PBL Trigger 5

Integrated Marketing Communication (IMC):

1. What is IMC and what does it mean for a company to follow IMC (is it strategic or an operational tool)?


  • Definitions:

1° Website: Business Dictionary
- Achieve objectives of a marketing campaign
- Help of a coordinate use of different promotional methods

2° American Association of Advertising Agencies:
"Recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines advertising, public relations, personal selling, ans sales promotions and combines them to provide clarity and maximum communication impact."

3° Website: Multimédia Marketing:
- Ensures all forms of communications and messages are linked together
- Integrate all promotional tools: work in harmony

4° American Marketing Association:
- Planning process
- Assure brand contact received by a customer for a product, service etc are relevant to that person
- Unify all pieces of marketing communications
- Create message that is consistent across all channels

5° Website: Management Study Guides
IMC is integrate various marketing tools such as: advertising, online marketing, public relation activities, direct marketing, sales campaigns to promote brands so that similar message reaches a wider audience.
  • Why IMC important?
- Because new world with a lots of new technologies
- Because Traditional media methods have changed with medias sources: so it add complexity to the marketing mix
- Traditional medias, Internet etc provide opportunities to reach consumers in various way so you have to have a unified strategy to be coherent, consistent
  • Benefits and barriers to IMC:
Benefits:
- Focus on the customer: IMC help customer to move at the various stage of the buying process
- Both efficient and cost-effective for brands and organizations
- Exploit the power of all the channels
- Create competitive advantage
- Boost sales and profits: increase profits -> increase effectivness and a unified message has more impact
- Saving money and time: you can use an only agency for all your communication campaign
- Consolidate the image and develop a relationship with the customer
- Message more consistent and credible

Benefits at different level of the organization: 
Source: Website, a blog from "Stephen Zoeller's marketing blog"
- Operational level: reduces transition costs for example
- Campaign level: creates synergy with the communication mix and provides higher return on campaign investment
- Brand level: clarity and consistency to brand messages to create brand loyal customer
- Customer level: impact consumer awareness, customer attitudes and experiences
- Market level: decrease the rate of defection, increases market position, sales etc
- Financial level: higher sales, sales growth, profitability... ROI etc

Barriers:
- Some organizational structures isolate communications, data and managers from each others
- Restrict creativity: you can't make something different even though you have a "incredible" idea if this idea doesn't follow the communication strategy
- Time scale conflits: the different type of advertising didn't last for the same time
  • Strategic or operational tool?
Strategic: long term organizational goals that help to convert a mission statement from a broad vision into more specific plans and project

Operational: daily, weekly or monthly project that implement larger strategic objectives.

The IMC is a strategic tool because it's follow a communication strategy really specific.
  • What does an IMC process look like?
1° Well constructed brand strategy
2° IMC Planning process
3° Alignment, synergy, result and feedback

For the IMC planning process: 
Source: Website: SRJ Marketing communication a post about "6 steps in the IMC planning process"
1° Know your target audience: so know your specific audience, characteristics of your audience
2° Develop a situation analysis: SWOT analysis for example, structure method to have internal and external informations in order to lead a more effective marketing communications strategy
3° Determining marketing communication objectives: what you want to do, and where you want to go with your strategy
4° Determining your budget: really important because with this budget you're going after to determine the type of channels that you're going to use, regarding the budget
5° Strategies and tactics: how you will accomplished the strategy, the objectives
6° Evaluation and measurement: feedback!!! really important

  • Can you think of a company who does IMC successfully?
GoPro: "Be a hero" to connect with its target audience
They use: brand-related sponsorship, outdoor ads, SEO, web, heavy social media.
They integrated all of their marketing efforts with plenty of engaging content from customer themselves.

Their strategy:
Search + Social + Out of Home + Video
- GoPro users can submit their original videos using one GoPro to win Video or Photo of the day on GoPro's social media
- User ca generated content for represent your campaign and it can be successful
- Out of home ads
- Lots of sponsorships - so a scalable audience 

NIKE: "Just do it"

2. Who are in charge of IMC? What are the roles of the company and the different agencies such as marketing / brand / communication / advertising / media / research agencies?

  • What kind of areas of responsibility do exist in IMC?


Type of marketing communication:
http://www.inboundio.com/blog/9-types-marketing-agencies/
https://www.straightmarketing.co.uk/2012/01/types-marketing-agency-explained/

Advertising agency: 
- Use of all type of media to share commercials with audience
- Larger one focus on Radio, Web and TV
- Main focus of advertising agencies: provide their clients with the best possible exposure for their brand

Direct marketing agencies: 
- Specialized in direct outbound marketing: email marketing, SMS marketing, contacting existing database etc.

Branding agencies: 
- Create a brand image for the company: design, logo, brand name etc
- Offering the best possible way for a company to create and expand its brand

Sales promotion agency: 
- Creating campaign that will bring coupons, merchandising displays, packaging etc
- If you want to remove the hassle of promoting your company the right way

Internet/social media (digital) agency:
- Focus on internet to build client brand, visibility and get leads
- SEO, PPC and inbound and outbound methods

Sponsorships agency:
- Specialize in matching marketing and promotional opportunities with corporate sponsor
- Individual or event who looking for sponsors

Public relations agency: 
- Take care of the media and investor relations as well as performing crisis communication
- Promote your company during events and interacting with the media is primary job for this type of company

Market research agencies: 
- Design, carry out and report or analyse research on behalf of companies
- Research of all types: qualitative, quantitative, fieldwork

Web design agencies:
- Build develop and host websites
- Provide also digital/online and social media marketing services
  • What are the roles of companies and agencies in a good client-agency relationship?
- Make an unique selling proposition to different client and make this unique selling proposition innovative and "different from your competitor"
- Give lot of times to your client "give more to get more"
- Talk to your client a lot and be yourself
- Send regular updates about the project
- Respect your deadlines
- Be involved from the first time
- Manage all the details: evaluate your productivity etc
- Have a good communication: answer quickly to email, phone etc.
- Find client's issues quickly
- Show appreciation: don't neglect your client
- Give something extra, something more

3. How should the client company follow IMC? What are the roles of its different agencies?

  • How should an agency take the IMC into account?

  • What kind of agencies can you think of and what are their main tasks?

  • Can you think of an example of a successful work of an agency?
Example of: "Ruckus" a full-service agency
They begin with branding, platform design and campaign for the customer action
So they can help you to create your brand but can also help you to grow up your brand

They worked for: example: Harley Davidson, HSBC, PORSCHE
HD: made a merket audit and deliver actionable strategy for future marketing efforts

Porsche: full audit too: analyses of existing marketing processes, target market and competition insights and delivered an actionable strategy to guide futur efforts


Sources:
http://www.businessdictionary.com/definition/integrated-marketing-communications-IMC.html
http://multimediamarketing.com/mkc/marketingcommunications/
http://imc.wvu.edu/about/what-is-imc
http://smallbusiness.chron.com/difference-between-strategic-operational-objectives-24572.html
http://www.stephenzoeller.com/integrated-marketing-communications/
http://www.srj.net/6-steps-in-the-imc-planning-process/
https://lonelybrand.com/blog/3-companies-integrated-marketing-right/
http://www.londonschoolofmarketing.com/blog/the-importance-of-integrated-marketing-communications-in-branding
https://fr.slideshare.net/nbairstow/the-role-of-integrated-marketing-communications
http://www.inboundio.com/blog/9-types-marketing-agencies/
https://www.straightmarketing.co.uk/2012/01/types-marketing-agency-explained/
https://instapage.com/blog/how-to-grow-marketing-agency-client-retainers
https://www.getcredo.com/marketing-agencies-clients-work/
https://www.ruckusmarketing.com/our-portfolio/

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