Integrated Marketing Communication

Integrated Marketing Communications

A comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and combines these disciplines to provide clarity, consistency and maximum impact

Theoretical roots

1. Combine push and pull2. A unified message is more likely to be

processed effectively3. Weaknesses are minimized and strengths are

maximized

AdvertisingTV, Press, Cinema, Internet, Outdoor

DirectDirect mail, internet,

personal selling

PRWord-of-mouth,

PR, Buzz

Sales PromotionEvents, Product placement, POP

Audit

• PESTLE• SWOT• Competitors– How many are there and what is their share?– What positions do they take up?– Are they doing well?– How important is their presence in the market?

Objectives of IMC

• Help justify a price increase• Increase volume• Generate leads• Brand preference• Differentiation • New uses• New markets• Replace (or increase efficiency) of an

organization’s routes to markets

Levels of objectives

• Exposure– Opportunity To See (OTS)

• Awareness• Attitude

Creative strategy

Proposition spells out what you want to say• Does it have staying power?• Is it credible?• Is it distinctive?• Is it single-minded?• Is the promise meaningful?

Media Strategy

1. Where is the communication going to appear?2. How frequently?3. How much is to be spent?

Spend4. Who?5. Where?6. When?7. What ?

Measurement

• Research prior to development• Research during development• Pre-testing• Post-testing

PROMOTIONS

Objectives

• SALES• Increased distribution outlets• Increased shelf space• Increased in-store presence• Expanded selling season• Increased purchase frequency• Increased usage occasions• Increased transaction size• Trial

Planning a promo campaign

• Establish objectives• Plan on strategies and tactics• Establish criteria for success• Create back-up plan• Review and test• Put controls in place• Roll out

Contests

• Call attention to a product when there is nothing new

• The product should tie in with the contest• Can be used to build data on customers• Instant win enjoys greater participation• Lots of prizes vs one big prize

Coupons

• Coupons entitle bearers to an immediate discount when presented to a participating business

• Greatest influencer among promos• P&G vs the people• Manufacturer / retailer or both• On product / off site

Discounts

• Can result in:– Increased consumption– New type of consumption eg gifting– Stockpiling

• EDLP vs High Low• Builds traffic• Price reductions are simplistic

Types of discounts

• Cash discounts• Trade-ins• Membership discounts• First few customers• Twofers / BOGO etc• Future purchase• Bundling• Added value (0% finance)

Continuity

• Basis: it costs more to get a new customer than to retain an old one

• Collect and get• Loyalty• Collector series• Close-ended vs open-ended

POP

• Also known as POS• It is a display tactic• Display must convey message in 3 secs• More the better• Give benefit to retailer• Announce some other promotion• Self-shipper (easy set-up)

Sampling• In store• On pack / in pack / near pack• Coupon• Delivered• Direct mail• Media delivery (incl. downloads)• Demos• Trial offers (short-term)• Venues (clubs, community halls)• Events

Sampling

• Kits• Booths • Literature• Hiring &Training• Follow up• measurement

Event

• Make / rent an event• Product placement• Product affiliation• Licensed premium offer (spidey toys)• Event tickets • Event extension (Merc-sit in F1 car)

What can you do at an event?

• Sponsorships • Signage• Sampling booths• Celebrity appearances• Hospitality tents• Premiums, souvenirs• Exhibit items

Free gifts

• Along with sale• The container itself• Charge cost• Free with commitment (subscription)• Collectibles• Collect and get

Tie-ins

• Product compatibility –pizza and cola• Market match• Distribution match• Seasonality• Regionality • Cross-merchandising

Trade promotions

• Get new distribution• Optimise product mix• Exploit seasonality

• Get shelf space• Secure services (co-op)• Performance