For example, you adopt a serious tone when talking to a banker. Defining robot portraits of your targets assures you: The creation of buyer personas is a crucial step in the development of your communication plan. You prioritize your actions towards them in order to achieve your goals. It simply represents the largest segment of your prospects and customers. In the event that your means are limited, focus only on your core target. You grant your axis of communication by the channel, the format, the bottom or the form. The segmentation of your market is necessary and can be defined according to an age group, a gender, a CSP (socio-professional category), users of an existing service or product, etc.Įven if your offer is “general public”, you still have the possibility of segmenting your target. Each product or service is aimed at a specific clientele. We are gradually getting to the heart of the matter: defining your commercial target. This with the aim of estimating, according to your expenses and your income of money, a global envelope intended for your communication. Then list the means that your company has, both in human terms (number / expertise / trades), and financial. To help you in this task, orient yourself towards the realization of a SWOT (the marketing matrix: Strengths, Weaknesses, Opportunities, Threats). These general questions allow you to make a first internal and external diagnosis of your company. What are the current strengths and weaknesses of your business?Īre you in the launch of a business or the creation of a new product? In a more mature structure? Is your company still unknown to your target? Would you like develop your business ? Who is your product or service aimed at? BtoB, BtoC? Who are your competitors ? Draw up a composite portrait of your company Communication plan: take stock of the situation and define the context of the projectīefore you jump headlong into the creation of tables, graphs or statistics, let’s start with the basics: the evaluation of what already exists.

Communications plan budget template