4550: Integrating Marketing Communications: Part II Professor Campbell 4/12/05

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

Final Projects IMC proposals due Monday, April 25, by 12:00 noon (hard copy) Final presentations: Tuesday 4/26, Thursday 4/28, Tuesday, May 3.

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?

Old Way PR Product Merchandising Trade Shows Promotions Direct Marketing Packaging Advertising Selling/ Proposals

“Snorkeler's” IMC PR Communication Idea (Advertising) Merchandising Trade Shows Promotions Direct Mail Packaging Sales

“Scuba” IMC PR Customer- Based Idea Merchandising Trade Shows Promotions Direct Marketing Packaging Advertising Selling/ Proposals

The Diamond Mind Do you believe that DeBeers’ marcom program is IMC? If so, which type?

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

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?

Decision Framework for IMC strategyobjectivetacticsbudget PlanningAnalysis ControlMonitoring

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

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.

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

“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

Integrating the Brand into the Communications Program Awareness Building Activities –Advertising –Promotion –Event or Other Types of Sponsorship –Publicity –Web presence

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

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!

Tools for Creating Strong Brands Brand Elements NameSymbol LogoCharacter Pkg.Slogan Marketing Programs Product Distribution Price Communications Secondary Associations CompanyOther brands Places Events Brand Awareness Brand Associations Loyalty Resistance to competition Larger margins More elastic for price decreases Less elastic for price increases Communications efficiency/effective. Licensing opps. Brand extensions

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!

Integrated Marketing Communications Outcome Position Brand