Integrated Marketing Communication Traditional Approach to Marketing Communications Point of purchase Special events Publicity Media Advertising Public relations Direct marketing Sales promotion Packaging Direct response Interactive marketing Contemporary IMC Approach Packaging Sales promotion Point of purchase Publicity Interactive marketing Media Advertising Direct marketing Direct response Public relations Special events Integrated Marketing Communication • Integrated Marketing Communications (IMC) is the term used to describe the entire program by which you communicate with your customers. The “face, personality and spirit” of the company and products (all marketing mix variables) should blend together to present a unified message. Integrated Marketing Communication • IMC plan is NOT a marketing plan. It • personal selling is a portion of the marketing plan that involves all promotional aspects of the marketing plan. All communications with customers, including but not limited to ….. • consumer sales promotions • trade (channel) promotions • advertising • public relations • corporate as well as product positioning • customer service experiences Integrated Marketing Communication Integrated Marketing Communication Integrated Marketing Communication Integrated Marketing Communication • The strategic integration of multiple means of communicating with target markets to form a comprehensive, consistent message. Reasons for the Growing Importance of IMC From Toward Media advertising Multiple forms of communication Mass media Specialized media Manufacturer dominance Retailer dominance General focus Data-based marketing Low agency accountability Greater agency accountability Traditional compensation Performance-based compensation Limited Internet availability Widespread Internet availability © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin IMC: the Customer’s Perspective (Mitch Kozikowski) 1. Integrated marketing communication is not about ads, direct e-mail pieces, or public relations projects. It is about understanding the consumer and what the consumer actually responds to; behavioral change is the communicators’ mission. If the customer does not act, the communicator – and the communication have failed IMC: the Customer’s Perspective (Mitch Kozikowski) 2. Organization can not succeed without good relationship with their publics. Organizations need relationships with their customers that go beyond the pure selling of a product or service. They need to build relationships. As the world becomes more competitive in everything, relationship building becomes more critical. IMC: the Customer’s Perspective (Mitch Kozikowski) 3. Integrated marketing communications require collaboration on strategy not just on execution. The entire communication function must be part of the launch of a product, service, campaign or issue from its inception. Communicators must participate in the planning of a campaign, not just in the implementation of communication vehicles. IMC: the Customer’s Perspective (Mitch Kozikowski) 3. Integrated marketing communications require collaboration on strategy not just on execution. The entire communication function must be part of the launch of a product, service, campaign or issue from its inception. Communicators must participate in the planning of a campaign, not just in the implementation of communication vehicles. IMC Basics • Coordinate various communications approaches into a mutually supportive, thematically unified, coordinated whole • Must manage all sources of information about a product that moves the customer towards a sale and maintains loyalty IMC Model Marketing Goal • First task is to retain satisfied customers, not just produce new customers • Difference between creating a single sale and creating a lifelong customer • The basis for relationship marketing IMC and Branding Brand Identity is a combination of factors: Name, logo, symbols, design, packaging, product or service performance, and image or associations in the consumer’s mind. IMC plays a major role in the process of developing and sustaining brand identity and equity. Classifications of Advertising National Advertising National Advertising Retail/Local Advertising Retail/Local Advertising Consumers Primary vs. Selective Demand Advertising Business-to-Business Advertising Business-to-Business Advertising Professional Advertising Professional Advertising Trade Advertising Organizations Direct Marketing is Part of IMC DirectDirect Mail Mail DirectDirect Response Response Advertising Advertising Internet Sales Direct Marketing Shopping Shopping Channels Channels Telemarketing Telemarketing Catalogs Catalogs Using the Internet as an IMC Tool The Internet Educates Educates or or informs informs customers customers Obtains Obtains customer customer database database information information A persuasive A persuasive advertising advertising medium medium Communicates and interacts interacts withwith buyersbuyers A sales tool or an actual actual sales sales vehicle vehicle Provides Provides customer customer service service andand support support Builds and maintains customer relationships Sales Promotion Tools Coupons Samples Premiums Contests/Sweepstakes Refunds/Rebates Bonus Packs Loyalty Programs Events Trade Allowances POP Displays Training Programs Trade Shows Coop Advertising • Consumeroriented • Tradeoriented • [For end-users] • [For resellers] Advertising Versus Publicity Factor Advertising Publicity Control Great Little Credibility Lower Higher Reach Measurable Undetermined Frequency Schedulable Uncontrollable Cost High/Specific Low/Unspecified Flexibility High Low Timing Specifiable Tentative Public Relations Tools Publicity Vehicles Community Activities Special Publications Corporate Advertising Public Affairs Activities Cause-related Marketing Special Event Sponsorship IMC Audience Contact Tools Broadcast media (TV/radio) Print media (newspapers, magazines) Public Relations/ publicity Out-of-home media Internet/ interactive Direct marketing Target Audience Personal selling Point-of-purchase (displays, packaging) Sales Promotion Word-of-mouth Events and sponsorship Product placements (TV and movies) The Marketing Plan 1. A detailed situation analysis 2. Specific marketing objectives 3. A marketing strategy and program 4. A program for implementing the strategy 5. A process for monitoring and evaluating performance Integrated Marketing Communications Planning Model Review of marketing plan Promotional program situation analysis Analysis of the communications process Budget determination Develop integrated marketing communications programs Advertising Sales promotion PR/ publicity Personal selling Direct marketing Internet/ interactive Advertising objectives Sales promotion objectives PR/ publicity objectives Personal selling objectives Direct marketing objectives Internet/ interactive objectives Message strategy Sales promotion strategy PR/ publicity strategy Personal selling strategy Direct marketing strategy Internet/ interactive strategy Integrate and implement marketing communications strategies Monitor, evaluate and control IMC Program Thank You Integrated Marketing Communication
