Promoting the brand properly to end users is crucial for every organization, not only to stay ahead of their rivals but also to ensure their long-term viability. Integrated marketing communication involves incorporating all brand promotion tactics to promote a particular product or service to target customers. In integrated marketing communication, all aspects of marketing communication work together to increase sales and maximize profitability.
Before creating an integrated Marketing Communication plan, keep in mind:
- The available resources and time to promote a particular product or service: Budgeting and allocating right resources for promoting products and services are of utmost importance
- The expertise and knowledge you have about products:Before diving into planning, gather information about your brand current positioning, features and most importantly the target audience.
- Always adopt a step-by-step approach:Plan out how you would like to proceed with the integrated marketing communication plan.
What should your IMC plan include ?
- Detailed summary of your marketing plan as to how it intends to promote products and services among target customers.
- Products/services description: Include features and essential components
- Target market: Plan out how your brand can meet and exceed customer expectations.
- Brand strategy: Have clarity as to how your brand can be better than your competitors and why should consumers only buy your product and not go anywhere else.
- SWOT analysis: This classic tool will help you highlights the strengths, weaknesses, threats and opportunities of the marketing plan. Using TOWS analysis is also recommended to highlight actionable insights.
- Your marketing toolkit: Specify the tools and methods which would help you create awareness of your brand.
Integrated marketing plan needs to be reviewed periodically. Measure the results of the plan and find out how is it helping your organization promote products successfully and earn higher profits and revenues?
Implementing Integrated Marketing Communication Plan :
An integrated marketing communication plan includes the use of various methods such as advertising, public relations, promotion through social networking sites and so on, to increase awareness of products and services among the target audience.
Rather than being used in isolation, brand communication should be brought together under one umbrella to increase the visibility of the brand and ultimately generate higher profits for the organization.
- Your products should be promoted simultaneously at multiple places. Marketing tactics need to work in unison communicating the same message to the end-users.
- Assign fixed time and resources to implement integrated marketing communication plan.
- Focus on the best customers. Best customers are those who generate maximum revenues for the organization. Understand who all are the highest users of your brand.
- Keep a close watch on the competitor’s activities as well
- Set indicators to measure the effectiveness of your plan
Components of a Successful Integrated Marketing Strategy :
An integrated marketing strategy is successful only when it creates awareness of a particular brand among a large number of end-users. Let us go through several components of a successful integrated marketing Strategy:
- Customer Focus – No strategy would yield results unless and until you value your customers.
- Co-operation – The responsibility lies on the shoulders of each and every individual who is directly associated with the organization. Interdepartmental cooperation is essential.
- Database Communication – Employees associated with a particular project need to have access to all relevant information, data, figures and so on required for its successful implementation.
- Leverage – Understand how each marketing channel promotes your brand among target customers and also find out the costs associated with the same. Analyse which all channels are the most cost effective for you to effectively integrate for promoting various products and services to yield maximum profitability.
- Profitability – Any strategy or idea is successful only when it generates additional revenues for the organization. Every function and process need to contribute to the earnings of the organization.
Integrated Marketing Communication Tools :
In deciding upon which tools to implement, it is essential to know how your products or services will benefit your end users, but most importantly, where those users generally spend their attention span. The more efficiently you promote your brand, the greater the demand in the marketplace. Remember, not everyone needs your product. Comprehend why an individual would invest in your brand until you have something unique and interesting to offer. The benefits of the brand must be communicated effectively. The following is a brief review of the various integrated marketing communication tools:
- Advertising – Advertising is one of the most effective ways of brand promotion. Advertising helps organizations reach a wider audience within the shortest possible time frame. Advertisements in newspaper, television, Radio, billboards help end-users to believe in your brand and also motivate them to buy the same and remain loyal towards the brand.
- Sales Promotion – Brands (Products and services) can also be promoted through discount coupons, loyalty clubs, membership coupons, incentives, lucrative schemes, attractive packages for loyal customers, specially designed deals and so on.
- Direct Marketing – Direct marketing enables organizations to communicate directly with the end-users. Various tools for direct marketing are emails, text messages, catalogues, brochures, promotional letters and so on. Through direct marketing, messages reach end-users directly.
- Personal Selling – Personal selling is also one of the most effective tools for integrated marketing communication. Personal selling takes place when marketer or sales representative sells products or services to clients. Personal selling goes a long way in strengthening the relationship between the organization and the end-users.
- Public Relation Activities – Public relation activities help promote a brand through press releases, news, events, public appearances etc. The role of public relations officer is to present the organization in the best light.
In conclusion :
One of the most effective ways to promote brands is through effective communication. Organizations need to communicate well with not only the potential customers but also existing customers. Communicating effectively not only strengthens relationship with your clients but also gives organizations an edge over competitors. Remember, effective communication enables message and relevant information to reach the recipients in the desired manner. Why would a customer invest in your brand if he/she is not aware of the product’s features and benefits? The unique selling points of brands need to be communicated well to the end-users by effectively integrating various brand promotion tools.