Post on 17-Jul-2015
transcript
Agenda
Key Components of IMC
Messaging
More about Strategies
More about Linked Tactics
Incorporating IMC Methods
Definition of IMC
According to the AMA (American Marketing Association) the
definition of Integrated Marketing Communications is:
“A planning process designed to assure that all
brand contacts received by a customer or
prospect for a product, service or organization
are relevant to that person and consistent over
time.”
Messaging Strategy
Strategic consistency
Begin with one voice
Core/Integrated Strategy Statements
Message translations
Results?
1.2 billion media impressions
100 million YouTube views
Sales 55% first 3 months
Sales 107% in the fourth month
Powerful Strategies
Strategies stay consistent across the period though tactics may
change
Drive toward increasing synergy between channels
Should be deployed across channels
Pay attention to buyer behavior and are specific to personas
Combine traditional and online/social media
Strategies can focus on:
Messaging – Changing perception
Timing – Seasonal
Area – Hyper-local
Word of Mouth – Viral
Product/Service offering –
Call to action
Traffic– Landing pages/conversions/promotion
Each strategy should focus on one stage of the buying cycle
Brand Strategies
Earned media
Word of mouth
Cause marketing
Thought
leadership/education
Sponsorships
Celebrity endorsements
Brand journalism
Online marketing
Brand strategies create awareness of a new brand, change
perception of an existing brand or create a brand extension.
Content Strategies
Brand journalism
Native advertising
Social media
Influencer marketing
Multimedia messaging
Education/Thought
Leadership
Contests/Quiz
Ambassadors/Celebrity
Testimonials
Content strategies are used when with a longer sales cycle, the client or
customer is sophisticated and the brand needs credibility.
Promotional Strategies
Events
Sponsorships
Contests
Rewards/loyalty programs
Cause marketing
Digital/mobile promotions
In store sales
Add-ons/lost leaders
Seasonal
Promotional strategies are used to influence the later steps in the buying
cycle, including post-purchase behavior
Geographical Strategies
Geographical strategies might be used for retail, medical practices,
franchises and other B2C businesses where the customer is not well-
known.
Hyper-local marketing
Outdoor/On the ground
Micro-events
Retail business partnerships
Choosing Channels
Carefully study audience behavior
Test iteratively for effectiveness
Shooting for synergy
Constantly updated
Powerful Linked Tactics
Strong linked tactics are often combination of traditional and newer
media
Can link two, three or even four tactics
Synchronized for best effect
Common message or tone
Simple Linked Tactics
Earned placement+ social media
Direct marketing + landing pages
Email + signage
Print + mobile
Product placement + ads
BJP Party
Campaign
• Elected Modi in 2014
• Created a landslide victory in India
• Core strategy statement around change
• Common creative
• Understanding of personas
• Linked traditional and bleeding edge technology