IMC is most commonly associated with the use of multiple marketing tactics to achieve a marketing objective.
And to be effective marketers have to 1 Set goals based on the businesses USP 2. Develop a consistent and coherent brand image, key messages that will Permeate the communications strategy for owned media such as corp website, newsletter, linkedin profile etc. 3. And develop creative and campaigns containing these messages that will be the focus of paid media (ads, DM) and earned media garnered through PR, reviews.So the effect can be likend to this….
Where all tactics have consistent messaging and the everyone in this case has matching outfits. So we’re done right?What are we forgetting?
We’re forgetting the most important thing for marketers, Our customers Before deciding on which tactics,Before developing our messaging We need to understand our customers, how they perceive our competition and how we can position our value proposition to them.
Persona developmentThere are 5 aspects in any persona Physical characteristicsWhere they can be foundTheir attitudes, perceptions and valuesHow they interact with your product IRL + online…e.giPad is very awkward on your lap or w/out a cover that props it up on the table. So commercials show them in these scenarios. e.g. Sharpie – celebrity only. Not artists and hobbyists.Their online behavior. Who are they influenced by? Which sites do they trust? In relation to your product /service. Develop personas – composites of your buyer segments. b2b has user personas and buyer personasB2c has user personas
Now ready to create campaigns, monitor + measure and optimize
Ask audience to participate.
Personalized postcards w/ pURLs are sent out to customersCustomers receive postcard – some respond to the pURL, some don’tpURL captures all response actions and updates customer data listBased on response actions captured, a personalized email is triggered and sent to those who did not respond. Email invites them to the same pURL.
Postcard/email are highly personalized to each customerSpeaks to the customer as an individual & offers appeals to their personal needsInvitation to visit pURL to redeem coupons for free oil change and other discountsA reminder email (same offer and graphics) is scheduled to go out to those who don’t respond in 3 days
Customers who respond arrive at their personalized landing site (pURL)Customers are asked to confirm / update their personal dataAn personalized audio clip (announcing their name) provides instructionsCustomers then enter code (found on the email or postcard) to redeem coupons
Customers are provided with a list of coupons for a free oil change a various discountsEach offer is designed to capture more data about the customer. Based on their selection:Find out the state of condition the car is in (e.g. mileage)Day of time they prefer to schedule serviceDo they own more than one Nissan carEtc…
Editorial themes + calendarFed through channels Chris Brogan calls outposts + I call virtual water coolers. CEO is a nationally renown speaker and makes appearances at conferences
Integrated Marketing for Start-ups and Small Businesses
Integrated Marketingfor Startups + Micro-Businesses #SMIATLIM<br />Integrated Marketing for Start-Ups and Micro-Businesses<br />by Jacqui Chew<br />@jacquichew/ @iFusionMktg<br />firstname.lastname@example.org<br />
Best Practices<br />Plan who, what channels, which offers + how to capture response<br />Relevant Message/Offer<br />Test different offers<br />Follow up reminder emails sent to non-responders 3 days after postcard drop<br />Track and Reporting response actions<br />Enhancements?<br />
Add-Ons<br />Satisfaction survey sent after service visit<br />All who completed pURL but didn’t schedule visited should be invited via email to join social community, newsletter list etc. <br />All who completed pURL should be entered to a nurture campaign<br />What else?<br />