Enter your email address to subscribe to this blog and receive notifications of new posts by email. In assessing the collective impact of an Integrated Marketing Communications program, the overriding goal is to create the most effective and efficient communications program possible. I want to chat about two different approaches to marketing communications and give you five tips on how to improve your communications.
For me “marketing communications” covers absolutely everything you say to your customer – your emails, your direct mail, your website copy, your sales pitch, your slide presentation, your YouTube videos, your local newspaper advertising, the images you use in your status updates and tweets, your blog posts…you name it and it is ALL marketing communications.
What is this?   It is the method used to craft communications that fall flat…just like hitting a brick wall.  It can hurt.
Typically, the copy is dull and dulling with a focus on product or service features.   Instead of presenting an enticing end result, you try to convince (aka sell) your customer on the abilities of your product or of you to perform. She’s a talented and very experienced interior designer.  She magically transforms ugly rooms into functioning works of art.
Any visitor to her website would have left immediately because the site did absolutely nothing to stimulate, tempt or tantalize anyone into taking any action.  Just a big brick wall.
Instead of the hard impenetrable brick wall, your customers feel a verbal caressing – one that makes them want to take action. The interior designer put together the copy for her website thinking her potential customers wanted to be certain she was a skilled designer and that she worked with them to create rooms that were tailored to their needs.  After all, this is what she does. The most common mistake in marketing communications is to think potential customers want or need to know something about YOU or your product. They want to buy from the person who delivers that something special to the buying experience.
The best place to start is with your Buyer Persona.  Nail that down and you’ll have all of your answers.
Do you tug at their hearts, their ego, their desires so they can’t resist when you describe the end result? 5.  Am I selling a product or service or presenting the fulfillment of my customer’s wants?
Am I selling a vacation rental with so many beds and baths or presenting a memorable experience that will last a lifetime? Am I selling children’s books or presenting an opportunity for some quality time with one so dear?


Am I selling an online training program with so many modules or presenting an opportunity to gain mastery in a specific area? You get the idea.  Stop selling and start presenting and all of your marketing communications will start delivering you far better results. Sheila HibbardSheila Hibbard takes the fluff, hype and confusion out of marketing and social media. Receive Free weekly updates, tips and techniques to grow your business.  Fill in the information below and look for Marketing Action in your inbox. Posted in Communications and tagged communications, customers, marketing, marketing communications, Website. An information packed e-course that will get your social media efforts moving in the right direction for your business. Your marketing plan is executed by using the tactical elements of the Marketing Communications, or Promotions Mix. The Marketing Communications Mix is the specific mix of advertising, personal selling, sales promotion, public relations, and direct marketing a company uses to pursue its advertising and marketing objectives. Advertising - Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Personal selling - Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships. Sales promotion - Short-term incentives to encourage the purchase or sale of a product or service. When deciding upon your unique marketing communications mix, you should also consider the Product Life Cycle. Next let's briefly walk through each of the various parts of the marketing communications mix. This Website may not be reproduced, in whole or in part, in any form without prior written permission. Integrated Marketing Communications can be defined as “a communication process that entails the planning, creation, integration and implementation of diverse forms of marketing communications that are delivered over time to a brand’s targeted customers and prospects” (Shimp, 2010, p.10). The integration of all marketing efforts is necessary, due to the fact that the core meaning of the brand need to be stressed by each individual marketing technique. It needs to be stressed that Integrated Marketing Communications is not just a buzzword or a management fashion.


The following six criteria can be used to help determine whether communications are truly integrated. She provides small business owners with straight forward, no nonsense marketing guidance and techniques that produce results based on her 35 plus years in advertising, communications, research, strategic planning and social media. The formulation of an effective brand core meaning has significant positive contribution to the growth of the business.
On the contrary, “Integrated Marketing Communications  is not a fleeting but rather has become a permanent feature of the marketing communications landscape around the world” (Shimp, 2010, p.9). Coverage is the proportion of the audience that is reached by each communication option employed, as well as how much overlap exists among communication options. Contribution is the inherent ability of a marketing communication to create the desired response and communication effects from consumers in the absence of exposure to any other communication option. Commonality is the extent to which common associations are reinforced across communication options, that is, the extent to which information conveyed by different communication options share meaning.
With any integrated communication program, when consumers are exposed to a particular marketing communication, some consumers will have already been exposed to other marketing communications for the brand, whereas other consumers will not have had any prior exposure. Evaluations of marketing communications on all of these criteria must be weighed against their cost to arrive at the most effective and efficient communications program.
In other words, to what extent do different communication options reach the designated target market and the same or different consumers making up that market?
How much does a communication affect consumer processing and build awareness, enhance image, elicit responses, and induce sales? The consistency and cohesive-ness of the brand image is important because it determines how easily existing associations and responses can be recalled and how easily additional associations and responses can become linked to the brand in memory.
Complementarity relates to the extent to which different associations and linkages are emphasized across communication options.
Different brand associations may be most effectively established by capitalizing on those marketing communication options best suited to eliciting a particular consumer response or establishing a particular type of brand association.



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