Integrated Marketing Communications – 5 Primary Communication Tools

Communication is always one of the most important and vital strategic areas of an organization’s success. You can have the best or most innovative products or services, but if your internal and external communications are weak, then the demand for your products or services raises a personal flag of concern. When communicating the value of your products or services, you want to focus on how they will benefit your clients.

When planning your strategy for Integrated Marketing Communication or IMC, you want to have dialogue with your customers by inviting interaction through the coordinated efforts of content, timing and delivery of your products or services. By ensuring direction, clarity, consistency, timing and appearance of your messages, conveyed to your targeted audience, these factors will help avoid any confusion about the benefits of your brand, through the connection of instant product recognition.

When looking at your marketing mix, you’re examining price, distribution, advertising and promotion, along with customer service. Integrated marketing communication is part of that marketing mix included in your marketing plan. IMC strategies define your target audience, establishes objectives and budgets, analyzes any social, competitive, cultural or technological issues, and conducts research to evaluate the effectiveness of your promotional strategies.

If companies are ethically planning, communicating, and following industry guidelines, they will most likely earn the trust of their customers and target audience. There are five basic tools of integrated marketing communication:

1. Advertising:
This tool can get your messages to large audiences efficiently through such avenues as radio, TV, Magazines, Newspapers (ROP), Internet, Billboards and other mobile technological communication devices. This method can efficiently reach a large number of consumers, although the costs may be somewhat expensive.

2. Sales Promotion:
This tool is used through coupons, contests, samples, premiums, demonstrations, displays or incentives. It is used to accelerate short-term sales, by building brand awareness and encouraging repeat buying.

3. Public Relations:
This integrated marketing communications tool is initiated through public appearances, news/press releases or event sponsorships, to build trust and goodwill by presenting the product, company or person in a positive light.

4. Direct Marketing:
This tool will utilized email, mail, catalogs, encourage direct responses to radio and TV, in order to reach targeted audiences to increase sales and test new products and alternate marketing tactics.

5. Personal Selling:
Setting sales appointments and meetings, home parties, making presentations and any type of one-to-one communication, to reach your customers and strengthen your relationship with your clients, initiate this IMC tool.

Decisions linking the overall objectives and strategies during the marketing planning phases help to evaluate and fine-tune the specific activities of integrated marketing communication. Before selecting an IMC tool, marketing, product and brand managers must look at social, competitive, legal, regulatory, ethics, cultural and technological considerations. One thing you want to avoid when activating the tools of integrated marketing communication is reaching inappropriate audiences and causing controversy. That could be damaging when trying to build brand awareness and encourage consumer spending with your company. When marketing managers examine the beliefs, emotions and behavior of their targeted audience towards their brand, they can influence their beliefs to achieve product awareness, by attracting attention to their promotional campaigns.

One Form Of Marketing That’s Better Than The Other

Do you know what “marketing” is? Marketing is the process of finding a market, and promoting your products and services to this market. When you do such a thing, some people will jump on your offer right away, and some will need to be reworked. But at the end of the day, if you’ve done your marketing right, you’ll have a group of loyal customers that you can sell to each and every month for more additional sales and profits.

Honestly, when it comes to marketing, there are really 2 different ways to promote your products. These 2 ways are strikingly different when you really take a look at them and see how they work. In my opinion, one option works extremely better than the other, and it has the power to totally turn a business around without hesitation. Would you like to know what these 2 options are? I’m sure you do. These are the 2 options:

1) Direct response marketing
2) Brand marketing

I listed “direct response marketing” first because it’s my preferred choice of marketing my products and services. The biggest distinction about direct response and brand marketing is that direct response ads have contact information in the ad to place an order or to acquire a free report, and brand marketing doesn’t.

All brand marketing does is that it takes your ad, places it on one page, and it may have one picture that covers the entire page, and after the image is a one line slogan about a business. If this sounds ridiculous to you, then I completely know how you feel. Nobody should be marketing this way because this form of “brand awareness” will simply leave your ads in a wastebasket.

But with direct response, for the same full page ad, you can get a prospect’s attention with your headline, get them to read your story or your opportunity, rouse up their emotions, and get them to take advantage of your free offer at the end of the ad. This is a much better approach than the brand marketing example I gave above.

If you’re not using direct response marketing in your business today, you’re missing out on a lot of profits, and you’re not-knowingly losing a lot of money due to your adventures with brand marketing. How did you get your first understand about marketing and building your brand? Did you learn it from a college professor? Did you hear it on TV one day? Did you hear from a billionaire who states that business is easy? How did you ever stumble upon this concept?

Well no matter how you came across this idea, you should know that it doesn’t work whatsoever. Use direct response marketing instead and you’ll find yourself with a lot of money flowing your way.

If an ad is working, and you have proof that it’s working, continue to roll out with this ad without fail. Keep running ads and make sure that you’re selling to your backend customers also.

Use these tips to have the kind of marketing success that you desire in your business.

Good luck with using these marketing tips to your advantage.

Marketers VS Consumers Predators VS Prey

The distance between marketing consultants and the real world can truly be mind boggling. When a marketing consultant tells someone to send out 10,000 postcards in order to get a 3% response rate and that the actual sales will be something less than that …and then asks the client to pay him for that golden nugget… there has to be a problem!

One subject I have heard precious little about is the process of building badwill as opposed to goodwill. When consumers were being ripped from the dinner table by long distance phone companys’ telemarketers they did not consider the badwill they were spreading until the no call list came out.

I for one have several companies on my “never-do-business-with-list”. Is it because they have bad products? No. Are they over priced? No. Do they have a bad reputation for customer service? No.

I simply will not do business with them because of their aggressive marketing. Feeling like hunted prey does not make me want to do business with the predator.

The badwill that is caused by ad campaigns is a huge factor that is seldom considered and the fact the consumers in America are tired of feeling like prey is rarely factored in to a marketing plan.(Companies are still trying to figure how to work around the no call list!)

I have made it a mission to discover what marketers are telling their clients, and I have checked out hundreds of selling books, marketing books and business books and seminars to find out what the current trend is in marketing wisdom. Although many marketing gurus do preach a kinder and gentler method of marketing I rarely found any that mentioned badwill and how it affects a company’s image and sales.
Here is my short list of badwill generators.

1.Flyers stuffed in mailboxes or thrown on front porches making a home look like landfill and inviting thieves when the homeowner is on vacation.

2.Junk mail advertising/email advertising which is obviously mailed at the cheapest rate possible( if I’m not worth 37 cents then you don’t need me as a customer)

3.Automated customer service…cheap for the company,hell for the customer.

4.computer pop-ups especially those with annoying sounds that hide their close buttons( talk about feeling like prey!)

For the full list of badwill marketing and solutions go to http://lastingimpressions2.com and check out marketing tips.