PV231 Integrated Marketing Communications SPRING 2011 1 PV231 Class 1 Integrated Marketing Communications Strategy Course Faculty of Informatics SSME Program PV231 Integrated Marketing Communications SPRING 2011 2 PV231 Integrated Marketing Communications SPRING 2011 3 PROGRAM Room G101 09:00 – 12:00 Course Intro & Lecture 12:00 – 13:00 Lunch Break Room G107 13:00 – 14:00 Project Intro 14:00 – 15:00 Dr. Zdenek Vrbka Lecture 15:00 – 16:00 Lecture 4 ABOUT ME 1/2 1/2 About me Name: Sandra Kumorowski Hometown: Kromeriz, Czech Republic Current City: Chicago, USA Education: Northwestern University, Project Management Certifications Loyola University Chicago MBA (Marketing, Operations Mgmt) Loyola University Chicago BBA (Economics, Intl. Business) Wright College AA (Business Administration, Art & Literature) University of Economics, Prague (International Relations, English/ French) Research & Publishing: Best Practices in Project Management by Dr. Harold Kerzner, 2010 Edition Wine Marketing, Dental Marketing, Business Development, Entrepreneurship Expertise: IMC, Brand Strategy, Social Media, Project Mgmt, Business Development, Education Languages: Czech, Polish, French, German Passions: Music, Art History, Literature, Cooking, Wine, Tennis, Volleyball, Travel About my experience Marketing & Operations Consultant Assistant Professor Marketing Communications Career Development Chief Business Advisor & Founder London, UK You are what you read Ãtes vous ce que vous lisezLA PRESSE DENTAL CATEGORY FINANCE HEALTH CARE EDUCATION PM projects Why I love marketing? Marketing Creativity Dynamic Category Combined with Operations/Project Mgmt (Dr. Kerzner Book) FREE WILL Main focus Integrated Marketing Communication Strategy B2B/B2C PM in Marketing, Design Planning Business Development, Brand Strategy & Innovation Consumer Research & Insight (MQ) Brand Participation Model Online Anthropology Archetypal Branding Social Media SEM 10 ABOUT YOU 11 ABOUT MARKETING What is marketing? What does it mean Marketing is all about the personal connection  with the consumer QuickTime™ and a TIFF (Uncompressed) decompressor are needed to see this picture. BIG IDEAS IMAGE IS EVERYTHING SALES TEAMS SALES STRATEGY UNDERSTANDING CONSUMERS MARKETING PRODUCT/SERVICES CONSUMER It changes everyday As the world changes As the consumer changes What is marketing about? Why (is it important) How (what is takes to do successful marketing) WHY? Marketing is a strategy Marketing is (should be) all about an unique integration of all the pieces of an organization around a single factor: the wants and needs of customers. It s a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences. HOW? How to do successful marketing Understand the need Understand the consumer Understand the product/service/company environment Understand the market Plan & be spontaneous at the same time Be CREATIVE, UNIQUE & PERSISTENT Marketingové trendy 2011 The New World - segmentation requires integration New Environment Globalization: Asia, Middle East, Latin America Digital technology Internet (2 worlds: online & offline) Enabled mobility Green/Holistic/Organic/Exotic Shift from manufacturers to retailers Virtual Teams (IBM) Project Management Advertising no longer dominant DIGITAL & Sales promotions increase Increased demand for IMC & IMC channels Measurement & Accountability Buzz marketing (organic consumer data: MotiveQuest) Database marketing (Salesforce.com) Web analytics (Coremetrix, Interwoven) SEO marketing Email marketing (ConstantContact, iContact) PR distribution (PRWeb) New Consumer People saving more Access to information Simplicity WOM enabled, reviews Increased connectivity Engagement Personalization Self-expression Real-time connection Social media (natural consumer segmentation) Blogging Ethics TRANSPARENCY What is IMC? •  Integrated Marketing Communications uniquely integrates all the pieces of an organization around a single factor: the wants and needs of customers •  Integrated Marketing Communication is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programs over time with consumers, customers, prospects, employees, associates and other targeted relevant external and internal audiences. •  The goal is to generate both short-term financial returns and build long-term brand and shareholder value. •  Don Schultz, Northwestern University Who is Don Schultz? •  Don Edward Schultz is Professor Emeritus of Service at Northwestern University's Medill School. He is most notable for his research and writing on Integrated Marketing Communications (IMC). •  In 1992, the American Advertising Federation named him Advertising Educator of the year, and in 1998 Sales and Marketing Management magazine named him one of the 80 Most Influential People in sales and marketing. •  Often referred to as the "father of integrated marketing", Schultz is the author or co-author of 13 books on marketing, including Integrated Marketing Communications (1993), Communicating Globally (2000), and IMC: The Next Generation (2003). He writes a regular column on Integrated Marketing for Marketing Management magazine, the trade publication of the American Marketing Association. •  Prior to his academic career, Schultz worked for 15 years in the field of advertising. •  Schultz earned a Bachelor of Business Administration from University of Oklahoma in 1957, a Master of Arts in Advertising from Michigan State University in 1975, and a Ph.D. in Mass Media from Michigan State in 1977. •  Schultz lectures and consults for various business groups and currently resides in the Chicago metropolitan area. He is also the president and founder of Agora, Inc., a consulting firm based in Evanston, Il. Source: http://en.wikipedia.org/wiki/Don_E._Schultz 22 REMARKABILITY IN MARKETING Student Projects Overview Awareness Website Branding Chicago Chapter Awareness Team Reeve Christopher Reeve Day US Automotive Revival Campaign Brand Revival Consumer Engagement Strategy You are what you read Ãtes vous ce que vous lisezLA PRESSE Newspaper Industry Revival Campaign iPad New Brand & C2C Strategy Brand Organization & Strategy Brand Revival/Exit Strategy Student Projects: Automotive Industry Revival Campaign Student Projects: Andrew Murray Vineyards Creative Brief Student Projects: Adler Planetarium Community Partner Award Student Projects: First-ever enacted Christopher Reeve Day Student Projects: Candy Coated © Enakta © Enakta Student Projects: Candy Coated © Enakta Columbia Projects Columbia 2016 Strategy Columbia Projects Columbia Chronicle Creative Revival 33 CREATIVITY IN MARKETING Creativity Definition " Creativity lies in " Exploration " Observation " Learning (Acquiring knowledge) " Action (And in what we do with that knowledge) " Creativity is the only solution for sustainability Creative Class " Creativity has come to be the most highly prized commodity in our economy – and yet it is not a commodity . It comes from people. " Creative people don t just cluster where the jobs are. They cluster in places that are centers of creativity and also where they like to live. (Athens, Rome, Florence, Paris, London, San Francisco, New York) " The economic need for creativity has registered itself in the rise of a new class, which is called the Creative Class. Some 38 million of Americans belong to this class. " Those in Working and Service Class are paid to execute according to a plan. Those in Creative Class are paid to create & have more autonomy and flexibility. " Key Finding: Creativity is directly correlated with earning potential and standard of living. IKEA France Project Management 42 ABOUT MARKETING PLANS Current Environment •  Complex •  Competitive •  Controlled by consumer •  Constantly changing Key things to remember ABOUT STRATEGIC PLANS WHAT WHY HOW 45 SYLLABUS OVERVIEW & TEAMS 46 MIC PROJECT OVERVIEW Project Deliverables Research Report May 23th Creative Brief May 25th Final IMC Plan DRAFT May 30th Creative Pitch May 30th Final IMC Presentation June 2nd Final IMC Plan June 2nd MARKET ANALYSIS Industry & Category Overview Project Goal & Overview Executive Summary Short 5-7 minute presentation of the plan ideas 20-minute presentation of all ideas in front of the client Executive Summary Consumer Behavior Analysis Research Insight Summary Research Report Research Report Competitive Analysis Audience, Message, Media Overview IMC Plan Communication Strategy: Audience, Message Execution Strategy: Media, Schedule, Budget, Measurement Creative Strategy: Branding Ideas, Creative/Design IMC Plan Communication Strategy: Audience, Message Execution Strategy: Media, Schedule, Budget, Measurement Creative Strategy: Branding Ideas, Creative/Design Brand/Product/ Service Analysis & SWOT Schedule & Budget Research Insights Visual/Creative Strategy Overview Conclusion Conclusion 48 RESEARCH •  Process •  Situation analysis: •  Market (Industry/Category) •  Consumer behavior •  Competitive analysis •  Brand analysis •  SWOT •  Methods Research Process Overview Understanding research Approaches to study of consumer behavior Other Research Approaches & Methods Maslow s Hierarchy Needs Motivations Emotions Feelings Passions Decision-Making Process Archetypes Neuromarketing Anthropology Psychoanalysis Symbolism Mnemonics Commonly met mnemonics are often verbal, something such as a very short poem or a special word used to help a person remember something, particularly lists, but may be visual, kinesthetic or auditory. Mnemonics rely on associations between easy-to-remember constructs which can be related back to the data that is to be remembered. Color Psychology Ethnography Phenomenology (Experiences) Statistics Simulation (Monte Carlo) Game Theory Demographics (Boomers, Gen Y, Gen X) YOU WILL USE Methods 1.  Data Collection (offline & online) 2.  Interviews Elements 1.  Situation analysis: 1.  Market (Industry/Category) 2.  Consumer behavior 3.  Competitive analysis 4.  Brand analysis 5.  SWOT 2.  Insight Development Industry/Category Analysis Market Research & Analysis: Industry 1.  Create a research plan 2.  Identify the industry your brand operates/could operate 3.  Once you have identified the industries, start gathering data from different resources 1.  Online 2.  Library 3.  Bookstores, etc. 4.  Create a folder – electronic & physical, use Idea Book for random ideas 5.  Key is to understand the dynamics of the industry Market Research & Analysis: Category 1.  Create a research plan 2.  Identify the category your brand operates/could operate 3.  Once you have identified the category, start gathering data from different resources 1.  Online 2.  Library 3.  Bookstores, etc. 4.  Create a folder – electronic & physical, use Idea Book for random ideas 5.  Key is to understand the dynamics of the category Market Research & Analysis: Industry/Category Trends 1.  Look at the industry/category from the time perspective 2.  Identify and explain trends 3.  Use different resources 1.  Online (Google Insights, BlogPulse, PollDaddy, etc.) 2.  Trendhunter Magazine http://www.trendhunter.com/ 3.  Library 4.  Bookstores, etc. 4.  Show trends in interesting graphs & charts Wordle.com: C-suite at BB Consumer Behavior What is Consumer Behavior? A process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services to satisfy their needs and desires. As a marketer you have to learn about their needs, desires, and passions. You must understand what makes them tick and most importantly, what makes them buy! Approaches to study of consumer behavior IN CONSUMER BEHAVIOR SECTION I want to see analysis!!! Example of a simplified Consumer Profile (Studying online behavior might lead to better understanding of consumer behavior in general) WHO 24 - 35 (Gen Y) Recent College Graduates Single Bright future ahead INTERESTS I Technology Fashion Career Personal Looks/Appearance Celebrities/Trends Exotic MOTIVATIONS To Self Express & Share To Have Independence To Find Ones Identity To Feel Attractive/Desired To Know More/Curiosity To Desire Parental Input (Still) ARCHETYPE Explorer Core Desire: To be yourself and find out about world TRAITS Individualist Desire for self-sufficiency Lives in his own light Ahead of their time Fascination with foreign and exotic Spiritual Side PRODUCT MATCH Makes people feel free Pioneering/Non-conformist Can be purchased online On the go Explores new things Example of Category-Customized Purchase Behavior Motivations to play games Reasons to buy ANALYSIS FACTORSMOTIVATION FACTORS ACTION Social Connection Mental Challenge Escape and Explore Family Fun Addictive Ownership/ Collection Play Anytime Share with others Gift Decision Influencers Community encouragement Demos Peer reviews Transaction Logistics & Security Purchase Experience Payment Options Rewards for Repeat Purchases Delivery options & shipping costs Support/Customer Service Wordle.com: Rohto Message The Culture Code BY CLOTAIRE RAPAILLE Clotaire Rapaille CULTURE CODE An ingenious way to understand why people around the world live and buy as they do. The Culture Code, Clotaire Rapaille Our Brain = Three Brains emotion drives reason more than reason drives emotion MAKING SENSE (Intelligence) CORTEX/CEREBRAL HEMISPHERES § Where logic resides § Control, rational choices, order § Where we do higher-level reasoning § Handles learning, abstract thought, imagination § Not developed until age 7 FEELING GOOD (Emotions) LIMBIC SYSTEM § Deals with emotions § Is involved in motivation & emotional association with memory § Influences the formation of memory by integrating emotional states with stored memories of physical sensations INSTINCT REPTILIAN BRAIN (BRAIN STEM & CEREBELLUM) § Programs us for 2 major things: SURVIVAL & REPRODUCTION § More influential than other two brains, born with it, inherited § Physical attraction § Cultures have very strong reptilian dimension; thus we find the codes for certain elements of a culture, when we understand how our reptilian brands address that element Example Work: PT Cruiser, Jeep Wrangler, AT&T, P&G PT Cruiser (US) Issue: What kind of car Americans want? Result of Sessions: Car – PT Cruiser The first imprint of a car was reflected in specific memories of very distinctive cars - cars that have character, that you turn head after when you see one. PT Cruiser is a reptilian car because it has strong identity and when you see it on the street, you immediately recognize it. Culture Code for Car: IDENTITY Jeep Wrangler (US) Issue: Sales problems with Wrangler Result of Sessions: Jeep Wrangler new features (ROUND headlights, removable doors, etc.) The first imprints of Wrangler for majority of participants were this cowboyish images of Wild West and HORSES. Riding a horse where you can feel the wind and savor the nature around you. Culture Code for Jeep: HORSE AT&T (US) Issue: What represents quality and perfection in America? Result of Sessions: Better understanding of Quality Very first imprint of quality was for many a negative one. Positive imprints focused on functionality rather than brilliance of design or excellence of performance. Culture Code for Quality: IT WORKS Result of Sessions: Better understanding of Perfection Perfection is something abstract and inchoate , something distant and maybe even undesirable. Quest for perfection seemed to be something most people preferred to avoid. Culture Code for Perfection: DEATH P&G(US) Issue: What is the Code for health & wellness in America? Result of Sessions: Better understanding of health and wellness Americans are doers. Just do it. is right on Code. During the sessions, a powerful theme emerged. For Americans, health and wellness means being able to accomplish your mission - it involves action. Americans believe that if they are strong enough to act, then they are healthy. Their greatest fear about being sick is the inability to do things. Culture Code for Health & Wellness: MOVEMENT Example Codes Germany Codes Code for Car: ENGINEERING Code for America: JOHN WAYNE Code for Germany: ORDER French Codes Code for Cheese: ALIVE Code for Shopping: LEARNING YOUR CULTURE Code for America: SPACE TRAVELLERS Code for France: IDEA US Codes AMERICAN CULTURE: ADOLESCENT (new, abundance, strong belief that mistakes warrant second chances, we want to believe we are forever young, reinvention, optimism, fascination with extremes) Code for Car: IDENTITY Code for Cheese: DEAD Code for Love: FALSE EXPECTATION Code for Seduction: MANIPULATION Code for Sex: VIOLENCE Code for Beauty: MAN S SALVATION Code for Fat: CHECKING OUT Code for Health & Wellness: MOVEMENT Code for Toilet Paper: INDEPENDENCE Code for Coffee: HOME Code for Dinner: ESSENTIAL CIRCLE Code for Work: WHO YOU ARE Code for Money: PROOF Code for Doctors: HERO Code for Nurse: MOTHER Code for Hospital: PROCESSING PLAN Code for Youth: MASK Code for Home: prefix RECode for Betty Crocker: THE SOUL OF THE KITCHEN Code for Shopping: RECONNECTING WITH LIFE Code for Luxury: MILITARY STRIPES Code for Presidency: MOSES Code for America: DREAM Code for Quality: IT WORKS Code for Perfection: DEATH Code for Food: FUEL Code for Alcohol: GUN British Codes Code for America: UNASHAMEDLY ABUNDANT Code for England: CLASS The Codes & Consumer Behavior 1. Understand History 2. Understand Culture 3. Understand Logic vs. Emotions vs. Instinct 4. Start the Analysis and Planning Competitive Analysis Market Research & Analysis: Competition 1.  As you are researching the industry, category and trends, identify who are your major competitors 2.  Describe your competitors and create a table that explains that strengths, weaknesses, and OTHER RELEVANT CRITERIA (customer service, website navigation, etc.) COMPETITOR STRENGTHS WEAKNESS NetJets Airbus Competitive Positioning Map Rohto Clear Eyes Visine Blink Compare product specs Compare message Compare brand story Compare price Brand Analysis & Positioning Strategy Brand Analysis 1.  Current audience (What’s the current audience(s)?) 2.  Current message (What is the main message?) 3.  Current brand image (Is there a need for rebranding? Colors, imagery, etc. What does the brand represent?) 4.  Current product offering (+, -, quality, functionality, warranty, etc.) 5.  Current price (What’s the pricing strategy?) 6.  Current distribution system 7.  Current website (design, navigation, content, etc.) 8.  Current brand presence 1.  Offline (stores, WOM) 2.  Online (social media, Google search) What is a brand? What is branding? BRAND An identifying symbol, words, or mark that distinguishes a product or company from its competitors. Usually brands are registered (trademarked) with a regulatory authority and so cannot be used freely by other parties. For many products and companies, branding is an essential part of marketing. BRANDING The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products Brand s Position Brand position is something (PERCEPTION) that happens in the mind of the target consumer. It s about rational and emotional connection. Brand s Positioning Process Phase 1: Understand Product/Service, Competition & Marketplace Determining the current state of internal & external environment Phase 2: Understand Consumer What does the brand stand for today in the minds of consumers? Phase 3: Development Brand positioning development Phase 4: Positioning Strategy Implementation Applying an integrated approach to brand positioning implementation Phase 5: Monitoring Brand monitoring Innovative Brand Positioning Methods Buzz/Sentiment Measurement, Brand Advocacy Online Promoter Score (OPS) Source: MotiveQuest Example: Red Bull Brand Positioning Red Bull is an energy drink for young people who like adventurerelated sports and parties (use of Student Brand Managers) Target Youth, College Students What’s going to be your Positioning Statement? BRANDING MAP MESSAGE SIGHT SHAPES SOUND RITUALS TASTE TRADITIONS SMELL SYMBOLS TOUCH/ TEXTURE SWOT SWOT Analysis (exercise) STRENGTHS OPPORTUNITIES Reputation Skills & Time Efficiency Office Environment Innovative Approach New Image Visibility Online/Offline New Team Leadership Approach WEAKNESSES THREATS Location No Web Presence Local Competition Not Enough Implants Benefits Awareness IDEAS 92 RESEARCH METHODS Online Research Online Research Tools •  Google Search •  Google Insights •  Blog Pulse •  Forums & Message Boards (big-boards.com) •  Boardtracker •  Wikipedia •  Google Patents •  addictomatic.com •  Howsociable.com •  samepoint.com •  surchur.com MarketingCharts.com Healthboards.com Example: Activity 6th largest message board Over 400,000 members Source:http://www.big-boards.com Interviews Conduct 3 interviews •  Select 3 individuals that fit your target audience •  Prepare the questions before-hand •  Record the answers (phone, in-person) •  Summarize & analyze results Surveys & Polls Tips on creating surveys 1.  ESTABLISH GOAL: What s the goal of the survey? What do you want to learn? 1.  Demographic Info 2.  Behavior Info 3.  Needs & Wants 2.  KNOW THE AUDIENCE: Who is your audience? 3.  KEEP IT SIMPLE: Use clear and concise language when writing questions. Use questions that begin with who, what, where, when, why or how. Although not fool proof, these types of questions often avoid the language pit falls often associated with surveys. 4.  ORDER MATTERS: make the order logical/story 5.  BE MINDFUL OF TIME: Do not make surveys that are too long or complex 6.  DISTRIBUTION CHANNELS: Use several distribution channels: email, LinkedIn, FB, website Question Types •  Multiple choice •  Numeric open •  Text open •  Rating scales •  Agreement scales LinkedIn Polls Tips on creating polls •  ESTABLISH GOAL •  What s the goal of the poll? What do you want to learn? •  KNOW THE AUDIENCE •  Who is your audience? •  BE MINDFUL OF TIME •  Be considerate of your audience s time •  DISTRIBUTION CHANNELS •  Use several distribution channels: email, LinkedIn, FB, website What can you do right now? 1.  Have an Idea notebook or journal with you all the time 2.  Start watching relevant industry, category news on TV, magazines, online 3.  Test different words in natural Google search 4.  Test different words in Google Trends 5.  Visit relevant consumer forums to understand what consumers talk about 6.  Set your Google alerts for relevant keywords, organize topically 7.  Create a RESEARCH folder and collect interesting articles, studies, news 8.  Launch a poll on LinkedIn/Facebook (OPTIONAL) 9.  Interview family, friends, etc. 109 L UNC H B R E AK 110 YOUR RESEARCH REPORT DUE ON MONDAY, 05/23 Research Report May 23th Creative Brief May 25th Final IMC Plan DRAFT May 30th Creative Pitch May 30th Final IMC Presentation June 2nd Final IMC Plan June 2nd MARKET ANALYSIS Industry & Category Overview Project Goal & Overview Executive Summary Short 5-7 minute presentation of the plan ideas 20-minute presentation of all ideas in front of the client Executive Summary Consumer Behavior Analysis Research Insight Summary Research Report Research Report Competitive Analysis Audience, Message, Media Overview IMC Plan Communication Strategy: Audience, Message Execution Strategy: Media, Schedule, Budget, Measurement Creative Strategy: Branding Ideas, Creative/Design IMC Plan Communication Strategy: Audience, Message Execution Strategy: Media, Schedule, Budget, Measurement Creative Strategy: Branding Ideas, Creative/Design Brand/Product/ Service Analysis & SWOT Schedule & Budget Research Insights Visual/Creative Strategy Overview Conclusion Conclusion Project Deliverables YOU WILL USE Methods 1.  Data Collection (offline & online) 2.  Interviews Elements 1.  Situation analysis: 1.  Market (Industry/Category) 2.  Consumer behavior 3.  Competitive analysis 4.  Brand analysis 5.  SWOT 2.  Insight Development PV231 Integrated Marketing Communications SPRING 2011 113 Thank you for your attention. Next class Monday, 5/23, 9:00 – 13:00 Room 204