...an overview of integration in comms

1. Integrated Marketing Communications
Integration and campaign planning
5

2. The Integrated Marketing
Communications
planning
framework…
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2
3
4
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context analysis
promotional objectives
promotional strategy
coordinated communications mix
implementation
Control and evaluation
push
pull
profile
corporate
marketing
communications
resources
scheduling

3. communications objectives...
avoid solely focusing on sales, what are the key metrics?
help to determine/clarify position, drive awareness, create
interest, retention, engagement, interaction…
help highlight the balance of tactics needed
provide a time frame
provide a means of evaluation and measurement
SMART

4. …why SMART?
Specific… to a market, an audience, a goal,
Measureable… something quantifiable – how much, how many?
Achievable… do we have the resources and capacity to achieve it?
Realistic/Relevant… is it appropriate, does it fit with audit findings?
Time-bound… when do we want to achieve it by?

5. …to utilise experiential marketing communications to
raise awareness of the WIRL brand by 10% with Leeds
Beckett undergraduate students by the end of May 2019
…to achieve 1,000+ sign ups to the WIRL platform with
Leeds-based students by the 1st of March 2018
…to achieve 50+ conversions via active users of the WIRL
platform, for gifts from Leeds-based retailers, by the end
of July 2019
SMART..?

6. 3 P’s
• Pull… to influence consumers
• Push… to influence the channel members or provide
information
• Profile… to influence a range of stakeholders
of promotional strategy…
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2
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Fill, 2016

7. Pull strategy...
designed to influence consumer and customers
focused on messages about the product
Ultimate goal is to influence purchase

8. Direction of communications in a…
Pull strategy…
manufacturer
Wholesaler or
distributor
Retailer or reseller
Consumer or customer
Fill, 2016
flow of communications
flow of products

9. Pull strategy...

10. push strategy...
…designed to influence marketing channel members
Sometimes referred to as trade or intermediaries
Focus on the product
about developing relationships and a strong distribution
network

11. Direction of communications in a…
Push strategy…
manufacturer
Wholesaler or
distributor
Retailer or reseller
Consumer or customer
Fill, 2016
flow of communications

12. push strategy...

13. Profile strategy...
Targets all relevant stakeholders
Focuses on the organisation
Is all about building reputation

14. Direction of communications in a…
profile strategy…
focus organisation
Local communities
Finance markets customers
Fill, 2016
flow of communications
distributorsemployees
wholesalers retailers

15. Profile strategy...

16. Strategic balance…
These three strategies are not mutually exclusive…
A marketing communications plan may well have a blend of the three elements
The choice and blend of push, pull and profile influence the choice of
communications tools
In an ideal world one person would be responsible for all three strategies…
…this is rarely the case

17. understanding strategy…
There are a number of dimensions to marketing
communications strategy
Don’t forget that mission, corporate strategy and marketing
strategy have a major influence
Strategy is ultimately designed to deliver on our objectives…
brandingSTP 3 P’s

18. defining integrated marketing communications…
IMC is a strategic approach to the planned
management of an organisation’s communications. IMC
requires that organisations coordinate their various
strategies, resources and messages in order
that it engage coherently and meaningfully with target
audiences. the main purpose is to develop
relationships with audiences that are of mutual
value.
Fill, 2016

19. defining integrated marketing communications…
it is a new way of looking at the whole, where once we
saw only parts such as advertising, public relations, sales
promotions, purchasing, employee communications and
so forth, to look at it the way the consumer sees it – as a
flow of information from indistinguishable
sources
De Pelsmaker et.al., 2013

20. what do we integrate?
simply put, it is about the synergistic use of the marketing
communications tools…
…but we also need to integrate the corporate and marketing objectives and
strategies
the message needs to be consistent
we need to bring in corporate identity and image…
…as well as brand identity and image

21. combining marketing communications tools to create
synergies…
Integrating the various tools can lead to synergies in a number of
ways - here are some examples:
The sales team have an easier job if their product or company is well known as a result
of sponsorship or advertising
In-store or point-of-sale communications that are consistent with advertising are more
effective
A promotional campaign that is supported by advertising is generally more successful
Direct mailing is more effective when prepared by an awareness-increasing advertising
campaign and supported by a sales promotion campaign
Public relations, corporate advertising and sponsorship can have synergistic effects on
company image-building
Websites will be more frequently visited when announced in mass media advertising
Advertising for a trade show will be more effective if an incentive is to visit the stand is
offered
De Pelsmaker et.al., 2015

22. drivers of integrated communications
the key driver according to Fill (2016) is the shift from transaction-based
marketing to relationship marketing
organisational drivers
market-based drivers
communications-based drivers
media and audience fragmentation, literacy, clutter, competition, media inflation
technology, consistency, brand triggers
profits, accountability, importance of branding

23. barriers to integration…
opposition/reluctance to change internally
financial issues in relation to structure and frameworks
hierarchies, traditions and management structures
attitudes and structures of suppliers and agencies
perceived complexity

24. implementing IMC
the most important consideration is that of customer focus
this needs to be recognised organisation-wide and may require training,
support and planning
systems, processes, procedures and structures may need to be adapted
or changed

25. implementing IMC
principal planning tasks
1. who should receive the messages
2. what the messages should say
3. what image of the organisation/brand the audience are expected to
retain
4. how much is to be spent
5. how the messages are to be delivered
6. what the desired action(s) of the target audience should be
7. how to control the plan once implemented
8. how to measure what was achieved
Fill, 2016