4550: Integrating Marketing Communications: Part II

1
4550 Integrating Marketing Communications Part
II

• Professor Campbell
• 4/12/05

2
Plan for Remaining Classes

• Thursday, April 14
• Guest Speaker Clay Timon, CEO Emeritus of Landor
  Associates
• Tuesday, April 19
• Exam III (in class)
• Thursday, April 21
• Project Prep

3
Final Projects

• IMC proposals due Monday, April 25, by 1200 noon
  (hard copy)
• Final presentations Tuesday 4/26, Thursday 4/28,
  Tuesday, May 3.

4
Plan for next 3 2 sessions

• Part I of IMC
• Why is IMC important?
• What is IMC?
• How does this differ from past approaches?
• The Diamond Mind
• What was the IMC plan used by DeBeers?
• How do you respond to this?
• Part II of IMC
• How can we make powerful IMC?

5
Old Way
PR
Advertising
Trade Shows
Direct Marketing
Product
Promotions
Selling/ Proposals
Packaging
Merchandising
6
Snorkeler's IMC
PR
Trade Shows
Direct Mail
Communication Idea (Advertising)
Sales
Packaging
Promotions
Merchandising
7
Scuba IMC
Advertising
PR
Trade Shows
Direct Marketing
Customer- Based Idea
Promotions
Packaging
Selling/ Proposals
Merchandising
8
The Diamond Mind

• Do you believe that DeBeers marcom program is
  IMC?
• If so, which type?

9
Marcom Society

• Do you believe that marketing communications can
  influence society in general?
• What types of influence might marketing
  communications have?

10
Important Questions

• Do we have a responsibility to consider the
  impact of our marketing communications messages
  on general society?
• How do we balance this with our responsibility to
  be profitable?

11
Decision Framework for IMC

Planning
Analysis
strategy
objective
tactics
budget

Control
Monitoring
12
IMC Campaign Planning

• Analyze the situation
• Define the marketing objectives
• Analyze situation and segments
• Select the target audience(s)
• Define the desired positioning
• Establish communication objectives
• Select IMC tools
• Identify the media strategy and
  Determine the creative strategies
• Select measurement method(s)
• Set the budget

13
IMC Campaign

• A series of marketing communication messages
  designed to meet a set of objectives and
  delivered over time, through several IMC
  activities, through various channels with
  multiple targets.

14
Steps in Building the Brand
1. Determine desired customer positions
2. Conduct Brand Audit - brand inventory
(firm perspective) - brand exploratory
(customer perspective)
3. Build and Maintain Tracking Systems -
marketing communications database - brand
equity/meaning tracking
15
Brand Journey

• Go through the life of a customer
• Figure out all the points at which touch your
  customers
• Identify those that are most important, that
  carry the biggest weight or impact.
• Make sure these are completely aligned with the
  key communication points

16
Integrating the Brand into the Communications
Program

• Awareness Building Activities
• Advertising
• Promotion
• Event or Other Types of Sponsorship
• Publicity
• Web presence

17
Integrating the Brand into the Communications
Program

• Association Building Activities
• Advertising and Promotions (Tradeoffs)
• Sponsorships
• Product Placement
• Public Relations
• Publicity
• Web content
• Endorsements
• Celebrities
• Corporate advertising
• The marketing mix

18
Integrate Brand Marketing

• Zero-based communication planning
• Focus on the task to be done and the best ways
  and media to accomplish the task
• Menu approach to mix
• Use different marketing activities for different
  tasks and targets
• Database development and management
• Whole is bigger than the sum of the parts
• 360? view of consumer-brand interactions
• Every brand contact matters!

19
Tools for Creating Strong Brands
Loyalty Resistance to competition Larger
margins More elastic for price decreases Less
elastic for price increases Communications
efficiency/effective. Licensing opps. Brand
extensions
Brand Elements
Name Symbol Logo Character Pkg. Slogan
Marketing Programs
Product Distribution Price
Communications
Secondary Associations
Company Other brands Places
Events
20
Demands of a Successful IMC Program

• Customer focus
• Established marketing communications objectives
• Recognition of IMC as an important competitive
  tool
• Top-level commitment
• Coordination
• Flexibility!

21
Integrated Marketing Communications Outcome
Brand
Position