PV231 Integrated Marketing Communications SPRING 2011 1 PV231 Class 3 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 – 11:30 Lecture 11:30 – 12:00 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 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 9 RESEARCH RECAP 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 Key things to remember ABOUT STRATEGIC PLANS WHAT WHY HOW 12 CREATIVE BRIEF or PROPOSAL BRANDING MAP MESSAGE SIGHT SHAPES SOUND RITUALS TASTE TRADITIONS SMELL SYMBOLS TOUCH/ TEXTURE Creative Brief Format •  Creative Brief is a proposal for a creative/marketing strategy or tactic. It s a widely used format in the ad/ marketing world. It consists of: •  Overview of your idea, branding map •  Audience (Who is your target audience(s)?) •  Message (What is the message you will try to communicate?) •  Media (How will you communicate your message?) •  Budget (Estimated costs of your proposed tactic/strategy) •  Timeline (Estimated timeline of your proposed tactic/strategy) •  Creative Image (Show your proposed creative images) What if… Chicago Chapter Awareness Campaign:Initial Creative Brief Draft Overview/Goal To increase awareness of paralysis & CDRF in Chicago Audience Chicago residents. Focus on potential donors - more affluent, college educated, living in Chicago and prominent suburbs. Other focus: healthcare, sports, car accidents, family Message Chicagoans impacted by any form of paralysis would share their stories in a series of emotionally charged ads. Images would include real people from Chicago – men, women, children – in a black and white photography (journalistic authenticity). The stories would be told in 2-3 short sentences highlighting the What If theme. What If theme focuses on uncertainty and unpredictability in life. One day you are normal, the next day you cannot move. Media Direct mailing pieces, posters – Pro Bono printer Outdoor – CTA trains ads Pro Bono Magazines – Michigan Avenue, CS, Chicago Magazine Pro Bono? Internet through various Chicago sites/partners Video – stories could be made into videos Schedule End of February Budget What if …woman CHICAGO CHAPTER What if … …it happened to you I am still asking myself why Jeff and I got into Richard’s car. I cannot move my legs, so what. I am still alive. My Jeff is gone… Judy Bogusky, Chicago, IL www.christopherreeve.org/chicago/judybogusky What if …child CHICAGO CHAPTER What if … …it happened to you My son Justin was a healthy young boy. Then he got injured in a school play accident and is paralyzed waist down… Ellen Smith, Evanston, IL www.christopherreeve.org/chicago/JustinSmith What if …man CHICAGO CHAPTER What if … …it happened to you They used to call me “the iron man”. Born to run. I shouldn’t have jumped into that damn pool… Frank Hellas, Lake Forest, IL www.christopherreeve.org/chicago/FrankHellas What if …woman CHICAGO CHAPTER What if … …it happened to you I am a nurse. But I was attacked one night coming from a nightshift. Attacker damaged my spine and left me completely paralyzed for life… Sandy Lewis, Chicago, IL www.christopherreeve.org/chicago/SandyLewis Creative Brief Tips 1.  Don t write for me! Write for the client! 2.  Avoid student paper writing and format 3.  Give them WHAT, WHY and HOW 4.  SPELLCHECK!!! 5.  Nothing is not meant to be easy (challenge yourself) 6.  The key is to change/expand your thinking 7.  Professional look 8.  Please make sure you use the right language and tone appropriate for your client. Think constructively and set your subjective feelings on the side to view the problem in a clear light. 9.  Don’t forget summary/conclusions 10.  Don’t forget page numbers 11.  Break the text with sections, charts/images, table, bullet points, altered fonts, relevant images, etc. 12.  If you decide to use images in your briefs, make sure they are a good resolution. There is no excuse for having blurry images in your documents. It looks very unprofessional. Make sure all of your images are royalty-free or purchase or given credit in references. www.sxc.hu 13.  Make sure the document is legible 14.  Name your files properly (Sandra Kumorowski CreativeBrief 102110.pdf) 21 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 23 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 26 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 Competitive Positioning Map Rohto Clear Eyes Visine Blink Compare product specs Compare message Compare brand story Compare price 29 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 33 MEDIA STRATEGY INTRO 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 Media Tactics 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 Media Categories BROADCAST MEDIA PRINT MEDIA SUPPORT & NON-TRADITIONAL MEDIA Television Radio Magazine Newspapers Outdoor Aerial Advertising Mobile Billboards In-Store Media Transit Ads In-Flight Movie Theaters Promotional Products Branded Entertainment Miscellaneous Other Media Direct Mail Internet Word of Mouth OVERVIEW What is Word of Mouth? Source:http://www.womma.org Oscar Wilde There is only one thing in the world worse than being talked about , and that is not being talked about." WORD OF MOUTH IS … A natural, genuine, honest process… The voice of the customer… The act of consumers providing information to other consumers… People seeking advice from each other… Consumers talking about your products, services, or brands they have experienced… . What is Word of Mouth Marketing (WOMM)? Source:http://www.womma.org WORD OF MOUTH MARKETING IS … Built on the most natural desire of consumers to share their experiences with family, friends, and colleagues. Creating marketing strategies for your product or service that will give people a reason to talk about them. There must be something remarkable (Godin) about your product or service that will make people talk and talk passionately about their experience with your service or product. WOMM HAS VARIETY OF SUBCATEGORIES BUZZ VIRALBLOG GRASS ROOT CAUSE AMBASSADOR INFLUENCER SOCIAL MEDIA CONSUMER GENERATED MEDIA How to Word of Mouth? Source:http://www.womma.org Give people a reason to talk about your products and services Tell the truth Surprise and wow Continue to surprise and wow Be consistent ULTIMATE GOAL Have advocates for your product/service! IT S FREE MARKETING Why to Word of Mouth? •  Happy customers are your biggest endorsement. •  Happy customers build your brand. Word of Mouth Guru Andy Sernovitz •  Word of Mouth Association •  www.womma.org •  Andy s Blog •  www.damniwish.com Broadcast & Print MEDIA Broadcast Media TELEVISION RADIO Print Media MAGAZINES NEWSPAPERS How many read magazines? How many read newspaper? Support Media OVERVIEW Support Media Role: To reach those people in the target audience that primary media (TV, print, etc.) may not have reached and to reinforce, or support, their messages. SUPPORT MEDIA Outdoor Aerial Advertising Mobile Billboards In-Store Media Transit Ads In-Flight Movie Theaters Promotional Products Branded Entertainment Miscellaneous Other Media Direct Mail Internet Create your own unique medium (CDRF sign) Out-of-Home Media – A Diverse Cross-Section of Formats Other Miscellaneous Outdoor Media Gasoline PumpsGasoline Pumps Wall Drawings Car Top Signs Ski Lift Poles Trash Cans ATM Displays Parking Meters Sidewalk Signs Parking Meters ATM Displays Trash Cans Ski Lift Poles Car Top Signs Wall Drawings Media Options Other Out-of-Home Media BlimpsSky Banners Sky Writing Aerial Advertising VansTrucks Trailers Mobile Billboards VideoSigns Kiosks In-Store Media BlimpsSky Banners Sky Writing VansTrucks Trailers VideoSigns Transit Advertising Media Platform Posters Terminal Posters Outside Posters Inside Cards Station Posters Outside Posters Terminal Posters Platform Posters Station Posters In-Flight Advertising Magazines Catalogs VideosVideos CatalogsMagazines Radio Advertainment Advertainment includes product placement – where a brand is intentionally and strategically placed in a show, product integration – where a product becomes part of the plot, and branded entertainment – where the entertainment is actually produced specifically to promote a brand. Advertainment has found its way into books, movies and television with a new generation being captured through video and computer games, says Professor Russell. And its growth is continuing to outpace that of traditional advertising. Professor Russell, who has researched the world of advertainment and its implications for consumers, says audiences aspire to the often unrealistic lifestyles portrayed in their favorite shows, and this can have damaging societal consequences. http://www.commercialalert.org/news/archive/2008/05/advertainment-more-than-sex-and-the-city-cosmos Miscellaneous Other Media Parking lot ads Bathroom ads Others Videogame ads Place-based media Bathroom ads Parking lot ads Videogame ads Bathroom Ads: Prague Digital Marketing OVERVIEW THE AGE OF DIGITAL New Reality New World Digital Marketing DIGITAL MARKETING INTERNET MARKETING MOBILE MARKETING SMS/MMS IN-GAME BLUETOOTH MUSIC INSTANT MESSAGING (Skype) DIGITAL PRESS KITS BANNER/DISPLAY ADS DIGITAL OUTDOOR INTERACTIVE MARKETING EMAIL VIDEO/WEBINARS VIRAL RSS SEO/SEM WEBSITE/MICROSITES SOCIAL MEDIA NEWSLETTER (ConstantContact) DIGITAL DATABASES (CRM) (TheListInc) INSTANT MESSAGING (Skype) WIDGETS (ClearSpring, Reeve Foundation) BLOGGING PRWeb http://www.slideshare.net/IABHellas/how-technological-and-internet-trends-affect-branding-basak-tamar- regional-manager-google-emea-presentation Social Media OVERVIEW Use of Social Media 1. Be creative! 2. Go beyond Facebook, Twitter, YouTube or utilize them in a more creative way! 3. For your client, suggest an innovative way to use SM Main Role? Supportive Role? What is Social Media? One of the most buzzed about presentations on Social Media By Marta Kagan Entered into World s Best Presentation Contest http://bonafidemarketinggenius.com/2008/07/02/worlds-best-presentation/ http://www.slideshare.net/mzkagan/what-the-fk-is-social-media-one-year-later Mobile OVERVIEW Mobile reaches where other media cannot! Feb 2007 Mobile Subscriber data – 203mn Art meets mobile meets social media. " SMS as graffiti. " The idea is that you send in your text message to the central system and then the messages are projected on to buildings (interior or exterior) in specific shapes or formats. " The text messages appeared in speech bubbles. Websites OVERVIEW Alpha & Omega of Web Management NECESSITY PURPOSE CONTENT KEYWORDS NAVIGATION ANALYTICS SEO ONLINE PRESENCE & VISIBILITY DESIGN Example Website Exciting Example Website Sophisticated Example Website Minimalist Example Website Vibrant Email Marketing Cost-effective,Time-efficient Automated, Targeted Reach Data Driven/Measurable(Clicks/Opens) Drives Direct Sales Benefits Digital Database CRM Email Marketing Providers Strategies Opt-In, Transactional Emails, E-Newsletters, Surveys, Polls, Coupons Combine with Web Analytics http://www.imediaconnection.com/content/15565.asp Public Relations OVERVIEW Is there Good Publicity and Bad Publicity??? What is the role of Public Relations? To manage the relationship with the public General Public Employees Suppliers Stockholders Customers Brand Company Government InfluencersEducators Media Public Relations Tools •  Press releases •  Press conferences •  Letters to Editors •  Exclusives •  Interviews •  Community involvement •  The Internet Example of SEO Press Release Chicago Artist Tadeusz Seidel Supports Christopher & Dana Reeve Foundation Chicago Chapter Benefit Charles Vickery's most committed protégé Tadeusz Seidel yet again shows his support for spinal cord injury research by donating a painting to the silent auction for 'Comedy for a Cure' Benefit event starring E!'s Chelsea Handler. Chicago, IL (PRWEB) September 17, 2008 -- Tadeusz Seidel, Chicago fine artist, announced today his donation of a painting to the silent auction during Christopher and Dana Reeve Foundation's Chicago Chapter Benefit. The event will be hosted by Chelsea Handler of E!'s Chelsea Lately and will take place on Sunday, October 26, 2008 from 6 p.m. to 9 p.m. at House of Blues Chicago…………… http://www.prweb.com/releases/chicago/art/prweb1340154.htm HEADLINE SUMMARY FIRST 2 PARAGRAPHS PRWeb & Vocus Sales Promotions OVERVIEW What is a Sales Promotion? Sales promotion is any initiative undertaken by an organization to promote an increase in sales, usage or trial of a product or service. http://www.youtube.com/watch?v=yzIpCfB-YnE Sales Promotions Examples •  (a) Buy-One-Get-One-Free (BOGOF) - which is an example of a self-liquidating promotion. For example if a loaf of bread is priced at $1, and cost 10 cents to manufacture, if you sell two for $1, you are still in profit - especially if there is a corresponding increase in sales. This is known as a PREMIUM sales promotion tactic. •  (b) Customer Relationship Management (CRM) incentives such as bonus points or money off coupons. There are many examples of CRM, from banks to supermarkets. •  (c) New media - Websites and mobile phones that support a sales promotion. For example, in the United Kingdom, Nestle printed individual codes on KIT-KAT packaging, whereby a consumer would enter the code into a dynamic website to see if they had won a prize. Consumers could also text codes via their mobile phones to the same effect. •  (d) Free gifts e.g. Subway gave away a card with six spaces for stickers with each sandwich purchase. Once the card was full the consumer was given a free sandwich. •  (f) Discounted prices e.g. Budget airline such as EasyJet and Ryanair, e-mail their customers with the latest low-price deals once new flights are released, or additional destinations are announced. Sales Promotions Examples •  (g) Joint promotions between brands owned by a company, or with another company's brands. For example fast food restaurants often run sales promotions where toys, relating to a specific movie release, are given away with promoted meals. •  (h)Free samples (aka. sampling) e.g. tasting of food and drink at sampling points in supermarkets. For example Red Bull (a caffeinated fizzy drink) was given away to potential consumers at supermarkets (by a promotions team). •  (i) Vouchers and coupons, often seen in newspapers and magazines, on packs. •  (j) Competitions, contests and prize draws, in newspapers, magazines, on the TV and radio, on The Internet, and on packs. Coach •  (k) Cause-related and fair-trade products that raise money for charities, and the less well off farmers and producers, are becoming more popular.(Christopher Reeve chains) •  (l) Financing deals - for example, 0% finance over 3 years on selected vehicles. Personal Selling OVERVIEW Is Business Personal? Business Life Personal Life CORE VALUES/TRAITS Honesty Care Passion Open-mindedness Relationship Marketing What is Personal Selling? Personal selling is oral communication with potential buyers of a product with the intention of making a sale. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to "close the sale” NEVER EAT ALONE BOOK Personal Selling Techniques Making the Sales Pitch What are the elements of making a sale? 1)  Prospecting and Evaluating a)  Research everything b)  Know your customer/prospects - NETWORK! (Never Eat Alone Book) 2)  Pre-approach (Preparing) a)  Be always the most prepared person in the room , Cathie Black, Basic Black Book b)  Research c)  Prepare your pitch/presentation in advance & practice d)  Develop and practice What If scenarios & pricing scenarios/options 3)  Approaching the Customer a)  Always respond on time (emails, calls, messages) b)  Get all possible contact information c)  Be honest 4)  Making the Presentation a)  Be on time! If you are running late, call/text b)  Presentation should be adapted to INDIVIDUAL needs. Listen to your client! c)  Strive to make a lasting impression and build relationships. Act sincerely, not artificially! d)  Have NEXT STEPS READY! 5)  Closing - Making the Sale 6)  Following Up a)  Follow up on everything!!! b)  Stay in touch all the time! Personal Selling Example: MARY KAY Mary Kay Ash “Sales teams sell more than sales people." ü EMOTIONALLY CHARGED SALES FORCE ü NEW LIFESTYLE ü NEW CULTURE ü NEW RELATIONSHIPS ü MOTIVATION & REWARD Sales Force vs. Advocacy Sales Force Advocacy Voluntary/Involuntary Propelled by Incentives Sales People Short-Term Effect Voluntary Propelled by Passion Customers/Employees Long-Term Effect VS. SALES ADVOCATES Propelled by Incentives & Passion Long-term effect Events OVERVIEW What is Event Marketing? Designing or developing a 'live' themed activity, occasion, display, or exhibit (such as a sporting event, music festival, fair, or concert) to promote a product, cause, or organization. Event Organizing Tips PLANNING Research Brainstorm for creative ideas Compose a solid & integrated plan Set up budget Raise funds to cover the event Establish fundraising goals Utilize your community Put together stellar committee team Secure a popular speaker/honoree Identify all stakeholder you can benefit from Do a lot of PR online/offline Get media involved as much as possible Give incentives for people to participate!!! EXECUTION It all depends on your level of detail in planning If well planned, then SUCCESS Make sure you collect contact information PRE-EVENT ACTIVITIES POST-EVENT ACTIVITIES FOLLOW UP Comment on success of the event Thank you notes to everyone (CEO of CDRF) & publicly Continue communications with all participants Keep them updated about other activities Measure the results and learn from mistakes!!! PV231 Integrated Marketing Communications SPRING 2011 92 Thank you for your attention. Next Class 4 Wednesday, 5/25, 9:00 – 13:00 Room B204