Example lecture on IMC tenets for Principles of Advertising class for junior and senior level students at Trinity University.

1. Planning
Integrated
Marke/ng
Campaigns
How
to
Get
There
in
the
Real
World
January
27,
2010
Deven
Nongbri,
Principal
NONGBRI
MARKETING

2. Agenda
• A
liOle
background
on
me…how’d
I
get
here?
• What
is
integrated
marke/ng?
• Why
is
the
customer
so
important?
• What’s
different
about
integrated
marke/ng?
• Is
there
room
for
tradi/onal
marke/ng?
• How
do
you
plan
for
IMC?
• And
finally…open
discussion/ques/ons.

4. You
might
find
these
useful…
• Open
mind
• Flexibility
• Real
passion
for
communica/ons
• Real
passion
for
people
• Understanding
that
marke/ng
is
a
science
AND
an
art
• Applying
these
learnings
to
everything
I
do
at
every
stop
along
the
way
• And
keeping
an
open
mind….did
I
men/on
that
already?

5. Integrated
Marke/ng:
Starts
with
the
Customer
• People
want
your
product
or
they
don’t
or
they
just
don’t
know
that
they
want
it
yet
• Goes
back
to
who
you’re
trying
to
influence
– What
do
they
like?
Where
do
they
go
for
informa/on
about
your
category
of
product?
Where
do
they
shop
for
your
product?
Your
compe/tor’s
product?
• It’s
an
outside-­‐in
approach
to
marketplace
– Customer/prospect
needs
come
first

6. Integrated
Marke/ng:
Focus
on
Customer
Process
• More
than
simply
being
on
TV,
in
print,
on
radio
and
online
• Look
at
where
prospects
are
• Look
at
what
they
are
doing
in
each
media
• Watch
how
prospects
react
(or
not)
to
your
messages/offers
• Tweak
offers/messages
to
gain
trac/on
• Measure
customers
based
on
life/me
value,
and
campaign
by
campaign
where
appropriate

7. Integrated
Marke/ng:
Old
Standbys

8. Integrated
Marke/ng:
New
Stuff

9. Integrated
Marke/ng:
Data
• Data
can
be
anything…
– Sales
(by
loca/on/channel/media/etc)
– Visits
– Responses
– Value
over
/me
– Products
purchased/viewed/received

10. Integrated
Marke/ng:
Interac/ve
• Integrated
marke/ng
is…
– Inherently
interac/ve
– Dynamic
–
built
for
transac/ons
AND
rela/onships
– A
smarter
approach
to
the
marketplace
–
always
learning,
always
adjus/ng
– Appropriate
for
acquisi/on,
reten/on
and
customer
service
–
it
spans
all
customer
lifecycles

11. Integrated
Marke/ng:
Planning
• Planning
– How
your
business
goes
about
problem-­‐solving
• Strategy
– The
broad,
big
picture
plan
of
ac/on
• Tac/c
– The
means
for
carrying
out
the
strategy

12. Integrated
Marke/ng:
Contact
• NONGBRI
MARKETING
• deven@nongbri.com
• TwiOer:
@dnongbri
• LinkedIn,
Facebook,
Flickr,
etc.
THANK
YOU!