LECTURE 10052024F (1).pptx. Integrated marketing communication

ntegrated Marketing Communications (IMC) is a critical concept in the modern business landscape, where companies must navigate a complex and crowded marketplace to effectively reach their target audiences. IMC refers to the strategic approach that businesses use to coordinate and integrate various marketing communication tools and channels to deliver a consistent, cohesive, and clear message to their consumers. This essay explores the concept of Integrated Marketing Communications, its significance, components, challenges, and examples of successful implementation, aiming to provide a comprehensive understanding of IMC and its role in contemporary marketing.

Introduction to Integrated Marketing Communications
Integrated Marketing Communications (IMC) is a holistic approach to marketing that aligns all aspects of marketing communication, such as advertising, public relations, sales promotion, direct marketing, and digital marketing, to ensure consistency in messaging across all channels. The goal of IMC is to create a seamless experience for consumers by unifying the brand’s messaging and ensuring that all communication strategies work together synergistically.

IMC emerged as a response to the increasingly fragmented media landscape and the growing need for businesses to communicate with consumers across multiple touchpoints. The advent of digital technologies and the proliferation of social media have made it necessary for businesses to adopt a more integrated approach to marketing communications. As consumers now interact with brands across various platforms, from television and radio to social media and mobile apps, it is essential that these interactions reinforce each other rather than present conflicting messages.

The Importance of Integrated Marketing Communications
IMC is vital for businesses seeking to build strong brand equity and foster long-term relationships with their customers. Several factors underscore the importance of IMC in today’s marketing environment:

Consistency and Clarity: IMC ensures that all marketing messages are consistent and clear across all channels. Consistency in messaging is crucial for building brand recognition and trust. When consumers receive the same message through different channels, it reinforces the brand’s image and values, making it easier for them to recall the brand when making purchasing decisions.

Customer-Centric Approach: IMC puts the customer at the center of all marketing efforts. By integrating various communication channels, businesses can deliver a more personalized and relevant message to their target audience. This customer-centric approach enhances the overall customer experience, leading to higher customer satisfaction and loyalty.

Cost-Effectiveness: An integrated approach to marketing communications allows businesses to maximize the impact of their marketing budget. By coordinating efforts across different channels, companies can reduce redundancy and eliminate waste, ensuring g

1. Lecture #0 Dr. Pawan Kumar Lecture 13 8 th May,2024

2. Learning Outcome After the session you will be able t o: Define the role of direct marketing in an IMC program Identify strategies and tactics in the use of direct marketing

3. Which of the following is an example of consumer franchise building(CFB) promotion? A. Frequent flyer program of Lufthansa airways that gives the customer points on each travel that can be redeemed against various other purchases. B  ‘Buy one get one free' offer by Heinz ketchup. C. ‘Flat 30%' off on all merchandise at Nike exclusive stores only. D. Limited offer of ‘Get a toothbrush free along with a 50gm toothpaste' by Crest. E. A premium by Kellogg's that provides the customer with ‘Zip Zap toy' along with the purchase of a 200gm pack of ‘Kellogg's Chocos '.

4. Test your knowledge A package of Gillette Sensor razor blades contains a 75-cent-off coupon for Gillette Foamy shaving cream. This is an example of a(n) _____ coupon.  A. cross-ruff B. bounce back C. same purchase coupon D. instant coupon E. rebate coupon

5. Direct Marketing The total of activities by which the seller directs efforts to a target audience using one or more media for the purpose of soliciting a response by phone, mail, or personal visit from a prospect or customer Radio Direct Selling Magazine and Newspaper Direct Mail Telemarketing TV Selling

6. Direct Marketing Defined DM is a system of marketing by which organizations communicate directly with the target customers to generate a response or transaction An interactive system of marketing which uses one or more advertising media to effect a measurable response and/or transaction at any location Direct Marketing vs. Direct Marketing Media

7. Combine Advertising Sales Promotions Public Relations Personal Selling Internet Support Media Direct Marketing

8. Direct Marketing Strategies & Media One-Step Two-Step The medium is used directly to obtain an order Often use 800 number phone orders and credit card payment May use one medium to obtain inquiry and qualify prospect Typically follow up with a second medium to complete the sale

9. Direct Marketing Strategies & Media

10. Direct Mail Junk Mail, Unsolicited Mail

11. Catalog

12. Change

13. Print Media

14. TeleMarketing Inbound Telephone calling by the marketer or marketer’s agent to individual prospects, seeking purchase, subscription, membership, or participation by the call recipient. Marketers facilitate and invite prospects to call a central location via a long distance number, by a toll-free 800 number, or a fixed-cost 900 number. Outbound

15. Data Base

16. Name Address/ Zip Code Telephone Number Length of Residence Age Gender Marital Status Family Data Education Income Occupation Transaction History Promotion History Inquiry History Unique Identifier

17. Improve Selection of Market Segments Stimulate Repeat Purchases Cross-selling Other Products Customer Relationship Management Objectives

18. Others E-Mail Broadcast Media TV Spots Infomercials Home Shopping https://www.youtube.com/watch?v=v_k2RTkFAHs

19. Identify the Category

20. Which of the two ads is more effective and why?

21. A comparison of two DRTV ad campaigns tested by Greenpeace Italy.

22. Identify the category

23. I want to be a Sales Person

24. Future Trends Direct selling as a stable source of income Tier 2-3 cities will continue to be the driver of sales Enhanced focus on digital adoption Technology and innovation led products will rule the roost Wellness will continue to witness increased traction riding on health consciousness Enhanced focus on social media and influencer led marketing

25. Figure out what really PEOPLE want and give it to them

26. Customers have and will keep on rewarding companies that authentically - and holistically - meet their needs. Big Question What are customer needs?

27. Buyer Journey has changed

28. Customer Now Treat me like you know me and deliver highly relevant personalized experiences at every touch point.

29. Sales Evolution

30. Why People Buy - The Black Box Approach

31. How to L-O-C-A-T-E Important Needs L isten O bserve C ombine A sk questions T alk to others E mpathize To uncover important needs

32. Marketer - What do you want? ? Customer L-O-C-A-T-E : L isten (Active)

33. !#$& Customer Marketer - What do you want?

34. L-O-C-A-T-E : L isten (Active) Why? Build rapport and trust Improve win rate and save time How? Let them talk more Listen with the intent to understand Focus on the conversation and the people Avoid the temptation to interrupt Repeat and paraphrase what you heard Clarify your understanding with relevant follow-up questions Make demo pitches interactive.

35. L-O-C-A-T-E : O bserve

36. Example Frederick W. Smith  realized that Americans are impatient; they don’t like to wait for things. This was not a new insight. It was not even complex or highly technical. It was a simple insight, and everyone knew it. But, no one was addressing the insight.

37. L-O-C-A-T-E : C ombine

38. L-O-C-A-T-E : C ombine

39. L-O-C-A-T-E : A sk Question

40. L-O-C-A-T-E : T alk to Others Embrace started in 2008, where the co-founders were challenged to come up with an incubator that costs less than 1% the cost of a traditional incubator based upon the insights of the Sales Team

41. L-O-C-A-T-E : E mpathize University of California San Francisco's Benioff Children's Hospital

42. The best way to have a good idea is to have lots of ideas - Linus Pauling

43. Fixed Mindset vs Growth Mindset in Sales Leonardo DiCaprio portraying Jordan Belfort in the film The Wolf of Wall Street

44. “ the growth mindset states that a person’s talents and abilities are not fixed at birth but can be enhanced by effort, learning, and persistence. In contrast, the fixed mindset says that you’ve only got what you’re “naturally talented” with, and that no amount of effort will lead to more. ”

45. 7Ps of a Specialist Salesperson Positivity Passion Product Knowledge Persistence Patience Problem Solver Prick up your ears

46. ( i ) Positivity

47. (ii) Passion

48. (iii) Product Knowledge

49. (iv) Persistence Most sales don’t happen upon the first interaction - in fact it takes on average 7 interactions to convert a lead into a sale. 

50. (v) Patience

51. (vi) Problem Solver Features  are one of the easier things to identify. These are facts or characteristics about your business, products, and services. For example, a “1 inch insulation layer” on a sleeping bag is the feature. Advantages  are what the features do. These tend to be factual, and aren’t connected to a prospects need… Yet. For example, “helps retain body heat on cold nights” (sticking with our sleeping bag example). Benefits  answer why someone should value the advantage. It connects the facts about your product to a solution for your client. For example, “when you’re camping, you’ll have a nice warm sleep at night so that when you wake up you’ll be well rested and ready for a day of fun activities.”

52. (vii) Prick up your ears

53. Selling Process

54. 1. Prospecting & Qualifying Start with leads/probable prospects (using methods for identifying sales leads). From leads to qualified prospects (using need, decision making, affordability criteria). Identify hot prospects ( criteria : sound finance, likely to buy). Convert hot prospects to customers (purchased the company’s products / services).

55. Selling Process

56. 5. Closing Sales Making an assumption Is this the type of product you were looking for? To whose name should I make the invoice? Offering an alternative option Considering all your requirements, I think these two products would work best for you. Would you like to go with [X] or [Y]? Asking a sharp-angle question If it does do X, would you be willing to purchase today? Creating a sense of urgency limited time offer or a limited number of open slots. If you sign up today, you can take priority in the implementation queue Making it feel like "now or never” We’re currently offering a 30% discount for anyone who signs up today

57. Summarizing the points Is this you said, we have…..   Testimonials As you can see, our  [product/solution]  is the right fit for your  [problems/challenges] . And that’s how  [other clients]  got over that hurdle. I recommend you do the same, and you’ll always be glad you did. So, shall we go ahead and get you signed up? The 70/30 Rule Sentences that start with “I’d like to” or “Maybe, we can” aren’t closes. But questions that start with “Are you,” “Can you,” or “Will you” are. The “Ask for Opinions” close On a scale of 1-10, how likely are you to purchase our  [product/service] ? (If the score is close to 10) That’s great. Would you mind sharing what’s preventing you from giving it a perfect 10? The Question Close Did I answer everything you wanted to know? Do tell me if you have any other questions

58. Five Horrible A’s to be avoided Arrogance Anger Adventurousness Arguments Aloneness

59. 9872974457 ( WhatsApp) [email protected] www.rajeshverma.in https://in.linkedin.com/in/profrajeshverma https://www.facebook.com/vermarajesh https://www.instagram.com/prof.rajeshverma/ https://twitter.com/RaajeshVeerma