Atul IMC ppt
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Dr. Atul Thakare shared practitioner's experience in marketing & communications with the management students of Lexicon Management Institute of Leadership and Excellence.
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Atul IMC ppt
- 2. MAKING AN IMPACT WITH MARKETING COMMUNICATION Practically every time you “like” a TV show, article, or a meme on Facebook, you are participating in an IMC effort! In today’s marketing environment, promotion involves integrated marketing communication (IMC). IMC involves bringing together a variety of different communication tools to deliver a common message and make a desired impact on customers’ perceptions and behavior. 2
- 3. 94% That’s a big number! But these many consumers have discontinued a product/service due to irrelevant promotions or marketing communication 3
- 4. I.M.C. Integrated marketing communication is the process of coordinating all this activity across different communication methods. A central theme of this definition is persuasion 4
- 5. THE PROMOTION MIX: MARKETING COMMUNICATION METHODS
- 6. OBJECTIVES OF MARKETING COMMUNICATION ▪ To communicate ▪ To compete ▪ To convince 6
- 7. “ 7 “You can’t sell anything if you can’t tell anything.” Beth Comstock
- 10. MASS MARKETING TO IMC 10 Identify which tools are the best fit for the audience and marketing objectives Deliver a unified message and coordinated approach across these tools.
- 11. MESSAGE MATTERS: Express the main idea Resonate with the audience Articulate clearly and concisely 11
- 12. Developing Key Messages Concise Simple Strategic Convincing Relevant Memorable Tailored 12
- 14. EFFECTIVE MARKETING CAMPAIGNS ▪ Determine the target market ▪ Determine purpose & objectives for the IMC campaign ▪ Set S.M.A.R.T. goals ▪ Define the message ▪ Select marketing communications methods and tools ▪ Determine the promotional mix: which tools to use, when, and how much ▪ Execute the campaign ▪ Measure results and refine approach 14
- 15. AIDA MODEL 15 ACTION AWARENESS INTEREST DESIRE Build awareness to motivate further action Generate interest by informing about benefits; shaping perceptions Create desire; move from “liking” to “wanting” Take action toward purchasing Communicating with Target Segments
- 16. “ Ad with Emotional Appeal https://youtu.be/779KwjAYTeQ 16
- 17. Factors while choosing MARKETING COMMUNICATION METHODS 17 o Budget o Timing o Audience o Existing Assets & Organizational Strengths o Advantages of various Marketing Communication Methods
- 18. ENGAGEMENT STRATEGIES 18 Campaign Strategy Well-suited IMC Tactics, Tools Interact Social media, events, guerrilla marketing efforts Engage Word-of-mouth recommendations, viral sharing, social media Embrace Brand community, social media, events, sales promotions, viral sharing Influence Public relations, thought leadership activities, personal selling Convince Case studies, testimonials, comparisons, free trials, samples Educate Advertising, thought leadership activities, public relations, website and other content marketing Inspire Testimonials, guerrilla marketing, events, advertising, case studies Nurture Email marketing, content marketing, personal selling
- 19. ADVERTISING 19
- 20. THE PURPOSE OF ADVERTISING Persuasive Advertising Informative Advertising Reminder Advertising 20
- 21. 21
- 22. ▪ A positive and friendly way of advertising ▪ Unique brand experience ▪ Enhances brand awareness ▪ Increasing your customer base ▪ The collection of user data and research ▪ Potential of Virality ▪ Lead Generation 22 ADVERGAMING
- 23. INBOUND PROCESS IS SIMPLE Attract Delight Engage 24
- 25. Concept When you conceptualise your event, you create the framework from which it will grow. Why you are holding your event; Who will be in attendance; When it will be; Where it will be; What will happen at the event. 5 C’s Coordination When you have your concept, the planning can begin. Deciding on a theme Nailing down a solid budget Drawing up an itinerary Searching for a venue Planning caterers/decorators Booking entertainment/speakers/activity Sourcing equipment Coordinating transport and accommodation Risk assessments & security Contingency plans 26
- 26. 5 C’s Control Staying in control. Be sure to keep things tight and stick to your plan as far as possible. Event control also means managing supplier and vendor relationships. Culmination In event culmination, we reach the climax. The culmination phase involves communicating with suppliers, vendors and staff, keeping a close eye on timelines, monitoring security, ensuring everything is set up at the right time, etc. Closeout Closeout extends to post-event management, such as getting feedback from clients, evaluating your performance, thanking attendees and staff, reviewing the budget, etc. Understand how you can use the momentum gained from it to move forwards. 27
- 27. 28
- 29. THANKS! You can reach me at: atulrt@gmail.com atulrt.blogspot.com 30
Notas do Editor
- : persuading people to believe something, to desire something, and/or to do something.
- Express the main idea you want people to understand and remember about your offering Resonate with the audience you are targeting, such that they pay attention and feel what you are saying matters Articulate clearly and concisely what you need to communicate about: e.g., what you stand for, why you are different, what value you offer, what problems you solve, etc. Resonate with the audience you are targeting, such that they pay attention and feel what you are saying matters Articulate clearly and concisely what you need to communicate about: e.g., what you stand for, why you are different, what value you offer, what problems you solve, etc.
- Key messages should be: Concise: Key message statements should be clear and concise, ideally just one sentence long–but not a long, run-on sentence. Simple: Key messages should use language that is easy for target audiences to understand. You should avoid acronyms, jargon, and flowery or bureaucratic-sounding language. Strategic: Key messages should differentiate your organization and what you stand for, while articulating the value proposition or key benefits you offer. Convincing: Messaging should include believable, meaningful information that creates a sense of urgency and stimulates action. Message wording should be decisive and active, rather than passive. Relevant: Key messages should matter to the audience; they should communicate useful, relevant information that the audience finds appealing not only on a logical or rational level but also on an emotional level. Memorable: Key messages should stick in the mind, so the impression they make is easy to recall. Tailored: Messaging must communicate effectively with intended target audiences. This means the messaging should reflect the target audience’s unique needs, priorities, issues, terminology, relationship to the organization, and other distinguishing factors that might help the messaging better communicate with that audience.
- Budget: What is the budget for the marketing campaign, and what resources are available to execute it? A large budget can incorporate more expensive marketing communication techniques—such as mass-market advertising and sales promotions—a larger scale, a broader reach, and/or a longer time frame. A small-budget campaign might also be very ambitious, but it would rely primarily on in-house labor and existing tools, such as a company’s Web site and content marketing, email marketing, and social media capabilities. It’s important to figure out how to get the biggest impact from the available budget. Timing: Some IMC methods and tactics require a longer lead time than others. For example, email and Web marketing activities can usually be executed rapidly, often with in-house resources. Conference presentations and events require significantly longer lead time to orchestrate. It’s important to choose the tools that will make the biggest impact in the time available. Audience: Effective IMC methods meet audiences where they are. As suggested above, the media habits and behaviors of the target segments should guide marketers’ choices around marketing communication. For example, if you know your target audience subscribes to a particular magazine, visits a short list of Web sites to get information about your product category, and follows a particular set of bloggers, your IMC strategy should build a presence in these media. Alternatively, if you learn that 60 percent of your new business comes as a result of Yelp and FourSquare reviews, your marketing campaign might focus on social-media reputation building and mobile touch points. Existing Assets and Organizational Strengths: When considering marketing communications and the promotional mix, marketers should always look for ways to build on and make the best use of existing assets. For example, if a company has a physical store or space, how is it being used to full effect to move prospective customers through the sales cycle? If a company has a well-respected founder or thought leader as an employee, how are marketers using this asset to generate interesting content, educate prospects, differentiate the company, and create a desire for their brand, products, or services? Does the organization have a Website and, if so, how does it support each stage of the AIDA model? Organizations should be aware of these strengths and design IMC programs that use them to best advantage. Often these strengths become competitive advantages that competitors cannot easily match or replicate. Advantages of Various Marketing Communication Methods: Different marketing communication methods lend themselves to particular stages of the AIDA model, push vs. pull strategies, and ways of interacting with customers.
- Informative Advertising creates awareness of brands, products, services, and ideas. It announces new products and programs and can educate people about the attributes and benefits of new or established products. Persuasive Advertising tries to convince customers that a company’s services or products are the best, and it works to alter perceptions and enhance the image of a company or product. Its goal is to influence consumers to take action and switch brands, try a new product, or remain loyal to a current brand. Reminder Advertising reminds people about the need for a product or service, or the features and benefits it will provide when they purchase promptly.
- A positive and friendly way of advertising: Users have the choice to download and play the game and thus view it as a positive exposure to a brand or product. Unique brand experience: The game is developed around your firm’s brand and this is deeply integrated within it, which allows providing the customer with a more intense and special experience of the brand. Enhances brand awareness: Players of video or mobile games are much more focused and concentrated and thus by subtly placing your brand and products within the game, you are able to increase this awareness. Also, you are able to tell a story about your brand or a new product or strategy you want to promote. Increasing your customer base: Whilst the game will attract existing customers and build better relationships with those, it can also attract new customers who might enjoy the game to such an extent that they will turn into a loyal customer. The collection of user data and research: Games usually require the player to register to login and this can provide your firm with email addresses and other data of customers. Also, you are able to test new things within the game such as polls and see whether it might be valuable. Potential of Virality: Through providing customers with the possibility to share the game online and using online scoreboards on social media, advergames may go viral. This is simple and cheap e-WOM (word of mouth) for your brand! Lead Generation: Through advergames, you can also increase your leads, as customers are attracted to your website and this will also help to increase your website traffic.