Accelerating Results with IMC
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This presentation will give you a brief yet thorough understanding of IMC, an overview of the most effective multi-channel strategies, and clever ways to link traditional tactics with word of mouth marketing and social media. (Presented as a webinar for WOMMA, 8.19.15)
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Accelerating Results with IMC
- 1. Accelerating Results with Integrated Marketing Communications Bonnie Harris Wax Marketing, Inc.
- 2. Bonnie Harris Principal, Wax Marketing Inc. Adjunct Instructor IMC Program, West Virginia University Reed College of Media WaxMarketing.com waxmarketing@gmail.com @waxgirl333
- 3. WVU IMC Program 1st online IMC graduate program in the nation Established 2003 More than 400 active students Ideal for mid-level communications professionals More information at imc.wvu.edu
- 4. Agenda Definition of IMC Customer Behavior Best Strategies Linked Tactics Incorporating IMC Q&A
- 5. Definition of Integrated Combining or coordinating separate elements so as to provide a harmonious, interrelated whole. Organized or structured so that constituent units function cooperatively.
- 6. Definition of IMC According to the AMA (American Marketing Association) the definition of Integrated Marketing Communications is: “A planning process designed to assure that all brand contacts received by a customer or prospect for a product, service or organization are relevant to that person and consistent over time.”
- 7. Old Spice • Goal: Revive old brand • Mix: Social, video, traditional advertising • Results: • 100million + YouTube views • 1.2 billion media impressions • Sales jumped 55%
- 8. Key Components of IMC Alignment Understanding of buyer behaviors Consistent creative strategy Common strategies and tactics Measurement
- 9. Learning Behavior From demographics to psychographics… To behavior Personas Content acquisition behavior Buying behavior Other segmentation strategies Geo-demographic Ethnic Relationship Adopter
- 10. BJP Party • Goal: Elect Modi by attracting young voters • Mix: Social, events, traditional advertising, games, bleeding edge technology • Results: • Won by a landslide • Highest voting rate in history of Indian elections • 2 billion impressions (and counting)
- 11. Powerful Strategies Strategies stay consistent Drive toward increasing synergy between channels Should be deployed across channels Pay attention to buyer behavior and are specific to personas Combine traditional and online/social media
- 12. Strategies can focus on: Messaging – Changing perception Timing – Seasonal Area – Hyper-local Word of Mouth – Viral Product/Service offering – Call to action Traffic– Landing pages/conversions/promoti on Each strategy should focus on one stage of the buying cycle
- 13. Buying Cycle Problem recognition Information search Solution evaluation Purchase Post-purchase behavior
- 14. Brand Strategies Earned media Word of mouth Cause marketing Thought leadership/education Sponsorships Celebrity endorsements Brand journalism Online marketing Brand strategies create awareness of a new brand, change perception of an existing brand or create a brand extension.
- 15. Content Strategies Brand journalism Native advertising Social media Influencer marketing Multimedia messaging Contests/Quiz Ambassadors/Celebrity Testimonials Education/Thought Leadership Content strategies are used when with a longer sales cycle, the client or customer is sophisticated and the brand needs credibility.
- 16. Promotional Strategies Events Sponsorships Contests Rewards/loyalty programs Cause marketing Digital/mobile promotions Add-ons/lost leaders Seasonal Promotional strategies are used to influence the later steps in the buying cycle, including post-purchase behavior
- 17. Geographical Strategies Geographical strategies might be used for retail, medical practices, franchises and other B2C businesses where the customer is not well- known. Hyper-local marketing Outdoor/On the ground Micro-events Retail business partnerships
- 18. Choosing Channels Carefully study audience behavior Test iteratively for effectiveness Shooting for synergy Constantly updated
- 19. Amazon Prime Day • Goal: Engagement • Mix: 1 billion emails, giveaway, social, PPC, public relations • 500K social mentions, 60% positive • Results: Same day sales 80% • 39 million items sold • More new customers than any other day
- 20. Powerful Linked Tactics Strong linked tactics are often combination of traditional and newer media Can link two, three or even four tactics Synchronized for best effect Common message or tone
- 21. Simple Linked Tactics Earned placement+ social media Direct marketing + landing pages Email + signage Print + mobile
- 22. Complex Linked Tactics Integrated product placement Music promotion Product launches PSA’s
- 23. Measuring Tactics Iterative, ongoing measurement Website behavior Social media engagement Online clicks Unplanned messages
- 24. Ways to Incorporate IMC Create a core strategy statement Link tactics and measure results Roll tactics into strategies and deploy cross channel Review the buying behavior and try to accelerate
- 25. Questions?
- 26. Thank You! Bonnie Harris Wax Marketing, Inc. waxmarketing@gmail.com 612-801-0912 @waxgirl333
Editor's Notes
- This the IMC magic worked by the Bharatiya Janata Party of India. The Bharatiya Janata Party (BJP) was formed in 1951 as an “Integral Humanist” party, which basically means the BJP strives to create an economic model (indigenous to India) that places the human at the center of all concerns. BJP’s presence in India is significant – it’s the largest party represented in parliament and the second largest represented in individual states. For example in a given election year, that audience includes a significant youth presence, as the BJP aims to motivate youth to vote. Some of the strategies the BJP utilized for these goals included rallies (some rallies even had 3D hologram components), animated videos, mobile games and extensive social media marketing including a Google hangout in 2012. If you go look, there’s a slideshare of their campaign that talks about how they modeled it after the various plans, their tactics also included: Print adsTV adsCampaigns in WhatsApp (mobile messengerRingtonesYouTube videosViral memes…and the creation of a song intended to inspire hope in voters, which was distributed through many online and offline channels. What makes the BJP’s campaign such good IMC is not just that they utilized a lot of different channels in harmony, but that they first identified and organized their audiences, and then clearly defined messages to appeal to each demographic. Then, the channels they used to spread that message were tailored to the audience. Appealing to youth through messages in WhatsApp or funny memes is nearly guaranteed success. They also branded the BJP politicians heavily, such as Prime Minster candidate Narendra Modi, who has his own Facebook page and got his own mobile app (the “Modi Run” game). They hit Facebook and Twitter particularly heavily with relevant hashtags and creative messages, generating more following and positive sentiment than their opponents, overall. The end result was a near landslide victory for the BJP and BJP allies. As far as IMC results go, you don’t get a much grander or spectacular example than winning a nation!
- Good messaging is a strategy all by itself. For Vail Place, because we’re raising awareness messaging is extremely important. But for other types of goals, you’ll have a different set of strategies. Before I go into common IMC strategies, there are some key characteristics of strong strategies I’d like to share with you. Strategy is the one piece that many people forget about. They jump from objectives to tactics. And that’s a bad idea, and you’ll find out why when we move into discussing tactics Client that quadrupled web traffic. Can also be used as combinations within different pieces of a channel like different social media accounts or with different buyers within the same geographical region \ Radio/social media for awareness Print/digital campaign within a small geographic target for specific services Billboards and digital for sales promotions
- What they should not focus on is one particular channel.
- end result was a near landslide victory for the BJP and BJP allies. As far as IMC results go, you don’t get a much grander or spectacular example than winning a nation!
- .