Bonnie HarrisCreating Powerful IMC Strategies

Creating Powerful IMC Strategies: From Strategy Statement to Synchronized Tactics

Bonnie HarrisFounder, Wax MarketingAdjunct Professor, WVU Reed College of Media @waxgirl33

3

• Defining IMC for Communicators

• Behavior Analysis• Strategy Statements• Cross-Channel Strategies• Linked Tactics

@waxgirl333

DEFINITION OF IMC

A PLANNED USE OF DIFFERENT PROMOTIONAL METHODS THAT ARE RELEVANT TO THE AUDIENCE, CONSISTENT AND REINFORCE EACH OTHER.

@waxgirl333

Critical Components

• Behavior analysis• Message alignment• Cross-channel

strategies• Measurement

@waxgirl333

BEHAVIOR@waxgirl333

ANALYZING BEHAVIOR

Content acquisition behavior is #1

•Informal surveys•Site analytics•Social media analytics•Observation

Create your own custom survey.

Takeaway #1

INFLUENCING BEHAVIOR

•Create a premise•Target desired behavior•Strategize to influence behavior

MESSAGING STRATEGY

• Strategic consistency • Begin with one voice• Core Strategy Statements• Message translations

@waxgirl333

Identify your core strategy statement. Takeaway

#2

Goal: Awareness across industries

Mix: Cause marketing, PR, events, social

Results: nearly 100% positive impressions

Results: Global earned media

Feminist Beer

POWERFUL STRATEGIES

• Consistent• Synchronized• Cross-channel• Behavior focus• Creative

@waxgirl333

STRATEGY FOCUS

• Awareness• Seasonal • Hyper-local

• Word of

mouth • Call • Loyalty• ?

Each strategy should focus on one stage of the buying cycle

APPLE WATCHGoal: Beat competition

Mix: Tradition/onlineResults: 75% of smart watch market in 1st quarterResults: Sales exceeded that of 1st iPad & iPhone combined ©jon

friedman

LINKING TACTICS

• Combine new and old

• Link two, three, four or more

• Synchronize

• Align

@waxgirl333

Think of the linked tactics you’re currently using and make them BETTER.

BJP PARTY CAMPAIGN

• Elected Modi in 2014

• Created a landslide victory in India

• Behavior of non-voters

• Understanding of personas

• Linked traditional and bleeding edge technology

SIMPLE LINKED TACTICS

• Earned placement+ social media

• Direct marketing + landing pages

• Email + signage• Print + mobile

@waxgirl333

COMPLEX LINKED TACTICS

• Integrated product placement

• Music promotion• Product launches• PSA’s @waxgirl333

MEASURING TACTICS

• Iterative, ongoing measurement• Website behavior• Social media engagement• Online clicks

@waxgirl333

“”

UNPLANNED MESSAGES ARE THE HOLY GRAIL OF IMC

- MICHAEL PALIN

Create a linked tactic toolkit.

Takeaway #3

REVIEW

• Behavior is more important than demographics

• Content acquisition behavior is key

• Create strategies across channels

• Link tactics to increase performance @waxgirl333

QUESTIONS?

@waxgirl333

BONNIE HARRISW

AXMARKETING.COM

LINKEDIN/IN/W

AXMARKETING

WAXM

ARKETING@

GMAIL.COM

612-801-0912@

waxgirl333