Understand process of marketing communication, define brand and its values, plan a communication campaign, and choose appropriate communication channels
Marketing communication is a set of processes and tools through which the new business venture acquires its customers by communicating the right message to the target group (also known as the market segment). There is not much difference between marketing communication of an established company and a start-up. The principles are similar, however, the start-up is usually limited by its resources and needs to set-up the communication channels in a way that provides the highest return on investment. As opposed to corporations, where marketing budget is being referred to as a “spend”, early stage company should perceive its budget as a possibility to invest and make revenue from money invested into marketing effort.
Marketing communication should be integrated. This means that all channels spread the message in alignment and contribute to the vision of that particular start-up. There are five basic areas of marketing communication that can be exploited for business success: advertising, public relations, sales promotion, direct marketing and personal sales.