Marketing is all about communication, and so is this marketing capstone. Communication with the instructor, communication with the client, and communication with customers.
This week started by the second review with Drew. We went through all the previous work I’ve done and came to the point as how to continue for the rest and what key aspects should be emphasized in the meantime. My key recommendations for my client till now are to raise the importance of safe packing and to lower the importance of price. To do so, I have come up with a 5-box value proposition in order to persuade potential customers to change their mind about packing. Drew’s insights helped me polish the value proposition to be “packing high value takes special expertise”. We need to change the current belief that people think they can do packing themselves, by proving how much expertise is involved in packing as a matter of fact. These will be highlighted in my communication strategy later.
I’ve kept in touch with my client at least once per week, either by meeting, calling or emails. The point is I want to treat my capstone project as a real consultancy project as if I was hired to do, so building rapport with my client is absolutely one of the most important things on the list. On one hand, the client will feel respected and important because they initiate the project and they care about it as much as we do. On the other hand, the client can provide expert insights into the industry. This week, I sent an email to my client to ask for his opinions on common mistakes about packing, because in the communication strategy, one campaign is to compare professional packing with incorrect packing.
I am taking the advertising course and our group project is to develop a communication strategy for Ikea. I am sure during the process I will learn how to conceive a communication strategy for Navis and at the same time improve my Photoshop skills. Hope so.
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