channels Marketing Principles (busi 3313)
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- How Companies Stimulate Personal Communication
- Non Personal Communication Channels
Personal CommunicationA good marketing strategy uses both personal and impersonal communication channels to achieve their task. Personal communication is communication that occurs between two or more persons (Robbins et al…, 2011). The major difference between this type of communication and impersonal communication is that in personal communication, the message emanates from a single individual, and is directed to a person or people with the same interest. This communication can take place in direct forms or through mediated channels. These include face-to-face communication, communication by persons through telephone, post, courier services, text messages, or email services (Barnlund, 2008). In the case of marketing, communication can is further categorized depending on the manner in which it is applied. For instance, when sales persons of a particular company communicate with current or prospective customers for the company’s products or services, they act as advocates of the product to the company. These sales persons may not be experts in the knowledge of the product, as their major task is to convince buyers into purchasing the goods or services. They are, thus allowed, to paint the products or services a better image than it really is as long as they get them buying, and as long as the information is not grossly false or misleading (Kotler & Keller, 2012). A second category of marketing communication is expert communication. In this case, unlike in the case of advocate communication, the communicator is an expert in the product or service being sold. Expert communicators will posses certain amount of knowledge on the topic, and he will give the merits as well as the demerits of the goods or services (Barnlund,2008). Although his intention is to sell the product, he is also tasked with the responsibility of ensuring that the consumer gets all the knowledge he needs before purchasing the item. Lastly, there are social communicators (Robbins et al…, 2011). These are neither advocates nor experts on the brand, but they may have been people who have heard about the brand, and pass the information on what they heard to their social colleagues on a social level. They may recommend the product to them because it worked well for them, because it is cheaper, or because it has better qualities than the rest of the products. How Companies Stimulate Personal CommunicationIt is important that companies formulate strategies that will encourage personal communication between the company personnel and the customers. Research studies show that personal communication is more influential that impersonal communication, as the audience of a personal communication process feel more respected and worthy to the company, given the amount of attention they receive from the personalized messages. In achieving this, companies take a number of measures to enable them stimulate personal communication by their marketing personnel about their brands and products (Robbins et al…, 2011). The first step for the company is to identify individuals who are influential enough to influence the decision-making process and preferences of the customers. These are, usually, social leaders like role models. The companies will then supply information about the products and brands to opinion leaders (Barnlund, 2008). These are, usually, experts on the topic, such as medical personnel for health related products and or government officials. They implore these persons to speak well of the product, knowing that they will have a big impact in influencing consumer opinions about the product. This is because consumers will often tend to believe such persons because of their expertise knowledge and accurate opinions. The company will then get people who the public can easily believe and be convinced by to give testimonies about the effectiveness of the brand or product that is being advertised. Such people may include religion persons, or people with very high morals standards in the society. These will give accounts of their wonderful and successful experiences on using the products, thus recommending to anyone with certain needs as theirs. People, consumers included, will always be taken emotionally by personal stories. This means that such testimonies will go a long way in convincing the people on the effectiveness of the product (Barnlund, 2008). After impliedly convincing the consumers on the goodness of the product and brand, the company will then come out to expressively convince the consumers to purchase the products or services. This will be done based on the inherent characteristics of the product, and by all means, it will paint the image of the brand a good image and name (Clow & Baack, 2007). Through the advertising efforts, the company will seek to request customers who will feel satisfied with the good aspects spoken, heard, and experienced about the product to come out in large numbers and purchase the product, and promote the product among their social colleagues. As a way of maintaining the relationship between the company and customers, so that the company ensures that the customers remain loyal to the products, the company will establish communication and interaction channels, through which it will exchange information with the clients (Robbins et al…, 2011). This is the area that has been largely affected by today’s advancements in technology. There have come up a number of ways that a comp-any can do this, the major one being by the use of the Internet.
Every office creates an atmosphere in the place that it conducts its activities. This could be the office or field. The company culture plays a big role in communicating messages to present and potential customers. There are trends that a company may adopt, which may attract customers, while some will send away its current customers. This varies in array, and could include the manner in which the office is arranged, the manner of operations in the office, the manner in which the company personnel relate with its customers, the company uniform, and the entire attitude of employees and management (Clow & Baack, 2007). Companies organize events, through which they will communicate messages that will intend to promote the product or brand on sale. These events include news events, opening ceremonies of certain occasions, the company may sponsor certain events, usually charitable and social in nature, to show its human image, and that it connects with real issues affecting the people, who are its customers (Clow & Baack, 2007). These events may include environmental events, building of social amenities, and sponsoring the education of needy children.
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