June 20, 2015 Key IMC Features 1. 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! • "se the “outside-in” approach from customer to company! #. "se any form of relevant contact or touch point • "se all means of contact or touch points that e$ectively communicate the brand message. • Surround customers with the message% but not to the point of being irritatingly present. &. 'uild relationships • 'ecause it is more economical to maintain current customers than to recruitnew ones% use marcom programs that encourage repeat purchasing and enhance brand loyalty whenever possible. (elationship ) enduring link between a brand and its customers. *ays to build relationship+ a. ,oyalty programs ) advantage card of SM% itibank ) Shell ard b. /periential Marketing 0rograms ) creating special events or developing e/citing venues that build the notion that the sponsoring brand is relevant to the consumer s life and lifestyle. • 2ktoberfest% Milo marathon 3. Multiple Messages must speak with a single voice • All means of contact must present a uni4ed message that is based on the brand s positioning strategy. • 0ositioning Statement ) key idea the emphasi5es what a brand is intended to stand in the target market s mind. 6. A$ect 'ehavior • 7he ultimate goal of marcom programs is to move the target customer to action ) that is% to buy the product.
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.
