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IMC Strategy and Implementation

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IMC Strategy and Implementation

  1. 1. IMC Strategy and Implementation Planning Campaigns Across Multiple Platforms to Achieve Synergy and Success June 18-19, 2015
  2. 2. Bonnie Harris  Principal, Wax Marketing Inc.  Adjunct Instructor IMC Program, West Virginia University Reed College of Media  www.waxmarketing.com  waxmarketing@gmail.com @waxgirl333
  3. 3. Agenda  The Case for IMC  Branding and IMC  Evaluating IMC  Audiences  Creative Strategy
  4. 4. Agenda  IMC Planning  Messaging Strategies  Measurements  Barriers to IMC
  5. 5. IMC and the Communications Professional Today we are… Messaging Experts Marketing Strategists Brand Journalists Technology Consultants Project Managers
  6. 6. 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.”
  7. 7. Definition of Integrated Combining or coordinating separate elements so as to provide a harmonious, interrelated whole. Organized or structured so that constituent units function cooperatively.
  8. 8. Definition of IMC An approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods intended to reinforce each other.
  9. 9. Why are Brands Turning to IMC?  Audience  Messaging Channels  Competition  Technology  Owned Media
  10. 10. Branding and IMC
  11. 11. How has branding changed  Perception is everything  Influence  Consistency  Persistence  Planning
  12. 12. Messaging Sources  Planned Messages  Product Messages  Service Messages  Unplanned Messages  Employee Messages
  13. 13. Say Goodbye to the Four P’s
  14. 14. Marketing Mix  Customer  Cost  Convenience  Communication
  15. 15. Characteristics of a Strong IMC Campaign  Alignment of objectives from the top down  Specific audience profiles including buyer behavior and psychographics  Strong project management including synchronized tactics across components
  16. 16. Characteristics of a Strong IMC Campaign  Cross channel strategies  Linked tactics  Adaptive messages  Robust results
  17. 17. The IMC Report Card Grading Existing Marketing Campaigns
  18. 18. Audience Definition  Demographics  Psychographics  Content acquisition behavior  Buying behavior  Other segmentation strategies  Geo-demographic  Ethnic  Relationship  Adopter
  19. 19. Audience Definition Building Personas
  20. 20.  BACKGROUND: • Head of Human Resources • Worked at the same company for 10 years; worked her way up from HR Associate • Married with 2 children (10 and 8)  DEMOGRAPHICS: • Skews female, 3-45 • Dual HH Income: $140,000 • Suburban  IDENTIFIERS: • Calm demeanor • Probably has an assistant screening calls • Asks to receive collateral mailed/printed • Uses Facebook socially • Uses LInkedIn professionally • Schedules time for continuous learning • Reads industry articles often • Doesn’t like “salesy” people • Likes to do research Sample Sally
  21. 21. Why are we looking at this guy?
  22. 22. Choosing Channels  Carefully study audience behavior  Test iteratively for effectiveness  Shooting for synergy  Constantly updated
  23. 23. Messaging Strategy  Strategic consistency  Begin with one voice  Core Strategy Statements  Adaptive messaging
  24. 24. Messaging Strategy  Strategic consistency  Begin with one voice  Core/Integrated Strategy Statements  Message translations
  25. 25. Sample Core Strategy Statement CORE STATEMENT: Vail Place provides services, housing and skill building to reduce isolation and improve the quality of lives for those with serious and persistent mental illness.
  26. 26. Subsequent Messaging  MEDIA: Vail Place offers services, housing and skill building for those with serious and persistent mental illness.  MEMBERS: The Clubhouse Model provides mental health recovery in an engaged and productive community. Community members are encouraged to manage and control their own lives.  SOCIAL WORKERS: Vail Place programs focus on mental health recovery through the Clubhouse model, a community where members learn to build relationships, increase self-confidence, and learn new skills and abilities.
  27. 27. Message Translation  Messages align with core strategy statement  Key messages are NOT common across channels  Written in persona’s language  Delivered according to persona preference  Optimized using keywords, phrases and long tail search terms  Includes hashtags
  28. 28. 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
  29. 29. 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/promoti on  Each strategy should focus on one stage of the buying cycle
  30. 30. 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.
  31. 31. 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.
  32. 32. Promotional Strategies  Events  Sponsorships  Contests  Rewards/loyalty programs  Cause marketing  Digital/mobile promotions  Add-ons/lost leaders  Seasonal Promotional strategies are used to influence the later steps in the buying cycle, including post-purchase behavior
  33. 33. 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
  34. 34. 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
  35. 35. Simple Linked Tactics  Earned placement+ social media  Direct marketing + landing pages  Email + signage  Print + mobile  Product placement + ads
  36. 36. Complex Linked Tactics  Integrated product placement  Music promotion  Product launches  PSA’s
  37. 37. 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
  38. 38. Measuring Tactics  Iterative, ongoing measurement  Website behavior  Social media engagement  Online clicks  Unplanned messages
  39. 39. Our IMC Plan  Audience Definition  Persona  Opportunities  Objectives/Strategy/Tactic s  Integrated Strategy Statement  Selected Channels  Timeline  Measurement
  40. 40.  Measurement
  41. 41. Measuring Objectives  Within target audiences  Mix of Quantitative/Qualitative  Brand Awareness  Attitude Change and Preference  Customer Retention
  42. 42. Measuring Tactics  Landing page conversions  Website behavior  Social media engagement  Online clicks  Unplanned messages
  43. 43. Measuring Behavior  Content Acquisition  Buying Behavior  Customer Acquisition  Loyalty

Notas do Editor

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    How do we measure linked tactics? What would that look like?
  • Choose your brand

    Audience definition using at least three segmentation strategies. Detailed persona

    Identify the opportunities that exist

    Name two objectives, two strategies per objective and tactics
    Develop an integrated strategy statement
    Select channels – use your timeline

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