Transcript Integrated Marketing Communications for B2B

Integrated Marketing
Communications
Pickton and Broderick (2001)
The basics of IMC
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Clarity
Consistency
Continuity
Complementary
Communications
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Economical
Efficient
Effective
Enhancing
Integrating what?
• Agencies (all organisations involved in
planning and implementing)
• Contacts (with the publics through any
media or promotional activity)
• Messages (about products, brands,
personalities, companies)
• Objectives (all campaigns aligned to
corporate strategy)
P&B’s wheel of IMC
IMC aims to integrate
Image and Brand Management
(one-to-many communications)
with
Customer Contact Management
(one-to-one communications)
Public relations —
P&B (2001) p 8
The Hub of the Wheel
Information
Centre
Database
Management
Integrated
Marketing Communications
Planning
Image and Brand Management
• What role in B2B?
• What communications concepts and models
help to understand this role?
– Hierarchy of effects models
– Communications models
– Consideration sets
• Trade partner support essential for success
of consumer promotional campaigns
– awareness
– point of sale materials
– incentives
The role of print
• Advertising results in lead generation
• Print can be the first response or a support
to sales visits
– Catalogues, brochures, data sheets
– capabilities brochures
– technical bulletins, test reports and applications
histories
• What role in relationship marketing?
• Does the website render the printed
brochure obsolete?