Start studying (IMC) 2. • Make sure that your sales promotions fit in line with the image of your company, products or brands. The video covers the Tyson disaster-relief team delivering food to the residents of Moore, Oklahoma, shortly after tornados struck the area on May 20, 2013. ▪ Brand Focus – Brand Focus represents the corporate identity of the brand. Designed to generate awareness for Nike, the nonprofit Livestrong Foundation, and the cause of fighting cancer, marketers succeeded in sharing inspiring messages of hope with their target audiences: athletes, sports enthusiasts and people affected by cancer, particularly young people. Sponsorships go hand-in-hand with events, as organizations affiliate themselves with events and organizations by signing on to co-sponsor something available to the community. This most often means growing revenue faster. For example, if a business does not plan to handle sales online, there is no need to build a “shopping cart” function or an e-commerce engine. Marketing communication refers to activities deliberately focused on promoting an offering among target audiences. It’s interesting that guerrilla marketing often calls on the audience to engage or take action, but turning participants into a paying customers may not be the goal. This theme permeates all IMC efforts and works to unify the campaign. Marketing is traditionally considered an organizational expense. Content marketing is based on the premise that marketers can use Web content as a strategic asset to attract attention and drive traffic of target audiences. Loyalty programs include things such as frequent flier programs, hotel programs, and shopping cards for grocery stores, drugstores, and restaurants. So what do they have in common? Because advertising is a one-way medium, there is usually little direct opportunity for consumer feedback and interaction, particularly from consumers who often feel overwhelmed by competing market messages. They can also help organizations identify great targets for case studies and public announcements to draw attention to how customers are benefitting from an organization’s products and services. The goal of IMC is to ultimately influence or directly affect the behavior of the targeted audience. Many of these offers require consumers to provide their names and other information in order to participate. Think about it — there’s no mention of customers in the four P’s model (price, product, promotion, place). Direct marketing also takes place in a crowded, saturated market in which people are only too willing to toss junk mail and unsolicited email into trash bins without a second glance. It is not good practice to run a new ad logo while press ads are still going with the old logo. Advertisers can spend a lot of time and money on a mass-marketing message that reaches many people outside the target market (but doesn’t result in additional sales). Sales promotions are a marketing communication tool for stimulating revenue or providing incentives or extra value to distributers, sales staff, or customers over a short time period. Not surprisingly, marketing communication methods evolve over time as new communication tools and capabilities become available to marketers and the people they target. That process includes strategic planning, measurement, and refinement of communications. It facilitates flexibility in their behaviour, The success of IMC depends on consistency. There is a popular saying among digital marketers: “Content is king.” Good content attracts eyeballs, while poor content does not. However, commission-only salespeople may become risk averse and only call on clients who have the highest potential return. In part, digital marketing is critically important because people use digital technologies frequently, and marketing needs to happen where people are. Your organization develops an innovative technology or approach that is different and better than anything else available. Organizations can participate in established award programs managed by trade groups and media, or they can create award programs that target their customer community. Don’t try to be something you’re not.”, Drew Neisser of Renegade Marketing: “Try not to annoy your target. Your organization is hiring a new CEO or other significant executive appointment. Creating desire within your customer is usually done by elevating their perception of your product. PR is also responsible for identifying and building relationships with influencers who help shape opinions in the marketplace about a company and its products. The temporary boost in short term sales may be attributed to highly price-sensitive consumers looking for a deal, rather than the long-term loyal customers a company wants to cultivate. SEO works in lockstep with content marketing, which takes a strategic approach to developing and distributing valuable content targeted to the interests of a defined audience, with the goal of driving sales or another profitable customer action. Integrated marketing communication is the the process of coordinating all this activity across different communication methods. (You’ll recall our discussion in the ethics chapter about the unique challenges that B2B salespeople face.) What does that mean for mStoner, besides entertaining colleagues with my wit and charm? In terms of advantages, advertising creates a sense of credibility or legitimacy when an organization invests in presenting itself and its products in a public forum. Have you ever gone to a store that provided free samples of different food items? A true IMC approach requires that you budget at the end, which is the opposite of how most college and university budgeting processes unfold. As a result, it can be difficult to find a unified company or product message within a sales force or between the sales force and the rest of the marketing mix. When a consumer sees a special display or can get a coupon instantly, manufacturers hope the easy availability or the discount will convince them to buy, increasing overall sales in the process. If you’re a higher ed marketing or enrollment professional, let’s chat! Even ads that initially grab attention can grow stale over time. Personal selling also minimizes wasted effort. This video is unavailable. After forging relationships with your customers, gaining their trust and piquing their interest in your products, your last objective of IMC is prompting the customer to take action on a purchase. Companies use sales promotions to increase demand for their products and services, improve product availability among distribution channel partners, and to coordinate selling, advertising, and public relations. Also, because of the push for profitability, businesses try to hire experienced salespeople away from competitors rather than hiring college graduates, who take three to five years to reach the level of productivity of more experienced salespeople. The term “guerrilla marketing” itself comes from Jay Conrad Levinson, who coined the term in his 1984 book Guerrilla Advertising. Behavioral data: Tells us what customers do, how they act, and their history in relation to our offering. A poorly executed emotional appeal can come across as trite or manipulative. This means that marketing must do more than just influence brand awareness or enhance consumer’s attitudes towards the brand. The variety of online Web-site-building services now available make setting up a basic Web site relatively simple and inexpensive. In fact, salespeople are often the best resources when it comes to disseminating positive word-of-mouth product information. When three guerrilla marketing veterans spoke with Entrepreneur about their work, they gave their top advice about what NOT to do with these projects:[11]. Advertising can generate drama and human interest by featuring people and situations that are exciting or engaging. When handled effectively, these incidents may help an organization emerge from the crisis stronger and more resilient than it was before. With clarity around the target audience, campaign strategy, and budget, the next step is to develop the creative strategy for developing compelling advertising. You have probably purchased a product that included a small free sample with it—for example, a small amount of conditioner packaged with your shampoo.