Integrated Marketing Communications: Why, When, Where, What presented by: Judith E. Antisdel,...
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Transcript of Integrated Marketing Communications: Why, When, Where, What presented by: Judith E. Antisdel,...
Integrated Marketing Communications:
Why, When, Where, What
presented by:
Judith E. Antisdel, PresidentAnne-Tisdale Direct
March 2011
He who has a thing to sell
And goes and whispers in a well
Is not so apt to get the dollars
As he who climbs a pole and hollers.
“Hollering” = communicating values, features, benefits +
call to action
to
“get the dollars” from donors
or purchasers of your product/service
Integrated marcom
Use of multiple tactics/forms of communication at the same time to increase response
Multiple tactics yield wider reach, more frequency
Know your audience – then “talk”
Marcom tactics
1. targeted direct mail
2. media advertising (paid)
3. publicity programs
4. Internet presence
5. social media
6. trade show exhibitions
7. sales/donor promotions
8. speeches/presentations
Tactics in trouble
lack of coherent, targeted message
not “all things to all people”
sloppy, ineffective, hyperbolic copy
copy not geared to the tactic you’re employing
misunderstanding “how it works”
insufficient lead time
ignorance of the “rules”
wasting the budget
“regular” versus “rush” charges
costly AAC’s (authors authorization change)
one-and-done vs. repeats
Tactic #1 - targeted direct mail
list
offer
enclosures (including reply device, if any)
AND
sufficient lead time for preparation, mailing, receipt and response before your deadline (if any)
Tactic #2 - media advertising (paid)
B-to-C … or … B-to-B?
media plan: horizontal … or … vertical media?
creative is key (only one idea per ad!)
reach vs. frequency (you need both!)
AND
sufficient lead time for copywriting, design, media buy (insertion orders) before publication’s or station’s “materials” date
Tactic #3 - publicity programs
releases, alerts, advisories
appropriate pitching
don’t paper the house
know the medium before you send the release or pitch
follow the format
a good idea: The Associated Press Style Book
inverted pyramid writing style
absolutely no link to paid advertising
AND
sufficient lead time for media outlet’s deadline
Tactic #4 - Internet presence
website
quick read, easy navigation
drive traffic to your site (blogs and other SEO aides)
track (and repeat what works)
e-bulletins/e-newsletters
grab e-mail addresses
use low-cost tools (Constant Contact, etc.)
AND
sufficient lead time for copy (and fact-checking and proofing!)
Tactic #5 - social media
which are appropriate? (who’s your audience?)
monitor the conversation
know what to do in crisis
loose lips sink career ships
Tactic #6 - trade show exhibitions
strategy
advance promotion
no chair, no gum (staffing rules)
collateral
follow-up after event
AND
sufficient lead time for exhibit development and manufacture … shipping … booth staff training … creation/printing of handouts in advance of set-up deadline
Tactic #7 - sales/donor promotions
patronage or referral rewards
special events
premium and ad specialty items
AND
sufficient lead time for program development (or creative and manufacture of items) before launch
Tactic #8 - speeches/presentations
speakers bureau
written presentations (ex.: whitepapers, byliners)
AND
sufficient lead time for research, development before launching the effort