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IMC PlanningKnowing the ScoreIn IMC, a plan is similar to a
musical score.The IMC plan details which marketing communications
and media should be used, at which times, and to what extent.The
purpose is to direct the various instruments in the orchestra to
make music rather than noise.All good plans
include:ObjectivesStrategiesTactics
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Strategic PlanningStrategic planning is a process of developing
and maintaining a fit between the organizations goals and
capabilities and changing market opportunities.A corporate or
business plan states a companys financial objectives and strategies
for achieving those objectives.A marketing plan is a set of
objectives (what), strategies (how), and tactics (actions)
orchestrating marketing activities designed to help the company
achieve its financial objectives.Annual MC plans are generally
composed of a campaign.
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Relative Impact and Longevity of Planning Decisions
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How Planning WorksThree critical tasks in planning:Setting
measurable objectivesDeciding on strategiesChoosing tactics
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Cascading Objectives and Strategies
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The Zero-based Planning ProcessZero-based planning determines
objectives and strategies based on current brand or marketplace
conditions.Zero-based planning means starting from the beginning to
make a plan, rather than what has always been done.There are eight
steps in this process.
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Step 1: Analyze SWOTS
A SWOT analysis is a:Structured evaluation of internal
situations (strengths and weaknesses) and external situations
(opportunities and threats).
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SWOT-based Campaign Planning
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Prioritizing SWOTSOnce the SWOTs have been identified, they need
to be prioritized, based on criteria such as:Realistic damage to
brand relationships and brand equity if a weakness or threat is not
addressed.Realistic benefit if a strength or opportunity is
leveraged.Cost of addressing or leveraging each SWOT.Time company
has to address or leverage each SWOT.
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Account Planning
Account planning means using research and brand insights to
bring a strong consumer to the planning of marketing
communication.Account planners write briefs that summarize the
research and the insights for the creative team.
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The ENVOYs Prioritized SWOTS
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Step 2:Analyzing Targets and Relationships
Step 2 in the zero-based planning process is to:Identify the key
customer and prospect segmentsIdentify the brands relationship with
each key segment.
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Step 3: Determining MC ObjectivesMeasurable objectives determine
what MC programs should accomplish.Objectives help address and
leverage key SWOT findings.Two types of
objectives:CommunicationBehavioral
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Hypothetical Communication versus Behavioral Objectives
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Step 4:Developing Strategies and RationalesDeveloping strategies
involves:Identifying the key problem to be solvedSelecting the most
relevant MC mix to help achieve objectivesCreating of seeing the
big ideaIdentifying the best media mixRationales explain why the
strategy ideas are sound and why they are worth the resources
invested in them.
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Step 5: BudgetingThe next step in the zero-based planning
process is to develop a budget and determine how it will be divided
among MC functions.Companies use a combination of methods to
determine how much MC money they will need, such
as:Percentage-of-salesObjective and taskShare-of-category
spendingReturn on investment (ROI)
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Step 6: Timing and SchedulingTiming and scheduling determine
which media placements, promotional programs, and other MC
activities should happen first or last or in between.Coordinating
the timing between marketing, production, and sales is
important.Time and coordination go together, and are critical
elements of integration.
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Step 7: Test Marketing MC Mixes
Since MC causes and effects are constantly changes and are
different for each category, the only way to know whether or not
something will work is to try it.
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Step 8: Evaluating EffectivenessA campaign is evaluated based on
how well it met its objectives.Research is done to determine is
there is a change in awareness or perception.IMC evaluations must
also include measures of relationship strengths in addition to the
usual sales, share, and awareness measures.IMC differs from
traditional marketing communication in its emphasis on continuous
feedback.
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Internal Communication SystemsIn order to make internal
marketing work, a company must establish systems of communication
that makes internal employee dialogue possible.New communication
technologies include:IntranetsExtranets
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Playing From the Same ScoreAn integrated marketing plan defines
the way a company does business.Creating a customer and stakeholder
focus rather than department focus, allows a company to build and
maintain long-term relationships with its stakeholders.In order to
create customer focus, it is necessary that everyone play from the
same score.