WHAT IS INTEGRATEDMARKETINGCOMMUNICATIONS?• IMC combines marketing, PR and advertising.• More and more agency groups are combining resources to provide this “one stop shop” approach.• You’re using the same muscles and skills, just in a different way.• “A flow of information from indistinguishable sources”
IMC RESEARCHNUANCES• The SWOT analysis is a must.• You’re thinking about increasing market share. Financials matter more.• External factors matter more. You have to think about competitors who want to see you fail. They are more broad than you might think.
IMC RESEARCHTHOUGHTSName competitors for Panera Bread…
IMC RESEARCHNUANCES• You’re focusing more on what the client provides or sells. • Product • Price • Place • Promotion• IMC focuses on the notion the needs of customers and stakeholders comes first.• Instead of selling products, you’re using the 4 P’s to create brand loyalty.
IMC PROGRAMMINGNUANCESYou’re combining traditional PR with advertising.Controlled media is more important. • You’re developing commercials • You’re developing direct mail. • You’re working on telemarketing. • You’re doing point of purchase work. • You’re handling specialty advertising. • You’re buying billboards. • You’re taking care of web ads.
ANALYTICS 101• Impressions are the number of people who saw an ad.• A click through refers to the people who bother to click on the ad.• Conversions are people who take the action step.• If you get a 3% click through rate, you’ve done well.• If you get a 1% conversion rate, you’ve done well.• Judging the return on investment is tricky. • Billboard factor. • Buzz factor from uncontrolled media • Does doing a cool social media campaign change your image for the better with people 18-34?
FINAL• Three case studies. You will pick one. • One will be on Public Affairs • One will be on Integrated Marketing Communication. • One will be on something else.• Memorize the Emergency PR Checklist on page 368-369. You’ll be asked to present it in outline form.• The rest will be short answer questions like we saw before.