PV231 Integrated Marketing Communications SPRING 2011 1 PV231 Class 6 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 10:55 – 11:00 Short Break 11:00 – 13:00 Team Pitches & Consultations (20 minutes each) 11:00 – 11:20 Team #1 11:20 – 11:40 Team #2 11:40 – 12:00 Team #3 12:00 – 12:20 Team #4 12:20 – 12:40 Team #5 12:40 – 13:00 Team #6 4 FINAL IMC STRATEGY 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 IMC Key Takeaways 1.  ADOPT A CREATIVE MINDSET!!! 2.  Do your research first! 3.  Understand history, culture 4.  Understand consumer, external & internal environment and stakeholders 5.  Use creativity tools to get innovative ideas 6.  Get the insight/big idea! 7.  Start planning your strategy 8.  Involve the whole organization (internal 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 ADOPT A CREATIVE MINDSET PV231 Integrated Marketing Communications SPRING 2011 9 ADOPT A CREATIVE MINDSET: Creative Process PV231 Integrated Marketing Communications SPRING 2011 10 IMAGINATIVE PHASE “Thinking something different” PRACTICAL PHASE “Getting something done” TO BE CREATIVE, … •  Believe in the worth of your ideas & Have persistence to continue building on them •  Take more risks •  Break the rules occasionally •  Look for more than one right answer •  Use metaphors •  Explore ideas outside your area •  Tolerate & embrace ambiguity •  Be foolish every now and then •  Play a bit •  Ask What if questions •  Go beyond the status quo •  Whack yourself into doing all of these things … AND REMEMBER The hallmark of creative people is their mental flexibility. They are able to shift in and out of different types of thinking depending on the needs of situation at hand. WHO IS DON SCHULTZ? FATHER OF IMC 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 IMC Planning Process: Developing an IMC Plan RESEARCH REPORT Target Audience(s) Communication Strategy Media Strategy ROCI Measurement Strategy Message Visual/ Creative Branding Strategy Positioning Strategy Schedule Budget Executive Summary ST & LT Research Insight CONCLUSION References Key things to remember ABOUT STRATEGIC PLANS WHAT WHY HOW and wow, shock & surprise 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 RESEARCH INSIGHTS RESEARCH INSIGHTS DON’S FORGET ABOUT YOUR RESEARCH INSIGHT! 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…………………………………………………………………………………………………. THE JOB OF THE EXECUTIVE SUMMARY IS TO SELL, NOT TO DESCRIBE!!! Executive Summary ST & LT ONE-PAGE EXECUTIVE SUMMARY & ST/LT OVERVIEW Executive Summary ST & LT SHOW YOUR WHOLE PLAN ON ONE PAGE TARGET AUDIENCE: UNDERSTAND CONSUMER BEHAVIOR Target Audience(s) 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 Target Audience(s) BRANDING: SPEAK TO ALL SENSES Branding Strategy BRANDING MAP MESSAGE SIGHT SHAPES SOUND RITUALS TASTE TRADITIONS SMELL SYMBOLS TOUCH/ TEXTURE Holistic Branding Consistent Message Shapes Rituals Traditions Symbols Any and all religions have created a Holistic branding The five senses have been fully engaged. BRAND LESSONS LEARNED Changed the culture Created new culture of sophisticated sex Changed sex perception Created huge brand empire Excellent example of a sustainable brand Understanding basic human needs, motivations It’s all about VISUAL STIMULATION HUGH HEFNER IS & LIVES THE BRAND Branding Strategy POSITIONING: FIND THE COMPETITIVE ADVANTAGE(S) Positioning Strategy COMMUNICATION STRATEGY: MESSAGES Communication Strategy 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 Message COMMUNICATION STRATEGY: VISUAL Communication Strategy How do you become different? Visual/ Creative COMMUNICATION STRATEGY: PRESENTATIONS Communication Strategy Presentation Can you describe in one sentence what your idea is about? COMMUNICATION STRATEGY: PRESENTATIONS •  Choose your speakers strategically •  Dress appropriately •  Teamwork •  Energy •  Speak in clear language •  Watch your time •  Every element in your presentation/document must have a purpose •  Own the stage (improvisation) •  Surprise & wow OR shock J •  Show that you know & care •  TELL A STORY Communication Strategy Presentation BOOKS ABOUT PRESENTATION SKILLS & WATCH MAD MEN Communication Strategy Presentation Be creative and describe each medium strategy in detail! Remember this is your HOW MEDIA STRATEGY: be very specific Media Strategy MEDIA STRATEGY: TOOLS & TACTICS Media Strategy 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 STRATEGY: CATEGORIES Media Strategy 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 Social Media Direct Mail Internet MEDIA STRATEGY: show relationships Media Strategy Schedule Budget Audience #1 Medium #1 Timeline Cost TOTAL Measurement strategy for each medium Medium #2 Timeline Cost Medium #3 Timeline Cost Audience #2 Medium #1 Timeline Cost TOTAL Measurement strategy for each medium Medium #2 Timeline Cost Medium #3 Timeline Cost MEASUREMENT STRATEGY: show ROCI ROCI Measurement Strategy CONCLUSION, OTHER IDEAS & REFERENCE •  Make a closing statement •  Suggest other ideas •  Include all used sources CONCLUSION References Key things to remember ABOUT STRATEGIC PLANS WHAT WHY HOW and wow, shock & surprise 1.  PRINT BEFORE YOU SUBMIT 2.  Don’t write for me! Write for the client! 3.  Avoid student paper writing and format 4.  Give them WHAT, WHY and HOW 5.  SPELLCHECK!!! 6.  Nothing is not meant to be easy (challenge yourself) 7.  The key is to change/expand your thinking 8.  Professional look 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. Make sure all images have description 13. 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 14. Make sure the document is legible – visual communications 15. Name your files properly (Sandra Kumorowski MarketingPlan 050211.pdf) Final Marketing Plan: Focus on details; every element must have a purpose 40 FINAL PRESENTATIONS Thursday, June 2nd 9:00 – 12:00 B204 Course Logistics: Monday 1.  Presentations start on Thursday at 09:00 – 12:00, Room B204. Aim for 15-20 minute presentations. Please be on time! 2.  19:00, Soiree/Party at JIC. Participation at MIC Accelerator, 15:00 – 19:00 at JIC (will have more info today or tomorrow) 3.  Everybody should be present and watch other students presentations. 4.  Select the strategic speakers from your team to speak. Ideally, all team members should present but you decide. 5.  Presentations must be in English. 6.  Bring 1 hard copy printed in color for client 7.  Email 1 pdf copy to me including the whole plan and your ppt slides. Presentations 09:00 - 09:20 Team #1 09:20 - 09:40 Team #2 09:40 - 10:00 Team #3 10:00 - 10:20 Team #4 10:20 - 10:40 Team #5 10:40 - 11:00 Team #6 Monday Deliverables 1.  Cover Page (names, email addresses, name of the project, team #, bios etc.) 2.  Table of Contents 3.  Executive Summary (one page) 4.  Research Report (references) 5.  IMC Plan 6.  Creatives/Visuals 7.  Other Recommendations/Ideas 8.  References Page IMC PLAN PRESENTATION 1.  Introduction (introduce your team) 2.  Project Overview 3.  Research Overview & Insight 4.  IMC Plan Overview 5.  Conclusion TELL A STORY & HAVE FUN! Final Project & Presentation Checklist # ELEMENT STATUS 1 Cover Page 2 Research Report 3 Table of Contents (page numbers) 4 Executive Summary Summary of Short-Term & Long-Term Strategy Goals 5 Audience 6 Brand Positioning Strategy (how will your strategy/plan change the brand) including Branding Map, Competitive Positioning Map 7 Communication Strategy/Message (what is it you’re trying to tell your audience(s)) 8 Creative Strategy (poster design) 9 Media Strategy (what media will you use and HOW) 10 Schedule/Budget (when will you use the media/tactics and for how much) 11 Measurement Strategy & ROCI 13 CONCLUSION & References Page/ Other Ideas Page 14 PRINT Final Marketing Plan 15 PREPARE PRESENTATION/SLIDES Audi UK CASE STUDY AUDI BRAND STUDY: Prominent Visual Element in Audi Conversations and Forums All people that talk about Audi and that visit Audi Forums are evidently into visual experience over Audi s driving and performance. Exterior/Interior elements are the most discussed topics around Audi Colour is the second most frequent word in Audi conversations. Black, Red and Blue most talked about colors Most discussed topics in Audi conversations SUMMARY VISUAL ELEMENT: Enhance the colour palette, make connection through colour and its name, communicate colour and design, bring out the artistic element. exterior pictures colour palette colour name art interior © Eakta AUDI SENSORY & DEALERSHIP EXPERIENCE PROCESS: Initial stimulation Consumer Engagement/Reaction NATIONAL LEVEL: First Rumors Official Launch News Official Test Drive News Car Launch News/Event Magazine Car Review Auto Shows DEALERSHIP LEVEL: Initial Launch Communications ~ Artistic brochures ~ Posters Event: FIRST MODEL IN Event: Test Drive Event Event: Celebrate My first Audi purchase Dealership Experience DEALERSHIP & NATIONAL LEVEL: Special Events Insert Visual Element & Engage New unique color, feature mention Hire famous photographer/make a show (US Karl Lagerfeld, Seal ambassador) Hire famous (British/German) artist/painter: create artistic experience Lots of artistic photographs Create visual/artistic experiences: pair events with wine tasting, etc. Local press attention, lots of artistic photographs Test Drive Event: supply demo cars or prepare timely schedule, so everyone gets to drive it Staff: Well-groomed, well-spoken, knowledgeable, Audi enthusiasts Environment: Museum Experience Courtesy Cars: Offer new models – entice! Partner with THE NATIONAL MOTOR MUSEUM to sponsor events Special models auctions Express Yourself Contest: Where people need to submit Work of art (photography/painting) Inspired by Audi SENSORYENTICEMENTSENSORY/PHYSICAL/EMOTIONALENTICEMENT Sensory excitement Visual/Feel engagement Self-expression R8 LAUNCH QUOTES: Very much visual experience for every viewer Date: 10/27/2006 Subject: Threat to Porsche Audi R8 I went to the launch of the Audi R8 last night at Canary Wharf Winter Gardens It had the usual Razzmatazz with celebs,music,food etc but when they unveilved the car it looked stunning with the Carbon rear engine cooling at the rear - I had a good look round it and it looks well put together - photos do the car no justice ! Apart from the meccano rear wing mechanism I think Audi has a potential winner on their hands and If you stripped all Interior out a serious track car + 4 wheel drive in the wet ! Source: http://www.porkers.co.uk/forum.asp? f=48&h=11&p=167&faq=False Date: 10/29/2006 Subject: Audi R8 First Impression What color is that R8? imho ... Phantom Black is the short answer. It's difficult to be 100% sure ... but having seen the R8 at the London Unveil ... which was in Phantom Black ... I can say that it's not (strange as this may sound) the blackest black I've ever seen ... i.e. Piano Black is such a deep black due to it not being metalic. By contrast Phantom Black very is very metalic ... so being as metalic as it is ... it seems to reflect surrounding or nearby colours back to the observer ... hence the blue and green tinges that are evident in the scans and make it a little difficult to decide what colour it actually is. But ... I'll stand by my initial answer and suggest that this is a Phantom Black R8 ... and looks great ... Source: http://forums.vwvortex.com/zeroforum?days=14&id=772 ... it seems to reflect surrounding or nearby colours back to the observer ... 1.  Set a goal and act on it! 2.  Put a lion heart in it. Have courage, faith, passion, perseverance and you’ll accomplish everything. 3.  Get support. Share and ask for help. 4.  Get rid of excuses. 5.  Flex your risk muscle. Make it a point to take at least one risk every week. 6.  Have something at stake. You’ll try harder. Survival, reputation, self-esteem, money… 7.  Be dissatisfied. Dissatisfaction is beneficial to the creative process. 8.  Use your shield. New ideas can be threating and can provoke a negative reaction. Be ready for it! 9.  Sell, sell, sell! 10.  Set a deadline. It could be your ultimate inspiration. 11.  Be persistent. FINAL ADVICE THANK YOU FOR TRYING TO CHANGE THE WORLD FOR THE BETTER. GOOD LUCK! 51 BEN FRANKLIN