Embed Size (px)
Citation preview
Achieving Better Results Through Integrated Marketing
CommunicationsBonnie Harris
Reed College of Media, West Virginia University Wax Marketing, Inc.
Bonnie Harris
Principal, Wax Marketing Inc.
Adjunct Instructor IMC Program, WVU, Reed College of Media
WaxMarketing.com
[email protected] @waxgirl333
Agenda
Defining IMC
Branding and IMC
Audiences
IMC Planning
Messaging Strategies
IMC Examples
Measurements
Barriers to IMC
IMC and the PR
Professional
Today we are…
Messaging Experts
Marketing Strategists
Brand Journalists
Technology Consultants
Project Managers
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.”
In basic terms…
An approach to achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods intended to reinforce each other.
Why are Brands Turning to IMC?
Audience
Messaging Channels
Competition
Technology
Owned Media
How has branding changed?
Perception is everything.
Messaging Sources
Planned Messages
Product Messages
Service Messages
Unplanned Messages
Employee Messages
Say goodbye to the 4 P’s
Hello to the 4 C’s
How does a customer choose a brand?
Problem or opportunity
Information search
Choice evaluation
Behavior and action
Decision and repeat buy
Components of an IMC Campaign
Audience Definition
Marketing Objectives & Strategies
Integrated Creative Strategy Statement & Brief
Digital Objectives, Strategies & Tactics
Public Relations Objectives and Tactics
Components of an IMC Campaign
Advertising/Media Buy
Direct Marketing
Sales Promotion
Measurement and Evaluation Plan
Cross-functional Project Management
Audience Definition
Demographics Psychographics Content
acquisition behavior
Buying behavior
Other segmentation strategies Geodemographic Ethnic Relationship Adopter
Messaging Strategy
Strategic Consistency
One Voice
Integrated Strategy Statements
Message Translations
Channels
Who is your true audience ?
Where does the synergy exist ?
Which space is effective ?
What is the right mix ?
Why are we looking at this guy?
Results?
1.2 billion media impressions
100 million YouTube views
Sales 55% first 3 months
Sales 107% in the fourth month
Strong IMC campaigns have…
Aligned objectives
Specific audiences
Strong project management
Common strategies and tactics
Translatable, impactful messages
Dermatology Consultants
$20 million
healthcare practice
Channels included email, social media, print/broadcast ads, public relations, events, in office messaging
Audience was blended
Results?
After 12 months, 20% of new patients coming
from online
15% of revenue is cosmetic after 18 months
40% of web traffic coming from social media
5% of patients coming from Facebook alone
Media placements have doubled
Measurement
Within target audiences
Mix of quantitative/qualitative
Brand awareness
Attitude change and preference
Customer retention
Measuring Tactics
Landing page conversions
Website behavior
Social media engagement
Online clicks
Unplanned messages
Measuring Behavior
Content acquisition
Buying behavior
Customer acquisition
Loyalty and engagement
Measuring Components
Earned media impressions
Owned media impressions
Advertising ROI
Digital marketing return
Strong IMC Plans have…
Narrow scope
Targeted audience
Focus on linked tactics
Content/frequency
Time for iterative testing and revision
Barriers to IMC
Functional silos/team dynamics
No proven “how to’s” or magic bullet processes
Lack of management know-how
Outdated measurement tools
Sales
The Future of IMC
Automation + Integration
Big Data
Standard Metrics
Owned Media Brand
Questions?
WVU IMC Program
1st online IMC graduate program in the nation
Established 2003
More than 400 active students
Ideal for mid-level communications professionals
More information at imc.wvu.edu
Thank You!
Bonnie
H
arris
waxm
arke
ting@
gm
ail.com
61
2-8
01
-0
91
2@
waxgirl
33
3
pra
ctice
S
Please complete the survey for this session in the Conference mobile app.
Download the mobile app at http://ddut.ch/prsa
Thank you!
Survey
![Integrated!Marketing!and Communications Plan 2012820146]-Updated.pdfUWI$Open$Campus$Integrated$Marketing$&Communications$(IMC)$Plan2012?2014$! 1! THE UNIVERSITY OF THE WEST INDIES](https://img.pdfslide.us/doc/110x75/6120dc9b1527863c0849f9d9/integratedmarketingand-communications-plan-201282014-6-uwiopencampusintegratedmarketingcommunicationsimcplan20122014.jpg)
