To convince management on the marketing budget negotiation and build professional marketing communication approach.
Transcript of SILO and IMC to convince the budget Nov 2012
1. HOW TO TURN A&P AS INVESTMENT?1. Right approach of
marketingEffective IMC ManagementUsing SILO for build strong
integration of all media and below the line activitiesProducts is
marketable and demand dynamic oriented2. Sales support orientedGood
marketing is able to generate sales in both short and long term3.
Sustainability contribution:Bring the company closer to clients and
can be counted the one who nurture themCreate more loyalty and
clients retention
2. IMC? WHAT? WHY? Competition is so tough, only integrated and
synergetic ATL and BTL that help to 360 communicating to the target
clients and ensure top of mind recall The competition is so tough
and this is a turbulent world of communication from competition
edging, million information processing even at
subliminal/subconscious level Increase Brand Recognition and
Credibility Nurture Customer Relationship Making Competitors
Irrelevant
3. WHAT IS SILO? WHY NEED IT?SILO is as a metaphor for
organizational units/departments in a company containing its own
management team, value and talentand lack of motivation and desire
to work and communicate with other units or department. (David
Aaker)Why need SILO? Efficient and Effective Decision Making
Synergy Effects Against Competitive Wind by bringing the expertise
silo together. Achieving Worthy and Specific Objectives
4. CAN WE APPLY SILO RULES IN MARKETING PERSPECTIVE?
Synergizing each others Using the same activation platform Ensure
the flow as below: Company Strategies Product and Communication
Strategies Sales Strategies
5. COMMUNICATION SILO FOR PRASAC PC1 CC>>C SR+ Synerg PC2
PR y PC3 Communication Platform>>Brand
Guideline>>Objective of Biz