Integrated Marketing Communications
This event is over.
Day One - 8:30 am - 5:00 pm
Registration and Continental Breakfast - 8: 00am - 8:30am
- What is integration?
Why is integration growing in importance?
The Four Strategic Habits of Integrated Marketing Communication
Overview of the closed loop process you will learn
Strategic Step 1: Targeting
Tool 1: Integrated Target Matrix
Introduction to the case study you will work on for the rest of the day
Creating an Integrated Target Matrix for the case study
Strategic Step 2: Positioning
Tool 2: Hierarchy of Needs pyramid
Tool 3: Point of Parity/Points of Difference analysis
Tool 4: The Integrated Brand Bulls Eye
Strategic Step 3: Mixing
Tool 5: Communication Vehicles and Purchase Process Alignment
Review of recent integrated campaigns to identify best practices and common mistakes
Day Two - 8:30 am - 5:00 pm
Registration and Continental Breakfast - 8: 00am - 8:30 am
- Strategic Step 4: Measurement
Moving from efficiency and effectiveness measures to financial performance measures
Tool 6: Integrated ROI measurement
Some pragmatic suggestions
Why is integrated marketing communications difficult to implement successfully?
Globalization
Brand vs product tensions
Multiple audiences
Proliferation of marketing suppliers
Functional silos
Integrated Implementation Rooadmap
Four characteristics of a successful integrated marketing company
Characteristic 1: The Brand Champion
Characteristic 2: Technology that supports the integration process
Characteristic 3: Purpose Driven Teams
Characteristic 4: Skilled Team Leaders
Two skills you need
Skill Tool 1: Stakeholder analysis
Skill Tool 2: Facilitation of Cross Functional Teams
8 Facilitation tools you can use