Integrated Marketing Communications

Integration and campaign planning

5

3 P’s

•Pull… to influence consumers

•Push… to influence the channel members or provide

information

•Profile… to influence a range of stakeholders

of promotional strategy…

1

2

3Fill, 2016

Pull strategy...

designed to influence consumer and customers

focused on messages about the product

Ultimate goal is to influence purchase

Direction of communications in a…

Pull strategy…

manufacturer

Wholesaler or distributor

Retailer or reseller

Consumer or customer

Fill, 2016

flow of communications

flow of products

Pull strategy...

push strategy...

…designed to influence marketing channel members

Sometimes referred to as trade or intermediaries

Focus on the product

about developing relationships and a strong distribution network

Direction of communications in a…

Push strategy…

manufacturer

Wholesaler or distributor

Retailer or reseller

Consumer or customer

Fill, 2016

flow of communications

push strategy...

Profile strategy...

Targets all relevant stakeholders

Focuses on the organisation

Is all about building reputation

Direction of communications in a…

profile strategy…

focus organisation

Local communities

Finance markets customers

Fill, 2016

flow of communications

distributorsemployees

wholesalers retailers

Profile strategy...

Strategic balance…

These three strategies are not mutually exclusive…

A marketing communications plan may well have a blend of the three elements

The choice and blend of push, pull and profile influence the choice of communications tools

In an ideal world one person would be responsible for all three strategies…

…this is rarely the case

understanding strategy…

There are a number of dimensions to marketing communications strategy

Don’t forget that mission, corporate strategy and marketing strategy have a major influence

Strategy is ultimately designed to deliver on our objectives…

brandingSTP 3 P’s

defining integrated marketing communications…

IMC is a strategic approach to the planned management of an organisation’s communications. IMC

requires that organisations coordinate their various

strategies, resources and messages in order

that it engage coherently and meaningfully with target audiences. the main purpose is to develop

relationships with audiences that are of mutual value.

Fill, 2016

defining integrated marketing communications…

it is a new way of looking at the whole, where once we saw only parts such as advertising, public relations, sales promotions, purchasing, employee communications and so forth, to look at it the way the consumer sees it – as a

flow of information from indistinguishablesources

De Pelsmaker et.al., 2013

what do we integrate?

simply put, it is about the synergistic use of the marketing

communications tools…

…but we also need to integrate the corporate and marketing objectives and strategies

the message needs to be consistent

we need to bring in corporate identity and image…

…as well as brand identity and image

combining marketing communications tools to create synergies…

Integrating the various tools can lead to synergies in a number of ways - here are some examples:

The sales team have an easier job if their product or company is well known as a result of sponsorship or advertising

In-store or point-of-sale communications that are consistent with advertising are more effective

A promotional campaign that is supported by advertising is generally more successful

Direct mailing is more effective when prepared by an awareness-increasing advertising campaign and supported by a sales promotion campaign

Public relations, corporate advertising and sponsorship can have synergistic effects on company image-building

Websites will be more frequently visited when announced in mass media advertising

Advertising for a trade show will be more effective if an incentive is to visit the stand is offered

De Pelsmaker et.al., 2015

drivers of integrated communications

the key driver according to Fill (2016) is the shift from transaction-based marketing to relationship marketing

organisational drivers

market-based drivers

communications-based drivers

media and audience fragmentation, literacy, clutter, competition, media inflation

technology, consistency, brand triggers

profits, accountability, importance of branding

barriers to integration…

opposition/reluctance to change internally

financial issues in relation to structure and frameworks

hierarchies, traditions and management structures

attitudes and structures of suppliers and agencies

perceived complexity

implementing IMC

the most important consideration is that of customer focus

this needs to be recognised organisation-wide and may require training, support and planning

systems, processes, procedures and structures may need to be adapted or changed

implementing IMC

principal planning tasks

1. who should receive the messages

2. what the messages should say

3. what image of the organisation/brand the audience are expected to retain

4. how much is to be spent

5. how the messages are to be delivered

6. what the desired action(s) of the target audience should be

7. how to control the plan once implemented

8. how to measure what was achieved

Fill, 2016