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Powerful Integrated Marketing Strategies for Communicators

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Powerful Integrated Marketing Strategies for Communicators

  1. 1. Bonnie Harris Creating Powerful
  2. 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. 3. • Defining IMC for Communicators • Behavior Analysis • Strategy Statements • Cross-Channel Strategies • Linked Tactics @waxgirl333
  4. 4. DEFINITION OF IMC A PLANNED USE OF DIFFERENT PROMOTIONAL METHODS THAT ARE RELEVANT TO THE AUDIENCE, CONSISTENT AND REINFORCE EACH OTHER. @waxgirl333
  5. 5. Critical Components • Behavior analysis • Message alignment • Cross-channel strategies • Measurement @waxgirl333
  6. 6. @waxgirl333
  7. 7. ANALYZING BEHAVIOR Content acquisition behavior is #1 •Informal surveys •Site analytics •Social media analytics •Observation
  8. 8. Create your own custom survey. Takeaway #1
  9. 9. INFLUENCING BEHAVIOR •Create a premise •Target desired behavior •Strategize to influence behavior
  10. 10. MESSAGING STRATEGY • Strategic consistency • Begin with one voice • Core Strategy Statements • Message translations @waxgirl333
  11. 11. Identify your core strategy statement. Takeaway #2
  12. 12. Goal: Awareness across industries Mix: Cause marketing, PR, events, social Results: nearly 100% positive impressions Results: Global earned media Feminist Beer
  13. 13. POWERFUL STRATEGIES • Consistent • Synchronized • Cross-channel • Behavior focus • Creative @waxgirl333
  14. 14. STRATEGY FOCUS • Awareness • Seasonal • Hyper-local • Word of mouth • Call • Loyalty • ? Each strategy should focus on one stage of the buying cycle
  15. 15. 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
  16. 16. LINKING TACTICS • Combine new and old • Link two, three, four or more • Synchronize • Align @waxgirl33
  17. 17. Think of the linked tactics you’re currently using and make them BETTER.
  18. 18. • • • • •
  19. 19. SIMPLE LINKED TACTICS • Earned placement+ social media • Direct marketing + landing pages • Email + signage • Print + mobile @waxgirl333
  20. 20. COMPLEX LINKED TACTICS • Integrated product placement • Music promotion • Product launches • PSA’s @waxgirl333
  21. 21. MEASURING TACTICS • Iterative, ongoing measurement • Website behavior • Social media engagement • Online clicks @waxgirl333
  22. 22. “ ” UNPLANNED MESSAGES ARE THE HOLY GRAIL OF IMC
  23. 23. Create a linked tactic toolkit. Takeaway #3
  24. 24. REVIEW • Behavior is more important than demographics • Content acquisition behavior is key • Create strategies across channels • Link tactics to increase performance @waxgirl333
  25. 25. QUESTIONS? @waxgirl333
  26. 26. BONNIE HARRIS WAXMARKETING.COM LINKEDIN/IN/WAXMARKETING WAXMARKETING@GMAIL.COM 612-801-0912 @waxgirl333

Editor's Notes

  • Teaching IMC for PRSA for two years now
    Currently working on a new online course specifically for communicators
    Will be conducting this course in NYC at PRSA in september, if anyone is interested.

    Why integration?

    Results are so much better
    40-50% email open rates
    Much higher % of pitching gets results
    Reach our kpis faster
    Determine KPI’s faster (due to watching the audience.
  • 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.

    It may seem like a lot of information, but the most important thing to remember is that you don't have to do this top down.

    You can insert little pieces of integration into any campaign.
  • Not multi channel marketing
  • Talk about the IMC report card

  • talk about getting information
    demographics seem intrusive
    behavior doesn't

    and really the only reason we wanted demographics and psychographics was to predict behavior in the first place

    journalists, writers and producers in particular will answer questions like:
    - where did you get the infpiration for that story? - where do you like to read? when?

    most result for the least amount of effort
  • insite software - site analytics, ceo post
    review the influencers and journalists you want to reach and "lurk" on social media

    finally, content acquisition behavior is key. if you think about behaivor in no other terms think about it this way

    gartner - 85%
  • how can you create questions that will help you become more efficient at pitching

    how can you learn the content acquisition behavior of your key targets
  • how many of you understand this ?

    what is it?

    customer experience/journey

    holey grail - purchase to loyalt

  • feminst beer - good example of one voice
    core strategy statement
    7 times 7 ways
  • Cause marketing/IMC
    65% of brazilian women felt they were not reprsented by ads
    Raise awareness and combat inequality
    Great example of how small budgets breed integration


    Hybrid of guerilla marketing, digital marketing and PR
    Diverse set of media
    Cluttered product market
    Global earned reach (fast company, huffpo, etc)
    Captured global interest

    Exanoke if high and low tech gets the best results
  • Strategy is the highway, it’s your direciotn
    Tactics are the cars
    Based on influence behavior
    Across channels,
    Consistent message throughout
    Be creative – subaru
    Synchronized in a sequence
  • .
  • You’re already doing this

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