Marketing Communications

Planning

Hifni Alifahmi
Email: alifahmi21@yahoo.com & fahmi@spiritmarcom.com
 IMC Planning Model
Review of marketing plan

Analysis of promotional program situation

Belch &
Analysis of communications process Belch,
2007: 28
Budget determination

Develop integrated marketing communications program

Advertising Direct Interactive Sales Personal

Marketing Marketing PR/Publicity
Promotions Selling

Direct Interactive Sales Personal

Advertising PR/Publicity Selling
Marketing Marketing Promotions
O&S O&S O&S O&S O&S O&S

Direct
Advertising Marketi Interactive Sales PR/Publicity Personal
ng Promotions Selling
MMST MMST MMST
MMST MMST MMST

Integrate and implement marketing communications strategies

Monitors, evaluate, and control integrated marketing communications progra
O & S = Objectives & Strategy MMST = Message & Media Strategy & Tactics
 IMC Planning – 01

Review of Marketing Plan

Examine overall marketing plan and
objectives
Role of advertising and promotion
Competitive analysis
Asses environmental influences

Source: Belch & Belch, 2007: 29

 IMC Planning – 02 Analysis of
Promotional Program Situation

Internal Analysis External Analysis

Promotional department Consumer behavior
organization analysis
Firm’s ability to implement Market
promotional program segmentation and
Agency target marketing
evaluation/selection Market positioning
Review of previous
program results
Belch & Belch, 2007: 29
 IMC Planning – 03

Analysis of
Communications Process
Analyze receiver’s response process
Analyze source, message, channel
factors
Establish communications goals and
objectives
Source: Belch & Belch, 2007: 29
 IMC Planning – 04

Budget Determination
Set tentative marketing
communications budget
Allocate tentative budget
Source: Belch & Belch, 2007: 29
 Develop IMC Program:
– 05 Objectives & Strategy
– 06 Message & Media Strategy

Advertising Sales Promotion

- Set objectives
- Determine budget
- Develop message
- Develop media strategy
Direct Marketing
- Set objectives
- Determine budget
- Develop message
- Develop media strategy
Interactive/Internet
Marketing
- Set objectives
- Determine budget
- Develop message
- Develop media strategy
Source: Belch & Belch, 2007: 29
- Set objectives
- Determine budget
- Develop message
- Develop media strategy
Public Relations/Publicity
- Set objectives
- Determine budget
- Develop message
- Develop media strategy
Personal Selling
- Set objectives
- Determine budget
- Develop message
- Develop selling roles and
responsibilities
 Matrix for
Communications Objectives

EXISTING AUDIENCES NEW AUDIENCES

EXISTINNG
Audience Penetration: Audience Development:
COMMUNICATION taktik lama untuk segmen taktik lama untuk segmen
METHODS/TACTICS khalayak saat ini khalayak/publik baru

NEW
Comm. Development: Comm. Diversification:
COMMUNICATION
taktik baru untuk segmen taktik baru untuk segmen
METHODS/TACTICS khalayak/publik baru
khalayak saat ini

Source: Guy Masterman & Emma H. Wood, 2006:41

 Communication Effects
Models and Objectives
Lavidge-
AIDA DAGMAR Steiner Objectives

Unawareness 50% awareness among 18-25

year olds within three years
Awareness Awareness Awareness 20% increase in web hit rate
within two months
Interest Comprehension Knowledge 10% request for brochure for
local newspaper advertising
Liking Listed among top 3 national
festival by 60% of audiences
Desire Preference Top position among 18-25
year olds within 3 months
Conviction Conviction Attain 10% of 18-25 year olds
to choose the product
Action Action Purchase 75% of audiences to use,
buy, register within 3 months

Wood & Masterman, 2006

 The San Diego Zoo Objectives
Advertising Sales Public Event/Sponsor, Direct Group Internet
Promotion Relations Cause Marketing Marketing Sales

Objectives Drive Use price, Inform, To provide funding Maintain Max group Provide
attendance product & educate, and promote supporters traffic and information
Uphold image others to drive create, and special for financial & revenue by (zoo, PR
Educate and attendance to maintain image programs/events political selling group activities,
inform come strength tours programs)

Audiences Zoological Targeted From local to Zoological society Children: Convention All audiences
society Southern international supporters Koala Club Incentive gr interested in
Households California Corp/product/ Seniors 60+ Bus tours the zoo
service partners Couples Assoc, club,
camps, etc

Timing Coincide with To fit needs of Coincide with Coincide needs with Ongoing Convention Ongoing
promotional Zoo and Wild events/ both partners Year-round and peak Updated
efforts Animal Park promotion promotion seasons over time

Tools/Media TV, radio, NP, Coupon, tour, News media Advertising, Direct-mail Travel and Website, zoo
outdoor, sweepstakes, Articles publicity, hospitality and on- tourism blog, videos,
magazine, broadcast, Visitors guides, centers, discount grounds tradeshows shop zoo
direct-mail, direct-mail, tour co-op promo, visibility Telemkt E-news
tourist media postcards, books/guides tickets trades Direct-mail
fliers, ticket Talk-shows
discount Trade ads
Newsletter

Belch & Belch, 2007: 210

 Budgeting Approaches
Bottom-up Budgeting
Top-Down Budgeting (Build-up Approaches)

Top managements set Promotion objectives are set

the spending limit

Activities needed to achieve

Promotion budget set to objectives are planned
stay within spending limit
Cost of promotion activities
are budgeted
The Affordable Method
Arbitrary Allocation Total promotion budget is
Percentage of Sales approved by top management
Competitive Parity
Return on Investment (ROI)
Objective & Task Method
Payout Planning
Quantitative Models
Belch & Belch, 2007: 216
The Objective & Task Method

Establish objectives (create

awareness of new product
among 20% of target market

Determine specific tasks

(advertise on market area TV
& radio stations and in major
newspapers)

Estimate costs associated

with tasks (TV ad $575,000, radio
ad $225,000, NP ad $175,000)

Belch & Belch, 2007: 224

 IMC Planning – 07

Integrate & Implement

Marcom Strategies
Integrate promotional-mix strategies
Create and produce ads
Purchase media time & space
Design & implement direct marketing,
interactive/internet marketing,
PR/publicity program
Design & distribute sales promotion
materials
Belch & Belch, 2007: 29
 IMC Planning – 08

Monitor, Evaluate, and Control

IMC Program
Evaluate promotional program
results/effectiveness
Take measures to control and
adjust promotional strategies
Belch & Belch, 2007: 29
 IMC Planning Model
2
Objective setting
Implementation 7

Communications 3 Targeting
about:
Budgeting 6 Event, Program,
Brand,
Organizer/Company,
Venue, Sponsor
Communication to:
Attendees,
Participants,
Sponsors, Media,
Employees,
Volunteers,
Methods & media 5 Community

4
Positioning & message
development
Source: Guy Masterman & Emma H. Wood, Innovative Marketing
Communications Strategies for Events Industry, 2006: 15.
 Public Relations
and Publicity Activities
- Counseling
- Research
- Media Relations
- Publicity
- Press Releases
- Fact-Sheets
- Press Kits
- Video News Releases
- Employee/Member
Relations
- Community Relations
Don Schultz & Beth Barnes, 229-235
- Public Affairs
- Government Affairs
- Issues Management
- Financial Relations
- Industrial Relations
- Development/Fund-raising
- Multicultural Relations/Workplace
Diversity
- Special Events
- Internet Public Relations
Duncan 2004: Final note,
Reputation & Relationship
 Types of Sales Promotions
Sales Promotions

Consumer-oriented promotions Trade-oriented promotions

Samples Contests and dealer incentives

Coupons Trade allowances
Premiums Point-of-purchase displays

Contest/sweep-takes Training programs

Refunds/rebates Trade shows

Bonus packs Cooperative advertising

Price-offs

Event sponsorship Belch & Belch, 2007: 496

 Sales Promotion Planning Process

Organizational Objectives
Communication-mix
Marketing Planning
with no sales promotion

Sales Promotion Objectives

No
Sales Promotion Planning

Sales Promotion Feasibility

Yes
Sales Promotion
Implementation

Sales Promotion
Evaluation and Feedback

Masterman & Wood, 2006: 183

 The Virtuous Cycle of
Direct Marketing
Direct Marketing
Message

Direct marketing Appropriate and relevant

campaigns use the contact with customer
database information to creates direct response
target customer needs to organization
effectively

Database Audience
Updated and Responses
Refined and Feedback

Customer responses
added to the database
create a better
understanding of
customer needs
Masterman & Wood, 2006: 200
 Direct Marketing Methods

Method Organizational stakeholders Customer stakeholders

Personal Ongoing relationship building Communication via customer

with key clients, sponsor and the service staff to enhance
media
Outbound Initial contact with organizational
telesales clients. Retention/repeat
purchase encouragement. Used
to gain permission for personal
contact
Inbound Cross-selling and relationship
telesales building through customer
service
experience and offer
additional relevant product
Post-event communication.
Target frequent attendees to
offer additional benefits and
membership
Cross-selling and relationship
building through customer
service

Source: Guy Masterman & Emma H Wood, Innovative Marketing

Communications Strategies for the Events Industry, 2006: 205
 Direct Marketing Methods
Method Organizational stakeholders Customer stakeholders
Mobile/SMS Not appropriate for
organizational clients unless
specifically requested
Direct-mail Can be used for initial contact
for organizational clients if
well designed and targeted
and supported by telesales
Email Same as direct sales but
needs previous permission,
opt-ins. Useful for repeat
business development in
larger target markets
Masterman & Wood, 2006: 205
Sales promotions, offers,
cross-selling at the event.
Provide relevant valued
information to enhance
experience. Viral marketing to
build awareness
Can be used for initial contact
although more effective for
reminder, retention, repeat
purchase objectives
Very effective for repeat
purchase encouragement
when recipient has opted for
contact via this medium
The Promotional Event Process
Communication Objectives

Integration and Event Objective Setting

Coordination
with other Target Audience Identification
communication
methods
Creative Development

Invitation Maximizing the

communication
reach and effect
Implementation through other
methods
(milking it)
Evaluation

Masterman & Wood, 2006: 221

 The Four Evolutionary
Stages of IMC

Stage 4:
Financial and Strategic Integration

Stage 3:
Application of Information Technology

Stage 2:
Redefining Scope of Marketing Communication

Stage 1:
Coordination of Tactical Communication Efforts

Source: Don Schultz & Heidi Schultz, IMC- The Next Generation, 2004: 22.
Eight Guiding Principles of IMC

1. Become a Customer-Centric Organization

2. Use Outside-in Planning
3. Focus on the Total Customer Experience
4. Align Consumer Goals with Corp Objectives
5. Set Customer Behavior Analysis
6. Treat Customer as Assets
7. Streamline Functional Activities
8. Converge Marketing Communication Activities

Source: Don Schultz & Heidi Schultz, IMC- The Next Generation, 2004.
 The Five Steps
of IMC Planning Process

1. Identify customers
and prospects

5. Budgeting, 2. Valuation of
allocation, and customers/prospects
evaluation

IMC
4. Estimating return 3. Creating and
on consumer delivering messages
investment and incentives

Source: Don Schultz & Heidi Schultz, IMC- The Next Generation, 2004: 69.
 The Five Steps
of IMC Planning Process
Steps Descriptions Exhibits (Pages)
1. Identifying Customers Internal Data Sources 91, Type of Database 93,
and Prospects Data Matrix 95
2. Estimating the Value Customer Brand Value 109, Strategy Formulation
of Customers and Matrix 113, IMC Circular Value Add 119
Prospects
3. Planning The Whole Brand 147/150, Aligning Promise &
Communication Performance 149,Relevance & Receptivity
Messages & Planning 157, Outbound/ Inbound Marcom Model
Incentives 160-161, 7-Up Brand Network, Messages &
Incentives 177, Comm Strategy Dev Form 181-2
4. Estimating Return on Curve of Adv Response 202-3, IMC Planning
customer Investment Matrix 207, ROCI Analysis 221-2, 227-9, 247-8,
250,252, Customer Lifetime Value 272
5. Postprogram Analysis Three Cs Measures of the Brand 287, Segment
and Future Planning Customer analysis 290-291
Source: Don Schultz & Heidi Schultz, IMC- The Next Generation, 2004.