4th International Workshop on
“Innovative Marketing Communications (IMC-4):
Promoting and Selling Training and Services in a Competitive Global Market”
Website:
www.kult-educ.org/wksp/imc-4
Cairo, EGYPT: February 5 – 11, 2005
A New Marketing Paradigm: Integrated Marketing Communications Session: 2-1/2-2
a presentation by:
Prof. Ibrahim Hegazy
A Collaborative Activity Organized by: SPAAC/Human Empowerment Center (HEC) Institute of Management Development (IMD)/American University in Cairo (AUC) in collaboration with the International Society for Improving Training Quality (isitQ) Dr. Ibrahim Hegazy, AUC
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Sessions 2.1 / 2.2
A New Marketing Paradigm: Integrated Marketing Communications
Dr. Ibrahim Hegazy Chairman, Management Department Associate Professor of Marketing American University in Cairo February 2005
The Marketing Communications Plan
The Executive Summary 1. The Marketing Communications Situation Analysis 2. Target Audience Specifications & Profiling
3. Brand Evaluation 4. Brand Positioning 5. The Marketing Communications Objectives 6. The Creative Strategy 7. The Marketing Communications Mix 8. The Marketing Communications Budget 9. The Marketing Communications Performance Evaluation Measures
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1. The Marketing Communications Situation Analysis
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2. Target Audience Specifications & Profile
•Demographics:
•The Facts about the Target Audience •The Static “stand-still” picture of the Target Audience •Psychographics: •The Dynamic “ever-changing” picture of the Audience Target
•The Psychology of the Target Audience (the lifestyle, the personality, the influencing factors and the like)
•The Behavior of the Target Audience when dealing with the Service.
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3. Brand Evaluation
• Customers’ Perceptions of Brand Name • Evaluating the impact that the other elements of the Marketing Mix such as the Service Quality, the Prices, and the Delivery Venue may exercise on Brand Evaluation
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4. Brand Positioning
• It is the Location you want to occupy in customers’ mind that will distinguish you away and unique from the competition.
Brand Positioning has to do with how you want your customers to perceive you?
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It is also the Image and Personality/Character that you want to convey to your customers.
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5. The Marketing Communications Objectives
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Criteria for Effective Objectives Setting
SMART
• • • • • S M A R T = Specific = Measurable = Attainable = Realistic = Time Framed
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6.
1. 2. 3.
The Creative Strategy
The Copy Platform
Identify the Unique Selling Proposition (USP) “The Plan Unified Theme” Decide on the Marketing Communications Appeal: “Rational or Emotional” Select the Execution Technique:
(a) Factual Message, (b) Scientific Evidence, (c) Comparison, (d) Testimonial, (e) Slice of life, (f) Animation, (e) Symbolism, (g) Dramatization “exaggeration” , (h) or a Combination/Mix from some of the above.
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What is the Unique Selling Proposition (USP)
1. It is Your Unique Proposition/Promise to the consumer. What is on it for me? Why should I buy from You? It is the Proposition that competition either doesn’t or can’t offer or if it does offer You could defend your uniqueness on delivering it. It a Strong-enough Proposition/Promise that can move your customer, pulling him to your brand.
2.
3.
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7. The Marketing Communications Mix
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7. The Marketing Communications Mix
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Advertising: Television / Print / Outdoors / Business Directories / Internet Banners. Sponsorship: Sports & Cultural Events & MENA Road Tour. Public Relations: Dealer Convention / Press Conference / Product Brochures / Pamphlets / Giveaway / Technical Seminars / Trade Fairs & Exhibition / Launching Event. Personal Selling through face-to-face meetings with B2B potential customers and with distribution channel members. (B2B). Sales Promotions Tools (Temporary incentives): Star Dealer Programs / Customers Loyalty Programs / In-store Communications (Shelf talkers, Retail Banners, Merchandising, and Shop Boards) / Salesman Incentive Programs. On-Line Marketing, Interactive Web Site Development & SMS campaigns.
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7.1 The IMC Implementation Schedule
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8. The Promotion Budget 1. 2. 3. 4. What You Can Afford Method Percentage of Sales Method Matching the Competition Method Objectives & Tasks Method
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9. The Marketing Communications Performance Evaluation Measures • Pre Execution Measures:
– Concept/Theme Test – Final Draft Test
• Post Execution Measures:
– Awareness Test (Recall Test) – Recognition Test (Message Comprehension Test)
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