Integrated Marketing Communications Lecture 7

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?

…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

%