Chapter 14: Promotion — Introduction to Integrated Marketing Communications
Introduction to Integrated Marketing
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Transcript of Introduction to Integrated Marketing
What the AMA says it is
Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that will satisfy individual and organizational objectives.
Research
• Market assessment
– Definition
– Sizing
– Attributes
• Competitive analysis
– Strengths and Weaknesses
– Opportunities
• Customer validation
• Re-assess product/service
Branding
• It’s not just about a logo
• Carve out your position in the market place
• Understand what makes your company unique and better
• Be able to explain this in 10 seconds
• Validate with customers
• Brand elements (logo, colors, etc.) just reinforce brand identity
Key Messages
• What do your customers need to hear in order to choose your company?
• Develop 2-4 key messages
• Deploy across the company and all materials
Channels and Tactics
Where do your target customers go to get information? How do you work these channels effectively?
• Websites
• Social Media
• Radio
• Word of mouth
• Conferences/ Trade Shows
Measure and Adjust
• Measure everything
• Understand the data
• Adjust accordingly
– Tactics
– Messaging
– Products/services
– People
Marketing and innovation
• Market research and customer validation identifies an opportunity
• Innovation creates the competitive advantage• Solve a problem, don’t sell a product – put your
customer’s needs first