Adv 435 ch 8 imc

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Adv 435 ch 8 imc

  1. 1. ADV 435 <br />Chapter8<br />IMC<br />
  2. 2. INTEGRATED MARKETING COMMUNICATIONS <br />Definition: The process of<br /><ul><li> Planning
  3. 3. Creating
  4. 4. Integrating
  5. 5. Implementing</li></ul>Communications elements i.e. <br /><ul><li> Advertising
  6. 6. Sales Promotion
  7. 7. PR/Events</li></ul>Delivered to brand’s customers/prospects<br />
  8. 8. INTEGRATED MARKETING COMMUNICATIONS <br />Goal = Consistent message and feel<br /><ul><li>Consistent does NOT mean </li></ul>“look alike”<br /><ul><li>Consistent DOES mean</li></ul>“Reflecting desired experience with brand”<br />
  9. 9. INTEGRATED MARKETING COMMUNICATIONS <br />Goal = Consistent message and feel<br />Examples:<br /><ul><li>Geico: Gecko greets you online
  10. 10. Target: Bulls eye logo web, credit card
  11. 11. Aflac: Duck appears somewhere
  12. 12. Pepsi: Logos, bubbles, fun</li></li></ul><li>INTEGRATED MARKETING COMMUNICATIONS <br />Emphasis (budget) is function of:<br /><ul><li>Growth Potential
  13. 13. Sales Potential</li></li></ul><li>INTEGRATED MARKETING COMMUNICATIONS <br />Communications Targets:<br /><ul><li>Brand Loyals
  14. 14. Brand Switchers
  15. 15. Competitors Brand Loyals</li></li></ul><li>INTEGRATED MARKETING COMMUNICATIONS <br />Brand Loyals:<br /><ul><li> Best Customers
  16. 16. Buy Largest Quantities or most often
  17. 17. Do NOT switch if unavailable
  18. 18. Goal = RETAIN</li></li></ul><li>INTEGRATED MARKETING COMMUNICATIONS <br />Brand Switchers:<br /><ul><li> Your brand AND others
  19. 19. Swayed by:
  20. 20. Promos
  21. 21. Incentives
  22. 22. Just a change
  23. 23. Goal = Build Volume</li></li></ul><li>INTEGRATED MARKETING COMMUNICATIONS <br />Competitors Brand Loyals:<br /><ul><li> Very Challenging
  24. 24. Goal = Initiate trial & some conversion:
  25. 25. First to “Switchers”
  26. 26. Then to your “Brand Loyals”</li></li></ul><li>SALES PROMOTION<br />DEFINITION = Incentives of reduced price or added value<br /><ul><li>Tends to “buy” share of market
  27. 27. Short term impact
  28. 28. May increase consumer expectations for more
  29. 29. Why pay full price…just wait for coupons
  30. 30. Should reinforce ad message
  31. 31. ergo: “Think like a retailer & act like a brand”</li></li></ul><li>SALES PROMOTION<br />“Think like a retailer & act like a brand”<br /><ul><li> delicate balance
  32. 32. building sales vs. image
  33. 33. forces annual repeat same period</li></li></ul><li>SALES PROMOTION<br />Types:<br /><ul><li>Consumer “Pull”
  34. 34. Trade “Push”</li></li></ul><li>SALES PROMOTION<br />Consumer Promotions:<br /><ul><li> Samples - Sweepstakes
  35. 35. Coupons - Refunds
  36. 36. Rebates - Bonus Packs
  37. 37. Premiums - Event Sponsorships
  38. 38. Contests - Price-offs (days, weeks, months)
  39. 39. Games</li></li></ul><li>SALES PROMOTION<br />Trade Promotions:<br /><ul><li>Slotting allowances – $$ space/facings
  40. 40. Dealer Contests ($, gifts, trips)
  41. 41. Co-op Ad Support
  42. 42. Trade Show Specials
  43. 43. Spiffs (cash to sales force)
  44. 44. Display Allowances
  45. 45. POP Material
  46. 46. Price Reductions</li></li></ul><li>SALES PROMOTION<br />Objectives:<br /><ul><li> Trial
  47. 47. Retention
  48. 48. Increase Sales
  49. 49. Reinforce Advertising
  50. 50. Build Trade Support
  51. 51. Generate Excitement</li></li></ul><li>SALES PROMOTION<br />Trial by New Customers<br /><ul><li>Samples
  52. 52. Coupons
  53. 53. Rebates</li></li></ul><li>SALES PROMOTION<br />Retention of Loyals<br /><ul><li>Ideas(To Buy More)
  54. 54. Recipes
  55. 55. Calendars
  56. 56. Special Offers</li></li></ul><li>SALES PROMOTION<br />Increase Overall Sales<br /><ul><li>Multi Unit Purchases
  57. 57. Special Sizes (larger, travel, pocket)
  58. 58. Premiums</li></li></ul><li>SALES PROMOTION<br />Reinforce Advertising<br />Contests<br /> Games<br /> Sweepstakes<br />
  59. 59. SALES PROMOTION<br />Build Trade Support<br />Increase Distribution<br /> Increase Exposure<br /> Motivate Retailers<br />
  60. 60. SALES PROMOTION<br />Generate Excitement<br />Starts with Sales Force<br /> Incentives on:<br /> Models<br /> Sizes<br /> Flavors/Scents<br />
  61. 61. SALES PROMOTION TACTICS<br />SAMPLING<br /><ul><li> Expensive due to size/package
  62. 62. Mail or Door Hanger
  63. 63. Magazine/Newspaper Insert
  64. 64. Demonstration
  65. 65. Attached to other product
  66. 66. Welcome Kits</li></li></ul><li>SALES PROMOTION TACTICS<br />COUPONING<br /><ul><li>Customer assured of discount
  67. 67. Target geographically
  68. 68. Retailer can double/triple
  69. 69. Low redemption rates
  70. 70. Retail stock level varies
  71. 71. DM, FSI, ROP, Back of Receipts, hand outs, Web, Text</li></li></ul><li>DESIGNING COUPONS<br /><ul><li> Must look like coupon
  72. 72. Use cut marks
  73. 73. FSI’s will perforate
  74. 74. Face Value & Expiration Date must be clear
  75. 75. UPC and Coupon code to track
  76. 76. Package & Logo on coupon
  77. 77. Do not hide or bury coupon</li></li></ul><li>PREMIUMS<br /><ul><li>Tangible rewards for purchasing
  78. 78. Happy Meals
  79. 79. Cracker Jack
  80. 80. Cereals
  81. 81. In/On Pack = Immediate reward
  82. 82. Mail-ins – Must increase value of reward to make up for “delay”</li></li></ul><li>PREMIUMS<br /><ul><li>Self Liquidators = customer buys premium at reduced cost
  83. 83. Fragrance sets with bags
  84. 84. BBQ sets
  85. 85. Continuity Plans
  86. 86. Frequent Flyer
  87. 87. Hotel Guest
  88. 88. Buy nine, get tenth free</li></li></ul><li>REBATES<br /><ul><li>Offset portion of Sale Price
  89. 89. Mail in for check
  90. 90. Mail in for debit card (w/co-marketer)
  91. 91. Provides Data Base
  92. 92. Time period between purchase & receipt affects redemption
  93. 93. Longer lapse, less redemption
  94. 94. Auto dealers apply to down payment</li></li></ul><li>CONTESTS/SWEEPSTAKES/GAMES<br /><ul><li>KISS
  95. 95. Avoid Purchase (lottery)
  96. 96. Contests involve skill or judging
  97. 97. Less appealing
  98. 98. Exceptions = recipes</li></li></ul><li>BONUS PACKS<br /><ul><li> Two for One
  99. 99. Two for One plus slight premium
  100. 100. Good way to counter competitive sales promotions</li></li></ul><li>EVENT SPONSORSHIP<br /><ul><li>Excellent exposure
  101. 101. Positive Correlation to brand
  102. 102. Sports
  103. 103. Local Festivals
  104. 104. Civic Organizations
  105. 105. Entertainers
  106. 106. Schools</li></li></ul><li>EVENT SPONSORSHIP<br />CAVEATS<br /><ul><li> Religious Groups
  107. 107. Help one, help all
  108. 108. Local Causes
  109. 109. ditto</li></li></ul><li>TRADE PROMOTIONS<br /><ul><li> Need product in the pipeline
  110. 110. New products die w/o distribution
  111. 111. Need retail space and support</li></li></ul><li>TRADE PROMOTIONS<br />Types:<br /><ul><li>Purchase Incentives
  112. 112. Performance Allowances</li></li></ul><li>TRADE PROMOTIONS<br />Purchase Incentives:<br /><ul><li>Slotting Allowance – payments for shelf space (retail, wholesale)
  113. 113. Reduces ad budget
  114. 114. May reduce # facings
  115. 115. Reduce/Eliminate certain
  116. 116. Flavors
  117. 117. Scents
  118. 118. Sizes</li></li></ul><li>TRADE PROMOTIONS<br />Purchase Incentives:<br /><ul><li> Off Invoice Purchase Allowance – reduces Price to the Trade
  119. 119. Restricted by Time & # Orders
  120. 120. Can reduce invoice price 5%-25%
  121. 121. Creates Higher Inventory Level</li></li></ul><li>TRADE PROMOTIONS<br />Purchase Incentives:<br /><ul><li>Dating or Extension of Terms
  122. 122. Two/10, net/30 or net 60
  123. 123. Buy early or buy more or both</li></li></ul><li>TRADE PROMOTIONS<br />Purchase Incentives:<br /><ul><li>Free Goods
  124. 124. Buy 10 cases get one free
  125. 125. Listing Advertising
  126. 126. Buy quantity, get listing in national print ad</li></li></ul><li>TRADE PROMOTIONS<br />Performance Allowances:<br /> Display/Merchandising Allowances <br /> Sampling/Demonstrations<br /> Celebrities<br /> End of Aisle Position<br />
  127. 127. TRADE PROMOTIONS<br />Performance Allowances:<br /> POP<br />
  128. 128. TRADE PROMOTIONS<br />
  129. 129. TRADE PROMOTIONS<br />Performance Allowances:<br />Advertising Allowances <br /> Weekly Circular<br /> Product Position<br /> Package<br /> Logo<br />
  130. 130. TRADE PROMOTIONS<br />Performance Allowances:<br /> Co-op Advertising <br /> Defray cost of media<br />TV, Radio, Print<br /> Must mention/display brand<br />
  131. 131. TRADE PROMOTIONS<br />Performance Allowances:<br /> POP = Point of Purchase<br />Creative supplied by manuf.<br /> Bins, posters, clings<br /> Shelf talkers/danglers<br /> Often go unused <br />
  132. 132. TRADE PROMOTIONS<br />Performance Allowances:<br />Trade Shows/Sales Mtgs<br />Hospitality Suites<br /> Show deals<br /> Meal/Break Sponsorships<br /> Invite Trade to Corp Mtg<br />
  133. 133. PUBLIC RELATIONS<br />ROLES:<br />Promote understanding of policies<br /> Combat negative images & publicity<br /> Correct misconceptions<br /> Encourage positive discussion<br /> Advise & train executives<br /> Do something good & talk about it<br />
  134. 134. PUBLIC RELATIONS<br />TYPES:<br />News Stories<br /> New Products<br /> Situation Updates<br /> Interviews<br /> Access behind the scenes<br />
  135. 135. PUBLIC RELATIONS<br />TYPES:<br />Press Kits<br /> Newsletters<br /> Pamphlets<br /> Brochures<br /> Annual reports<br /> Info Hot Lines<br />
  136. 136. PUBLIC RELATIONS<br />TYPES:<br />Staged Events<br /> Trade Shows<br /> Celebrities<br /> Sponsorships<br />
  137. 137. PRODUCT PUBLICITY<br />Informing how to select, buy & use the product<br />Technology<br /> High End<br /> New/Different<br /> Risky<br /> Complicated<br />
  138. 138. PRODUCT PUBLICITY<br />Persuading to Purchase<br /><ul><li>Well placed 7 timed stories
  139. 139. Print
  140. 140. Internet
  141. 141. Broadcast/Cable/Radio
  142. 142. News
  143. 143. Talk</li></li></ul><li>PRODUCT PUBLICITY<br />Dispelling Negatives<br /><ul><li> Opinions
  144. 144. Information
  145. 145. Immediate response & availability is key</li></li></ul><li>PRODUCT PUBLICITY<br />Adds Value to Events and Sponsorships<br /><ul><li>Provides Heads up To Media
  146. 146. Can tie Celebs/Politicians to brand in positive way
  147. 147. Creates sound bites</li></li></ul><li>DIRECT MARKETING<br />CAN BE:<br /><ul><li> Broad (FSI, ROP, Internet)
  148. 148. Narrow (Clipper, Valpak, Text)</li></ul>KEY IS EASE OF RESPONSE<br /><ul><li> Toll Free
  149. 149. Internet
  150. 150. Reply card or envelop</li></li></ul><li>DIRECT MARKETING<br />PROVIDES ACCOUNTABILITY<br /><ul><li> Immediate Evaluation
  151. 151. Offer
  152. 152. Media
  153. 153. Target
  154. 154. Timing</li></li></ul><li>DIRECT MARKETING<br />DATABASES<br /><ul><li> Purchased …up to date?
  155. 155. Home grown
  156. 156. Co-Marketing partners</li></li></ul><li>DIRECT MARKETING<br />DATABASES<br /><ul><li> Can create profiles
  157. 157. Demographics
  158. 158. Purchase Patterns
  159. 159. Frequency
  160. 160. Timing (recent?)
  161. 161. Amount in units & $$$
  162. 162. Location – Where? How? Online?
  163. 163. History/Patterns/Link to Occasion</li></li></ul><li>DIRECT MARKETING OFFERS<br />Creating an Offer Top Ten:<br />10. Guarantees<br /> - Reduces Perceived Risk<br /> - Builds Confidence<br />9. Quantity Limits<br /> - Creates sense of urgency<br /> - Minimizes sale to resellers<br /> - retailers<br /> - Internet (e-Bay, Amazon)<br />
  164. 164. DIRECT MARKETING OFFERS<br />Creating an Offer Top Ten:<br />8. Time Limits<br /> - Also creates sense of urgency<br /> - Entertainment Books<br />7. Incentives<br /> - Should add value not detract<br /> - Free Low cost gifts work well<br />
  165. 165. DIRECT MARKETING OFFERS<br />Creating an Offer Top Ten:<br />6. Credit Options<br /> - Sales Increase with Credit Cards<br /> - Can hold merch. until charge clears<br />5. Future Obligation<br /> - Continuity – Books, DVD’s<br /> - First one = low price<br /> - Then auto send at higher price<br />
  166. 166. DIRECT MARKETING OFFERS<br />Creating an Offer Top Ten:<br />4. Optional Features<br /> - Colors <br /> - Sizes<br /> - Personalization (monograms)<br />3. Units<br /> - Smaller units (1 or 2) get more response<br />
  167. 167. DIRECT MARKETING OFFERS<br />Creating an Offer Top Ten:<br />2. Shipping & Handling<br /> - Mail orders usually include<br /> - TV offers usually add<br />And the #1 factor in creating a direct marketing offer is…………<br />
  168. 168. DIRECT MARKETING OFFERS<br />Creating an Offer Top Ten:<br /> PRICE<br /><ul><li> Be Competitive & Attractive
  169. 169. Can test offers to different targets</li></li></ul><li>DIRECT MARKETING <br />Copy Guidelines<br />Headlines:<br /><ul><li>Involve Reader
  170. 170. Focus on Human Nature & Self Interest
  171. 171. Provide Information
  172. 172. Never assume knowledge</li></li></ul><li>DIRECT MARKETING <br />Copy Guidelines<br />Headlines:<br /><ul><li>Make appeal & offer obvious
  173. 173. No need to be subtle or coy</li></li></ul><li>DIRECT MARKETING <br />Copy Guidelines<br />Visuals:<br /><ul><li>Must reinforce message
  174. 174. Avoid confusion – less is more
  175. 175. Be genuine first, clever second</li></li></ul><li>DIRECT MARKETING <br />Copy Guidelines<br />Consumer Motivation:<br /><ul><li>Show & Tell how good it is
  176. 176. Add inventive (time and/or quantity limit) to move them</li></li></ul><li>DIRECT MARKETING <br />Copy Guidelines<br />OFFER:<br /><ul><li>Customers skeptical of:
  177. 177. Fine Print
  178. 178. Asterisks
  179. 179. Disclaimers
  180. 180. Strings attached</li></li></ul><li>DIRECT MARKETING <br />Copy Guidelines<br />CUSTOMER:<br /><ul><li>MAKE THEM FEEL:
  181. 181. SPECIAL
  182. 182. GLAD
  183. 183. UNIQUE</li>

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