Integrated Marketing Communications

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Day One

#

Module

Timing

Content Summary

1

Introduction

0H:30M

  • Definition of IMC
  • Two global trends that are increasing the importance of effectively executing IMC

2

Targeting

2H:30M

  • Why every successful IMC program starts by understanding “The Boss”.....your customer
  • Introduction to market segmentation
  • Case examples of how smart segmentation grows your brand
  • Hands-on: 3 step exercise to develop and apply market segmentation for a brand
  • Introduction to the Hierarchy of Need concept
  • Hands-on: Build a hierarchy of need for a brand

3

Positioning

2H:00M

  • Positioning defined
  • The building blocks of brand positioning:

-          Points of Parity vs. Points of Difference

-          Reasons to Believe

-          The Brand Promise

  • Hands-on: 3 step exercise to build a “Brand Bull’s Eye”

4

Consistency

2H:00M

  • “Pushing the same message through all the pipes”
  • Consistency across time: examples of success and failure
  • Consistency across all vehicles: examples of consistent and in-consistent execution
  • A message consistency checklist
  • Hands-on: Using the checklist to assess various recent or current B2C & B2B campaigns

 

Day Two

#

Module

Timing

Content Summary

5

The purchase process

1H:00M

  • Differences in decision making for impulse and considered purchases
  • Comparison of purchase process for both types of decision
  • Hands-on: Build a purchase process diagram

6

Touch Points

1H:00M

  • What is a touch point?
  • The role of touch points at different points in the purchase process
  • Example of a touch point map
  • Hand-on: Overlay the purchase process diagram with a touch point map

7

Alignment

2H:30M

  • Case history demonstrating effective alignment
  • 9 best practices
  • An alignment assessment checklist
  • Hands on: Using the checklist to asses the alignment of various recent or current B2C & B2B campaigns

8

Measurement

1H:30M

  • What is brand equity?
  • Three methods of measurement
  • The brand equity ten
  • Definition of Return On Investment
  • Examples of how various brands measure campaign or program ROI
  • Marketing dashboard best practices
  • Hands on: Select brand dashboard metrics for various brands

9

Barrier Busting

1H:00M

  • The most serious barrier to effective integration
  • Three successful strategies for breaking down barriers
  • Best practices in building a cross functional team
  • A tool kit for managing the start-up of a cross functional team

 

Instructors