Definition• A management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation.
Marketing Channel• Broadcast (TV, radio, other public channels)• Print (and outdoor)• Events• Interactive onlineBottomline: Integrated = online + offline
Steps to Build IMC Plans1. Marketing communications involves what you say about your business (message) and who you say it to (audience).2. Set objectives. This will give your plan focus.3. Solidify your identity. Define your logo and colors and use them consistently.4. Provide basic information. Every business needs a brochure and web site - ways to deliver basic information like credentials, products/services, people, etc.5. Be visible. Most businesses need to attract new clients. Visibility or awareness is the beginning of the process.6. Strengthen your connections. Keeping the clients you’ve got is often even more important than attracting new ones.7. Establish a budget and timetable.
Online includes• Web Design Service• CMS Website Service• Graphic Design Service• SEO Service• Email Marketing & eNewslettersSEO: Search Engine OptimizationCMS: Content Management System
Why Online Marketing?Benefits:1. You can make changes on the fly.2. You can track real-time results.3. You can target specific demographics in your advertising4. Variety of methods in marketing online including email, audio, video, blog, social media and newsletters.5. Instant Conversion AbilitySource: http://marketing.about.com/od/internetmarketingstrategy/a/marketingonline.htm
Yellow PagesStrategy Yellow Pages was used on and offline by more than 4.5m Australians a week and thanks to a recent deal with Google, it had the widest digital reach of the countrys directories. These factors highlighted that the businesss problem was not one of performance, but of perception. Yellow Pages primary target market was small to medium-sized businesses and yet it had a print-only relationship with 45% of the segment. Yellow Pages created a pizza restaurant almost entirely hidden from view, located in the basement of an abandoned building. The only place its details were listed was in the Yellow Pages. Flyers offering consumers free pizza were distributed and a six-person call centre was set up to establish where people had heard about the restaurant. Hidden cameras at the filmed customers at the restaurant, which after two weeks the restaurant was closed and Yellow Pages revealed itself. A branded TV campaign was launched using the content captured from the restaurant, with radio and digital ad support.
Yellow PagesResults• It was Yellow Pages most effective-ever advertiser-targeted campaign and succeeded in shifting perceptions of the brand as outdated,• driving 20,000 new business leads during the April-September selling cycle,• exceeding lead targets by 15%• generating an ROI of $10.8 for every $1 of marketing spend.
W.A.L.SStrategy After finding that 77% of women prefered clean-shaven spouses, Gillette created a publicity-generating movement called Women Against Lazy Stubble (WALS), aimed at countering mens attitudes to shaving. It started as an unbranded Facebook page where women could express their distaste for stubble. Gillettes agency tipped off the online media and bloggers and momentum grew when three Hindi film actresses added their anti-stubble voices to the movement, leading to every major television network and newspaper covering the story. Gillette then revealed itself as the brand behind the movement and promoted Mach3 in a TV campaign, in-store and at shaving booths set-up in malls across the country.
W.A.L.SResults• The campaign was 60% more effective in generating attention than previous Gillette campaigns,• tripled marketshare of Mach3;• and generated an ROI of 1:18.• It generated the highest-ever free media coverage for any P&G campaign across Asia,• with media coverage on 75-plus TV channels and publications;• while over 10,000 men queued up at malls to get shaved by women.
VitasoyStrategy While Vitasoy appreciated the popularity of social networking, it felt that online communications meant fewer direct human connections. It therefore decided to use an old-school format to allow young consumers to connect with one another - its packaging. The brand created a limited edition run of 70 Instant Message Packs, each of which carried a different message that consumers could pass on to friends and family. Blank packs that consumers could write their own messages on were also distributed, message stickers were inserted in magazines and fridge magnets were sold in stores. The packaging element of the campaign was supported with, print and outdoor ads, in-store and on vending machines. The campaign was extended online via Vitasoys campaign website (www.vitasoy70.com), where consumers could create customised messages and upload them to blogs and Facebook.
VitasoyResults• Vitasoy reversed its declining market share, increasing year-on-year sales by 40% in less than 14 days and by 26% in a month.• All 40,000 collectible fridge magnets were sold out in just two days.• The campaign also attracted over 20,000 Facebook fans and consumers created• and uploaded more than 3,800 designs via the campaign website.
Martell VSOPStrategy Martell VSOPs brand positioning of Rise Above formed the basis of the campaign, which would give aspiring entrepreneurs with a great idea for a business the chance to win a rent-free space for six months. First, it created a physical campaign centrepiece in Singapores entertainment district, Clarke Quay - a retail space which it rented for a year, remodelled and dubbed The Ultimate Start-Up Space.The shop itself became a ‘living billboard’, with constantly changing projections of potential business ideas.
Martell VSOPResults• During the campaigns four-month duration, it garnered 60,111 Twitter followers and 29,442 fans on Facebook.• There were over 2m total unique views across all social media blogs and forums,• the term ultimate start up space achieved 26.3m Google search listings,• Martell saw search traffic climb 40% and it estimates it received close to $870,000 in free PR