Integrated Marketing Communications
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Integrated Marketing Communications
- 1. Integrated Marketing Communications Integration and campaign planning 6
- 2. 3 P’s • Pull… to influence consumers • Push… to influence the channel members or provide information • Profile… to influence a range of stakeholders of promotional strategy… 1 2 3 Fill, 2006
- 3. Pull strategy... designed to influence consumer and customers focused on messages about the product Ultimate goal is to influence purchase
- 4. Direction of communications in a… Pull strategy… manufacturer Wholesaler or distributor Retailer or reseller Consumer or customer Fill, 2011 flow of communications flow of products
- 6. push strategy... …designed to influence marketing channel members Sometimes referred to as trade or intermediaries Focus on the product about developing relationships and a strong distribution network
- 7. Direction of communications in a… Push strategy… manufacturer Wholesaler or distributor Retailer or reseller Consumer or customer Fill, 2011 flow of communications
- 9. Profile strategy... Targets all relevant stakeholders Focuses on the organisation Is all about building reputation
- 10. Direction of communications in a… profile strategy… focus organisation Local communities Finance markets customers Fill, 2011 flow of communications distributorsemployees wholesalers retailers
- 12. Strategic balance… These three strategies are not mutually exclusive… A marketing communications plan may well have a blend of the three elements The choice and blend of push, pull and profile influence the choice of communications tools In an ideal world one person would be responsible for all three strategies… …this is rarely the case
- 13. understanding strategy… There are a number of dimensions to marketing communications strategy Don’t forget that mission, corporate strategy and marketing strategy have a major influence Strategy is ultimately designed to deliver on our objectives… brandingSTP 3 P’s
- 14. defining integrated marketing communications… IMC is a strategic approach to the planned management of an organisation’s communications. IMC requires that organisations coordinate their various strategies, resources and messages in order that it engage coherently and meaningfully with target audiences. the main purpose is to develop relationships with audiences that are of mutual value. Fill, 2011
- 15. defining integrated marketing communications… it is a new way of looking at the whole, where once we saw only parts such as advertising, public relations, sales promotions, purchasing, employee communications and so forth, to look at it the way the consumer sees it – as a flow of information from indistinguishable sources De Pelsmaker et.al., 2007
- 16. what do we integrate? simply put, it is about the synergistic use of the marketing communications tools… …but we also need to integrate the corporate and marketing objectives and strategies the message needs to be consistent we need to bring in corporate identity and image… …as well as brand identity and image
- 17. combining marketing communications tools to create synergies… Integrating the various tools can lead to synergies in a number of ways - here are some examples: The sales team have an easier job if their product or company is well known as a result of sponsorship or advertising In-store or point-of-sale communications that are consistent with advertising are more effective A promotional campaign that is supported by advertising is generally more successful Direct mailing is more effective when prepared by an awareness-increasing advertising campaign and supported by a sales promotion campaign Public relations, corporate advertising and sponsorship can have synergistic effects on company image-building Websites will be more frequently visited when announced in mass media advertising Advertising for a trade show will be more effective if an incentive is to visit the stand is offered De Pelsmaker et.al., 2007
- 18. drivers of integrated communications the key driver according to Fill (2006) is the shift from transaction- based marketing to relationship marketing organisational drivers market-based drivers communications-based drivers media and audience fragmentation, literacy, clutter, competition, media inflation technology, consistency, brand triggers profits, accountability, importance of branding
- 19. barriers to integration… opposition/reluctance to change internally financial issues in relation to structure and frameworks hierarchies, traditions and management structures attitudes and structures of suppliers and agencies perceived complexity
- 20. implementing IMC the most important consideration is that of customer focus this needs to be recognised organisation-wide and may require training, support and planning systems, processes, procedures and structures may need to be adapted or changed
- 21. implementing IMC principal planning tasks 1. who should receive the messages 2. what the messages should say 3. what image of the organisation/brand the audience are expected to retain 4. how much is to be spent 5. how the messages are to be delivered 6. what the desired action(s) of the target audience should be 7. how to control the plan once implemented 8. how to measure what was achieved Fill, 2011
- 22. The Integrated Marketing Communications planning framework… 1 2 3 4 5 6 context analysis promotional objectives promotional strategy coordinated communications mix implementation Control and evaluation push pull profile corporate marketing communications resources scheduling
- 23. the tools of the marketing communications mix Sales Promotion Direct Marketing Public Relations Personal Selling Advertising Target Audience Media MediaMedia Fill, 2006
- 24. selecting the right mix… There’s no real science or magic formula here Each communications tool has different abilities, different strengths and weaknesses The following model is useful when marketers need to determine which tools or tactics to use… Fill, 2011
- 25. Advertising Sales Promotion Public Relations Personal Selling Direct Marketing Communications Ability to deliver a personal message Low Low Low High High Ability to reach a large audience High Medium Medium Low Medium Level of interaction Low Low Low High High Credibility Given by the target audience Low Medium High Medium Medium Costs Absolute costs High Medium Low High Medium Cost per contact Low Medium Low High High Wastage High Medium High Low Low Size of investment High Medium Low High Medium Control Ability to target particular audiences Medium High Low Medium High Management’s ability to adjust Medium High Low Medium High
- 26. Levelofeffectiveness+ awareness consideration purchase Direct Marketing Purchase Decision Sequence Fill, 2011
- 27. As marketers we need to give serious consideration to… the degree of control we require the financial resources available The level of credibility that each tool bestows The size and geographic dispersion of the target audience The communications tasks each tool is best at satisfying… DRIP
- 28. Advertising Sales Promotion Public Relations Personal Selling Direct Marketing Level of control Medium High Low High Medium Level of cost High Medium Low Medium High Level of credibility Low Medium High Medium Medium Level of dispersion - HIGH Low Medium High High Medium Level of dispersion - LOW Medium High High Medium High Primary tasks Differentiate Inform Persuade Differentiate Inform Persuade Reinforce Persuade Key selection criteria for the tools of the marketing communications mix… Baines, et.al., 2008
- 29. The main tasks facing marketers… Who should receive the messages What the messages should say What image of the organisation/brand receivers are to form and retain How much is to be spent How the messages are to be delivered What actions the receivers should take How to control the whole process once implemented Determining what has been achieved