Integrated Marketing Communications

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Integrated Marketing Communications

• MKT 846
• Professor West

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What is IMC?

• According to Ogilvy Mather
• IMC is orchestration

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Orchestral Analogy

• An orchestra consists of many instruments, each
  of which produces a different sound
• Whereas, marketing communication involves
  multiple media with differing characteristics.

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Orchestral Analogy

• If the sounds are not coordinated, the orchestra
  produces noise rather than music
• Similarly, an ill-conceived communications plan
  can send inconsistent messages, detracting from
  the brand.

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Orchestral Analogy

• An orchestra performs according to a musical
  score and under the direction of a conductor
• An IMC plan should detail which marketing
  communications functions and what media will be
  used a which times and to what extent.
• The plan must be clearly communicated internally
  and overseen to make sure that everyone
  understands their role

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What is the Purpose of IMC?

• According to Duncan
• The primary responsibility of IMC is to help the
  organization to
• Acquire, Retain, and Grow Customers!

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Focus on Brand Building

• Strong brands add value
• From the firms perspective
• Brand equity can be leveraged through extensions,
  collaborations, licensing
• From the customers perspective
• Brands provide assurance, simplify our lives,
  reflect our personality
• Brands transform products goods as well as
  services into something larger than the product
  itself.

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Transactions to Relationships

• The marketplace has changed
• Increased Competition
• Distrustful Customers
• New technologies
• Recognition that its more profitable to retain
  than acquire customers
• Managing customer relationships drive brand value
• Communication is the foundation of all
  relationships, including brand relationships

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IMC Helps Build Profitable Customer Relationships

• Focuses on relationships instead of transactions
• Establishes more personal, two-way communication
  with customers
• Determines the best mix of marketing
  communication functions and media for a brand
• Helps ensure that a brand has one voice, one look
• Takes advantage of new media and new
  communication and information technologies
• Builds trust in a brand by creating an open,
  customer-focused culture

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Building Relationships WithBoots The Chemists
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Case Study Boots The Chemists

• Largest pharmacy chain in Britain
• J. Walter Thompson launched a strategic
  relationship building IMC campaign
• Elements of the campaign
• Consumer perceptions man in the white coat
• Trusted authority
• New positioning look good and feel good
• Understanding, stimulating, personalized,
  fulfilling, enjoyable
• Campaign Objectives
• Increase profitability by increasing frequency of
  visits and amount spent per visit
• Enroll 8 million cardholders in 12 months
• Achieve an incremental sales increase of 3.2
  percent

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Case Study Boots The Chemists

• Elements of the campaign (cont.)
• Target Audience
• 83 of customers are women
• Focus on young women who could be motivated to
  treat themselves rather than deal-seekers
• Creative Strategy
• Boots Rescue
• Resolution

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Case Study Boots The Chemists

• Elements of the campaign (cont.)
• Message Delivery
• In-store material staff training followed by
  television
• Evaluation
• Launch produced a database of 8 million BTC
  customers
• More than 3 percent sales increase in year 1, 8
  percent in year 2
• Cardholders average purchase was 8 percent high
  than non-cardholders

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Relationship Intensity

• Stages of Relationships
• Awareness brand is included in customers evoked
  set
• Identity customers display the brand, indicating
  an emotional attachment to it
• Connected customers communicate with the company
  in-between purchases
• Community customers communicate with each other
• Advocacy customers communicate with prospects,
  make referrals

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Four Basic Components

• A sound IMC plan will be based on research and
  careful consideration of the situation and
  environment in which the effort will take place.
• The plan will include four basic components
• Objectives What you want accomplished
• Strategies Ideas for accomplishing objectives
• Tactics Actions for executing the strategy
• Evaluation Measures for evaluating success

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Marketing Plan

• Situation Strategy
  Marketing Target
• Analysis Development
  Mix Market

Promotion to final buyer
Company Competitors Collaborators
Consumers Environment
Product Decisions Pricing Decisions Channel D
ecisions Promotional Decisions

• Customer
• Consumer
• Business

Promotion to trade
Reseller
Purchase
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Marketing Plan

• Situation Strategy
  Marketing Target
• Analysis Development
  Mix Market

Promotion to final buyer
Company Competitors Collaborators
Consumers Environment
Product Decisions Pricing Decisions Channel D
ecisions Promotional Decisions

• Customer
• Consumer
• Business

• Advertising
• Direct Marketing
• Interactive Marketing
• Sales Promotion
• Publicity and PR
• Personal Selling
• Internal Communication

Promotion to trade
Reseller
Purchase
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Course Overview

• Syllabus highlights
• Materials
• Duncan, IMC Using Advertising Promotions to
  Build Brands
• Purvis, Which Ad Pulled Best, 9th edition
• Objectives
• To experience IMC planning by working together
  to develop a communications plan
• To sharpen your skills at evaluating existing
  marketing communication material

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Course Overview

• Syllabus highlights
• Requirements
• Your performance will be assessed through a
  combination measuring including
• Daily participation 10
• Final (in-class) 30
• Four Mini-Projects 20
• Final Presentation Paper 40

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Course Overview

• Webpage (http//fisher.osu.edu/west_284/mkt846w04
  )
• Syllabus
• Schedule (daily slides)
• Project Information
• Resources

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Project Details

• Teams will develop a marketing communications
  plan for a product or service of their choosing
• Criteria for selecting a product/service
• The brand could improve its market position by
  changing its communications strategy.
• The brand is suited to TV advertising
• Access to members of the target market for
  research purposes
• Use of mini-projects to foster a systematic
  approach and provide feedback
• Step 1 Situation Analysis
• Step 2 Target selection, positioning,
  communication objectives, creative development

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Project Details

• Use of mini-projects to foster a systematic
  approach and provide feedback
• Step 3 Sales Trade Promotions
• Step 4 Direct Marketing
• Additional Elements
• Budget, Evaluating Success
• Various team members should adopt differing
  perspectives to be sure that all stakeholders are
  considered

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Team Selection

• Each class member selects one teammate
• However, you may not end up on the same team
• Write your name and your intended teammates name
  on the form provided
• You and your teammate should only submit one page
• Ten pairs of names will be drawn to form four
  person teams
• The remaining names
• Will be separated and drawn one at a time
• If your name is picked you will have the
  opportunity to join any team with only four
  members

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Next Time

• Catch up on reading
• Duncan Chapters 1 - 4
• Set up weekly meeting time with your team and
  get cracking on picking your product or service