• Purpose :
IMC provides answers to 5 important questions asked by marketers : 1. How do you create integrated and effective Above the Line (ATL) and Below the Line (BTL) communications? 2. How do you make communications and contacts that create Customer Experience and Brand Loyalty? 3. How do you take advantage of database for communication programs outside conventional media like television & print media? 4. How do you measure the returns or effectiveness of communication programs? 5. What is the trend of interactive and customized non-conventional media like call center, mobile, internet?
• Course Outline :
Evolution of Communication Strategy : Communication strategies and tactics have changed, from transaction to relationship, from one-way communication to two-way communication and from mass marketing to customized communication. This session discusses the change in IMC paradigm and its affects on communication strategies and tactics. Communication Integration : With many choices of media and activities, it is very important to integrate everything effectively. Integration includes messages, database, front office and back office, of corporate strategies and brand strategies, of marketing & PR. These are the requirements of effective IMC. 5 Stages of IMC : IMC starts with : (1) Identification of customers through database management, (2) Evaluation of customer value, (3) Creating communication messages, (4) Measuring returns (ROI) and (5) Allocating and evaluating budget. Database Management : In IMC, database has critical function. How do you build database for IMC? How do you make full use of database for IMC implementation? Marcom Delivery : The first stage of creating message is by analyzing Brand Contact & Customer Experience. The result of this Brand/Customer Contact audit will enable marketers to choose media effectively and design messages that encourage consumers to buy and become loyal. Measuring Communication ROI : The discussion is within the topic of measuring communication ROI from both short-term and long-term perspectives. Some financial measurements such as increasing profit, Customer Lifetime Value (CLV) and Brand Equity will be discussed in this session. Non-Conventional Media : Marketers must prepare for the emergence of new media, which are interactive, personal and fast. They are usually driven by new technologies such as mobile telecommunication, internet, web, software and RFID.
• Participants :
CEO, Director, GM or Manager of the Departments of Marketing, Promotion, Business Development, Operational and IT in Industries such as Consumer Goods, Pharmaceutical, Automotive and Services such as Banking, Insurance, Leasing, Telecommunication and Hotel.
• Duration :
2 days @ 7 hours
Loading ...