Know-How Exchange : Strategy

This is a very large and broad question. The answer would very much depend on the specifics of the company and market. My best suggestion would be to hire a MarCom Manager who is experience in the market and industry and have them come up with a plan.

OK, thats a whole consulting project right there, but let me break it down in a sample-sized package for you.

Marcomm is going to need to communicate the value proposition of your individual product brands, and maybe also the corporate brand, depending on the way you want to go.

Imainge the target audience. Ask yourself all the questions they would ask themselves about you.

You are going to need to generate awareness of "you" in general, then specifics of the value prop.

You said FMCG - which means that you are going to want to communicate in general to establish the brand presence, and also near the point of sale.

Marcomm team would most like use offline and online advertising mediums to expose the brand through print media, television, radio, and online digital media.

You'll want to consider which messages need to be communicated to the consumer and how best to reach them. This will tell you the channels to begin to exploit.

The best way, in my view, is to find the places your potential customers congregate, monitor online conversations and begin to introduce the product there.

Your marcom team will need to maintain the brand look and feel as well as communicate product-specific information that the target audience wants to know to help them in their purchasing process. You will also use this team for sales promotions, etc.

They will design collateral, packaging, advertising, point of sale tags and teasers, information tags, badges and icons for web pages and social media distribution.

You'll need someone that understands communication as well as marketing. You'll need designers. You'll need media managers - people who can keep tabs on the material and messages that are going out. You'll probably want someone to be the ringmaster of all the potential messages floating around on the web, in the press, in your ads, in the stores, on retailers sites, etc.

You'll monitor performance by paying attention to the channels you use to communicate and listen to whats being reflected back. You'll know best from the revenues you collect. From targeted programs and unique urls you run with promotions, etc.

The bottom line is that somewhere you probably have a product manager that should be feeding the messaging, specs, etc. to the marcomm team who then put the outgoing messages together to support the product strategy that the Pdct Mngr owns. With the proliferation of SM, you'll need a ringmaster, especially with multiple product lines.

OK, thats a lot of fragmented information, but a very, very high level and loose attempt to give you the info for approaching a strategy, the tools you might use, the skills you might need and how you would measure it.