Transcript BA_PR_integrated_MCx

Integrated Marketing Communication (IMC)
is the application of consistent brand messaging
across both traditional and non-traditional
marketing channels and using different
promotional methods to reinforce each other.
The first definition for integrated marketing communication - the
American Association of Advertising Agencies (also 4A's) in 1989.
The 4A's definition of IMC recognizes the strategic roles of various
communication disciplines (advertising, public relations, sales promotions,
etc.) to provide clarity, consistency, and increased impact when combined
within a comprehensive communications plan. Basically, it is the application
of consistent brand messaging across both traditional and non-traditional
marketing channels.
The Journal of Integrated Marketing Communication from the Medill School
of Journalism at Northwestern University refers to IMC as "a strategic
marketing process specifically designed to ensure that all messaging and
communication strategies are unified across all channels and are centered
around the customer.“
IMC is used practically to allow one medium's weakness to be offset by
another medium's strength, with elements synergized to support each other
and create greater impact.
A more contemporary definition states:
"True IMC is the development of marketing strategies and creative campaigns that
weave together multiple marketing disciplines (paid advertising, public relations,
promotion, owned assets, and social media) that are selected and then executed to
suit the particular goals of the brand. „
Instead of simply using various media to help tell a brand's overall story, with IMC
the marketing leverages each communication channel's strengths to achieve a
greater impact together than each channel could achieve individually.
It requires the marketer to understand each medium's limitation, including the
audience's ability/willingness to absorb messaging from that medium. This
understanding is integrated into a campaign's strategic plan from the very
beginning of planning - so that the brand no longer simply speaks with
consistency, but speaks with planned efficacy. This concept inherently provides
added benefits that include: a singular/synchronized brand voice and experience,
cost efficiencies generated through creativity and production, and opportunities
for added value and bonus.
First defined by the American Association of Advertising Agencies in 1989, IMC
was developed mainly to address the need for businesses to offer clients more than
just standard advertising.
Overall, an influx of new marketplace trends in the late 20th century spurred
organizations to shift from the standard advertising approach to the IMC approach.
Why IMC?
Five major shifts in the worlds of advertising, marketing and
media have caused an increased interest in (and need for) IMC.
These include:
A shift From…
To…
Traditional Advertising
Digital/Interactive Media
Mass Media
Specialized Media
Low Agency Accountability
High Agency Accountability
Traditional Compensation
Performance-Based
Compensation
Limited Internet Access
Widespread Internet Availability
• Decreasing message impact and credibility: The growing number of
commercial messaging made it increasingly more difficult for a single message
to have a noteworthy effect.
• Decreasing costs of databases: The cost of storing and retrieving names,
addresses and information from databases significantly declined. This decline
allowed marketers to reach consumers more effectively.
• Increasing client expertise: Clients of marketing and public relations firms
became more educated regarding advertising policies, procedures and tactics.
Clients began to realize that television advertising was not the only way to reach
consumers.
• Increasing mergers and acquisitions of agencies: Many top public relations
firms and advertising agencies became partners or partnered with other
communication firms. These mergers allowed for more creativity, and the
expansion of communication from only advertising, to other disciplines such as
event planning and promotion.
• Increasing global marketing: There was a rapid influx in advertising
competition from foreign countries. Companies quickly realized that even if
they did not conduct business outside their own country, they were now
competing in global marketing.
• Increasing media and audience fragmentation: With the exception of the
decline of newspapers, media outlets, such as magazines and television stations,
increased from 1980 to 1990. Additionally, companies could use new
technologies and computers to target specialized audiences based on factors
such as ethnic background or place of residence.
• Increasing number of overall products: Manufacturers flooded retailers with
a great number of new products, many of which were identical to products that
already existed. Therefore, a unique marketing and branding approach was
crucial to attract customer attention and increase sales.
• Level 1: Tactical Coordination and Marketing Communications
• First, IMC focused on the tactical coordination of diverse marketing such as
advertising, promotion, direct response, public relations, and special events.
Key focus: delivering “one sight, one sound” via marketing communication.
• Level 2: Redefining the Scope of Marketing Communication
The organization begins to examine communications from the customer’s point
of view. Marketing communication begins to give consideration to all sources of
brand and company contacts a customer has with the product or service.
• Management broadens the scope of communication activities to encompass and
coordinate internal marketing employees, suppliers, and other business
partners and align with the existing external communication programs.
Level 3: Application of Information Technology
The organization applies empirical data using IT to provide a basis identity, value,
and to monitor the impact of integrated internal and external communication
programs to key customer segments over time.
Level 4: Financial and Strategic Integration
The emphasis shifts to using the skills and data generated in the earlier stages to
drive corporate strategic planning using customer information and insights.
Integration has become an essential concept in marketing because technological
advances have changed the way how business stakeholders interact.
Online integration:
When someone is considering buying a product or service they will often conduct
an online search. What they find, on Google and other search engines, as well as
information from news sites, review sites, directories, videos and place-based
searches, are presented together – they are integrated.
The online experience will affect their attitudes towards a brand and their behavior.
Marketers therefore need to concern themselves with making sure their brand is
found ahead of competitors' and then ensuring their audience has a positive and
helpful experience.
Accessibility and convenience:
Consumers expect information and services that relate to a brand to be
conveniently accessible via its website.
http://www.kayak.com/
Aggregation of information
The traditional border between a company, its suppliers and customers has become
confused. For instance the Apple iTunes app store aggregates software and
information from app makers, along with reviews provided by consumers.
Product promotion, delivery, service and information from many different sources
are seamlessly presented together.
Social media:
Traditionally businesses were largely in control of their brand communications.
Now brand communications are multidirectional as consumers can easily share,
comment and create content.
Brands can use this to their advantage by creating appealing content. For instance
Unilever’s campaign for Dove, The Dove Real Beauty Sketches went viral with over
54 million views on YouTube.
https://www.youtube.com/watch?v=litXW91UauE
Growth of mobile:
The growing penetration of smartphones with fast internet connectivity means
that marketers need to take into consideration integration between the online
experience and place-based experiences.
For instance when a consumer downloads the Target app they are able to receive
coupons to their mobile phone and redeem them at the checkout by presenting the
coupon barcode to the cashier.
IMC weaves diverse aspects of business and marketing together. These include:
Organizational structure
• The organization's vision and mission
• Attitudes and behaviors of employees & partners
• Communication within the company
Four P's
• (Price, Product ,Promotion and Place)
Advertising
• Broadcasting/mass advertising: broadcasts, print, internet advertising, radio,
television commercials
• Outdoor advertising: billboards, street furniture, stadiums, rest areas, subway
advertising, taxis, transit
• Online advertising: mobile advertising, email ads, banner ads, search engine
result pages, blogs, newsletters, online classified ads, media ads
Direct marketing:
• Direct mail, telemarketing, catalogs, shopping channels, internet sales, e-mails,
text messaging, websites, online display ads, fliers, catalog distribution,
promotional letters, outdoor advertising, telemarketing, coupons, direct mail,
direct selling, mobile
Online/internet marketing
• E-commerce
• Search engine optimization (SEO)
• Search engine marketing (SEM)
• Mobile Marketing
• E-mail marketing
• Content marketing
• Social Media (Facebook, Twitter, LinkedIn, Google +, Foursquare, Pinterest,
YouTube, Wikipedia, Instagram)
Sales & customer service
• Sales materials (sell sheets, brochures, presentations)
• Installation, customer help, returns & repairs, billing
Public Relations
• Special events, interviews, conference speeches, industry awards, press
conferences, testimonials, news releases, community involvement, charity
involvement & events
Promotions
• Contests, coupons, product samples (freebies), premiums, prizes, rebates,
special events
Trade shows
• Booths, product demonstrations
Corporate philantropy
• Donations, volunteering, charitable actions
Federal Express. Hewlett-Packard. Apple. The list is long and getting longer. One
recent example is Saatchi and Saatchi’s 2010 campaign for the Toyota Sienna,
which debuted during the Winter Olympics.
In a quest to change the image of the minivan and those who drive it, Toyota
launched its “Sienna Family” campaign. The campaign features a married Gen X
couple trying to balance the reality of having two young children and a minivan
with their desire to remain part of the cool crowd, emphasizing how the Sienna
makes it all possible.
PR trends you can’t afford to overlook
As efficiency is opening the way to successful communication in 2012, here are a few trends that will leave an impact on the
Czech market in 2012.
• PR gains in strategic importance. Hand in hand with sales, business development, marketing and advertising, public
relations can and do enhance a company’s efforts to retain its position on the market and grow. This is why we can expect
that PR will continue to gain in understanding and recognition from the part of Czech managers, and that more and more
competent PR people will join the decision-making boards of local companies.
• PR people professionalize. While in PR agencies the struggle to transform junior press-release senders into strategic
communication advisors has already started, a deeper professionalization will reach in-house communication
departments as well. We can expect higher pressure on results and tougher recruitment criteria for in-house PR staff.
• PR means more than media relations. More and more corporate managers and communication advisors start to
understand that, in order to advise a company strategically, it is necessary to include all its publics and stakeholders in the
communication scheme. This includes the online and social media publics, which will ultimately lead to a savvier use of
digital and social communication tools on the Czech market.
• PR budget fights. As the number of communication channels continues to increase, and outcome measurement tools
remain feeble, we can expect a tougher fight for communication budgets. PR specialists will continue to ask for a bigger
piece of the cake that currently goes to marketing and advertising.
• PR role mix. As publics become more and more fragmented and corporate communication starts to rely more on
common sense – one powerful, transparent and genuine message for everybody – the PR role will be mixed more and more
with the marketing, social media and business development roles. The outcome? A complex communication specialist
who must be on tiptoes all the time in order to react fast to technological developments and shifts in public
communication patterns, and who will ask for more and more strategic decision-making power.
For the campaign, Toyota integrated social media into its traditional mix from the
outset, inviting those who saw the ads on TV and in print to learn more at the
company’s YouTube page.
https://www.youtube.com/user/ToyotaUSA
And then, on May 2, came “Swagger Wagon”—the now-famous music video in
which the Sienna parents perform a hip-hop song about their minivan. The video,
which was Toyota’s first viral marketing success to date, has received over 8 million
YouTube hits and counting.
https://www.youtube.com/watch?v=ql-N3F1FhW4
Public relations that is done in house with an internal PR team that
handles all aspects of the company's PR needs, opposed to using an
agency.
PR mohou být prováděny "in-house" nebo prostřednictvím PR agentur.
PR agentury zaměstnávají pouze kolem 40 % všech PR odborníků, přesto
jsou důležité, protože se v nich realizuje významný podíl obratu a příjmů
této podnikatelské činnosti. Příklady velkých, dobře zavedených a
prestižních PR firem:
Shandwick International
Lowe Bell Communications
Countrywide Porter Novelli
Hill and Knowlton UK
Burson-Marsteller
Ketchum Communications
Citigate Dewe Rogerson
Charles Barker BSMG Worldwide
Financial Dynamics
Quentin Bell Organisation
PR mohou být prováděny "in-house" nebo prostřednictvím PR agentur.
PR agentury zaměstnávají pouze kolem 40 % všech PR odborníků, přesto
jsou důležité, protože se v nich realizuje významný podíl obratu a příjmů
této podnikatelské činnosti. Příklady velkých, dobře zavedených a
prestižních PR firem:
Shandwick International
Lowe Bell Communications
Countrywide Porter Novelli
Hill and Knowlton UK
Burson-Marsteller
Ketchum Communications
Citigate Dewe Rogerson
Charles Barker BSMG Worldwide
Financial Dynamics
Quentin Bell Organisation
Cohn and Wolfe
Lexis PR
Sami, nebo s agenturou?
Obojí má svá pro i proti, třetí, často využívanou, možností je „sami s agenturou“. Výhodou inhouse PR oddělení je
obvykle samozřejmá znalost vlastní společnosti, dobrá informovanost o novinkách, produktech, službách atd. a také
dostatek času. Hlavní pracovní náplní takových zaměstnanců je prostě PR společnosti osm hodin denně pět dní v
týdnu.
Nevýhodou oproti agentuře je ale omezená zastupitelnost (např. v případě nemoci), příliš jednostranný pohled (jsou
moc „in“) a mnohdy i vyšší náklady (sociální, zdravotní, kancelář…). Výhodou najmutí specializované PR agentury je
pak právě jasná cena (obvykle měsíční fee) a možnost její provázání na úspěch kampaně (kvalitativní a kvantitativní
analýza), zastupitelnost a v neposlední řadě synergický efekt – agentury komunikují s celou řadou novinářů, kteří nás
obvykle „nezajímají“, ale u některých novinek bychom rádi zasáhli i je.
Obdobně je možná synergie i v cross-promotion s dalšími klienty agentury. Mezi PR konzultanty je navíc spousta
bývalých novinářů, kteří vědí, jak téma vyváženě připravit, aby bylo pro média zajímavé, a zároveň mají na své bývalé
kolegy dobré vazby a mohou s nimi řadu novinek předem konzultovat. Velké a moderní společnosti proto často
kombinují vlastního PR manažera s najmutím agentury, která je mu „k ruce“. Ostatně podobný model využívají často i
marketingoví manažeři s reklamními a mediálními agenturami.
Jak si agenturu vybrat?
PR agentur jsou na českém trhu desítky, jak si vybrat tu správnou? Jednou z možností je obrátit se na Asociaci PR
agentur (APRA), která sdružuje jen agentury s mezinárodní certifikací EMS (obdoba „ISO“), což by mělo být zárukou
kvality a „zdraví“ agentury.
Následuje obvykle vypsání výběrového řízení. Po seznámení se se zadáním připraví každá agentura komunikační
strategii a na klientovi už je jen si vybrat, která nejlépe splňuje jeho požadavky a očekávání. Komplexní obrázek
doplňují reference agentury, tedy schopnost doložit realizaci kampaní pro klienty ve stejném či podobném oboru atp.
Agentura by nám samozřejmě měla vyhovovat také lidsky.
Co od ní očekávat?
Agenturu máme, co dál? Tak v první řadě je potřeba počítat s tím, že bude chvilku trvat, než se naplno projeví její
výsledky. I vzhledem k „reakčnímu času“ novinářů (uzávěrky, nabitý program…) se první výstupy neobjeví hned, ale v
případě větších a odbornějších témat třeba až s několikatýdenním zpožděním.
Počáteční komunikace agentura – klient bude zřejmě velmi intenzivní, agentura musí klienta a jeho problematiku
nejprve detailně poznat a pochopit, všechna témata a zprávy připravit, klient je musí schválit případně s agenturou
doladit ke své maximální spokojenosti, novináři musí „novou“ společnost také nejprve „strávit“ a zvyknout si na nové
informace a naučit se je využívat.
Je prostě třeba mít neustále na mysli, že PR je běh na dlouhou trať. A pro dobrý výsledek je lepší nepřepálit start.