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 G101 14:00 – 16:00 Lecture 16:00 – 16:20 Short Break 16:20 – 17:50 Lecture & Team Work Project Deliverables Research Report May 16th Creative Brief May 18th Final IMC Plan DRAFT May 21st Creative Pitch May 21st Final IMC Presentation May 23rd Final IMC Plan May 23rd 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 Housekeeping items ! Success of previous projects ! NDA ! Soiree at Nekonecno, Wed, May 23, 18:00 ! Rewards for top 3 teams ! Creative Brief due Friday, May 18 PV231 Integrated Marketing Communications SPRING 2011 5 6 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 WHEN HOW MUCH 9 DEVELOPING RESEARCH INSIGHT 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 ... 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 Research: Historical & Cultural Connection •  Based on your research and knowledge of our history and culture, find TWO historical & cultural connection traits relevant to MOBERA •  What was the most interesting finding in your research? 18 CREATIVITY RECAP Project Management 22 CREATIVE BRIEF or PROPOSAL (short version of the final marketing plan) 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 & Positioning (Mood Board, Branding Map, Position) •  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 DATE.pdf) 30 IMC STRATEGY DEVELOPMENT PROCESS 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 PV231 Integrated Marketing Communications SPRING 2011 32 33 BRANDING STRATEGY 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 Mood Board WORDS COLORS THEME FONTS ABSTRACT BRAND NAME IMAGES MESSAGE BRANDING MAP MESSAGE SIGHT SHAPES SOUND RITUALS TASTE TRADITIONS SMELL SYMBOLS TOUCH/ TEXTURE 44 POSITIONING STRATEGY 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 Competitive Positioning Map Rohto Clear Eyes Visine Blink Compare product specs Compare message Compare brand story Compare price What’s going to be your Positioning Statement? MOBERA Brand is… Target is… 48 COMMUNICATION STRATEGY 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 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 52 MEDIA STRATEGY INTRO 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 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 Commercials Examples Walter E. Smithe VIDEO JCP 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? 70 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? Mobile OVERVIEW Mobile reaches where other media cannot! Feb 2007 Mobile Subscriber data – 203mn Websites OVERVIEW Alpha & Omega of Web Management NECESSITY PURPOSE CONTENT KEYWORDS NAVIGATION ANALYTICS USER-FRIENDLY SEO ONLINE PRESENCE & VISIBILITY DESIGN Example Website Minimalist 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 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. Student Projects: First-ever enacted Christopher Reeve Day Caroline Rhea Care.Cure.Comedy.Chicago Event 2010 Susie Essman Care.Cure.Comedy.Chicago Event 2010 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!!! 113 CREATIVE EXERCISES Answer the questions •  What rules can you break in the mobile industry? •  What rules can you break in event planning? •  Why should we be interested in the mobile industry? •  Come up with 2 metaphors: MOBERA is like… •  What if MOBERA offered a tangible product. What would that be? •  What if MOBERA had to have celebrity endorsement. Who would that be? •  What if MOBERA had to truly shock the audience. How would it be done? •  Visit ONE unusual place today and draw an insight for your strategy. •  How would Steve Jobs revive MOBERA? •  What other disciplines should MOBERA consult with & why? List 2. •  Find 2 ideas from the past and use them for inspiration to come up with an insight. PV231 Integrated Marketing Communications SPRING 2011 116 Thank you for your attention. Next Class 4 Thursday, 5/17, 8:00 – 11:50 Room G101 Playboy Case Study J