PV231 Integrated Marketing Communications SPRING 2011 1 PV231 Class 2 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 B204 09:00 – 10:45 Lecture 10:45 – 11:00 Short Break 11:00 – 12:30 Project Intro by Mr. Michal Hrabi 12:30 – 01:00 Team Work 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 5 RESEARCH RECAP 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 ResearchReport Market (Industry/ Category) Understand history & culture. Describe the conditions & climate, show trends. Use Google insights Wordle Consumer Behavior Create consumer profile/ personas & describe decision-making process. Include the results from you INTERVIEWS. Competitive analysis Describe competitive environment & create Competitive Positioning Map. Brand analysis & SWOT Describe the current brand environment, create a Branding Map and SWOT table The Codes & Consumer Behavior 1. Understand History 2. Understand Culture 3. Understand Logic vs. Emotions vs. Instinct 4. Start the Analysis and Planning Wordle.com: Rohto Message 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 Competitive Positioning Map Rohto Clear Eyes Visine Blink Compare product specs Compare message Compare brand story Compare price BRANDING MAP MESSAGE SIGHT SHAPES SOUND RITUALS TASTE TRADITIONS SMELL SYMBOLS TOUCH/ TEXTURE 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 Key things to remember ABOUT STRATEGIC PLANS WHAT WHY HOW Wordle: MS Wordle: MS Wordle: MS Wordle: MS Wordle: MS Wordle: MS 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 25 INTERGRATED MARKETING COMMUNICATIONS 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 Solution is in integrated approach that builds long-term brand equity & value Product Price Place Publicity Promotion INTEGRATED APPROACH External Stakeholders Customers Suppliers Interest Groups General Public Internal Stakeholders Employees BRAND IDENTITY & EQUITY BUILDING Marketing Strategy Traditional Organizational Structure Top Management Finance LogisticsMarketingR & D Operations Customer & Prospects Integrated Organization: The ultimate end user, customer must be at the center of any organization. The organization must focus on its end user customers and consumers, for they are the only ones who provide the resources and therefore the rewards for everyone involved. Customer & Prospects Information Technology Top Management Human ResourcesMarketing Finance/Accounting Operations Source: Schultz, IMC The Next Generation IMC Approach – everything is integrated through all media Broadcast Media Direct Marketing Digital/Interactive/Mobile Sales Promotion Public Relations Personal Selling Social Media Sponsorship Programs Event Marketing Internal Marketing Word of Mouth Product Placement Print Media Out-of-Home Media Point-of-Purchase Content & Visual MESSAGE FOR TARGET CONSUMER 32 RESEARCH INSIGHT DEVELOPMENT PROCESS & CREATIVITY Creativity check •  When was the last time you had a creative idea? •  What was it? •  What motivates you to be creative? The “Whack” Book The Creative Process: Insight Development IMAGINATIVE PHASE “Thinking something different” PRACTICAL PHASE “Getting something done” Ideation observe all the time be open to ideas carry an idea book look for inspiration in unusual places brainstorm & play with the idea Creativity Tools & Techniques Always ask the question What rules can we break? Making the Strange Familiar Use metaphors (MICROSOFT is like…) Ask “What if” Questions (to come up with different scenarios/opportunities) Be An explorer (at all times & explore other categories) Put on your fool s cap Listen To your intuition & dreams The Creative Process: Insight Development IMAGINATIVE PHASE “Thinking something different” PRACTICAL PHASE “Getting something done” Research: Developing an insight •  What are the insights from: •  Market (Industry/Category) •  Consumer Behavior •  Competitive Analysis •  Brand Analysis & SWOT •  Your interviews •  What is THE BIG IDEA based on your research and project work? •  MY BIG IDEA IS ……………………………………………………………………………. •  Based on my BIG IDEA , the goal of my strategy will be to…………………………………………………………………………………………………. 46 IMC STRATEGY DEVELOPMENT PROCESS IMC Planning Process: Developing an IMC Plan Research Insight Target Audience(s) Communication Strategy Media Strategy ROCI Measurement Strategy Message Visual/Creative Branding Strategy Positioning Strategy Schedule Budget 48 BRANDING STRATEGY IMC Planning Process: Developing an IMC Plan Research Insight Target Audience(s) Communication Strategy Media Strategy ROCI Measurement Strategy Message Visual/Creative Branding Strategy Positioning Strategy Schedule Budget 51 POSITIONING STRATEGY IMC Planning Process: Developing an IMC Plan Research Insight Target Audience(s) Communication Strategy Media Strategy ROCI Measurement Strategy Message Visual/Creative Branding Strategy Positioning Strategy Schedule Budget 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) Brand s Position Brand position is something (PERCEPTION) that happens in the mind of the target consumer. It s about rational and emotional connection. Competitive Positioning Map Rohto Clear Eyes Visine Blink Compare product specs Compare message Compare brand story Compare price VIDEO JCP 58 COMMUNICATION STRATEGY IMC Planning Process: Developing an IMC Plan Research Insight Target Audience(s) Communication Strategy Media Strategy ROCI Measurement Strategy Message Visual/Creative Branding Strategy Positioning Strategy Schedule Budget Communication •  MESSAGE (What is it you are trying to communication to your target audience?) •  VISUAL (How do you communicate your message visually?) •  MEDIUM (What medium do you use to communicate your message?) IMC Communication Planning Matrix There are both short-term & long-term behavioral effects!!! Awareness Image Recognition Trial Increased usage Stockpiling Trust Reliability Perceived quality Advocacy Retention Migration Cross purchase Brand Messages Brand Incentives Short-term returns (fiscal year) Long-term returns (future years) Business Building Brand Building Increase, accelerate, stabilize cash flow Build or enhance shareholder value 66 MIC PROJECT OVERVIEW Mr. Michal Hrabi Manager of MIC Brno 67 RESEARCH EXERCISES Research: Historical & Cultural Connection •  Based on your research and knowledge of our history and culture, find TWO historical & cultural connection traits. Research: Developing an insight •  What are the insights from: •  Market (Industry/Category) •  Consumer Behavior •  Competitive Analysis •  Brand Analysis & SWOT •  Your interviews •  What is THE BIG IDEA based on your research and project work? •  MY BIG IDEA IS ……………………………………………………………………………. •  Based on my BIG IDEA , the goal of my strategy will be to…………………………………………………………………………………………………. Competitive Positioning Map Rohto Clear Eyes Visine Blink Compare product specs Compare message Compare brand story Compare price PV231 Integrated Marketing Communications SPRING 2011 71 Thank you for your attention. Next Class 3 Tuesday, 5/24, 9:00 – 12:00 Room B204