Real-Life Communication
You love working as a food broker, not only because you get to do
the communications activities that you love, but also because of the wide
variety of people and products that you deal with on a daily basis.
You're
working on the concept for a new product that a firm would like to introduce
during the spring season. The concept is the initial marketing idea -- how
you're going to get potential purchasers of that product to take notice of
it. Given that there are thousands of products introduced each year, getting
your message heard above the din of all the others is a challenging job.
What
you've come up with for this product, which is a convenience food, is a marketing
campaign that builds on the rushed lives that most people have these days.
You want to show an average family rushing around trying to find time to fit
all of their activities into the day. Finally, bedtime comes around and everyone
realizes they haven't eaten yet.
The marketing for this product will
be built around the ease of preparing a "home-cooked" meal without a lot of
time or effort. Your idea is that you can begin with the presentation to the
food buyers, and then build on the campaign to a level where it can be presented
in television commercials to the general public.
Along with this information,
the concept contains diagrams for displays and marketing activities (like
on-package coupons) to help bring attention to the product.
Now all
you have left to do is write the concept up and get it ready for the client
meeting that you have later in the day. When you write the concept description,
be sure to use good grammar, spelling, punctuation and sentence structure.
Most importantly, use strong "selling" language that will make potential buyers
at all levels take notice of the product.