Integrated Marketing Communication and Connections Planning

Case Study Its Crunk!!! time again –Budget still only have $25 Million –Target still Urban and suburban hip-hop youth –Discuss how these five responses to diminished effectiveness would shape your media strategy Integrated Marketing Communications Segmentation Relationship Marketing Database Marketing Connections Planning

IMC Basics Coordinate various communications approaches into a mutually supportive, thematically unified, coordinated whole Must manage all sources of information about a product that moves the customer towards a sale and maintains loyalty

Bridging Elements Marry behavior-changing efforts of promotions and direct response with image-building efforts of PR and advertising - seamless connection –Tactically-oriented - “Integrated” executions –Strategically-oriented -- “Coordinated” campaigns

Model of IMC

Primary Goal of Marketing First task is to retain satisfied customers, not just produce new customers –Difference between creating a single sale and creating a lifelong customer –The basis for relationship marketing

Media Planning and Media Relations Critical to coordinate paid and unpaid media as part of IMC efforts –Timing of Message Placement –Reinforcement Across Channels –Compatibility of Editorial Tone All with the goal of building relationships

Marketing Public Relations Use of public relations to directly support marketing efforts to build sales, not simply image and issue management –Planning, executing, and evaluating programs that encourage purchase and consumer satisfaction through credible communications –70% of PR billing are for Marketing PR

Power of PR Marketers find is increasing difficult to reach consumers’ hearts and minds Decline of mass marketing and limited effectiveness of target advertising Power of news, events, and community programs to regain a share of voice

Credibility is Key PR more credible than advertising Key to reaching skeptical consumers Particularly when targeting youth, who want to be told — not sold –Important for building brand awareness –Critical for building brand credibility

How MPR Works with IMC Builds excitement before advertising breaks Ex. Teasers for upcoming movies Drives communications when there is no advertising Ex. During Hiatus or Economic Downturn Makes advertising news when no product news Ex. Coverage of Super Bowl spots as news Brings advertising to life Ex. California Raisins, Got Milk, Tony the Tiger Extends promotion programs Ex. Publicity can grow geometrically

MPR and IMC, Continued Builds personal relationships with brand Ex. Butterball Talkline, Pillsbury Bake-Off Influences the influencers Ex. Secondary Effects Through Opinion Leaders Communicates new product benefits Ex. Arm & Hammer, Aspirin, Cranberry Juice Demonstrates social responsibility and build trust Ex. Ben & Jerry’s, Body Shop, McDonald’s Defends products at risk and gives permission to buy Ex. Tylenol, Pepsi, Robert Downey Jr.

Media Planning and IMC Media Planning Shape IMC Strategy Media Planning More Critical Than Ever Media Explosion Creating an Info Glut Must find the balance points

Integrated Media Planning Earlier involvement in strategic planning –Brand insights and research sharing –More conceptual and qualitative analysis Expand definition of communication –Coordinate all elements, set the timing –Must balance efficiencies of mass comm with advantages of one-to-one Develop market specific approach –Zero-based, market-by-market media planning –Replaces broad-market approach

Techniques in IMP Mass marketing vs “market-driven” approaches –“Micro-marketing” - specialized market segments –“Data mining” - building information profiles of consumers –“One-to-one targeting” - build relationship with consumers –“Consumer-initiated” - customers begin communication\ –Sports and entertainment marketing