IMC

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IMC

  1. 1. Related Marketing Communications <ul><li>It’s not just about advertising…. </li></ul><ul><li>Think about the rest of the tool kit! </li></ul><ul><ul><li>How do these tools match your objectives? </li></ul></ul>
  2. 2. Remember this chart? IMC Tool: Objective: Strategies: Sales Force Action Close the sale/ develop and maintain relationship Sales Promo Desire Incentives to try Loyalty building Public Relations Conviction Credibility building/ Word-of-mouth Direct Mktg Comprehension Personalized product info/one-to-one mktg Advertising Awareness Teaser/Image Campaigns
  3. 3. Take the last column (Strategies), and Implement <ul><li>Add the tactics…. </li></ul><ul><li>Think of how these strategies can be implemented…. </li></ul><ul><li>What options are available within each tool? </li></ul>
  4. 4. Sales Promotion Strategies and Tactics <ul><li>Strategies: </li></ul><ul><ul><li>New customer trial </li></ul></ul><ul><ul><li>Retain current </li></ul></ul><ul><ul><li>Increase sales </li></ul></ul><ul><ul><li>Reinforce adv. </li></ul></ul><ul><ul><li>Build excitement </li></ul></ul><ul><li>Tactic: </li></ul><ul><ul><li>Samples, coupons, refunds </li></ul></ul><ul><ul><li>Offer premiums </li></ul></ul><ul><ul><li>Multi-sizes, premiums </li></ul></ul><ul><ul><li>Mention promos in ad campaign </li></ul></ul><ul><ul><li>Trade and consumer contests/sweepstakes </li></ul></ul>
  5. 5. Need some more ideas? <ul><li>BE the target audience – </li></ul><ul><ul><li>Read/watch what THEY do!.... </li></ul></ul><ul><ul><li>Check out what other companies are doing – </li></ul></ul><ul><ul><li>Work on this parallel to other departments </li></ul></ul><ul><li>http://www.promomagazine.com/ </li></ul><ul><li>http://www.brandchannel.com/brandcameo_films.asp </li></ul><ul><li>http://www.medialifemagazine.com/ </li></ul><ul><li>Lots of promotion ideas! </li></ul>
  6. 6. Trade Promotions – Push <ul><li>What can corporate do to help staff/salespeople in stores? </li></ul><ul><li>1. Point-of-purchase </li></ul><ul><li>2. Trade shows – coffee/auto </li></ul><ul><li>3. Contests – between stores? </li></ul><ul><li>4. Push money – carrying certain lines? </li></ul><ul><li>5. Quantity discounts </li></ul>
  7. 7. Consumer Promotions – Pull <ul><li>What incentive can you give to get target market in stores? </li></ul><ul><li>Sampling </li></ul><ul><ul><li>http://promomagazine.com/sampling/news/mar_pushes_caffeinated_snickers_college_0129/index.html </li></ul></ul><ul><li>Price incentives </li></ul><ul><ul><li>Cents off, Refunds, Coupons </li></ul></ul><ul><li>Premiums… what goes with coffee/Saab? </li></ul><ul><li>Contests/Sweepstakes </li></ul>
  8. 8. TRENDS -SALES PROMOTION <ul><li>More Internet promotions-coupons </li></ul><ul><ul><li>http://promomagazine.com/interactivemarketing/0201-honda-documentary-files/ </li></ul></ul><ul><li>More technology driven-smart cards/scanners </li></ul><ul><ul><li>http://promomagazine.com/retail/supermarket_chain_promotional_scanners_0115/index.html?smte=wr </li></ul></ul><ul><ul><li>Frequent fliers, gamblers, etc. </li></ul></ul>
  9. 9. TRENDS cont’d <ul><li>More tie-ins – what can you co-brand starbucks/saab? </li></ul><ul><ul><li>http://promomagazine.com/incentives/0211-paige-premium-movie-tickets/ </li></ul></ul><ul><li>More promos via mass media </li></ul><ul><ul><li>http://adage.com/brightcove/lineup.php?lineup=1266084202 </li></ul></ul><ul><li>More emphasis on added value </li></ul><ul><ul><li>http://promomagazine.com/incentives/news/dunkin-donuts-rewards-commuters-0210/ </li></ul></ul>
  10. 10. Trends cont’d <ul><li>More focus on experiential mktg </li></ul><ul><ul><li>http://promomagazine.com/eventmarketing/news/right-guard-sponsors-nba-allstar-0204/ </li></ul></ul><ul><li>Social networking </li></ul><ul><ul><li>http://promomagazine.com/research/other/social_networking_sites_driving_change_042607/index.html </li></ul></ul><ul><li>More Buzz </li></ul><ul><ul><li>http://promomagazine.com/entertainmentmarketing/news/comically-profane-clings-hbo-show-0206/ </li></ul></ul>
  11. 11. Public Relations <ul><li>It’s all about building credibility….and buzz </li></ul><ul><ul><li>1) Assist in launch of new products </li></ul></ul><ul><ul><li>2) Assist in repositioning mature products </li></ul></ul><ul><ul><ul><li>http://www.usatoday.com/life/music/news/2008-02-11-thriller-25th_N.htm </li></ul></ul></ul>
  12. 12. ole cont’d <ul><li>3) Build interest in product categories </li></ul><ul><ul><li>“ go rving” </li></ul></ul><ul><ul><li>Got milk? </li></ul></ul>
  13. 13. PR’s role in IMC cont’d <ul><li>4) Influence specific target groups </li></ul><ul><ul><li>http://www.adcritic.com/content/psa-vote-family.html </li></ul></ul><ul><li>5) Defend products that have encountered public problems </li></ul><ul><ul><li>http://www.jetblue.com/about/ourcompany/promise/index.html?&intcmp=imgHPpromise20070219& </li></ul></ul><ul><li>6) Build corporate image that projects favorably on its products </li></ul><ul><ul><li>http://promomagazine.com/othertactics/news/jiffy_lube_launches_womens_heart_health_0207/ </li></ul></ul>
  14. 14. PR Activities <ul><li>1) Press relations </li></ul><ul><ul><li>feature articles, press conferences, editorials </li></ul></ul><ul><li>2) Product publicity </li></ul><ul><ul><li>news releases </li></ul></ul><ul><li>3) Corporate Communications </li></ul><ul><ul><li>Internal </li></ul></ul><ul><ul><li>External -- organizational symbols, corporate advertising </li></ul></ul>
  15. 15. PR Activities, cont’d: <ul><li>4) Lobbying </li></ul><ul><ul><li>legislation, regulation </li></ul></ul><ul><li>5) Counseling </li></ul><ul><ul><li>Public issues </li></ul></ul><ul><ul><li>Crisis management </li></ul></ul>
  16. 16. Direct/interactiveMarketing <ul><li>Customer database! </li></ul><ul><li>Can build customer profiles </li></ul><ul><ul><li>Build loyalty </li></ul></ul><ul><ul><li>Monitor ad response </li></ul></ul><ul><ul><li>http://www.the-dma.org/ </li></ul></ul>
  17. 17. Types of DM <ul><li>Direct Sales </li></ul><ul><ul><li>1. Personal Direct Selling – Amway, Tupperware </li></ul></ul><ul><ul><li>2. Telemarketing – Companies, non-profits, politicians </li></ul></ul><ul><ul><ul><li>Less costly! </li></ul></ul></ul><ul><ul><ul><li>Consumer acceptance of shopping by phone </li></ul></ul></ul><ul><ul><ul><li>Annoyance problems </li></ul></ul></ul>
  18. 18. Types of DM cont’d <ul><li>Direct-response advertising </li></ul><ul><ul><li>1. Direct mail </li></ul></ul><ul><ul><li>2. Catalogs </li></ul></ul><ul><ul><li>3. Direct response print </li></ul></ul><ul><ul><li>4. Direct response broadcast </li></ul></ul><ul><ul><li>5. Interactive media </li></ul></ul>
  19. 19. Don’t forget Sponsorship! <ul><li>Sports marketing – big bucks! </li></ul><ul><li>Entertainment – tours </li></ul><ul><li>Festivals, fairs </li></ul><ul><li>Social causes </li></ul><ul><li>Arts </li></ul><ul><li>Venue marketing </li></ul>

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