Bonnie HarrisCreating Powerful IMC Strategies
Creating Powerful IMC Strategies: From Strategy Statement to Synchronized Tactics
Bonnie HarrisFounder, Wax MarketingAdjunct Professor, WVU Reed College of Media @waxgirl33
3
• Defining IMC for Communicators
• Behavior Analysis• Strategy Statements• Cross-Channel Strategies• Linked Tactics
@waxgirl333
DEFINITION OF IMC
A PLANNED USE OF DIFFERENT PROMOTIONAL METHODS THAT ARE RELEVANT TO THE AUDIENCE, CONSISTENT AND REINFORCE EACH OTHER.
@waxgirl333
Critical Components
• Behavior analysis• Message alignment• Cross-channel
strategies• Measurement
@waxgirl333
BEHAVIOR@waxgirl333
ANALYZING BEHAVIOR
Content acquisition behavior is #1
•Informal surveys•Site analytics•Social media analytics•Observation
Create your own custom survey.
Takeaway #1
INFLUENCING BEHAVIOR
•Create a premise•Target desired behavior•Strategize to influence behavior
MESSAGING STRATEGY
• Strategic consistency • Begin with one voice• Core Strategy Statements• Message translations
@waxgirl333
Identify your core strategy statement. Takeaway
#2
Goal: Awareness across industries
Mix: Cause marketing, PR, events, social
Results: nearly 100% positive impressions
Results: Global earned media
Feminist Beer
POWERFUL STRATEGIES
• Consistent• Synchronized• Cross-channel• Behavior focus• Creative
@waxgirl333
STRATEGY FOCUS
• Awareness• Seasonal • Hyper-local
• Word of
mouth • Call • Loyalty• ?
Each strategy should focus on one stage of the buying cycle
APPLE WATCHGoal: Beat competition
Mix: Tradition/onlineResults: 75% of smart watch market in 1st quarterResults: Sales exceeded that of 1st iPad & iPhone combined ©jon
friedman
LINKING TACTICS
• Combine new and old
• Link two, three, four or more
• Synchronize
• Align
@waxgirl333
Think of the linked tactics you’re currently using and make them BETTER.
BJP PARTY CAMPAIGN
• Elected Modi in 2014
• Created a landslide victory in India
• Behavior of non-voters
• Understanding of personas
• Linked traditional and bleeding edge technology
SIMPLE LINKED TACTICS
• Earned placement+ social media
• Direct marketing + landing pages
• Email + signage• Print + mobile
@waxgirl333
COMPLEX LINKED TACTICS
• Integrated product placement
• Music promotion• Product launches• PSA’s @waxgirl333
MEASURING TACTICS
• Iterative, ongoing measurement• Website behavior• Social media engagement• Online clicks
@waxgirl333
“”
UNPLANNED MESSAGES ARE THE HOLY GRAIL OF IMC
- MICHAEL PALIN
Create a linked tactic toolkit.
Takeaway #3
REVIEW
• Behavior is more important than demographics
• Content acquisition behavior is key
• Create strategies across channels
• Link tactics to increase performance @waxgirl333
QUESTIONS?
@waxgirl333
BONNIE HARRISW
AXMARKETING.COM
LINKEDIN/IN/W
AXMARKETING
WAXM
ARKETING@
GMAIL.COM
612-801-0912@
waxgirl333