IMC Budgeting and Metrics
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...control and measurement in the IMC
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IMC Budgeting and Metrics
- 1. Integrated Marketing Communications control and measurement 9
- 2. Budgeting in context... Be realistic… think about what you want to achieve Bring the costs into your implementation plan You may want to work under Objective and Task Break down by activity, time and also a final total
- 5. scheduling - flighting time volumeofadvertising time volumeofadvertising time volumeofadvertising erratic flighting regular flighting start-up flighting
- 6. scheduling - continuity time volumeofadvertising time volumeofadvertising time volumeofadvertising perfect continuity rising continuity falling continuity
- 7. scheduling - pulsing time volumeofadvertising time volumeofadvertising time volumeofadvertising regular pulsing irregular pulsing block pulsing
- 8. the Marketing Communications planning framework… 1 2 3 4 5 6 context analysis promotional objectives promotional strategy coordinated communications mix implementation Control and evaluation push pull profile corporate marketing communications resources scheduling Fill, 2016
- 10. Implementation…
- 11. control and evaluation… Link to the SMART objectives set earlier… We also need to evaluate… The different tactics implemented The different media implemented and… So we have measureable criteria – or metrics And a time-frame to achieve them within …the different vehicles We can also evaluate performance against the budget
- 12. …developing intelligent objectives Objective Substantiation Strategies to achieve goals KPI’s Link to stage of consumer journey and SMART Link to audit findings Link to STP, brand and 3P’s What will you be measuring? Reach – raise awareness of One Nutrition by 10% with 35-54 year olds through social media posting by December June 2017 Weakness in brand awareness – very low Increased supplement competition Re-launch and re- position Raise awareness of brand and benefits Target broad audience Focus on Profile strategy % increase in awareness via pre and post testing of key social media channels Positive sentiment analysis
- 13. gap analysis… If we know what we want to achieve as a metric… …and when we want to achieve it by… We can conduct a simple gap analysis timeframe Measure…let’ssayincrease salesby10%
- 14. marketing control process Fill, 2016
- 15. Implications of control Structures must be clearly defined The extent of functional control must be determined Responsible individuals should be fully involved in planning Regular performance reports should be provided Responsible individuals should revise the plan when necessary Every item should be the responsibility of an individual within the organisation
- 16. Evaluating advertising Pre-testing - readability, physiological tests, opinion, behaviour Post-testing - recall, response Financial tests - ROI Tracking studies Likeability
- 17. BRAD Insight Nielsen IAB NRS Kantar Media / TGI information about media… Ofcom DigitalDay
- 18. information about media… BARB RAJAR Route FAME/Dodona/DCM/ Pearl and Den JICREG ThinkBox
- 19. evaluating sales promotion… consumer audits retail audit sales force feedback redemption sales data
- 21. evaluating PR… Media coverage and tone Positioning… image Share price… corporate communications column inches
- 23. evaluating direct marketing response rates sales conversion rates order values repeat purchases and retention
- 25. evaluating sponsorship… media exposure pre and post testing… objectives – awareness, image perceptions, attitudes participant feedback – sponsor and sponsored tracking studies
- 27. evaluating personal selling… productivity – calls per day, per account, order to call ratio new accounts account development orders received expenses
- 29. evaluating digital marketing… …by activity – search, site and social …by engagement …avoiding vanity metrics …by ROMI
- 30. evaluating digital marketing… http://www.smartinsights.com/wp-content/uploads/2011/06/Content_measures.jpg [accessed 2016]
- 31. the Marketing Communications planning framework… 1 2 3 4 5 6 context analysis promotional objectives promotional strategy coordinated communications mix implementation Control and evaluation push pull profile corporate marketing communications resources scheduling Fill, 2016