Powerful Integrated Marketing Strategies for Communicators
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How communicators can use integrated marketing to boost results every day.
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Powerful Integrated Marketing Strategies for Communicators
- 2. Creating Powerful IMC Strategies: From Strategy Statement to Synchronized Tactics Bonnie Harris Founder, Wax Marketing Adjunct Professor, WVU Reed College of Media @waxgirl333
- 3. • Defining IMC for Communicators • Behavior Analysis • Strategy Statements • Cross-Channel Strategies • Linked Tactics @waxgirl333
- 4. DEFINITION OF IMC A PLANNED USE OF DIFFERENT PROMOTIONAL METHODS THAT ARE RELEVANT TO THE AUDIENCE, CONSISTENT AND REINFORCE EACH OTHER. @waxgirl333
- 5. Critical Components • Behavior analysis • Message alignment • Cross-channel strategies • Measurement @waxgirl333
- 6. @waxgirl333
- 7. ANALYZING BEHAVIOR Content acquisition behavior is #1 •Informal surveys •Site analytics •Social media analytics •Observation
- 8. Create your own custom survey. Takeaway #1
- 9. INFLUENCING BEHAVIOR •Create a premise •Target desired behavior •Strategize to influence behavior
- 10. MESSAGING STRATEGY • Strategic consistency • Begin with one voice • Core Strategy Statements • Message translations @waxgirl333
- 11. Identify your core strategy statement. Takeaway #2
- 12. Goal: Awareness across industries Mix: Cause marketing, PR, events, social Results: nearly 100% positive impressions Results: Global earned media Feminist Beer
- 13. POWERFUL STRATEGIES • Consistent • Synchronized • Cross-channel • Behavior focus • Creative @waxgirl333
- 14. STRATEGY FOCUS • Awareness • Seasonal • Hyper-local • Word of mouth • Call • Loyalty • ? Each strategy should focus on one stage of the buying cycle
- 16. APPLE WATCH Goal: Beat competition Mix: Tradition/online Results: 75% of smart watch market in 1st quarter Results: Sales exceeded that of 1st iPad & iPhone combined ©jon friedman
- 17. LINKING TACTICS • Combine new and old • Link two, three, four or more • Synchronize • Align @waxgirl33
- 18. Think of the linked tactics you’re currently using and make them BETTER.
- 19. • • • • •
- 21. SIMPLE LINKED TACTICS • Earned placement+ social media • Direct marketing + landing pages • Email + signage • Print + mobile @waxgirl333
- 22. COMPLEX LINKED TACTICS • Integrated product placement • Music promotion • Product launches • PSA’s @waxgirl333
- 23. MEASURING TACTICS • Iterative, ongoing measurement • Website behavior • Social media engagement • Online clicks @waxgirl333
- 24. “ ” UNPLANNED MESSAGES ARE THE HOLY GRAIL OF IMC
- 25. Create a linked tactic toolkit. Takeaway #3
- 26. REVIEW • Behavior is more important than demographics • Content acquisition behavior is key • Create strategies across channels • Link tactics to increase performance @waxgirl333
Notes de l'éditeur
- Teaching IMC for PRSA for two years now Currently working on a new online course specifically for communicators Will be conducting this course in NYC at PRSA in september, if anyone is interested. Why integration? Results are so much better 40-50% email open rates Much higher % of pitching gets results Reach our kpis faster Determine KPI’s faster (due to watching the audience.
- We’ll start with a short definition of IMC, just to get everyone back on the same page. Then we’ll learn why behavior is so much more important than demographics. I’ll give you 5 takeaways throughout the presentation that you can start using right now as well as tell you some stories about the best IMC behavior targeting. It may seem like a lot of information, but the most important thing to remember is that you don't have to do this top down. You can insert little pieces of integration into any campaign.
- Not multi channel marketing
- Talk about the IMC report card
- talk about getting information demographics seem intrusive behavior doesn't and really the only reason we wanted demographics and psychographics was to predict behavior in the first place journalists, writers and producers in particular will answer questions like: - where did you get the infpiration for that story? - where do you like to read? when? most result for the least amount of effort
- insite software - site analytics, ceo post review the influencers and journalists you want to reach and "lurk" on social media finally, content acquisition behavior is key. if you think about behaivor in no other terms think about it this way gartner - 85%
- how can you create questions that will help you become more efficient at pitching how can you learn the content acquisition behavior of your key targets
- how many of you understand this ? what is it? customer experience/journey holey grail - purchase to loyalt
- feminst beer - good example of one voice core strategy statement 7 times 7 ways
- Cause marketing/IMC 65% of brazilian women felt they were not reprsented by ads Raise awareness and combat inequality Great example of how small budgets breed integration Hybrid of guerilla marketing, digital marketing and PR Diverse set of media Cluttered product market Global earned reach (fast company, huffpo, etc) Captured global interest Exanoke if high and low tech gets the best results
- Strategy is the highway, it’s your direciotn Tactics are the cars Based on influence behavior Across channels, Consistent message throughout Be creative – subaru Synchronized in a sequence
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- You’re already doing this