Creating Powerful IMC Strategies: From Strategy Statement to Synchronized Tactics
•Download as PPTX, PDF•
0 likes•182 views
This document discusses creating powerful integrated marketing communication (IMC) strategies. It defines IMC and outlines critical components like behavior analysis, message alignment, cross-channel strategies, and measurement. The document recommends analyzing consumer behavior, creating a strategic premise to influence desired behaviors, and developing core strategy statements. It emphasizes consistency, synchronization, and linking tactics across multiple channels. Finally, it stresses the importance of ongoing measurement and creating "unplanned messages" through linked IMC tactics.
Recommended
More Related Content
Viewers also liked
Similar to Creating Powerful IMC Strategies: From Strategy Statement to Synchronized Tactics
Similar to Creating Powerful IMC Strategies: From Strategy Statement to Synchronized Tactics (20)
More from prsanpd
More from prsanpd (11)
Recently uploaded
Recently uploaded (20)
Creating Powerful IMC Strategies: From Strategy Statement to Synchronized Tactics
- 2. Creating Powerful IMC Strategies: From Strategy Statement to Synchronized Tactics Bonnie Harris Founder, Wax Marketing Adjunct Professor, WVU Reed College of Media @waxgirl333
- 3. • Defining IMC for Communicators • Behavior Analysis • Strategy Statements • Cross-Channel Strategies • Linked Tactics @waxgirl333
- 4. DEFINITION OF IMC A PLANNED USE OF DIFFERENT PROMOTIONAL METHODS THAT ARE RELEVANT TO THE AUDIENCE, CONSISTENT AND REINFORCE EACH OTHER. @waxgirl333
- 5. Critical Components • Behavior analysis • Message alignment • Cross-channel strategies • Measurement @waxgirl333
- 6. @waxgirl333
- 7. ANALYZING BEHAVIOR Content acquisition behavior is #1 •Informal surveys •Site analytics •Social media analytics •Observation
- 8. Create your own custom survey. Takeaway #1
- 9. INFLUENCING BEHAVIOR •Create a premise •Target desired behavior •Strategize to influence behavior
- 10. MESSAGING STRATEGY • Strategic consistency • Begin with one voice • Core Strategy Statements • Message translations @waxgirl333
- 11. Identify your core strategy statement. Takeaway #2
- 12. Goal: Awareness across industries Mix: Cause marketing, PR, events, social Results: nearly 100% positive impressions Results: Global earned media Feminist Beer
- 13. POWERFUL STRATEGIES • Consistent • Synchronized • Cross-channel • Behavior focus • Creative @waxgirl333
- 14. STRATEGY FOCUS • Awareness • Seasonal • Hyper-local • Word of mouth • Call • Loyalty • ? Each strategy should focus on one stage of the buying cycle
- 16. APPLE WATCH Goal: Beat competition Mix: Tradition/online Results: 75% of smart watch market in 1st quarter Results: Sales exceeded that of 1st iPad & iPhone combined ©jon friedman
- 17. LINKING TACTICS • Combine new and old • Link two, three, four or more • Synchronize • Align @waxgirl33
- 18. Think of the linked tactics you’re currently using and make them BETTER.
- 19. • • • • •
- 21. SIMPLE LINKED TACTICS • Earned placement+ social media • Direct marketing + landing pages • Email + signage • Print + mobile @waxgirl333
- 22. COMPLEX LINKED TACTICS • Integrated product placement • Music promotion • Product launches • PSA’s @waxgirl333
- 23. MEASURING TACTICS • Iterative, ongoing measurement • Website behavior • Social media engagement • Online clicks @waxgirl333
- 24. “ ” UNPLANNED MESSAGES ARE THE HOLY GRAIL OF IMC
- 25. Create a linked tactic toolkit. Takeaway #3
- 26. REVIEW • Behavior is more important than demographics • Content acquisition behavior is key • Create strategies across channels • Link tactics to increase performance @waxgirl333
Editor's Notes
- We’ll start with a short definition of IMC, just to get everyone back on the same page. Then we’ll learn why behavior is so much more important than demographics. I’ll give you 5 takeaways throughout the presentation that you can start using right now as well as tell you some stories about the best IMC behavior targeting. We’ll also talk about incorporating personas into your PR practice, which is another way to get you moving your PR practice with more IMC flavor.
- .