Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
STAY RELEVANT:
Winning in Multiple Segments Via Integrated
Marketing Communications
Presented By: Sep Cimafranca
Regional Marketing Manager Sensodyne (South East Asia)
GSK Consumer Healthcare, Singapore
What is Integrated Marketing
Communications (IMC)?
an approach to
creating a unified and
seamless brand
experience for
consumers across
channels
- Principles: Focus,
Continuity,
Consistency, Clarity
What Are the Benefits of Using an
IMC Approach?
Synergy
Message Cut-Through
Awareness & Identity/Differentiation
Cost & Time Efficiency
Enhanced Customer Trust & Relationships
Brand and Financial Health
What are the 7 Steps to Create a
Successful IMC?
1. Clearly understand your target audience
For example: Income, Religion, Family size, Occupation, Gender,
Demographic:
Race, Generation
Geographic: For example: School district, Neighborhood, Employer, City
For example: Pet owners, Lifestyle seekers, Friends/family in the
Psychographic:
neighborhood
Purchase Barriers:
I havent heard of it
Im not looking for it
I cant find it
I dont want or need it
I dont want to change my brand
I dont understand why it is different
I dont believe it
I dont understand how to use it
I get the same benefit with X
I dont know which one is right for me
I dont think its worth the price
What are the 7 Steps to Create a
Successful IMC?
2. Pick your channels wisely
- Be ruthless in selecting or
omitting channels; concentrate
on more effective channels
versus trying to be everywhere
x% x%
Dentist Rec Write on x%
shopping Looked
Reg appt. for STP
list brand to
navigate
x%
Searched x%
x% online Read
See ad Pack
or read
an x%
article Talked
to a x%
friend Look at pack to
make sure it
caters for ST
What are the 7 Steps to Create a
Successful IMC?
Sensodyne Calpol
Create a future where Fight the 5 signs of damaged hair Empowers women to fully
every life is sensitivity with 1 solution participate in Life
free
What are the 7 Steps to Create a
Successful IMC?
What are the 7 Steps to Create a
Successful IMC?
5. Ensure messaging is integrated with your goal
- Ensure each element of your marketing campaign is integrated
with your ultimate target/goal. Be concise and specific.
- Examples: sign up to email list, visit brand website, opt in for
educational content, follow you on social media, attend an event,
contact us, find out more, etc
Subscribe Make an
Call Now
Now Appointment
Download Comment
Join My List
Today Below
What are the 7 Steps to Create a
Successful IMC?
Cholo Perreras
Senior Product Manager, McDonalds
Our brief:
How can we be part of the Main Event.
DIGITAL
DISRUPTION
From consumers
as Spectators
From consumers
as Spectators
To consumers
as Creators.
Marketing is a
2-way conversation.
Events are conversations.
Events are conversations.
PREDICTABLE
EVERYDAY CAMPAIGN
Planned content based Planned content based
on calendar events and on reactions on current
contextual situations campaigns
ALWAYS ON EVENT
RESPONSE LIVE
Unpredictable events the Reactive content based
brand needs to react to on scenario planning in
live events
UNPREDICTABLE
LIVE
#MCTOLLBOOTH
LUCKY DRIVE
still matter.
Learn to
Listen
Invest in agility.
Collaborate.
Plan for Scenario A.
Cholo Perreras
Senior Product Manager, McDonalds
ENGAGING THE MILLENNIALS:
HOW OLD BRANDS CAN WIN THE YOUNG
GRETCHEN KING
SR. BRAND MANAGER
DATU PUTI
ENGAGING THE MILLENNIALS
Values
HOW NOW DO WE MARKET TO
THIS NEW GENERATION?
BUILD RELATIONSHIPS WITH YOUR BRANDS
ENGAGING THE MILLENNIALS
BE WHERE 6+
THEY ARE: Hours a day with digital
ONLINE
PARTICIPATION
COLLABORATION
CO-CREATION
ENGAGING THE MILLENNIALS
ENTERTAIN.
NO HARD SELL
ENGAGING THE MILLENNIALS
INFLUENCE
THRU PEERS
ENGAGING THE MILLENNIALS
CREATE AN
EXPERIENCE
CASE STUDY
Datu Puti best known for Vinegar while Soy Sauce lagged
behind.
Challenge: Breathe life back into Datu Putis brand image while
strengthening Soy Sauce sales thru systems-use.
CASE STUDY
KEY TAKEAWAYS:
Get to know them & how they use or relate to your brand