Integrated Marketing
Communication
Integrated Marketing Communications
A comprehensive plan that evaluates the
strategic roles of a variety of communication
...
Theoretical roots
1. Combine push and pull
2. A unified message is more likely to be
processed effectively
3. Weaknesses a...
Advertising
TV, Press, Cinema,
Internet, Outdoor
Direct
Direct mail, internet,
personal selling
PR
Word-of-mouth, PR,
Buzz...
Audit
• PESTLE
• SWOT
• Competitors
– How many are there and what is their share?
– What positions do they take up?
– Are ...
Objectives of IMC
• Help justify a price increase
• Increase volume
• Generate leads
• Brand preference
• Differentiation
...
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 dist...
Media Strategy
1. Where is the communication going to appear?
2. How frequently?
3. How much is to be spent?
Spend
1. Who?...
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 selli...
Planning a promo campaign
• Establish objectives
• Plan on strategies and tactics
• Establish criteria for success
• Creat...
Contests
• Call attention to a product when there is
nothing new
• The product should tie in with the contest
• Can be use...
Coupons
• Coupons entitle bearers to an immediate
discount when presented to a participating
business
• Greatest influence...
Discounts
• Can result in:
– Increased consumption
– New type of consumption eg gifting
– Stockpiling
• EDLP vs High Low
•...
Types of discounts
• Cash discounts
• Trade-ins
• Membership discounts
• First few customers
• Twofers / BOGO etc
• Future...
Continuity
• Basis: it costs more to get a new customer
than to retain an old one
• Collect and get
• Loyalty
• Collector ...
POP
• Also known as POS
• It is a display tactic
• Display must convey message in 3 secs
• More the better
• Give benefit ...
Sampling
• In store
• On pack / in pack / near pack
• Coupon
• Delivered
• Direct mail
• Media delivery (incl. downloads)
...
Sampling
• Kits
• Booths
• Literature
• Hiring &Training
• Follow up
• measurement
Event
• Make / rent an event
• Product placement
• Product affiliation
• Licensed premium offer (spidey toys)
• Event tick...
What can you do at an event?
• Sponsorships
• Signage
• Sampling booths
• Celebrity appearances
• Hospitality tents
• Prem...
Free gifts
• Along with sale
• The container itself
• Charge cost
• Free with commitment (subscription)
• Collectibles
• C...
Tie-ins
• Product compatibility –pizza and cola
• Market match
• Distribution match
• Seasonality
• Regionality
• Cross-me...
Trade promotions
• Get new distribution
• Optimise product mix
• Exploit seasonality
• Get shelf space
• Secure services (...
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Integrated marketing communication

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Integrated marketing communication

  1. 1. Integrated Marketing Communication
  2. 2. 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
  3. 3. Theoretical roots 1. Combine push and pull 2. A unified message is more likely to be processed effectively 3. Weaknesses are minimized and strengths are maximized
  4. 4. Advertising TV, Press, Cinema, Internet, Outdoor Direct Direct mail, internet, personal selling PR Word-of-mouth, PR, Buzz Sales Promotion Events, Product placement, POP
  5. 5. 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?
  6. 6. 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
  7. 7. Levels of objectives • Exposure – Opportunity To See (OTS) • Awareness • Attitude
  8. 8. 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?
  9. 9. Media Strategy 1. Where is the communication going to appear? 2. How frequently? 3. How much is to be spent? Spend 1. Who? 2. Where? 3. When? 4. What ?
  10. 10. Measurement • Research prior to development • Research during development • Pre-testing • Post-testing
  11. 11. PROMOTIONS
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. Discounts • Can result in: – Increased consumption – New type of consumption eg gifting – Stockpiling • EDLP vs High Low • Builds traffic • Price reductions are simplistic
  17. 17. Types of discounts • Cash discounts • Trade-ins • Membership discounts • First few customers • Twofers / BOGO etc • Future purchase • Bundling • Added value (0% finance)
  18. 18. 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
  19. 19. 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)
  20. 20. 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
  21. 21. Sampling • Kits • Booths • Literature • Hiring &Training • Follow up • measurement
  22. 22. Event • Make / rent an event • Product placement • Product affiliation • Licensed premium offer (spidey toys) • Event tickets • Event extension (Merc-sit in F1 car)
  23. 23. What can you do at an event? • Sponsorships • Signage • Sampling booths • Celebrity appearances • Hospitality tents • Premiums, souvenirs • Exhibit items
  24. 24. Free gifts • Along with sale • The container itself • Charge cost • Free with commitment (subscription) • Collectibles • Collect and get
  25. 25. Tie-ins • Product compatibility –pizza and cola • Market match • Distribution match • Seasonality • Regionality • Cross-merchandising
  26. 26. Trade promotions • Get new distribution • Optimise product mix • Exploit seasonality • Get shelf space • Secure services (co-op) • Performance
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