imc june 20, 2015

June 20, 2015Key IMC Features1. Start with the customer or prospect Marcom must start with the customer and then work back to the brand communicator in determining the most appropriate messages and media to employ for persuading customers to act favourably toward the brand. Avoid the inside-out approach (from company to customer) Use the outside-in approach (from customer to company)2. Use any form of relevant contact or touch point Use all means of contact or touch points that effectively communicate the brand message. Surround customers with the message, but not to the point of being irritatingly present.3. Build relationships Because it is more economical to maintain current customers than to recruit new ones, use marcom programs that encourage repeat purchasing and enhance brand loyalty whenever possible.Relationship enduring link between a brand and its customers.Ways to build relationship:a. Loyalty programs advantage card of SM, Citibank Shell Cardb. Experiential Marketing Programs creating special events or developing exciting venues that build the notion that the sponsoring brand is relevant to the consumers life and lifestyle. Oktoberfest, Milo marathon4. Multiple Messages must speak with a single voice All means of contact must present a unified message that is based on the brands positioning strategy. Positioning Statement key idea the emphasizes what a brand is intended to stand in the target markets mind.5. Affect Behavior The ultimate goal of marcom programs is to move the target customer to action that is, to buy the product.