MarketingPresentation,SCMLD,30Oct09

Integrated Marketing Communications & Marketing Tactics

30th October 2009Reema Sarin

04/18/2023 Reema Sarin 2

Evolution of Integrated Marketing Communications

• Advertising and promotion have been used by organizations for years to sell goods, services and ideas .

• The marketplace is continually changing, and traditional strategies are becoming archaic at a rapid pace.

• Increased Competition in Commercial and Non-profit Sectors.

• Organizations need effective and efficient ways of communicating with customers than in the past, largely due to their increasing knowledge as well as their increasing skepticism.

Increased number of organizations have now accepted Integrated Marketing Communications, not only as a tool for effective communication, but to

survive in a marketplace that suffers from information overload.


Integrated Communications requires careful preparation for high adoption


What is driving Marketing Communications today

Improve employeeproductivity

Distributedworkforce

Branding

Competitive imperatives

Social networking

GlobalizationOutsourcing


» Marketing Mix & Approach » Public Relations» Industry Partner Program» Analyst/Advisory Relations» Strategic Relationship Marketing» Web Marketing » Webinar» Blogging» Social Networking» Events/Speaking Opportunities» Awards» CSR

What are we going to talk about!


» Marketing mix is a combination of marketing tools that are used to satisfy customers and company objectives, controlled by the 4 Ps - Product, Price, Place and Promise.

» All elements of sales and marketing must work in perfect unison so that the prospective consumer is being sent that ‘One Integrated message’.

» 5 essential components of the marketing mix are: Fit, Value, Uniqueness, Sustainability, Credibility

» 4Cs - Consumers, Cost, Convenience, and Communication, all mandated to deliver an effective Integrated Brand Management strategy for an organization

Marketing Mix


Approach


Modes


Public Relations


Public Relations - A RACE

• Research• Action • Communication• Evaluation

Evolution of PR Corporate Communications Public Affairs Communications Corporate Relations Corporate Public Affairs Unified Communications NOW -> Integrated Marketing Communications


PR TACTICS

• Measures

– Engage with the PR agencies globally on our Corporate Communication strategy and implementation

– Consistently educate the PR agencies on our strategic positioning, new company developments and trends in the testing industry

– Provide new media pitches to highlight your company’s story for brand recall

• It is no great achievement to get media mileage when you have news to give to the Press

• You know you have a successful PR program when the Press calls you for a company quote ‘as a Thought Leader in your industry story’

A successful Marketing practitioner is one which keeps his/her company in the news consistently and reaches out

effectively to all target markets to meet business objectives

Key Learnings


Industry Partner Program

‘Build an Industry Partner program that generates long term profitable revenue globally. It should enable your company to enter into new markets with service offerings core to your business

strategy’


Analyst/Advisory Relations

‘Make Analyst and Advisory Relations a strategic tool in developing your brand globally. It is useful in creating new business opportunities, reaching out to prospects and supporting existing client

relationships”


Strategic Relationship Marketing

‘Develop and strengthen your relationship with clients globally, you must invest in client focused corporate events and targeted promotional activity – select Roundtable forums; Breakfast meets; Social meetings; host co-branded events.’


Web (SMART) Marketing

Web Marketing is Highly Targeted, Measurable, Cost Effective and ROI driven, which allows you to reach your global customer base fast!

You can target by:

CityCountryGenderAgeInterestsCompanyIndustryJob TitlesSearchWebsitesWebpage context

Control your cost on:

CPC (cost per click)CPM (cost per thousand impressions)CPA (cost per action)

Measure performance and ROI

Total impressions & clicksTotal email opens & visitorsTotal desired actions taken


Establishes you as a thought leader and generated good leads. However, they do Attract Too Many Tire-Kickers

Four Key Steps To Boost Webinar Results And Lead Quality-

– Use Webinars to Educate, Not Sell To, Your Target Audience– Employ Web 2.0 Tactics To Grab Audience Attention– Use Pre-Show Activity To Separate Tire-Kickers From Buyers– Engage With Qualified Attendees During The Webinar — And Right

Afterward

Webinars


• Highly targeted:– Advertise on websites that your target audience frequently visits

• Advertise using various formats:– Text ads, Graphic ads, Animated ads, Peel throughs

• Pay as you like! Never need to exceed your monthly budget:– Pay per click, or pay per impression

• Target with social media site if applicable to your business:– Target by Age, Gender, Country, Education, Company

Online Advertising


Popular Online Advertising Networks


Excellent for creating consistent Brand Awareness and quality Lead Generation!

Search Engine Optimization


Email Marketing is one of the most effective and powerful tools for Lead Generation, applicable to every business today!

And why?

• Free & Direct Medium – It is free medium that immediately connects you to your target market directly

• It is Highly Targeted and Unique

• Highly Measurable – You can measure how many people opened the email, clicked on links

No-cost Email Marketing


Affiliates promote your products and services and drive additional traffic to your website. You only pay a commission when there is a

sale!

Results based Affiliate Marketing

http://www.barnesandnoble.com/index.asp

http://www.achieve-fitness.com/


For your service / product, let your users do viral marketing or the ‘hard-work’ through word of mouth, email and other brand

promotion tools, e.g. Discount Coupons etc.

Intelligent Viral Marketing

http://www.amway.com/en/default.aspx

http://www.linkedin.com/home?trk=hb_logo


Social Networking Websites like Facebook, MySpace, Twitter, and Flickr which were started as ways for people to keep in touch with their friends and family, share their latest holiday photos, and post their favorite cute animal videos -- have become pretty powerful tools for Marketing

Online Social Networks


‘A Weblog is one of the latest and greatest tools for creating a ‘Marketing Buzz’.

And How?

• Blogs have content, distribution, and accelerated frequency – hence great education tool

• Popular blogs have one thing in common; an individual voice. A voice will not only gain readers, but it keeps them, creating brand loyalty

• Fantastic Credibility through third party promotion. Small In Number But Large In Influence

Are you Blogging yet?


Show ‘Thought Leadership’ and Educate your prospects by ‘Pre-selling’ to them with White Papers, Webinars, Case Studies

White Papers, Case Studies: - For e.g. If you are an IT company you would promote your White Papers and Case Studies on:

Webinars: - Host ONE Webinar a month - Promote it through:

- Banner advertising on other related websites through Google (paid ads)- Email to prospects and customers ($0, No Costs!)

Collateral Promotion


Events/Speaking OpportunitiesBe Seen and Heard Globally!


AwardsMake sure you get many every year!


Key Learnings

• Ensure a good ‘buy in’ from senior management by integrating PR and Marketing exercises with the company’s Business objectives.

• This will ensure result in better Return on Investment (ROI) from a ‘measurement of success’ perspective

• For optimum and wide visibility, roll out all Marketing and Media exercises at a Global / Regional level

• Map out a quarterly but flexible Marketing & Communication plan to adapt to the company’s changing and evolving needs

Building & Managing a Brand

30th October 2009

Reema Sarin


» A well crafted Marketing Plan focuses on effective ‘brand positioning’ which has the following three primary components –

» It should define your:» Target Market – locally, regionally, globally» Business focus – industry segment (s)» Key value propositions or USP

•

Positioning is Key!


What is Brand Development

• Developing a new brand is not just designing a new logo - you have to ‘Live and breathe the Brand’

• Brand is another word for ‘reputation’

• Reputation:– Doing what say you will do and doing it well– Meeting deadlines and promises across all markets and amongst

current & prospective clients, industry partners and businesses

• Make every ‘Employee a responsible Brand Ambassador’ through consistent internal marketing and corporate social responsibility (CSR) programs


Firms change Brand Portfolio

Beforethe

Web

Turnover

Mass brands: seek new markets Invest in developing countries. Low margin, reduce ad spending More white labeling

Mid-size brands: stronger targeting Invest in market intelligence. Low margin, keep ad spending level More added value through experience

Niche brands: serve communities Invest in social networks. Keep ad spending low Network = experience

Portfolio


» Branding » Employee engagement» Float the idea » Strategic communications » Think strategically» Award-winning results » Targeted communications» Internal clients» Media landscape» Engaging our audiences» Interactive tools» Communications solutions» Reputation management» Join the conversation» Message-driven

»

Use Smart Marketing JargonBlow your trumpet 24x7!


Organizational Excellence

The journey towards organizational excellence is critical for any Brand to do tremendously to improve its competitiveness in an ever changing marketplace.


Strategic Planning

Align Brand values to design, culture and people to its business strategy, objectives and corporate values.


• All internal communication should focus on effective ‘brand positioning’ amongst employees and should clearly communicate the organization’s corporate values and USP.

• Employees globally should identify them selves with the Brand.

•

Enhance Brand Visibility


Global Brand Management

• Cooperate, collocate and synchronize work tasks with the employee base globally, clearly articulating all facts and the

end objectives of the Brand.

04/18/2023 39

Internal Branding

• Objectives– Increasing internal branding– Creating a sense of belongingness within employee community– Communicate regularly to create a sense of stability – To help drive ownership and shared engagement– Encourage knowledge sharing

• Measures– Monthly company newsletter– Company portal for client visibility– Internal events –Wellness & Employee Talent programs– CSR Activities – Poster Campaigns– Regular email updates on News coverage

Reema Sarin


Process ManagementOperate, Control, Evaluate and Improve organizational processes and interconnected tasks with the goal of maximizing brand values in the market

• Implement an Internal Marketing perception survey with all your Sales and senior Management

• Objective is to obtain feedback –

– On what is working and what is not?

– To prioritise the current marketing plans to ensure that sales and marketing are aligned in meeting the common business objectives

To get better at your Job!


Benchmark for ExcellenceMeasure, analyze and assess the performance of your Brand

in the market every Quarter


Marketing CampaignsIncrease Brand visibility to generate sales opportunities through technology and industry focussed campaigns, client focussed messaging and marketing activities across the globe


CSRShowcase and Communicate your Company’s brand values through CSR

activities amongst all target audiences using all media channels!


Brand Building through CSR


Global Brands!


Thank You

Any Questions?

MarketingPresentation,SCMLD,30Oct09

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Transcript of MarketingPresentation,SCMLD,30Oct09