Integrated Marketing Communications Lecture 7
Post on 22-Jan-2018
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Integrated Marketing Communications
Implementation and Control
7
The Integrated Marketing Communications
planning framework…
1
2
3
4
5
6
context analysispromotional objectives
promotional strategy
coordinated communications mix
implementation
Control and evaluation
push
pull
profile
corporate
marketing
communications
resourcesscheduling
Fill, 2016
promotional objectives...
avoid solely focusing on sales
help to determine/clarify position/audience
help highlight the balance of tactics needed
provide a time frame
provide a means of evaluation and measurement
link back to marketing and corporate objectives
types of objectives…
awareness, interest, repositioning, reinforcement
leads, conversions from leads, page views, time, value per visit
sales, sales from leads, sales value, sales volume, average order value
active customers, brand mentions, shares, virality, awareness
Unique visitors, traffic, bounce rate, revenue, search percentage
Specific, Measureable, Achievable, Relevant and Time-bound
Think… what do I want to achieve, where, with what audience and by when
They need to be SMART…
Make sure you can measure performance
…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 lowIncreased supplement competitionRe-launch and re-position
Raise awareness of brand and benefitsTarget broad audienceFocus on Profile strategy
% increase inawareness via pre and post testing of key social media channelsPositive sentiment analysis
The Integrated Marketing Communications
planning framework…
1
2
3
4
5
6
context analysispromotional objectives
promotional strategy
coordinated communications mix
implementation
Control and evaluation
push
pull
profile
corporate
marketing
communications
resourcesscheduling
Fill, 2016
implementation…
budgeting...
two main concerns…
how much should be spent on each individual communications tool
budget is usually determined by a combination of up to four different stakeholder groups
how much should be allocated to promotion for the campaign or time-frame
the organisation
communications agencies
the media channels
the target audience
budgeting approaches
budget-setting method explanation
arbitrary based on guess work on behalf of the most senior management – budget for resources determined as each demand arises
inertia the same amount of budget as was spent on previous communications is made available
media multiplier last years budget is increased by the rate of inflation
percentage of sales budget is set in relation to the level of historic or forecast sales, may be based on traditional figures
affordable what is left after all other costs in relation to production, manufacturing and distribution are accounted for first then we’re left with what’s left
objective and task the resources needed to achieve each objective are determined and costed and brought into an overall, total budget
adapted from Fill, 2016
further budgeting approaches
competitor parity
organisations deliberately spend the same as key competitors
advertising-to-sales ratio
budget is based on competitor spend and percentage of market share in relation to an industry average
only suitable for stable FMCG markets where advertising is the key tool that influences sales
share of voice
as above but the idea is to increase share of voice in the market
…but how much do things cost?
…but how much do things cost?
…but how much do things cost?
…but how much do things cost?
…but how much do things cost?
…but how much do things cost?
…but how much do things cost?
There is no easy way to determine a budget...
It is difficult to quantify exactly how much is needed…
How much does it cost to build brand awareness?
How much does it cost for the audience to think, feel and act in the desired way?
…and communications budgets aren’t neat, ordered things!
No communications are truly free… they are either paid-for, owned or earned
paid, earned and owned…
A relatively new concept but can be related to budgeting
We pay for most of our communications media
…and we can earn media and communications over time
We own some media but there is an internal cost
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
scheduling
flighting
continuity
pulsing
scheduling - flighting
timevolu
me
of
adve
rtis
ing
timevolu
me
of
adve
rtis
ing
timevolu
me
of
adve
rtis
ing
erratic flightingregular flighting
start-up flighting
scheduling - continuity
timevolu
me
of
adve
rtis
ing
timevolu
me
of
adve
rtis
ing
timevolu
me
of
adve
rtis
ing
perfect continuity
rising continuity
falling continuity
scheduling - pulsing
timevolu
me
of
adve
rtis
ing
timevolu
me
of
adve
rtis
ing
timevolu
me
of
adve
rtis
ing
regular pulsing
irregular pulsing
block pulsing
…pulling it all together
The Integrated Marketing Communications
planning framework…
1
2
3
4
5
6
context analysispromotional objectives
promotional strategy
coordinated communications mix
implementation
Control and evaluation
push
pull
profile
corporate
marketing
communications
resourcesscheduling
Fill, 2011
different comms tools
…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 lowIncreased supplement competitionRe-launch and re-position
Raise awareness of brand and benefitsTarget broad audienceFocus on Profile strategy
% increase inawareness via pre and post testing of key social media channelsPositive sentiment analysis
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
Mea
sure
… le
t’s
say
incr
ease
sa
les
by
10
%
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