events ch 12: Integrated Marketing Communication for Events

Event organizations must also communicate their…
value propositions to customers, and what they communicate should not be left to change
All of the communications must be planned and blended into carefully integrated marketing communications programs using…
many communication channels to deliver a clear, consistent, and compelling message about the organization and its products
integrated marketing communications produce better…
communications consistency and greater sales impact
the promotion mix:
the specific blend of advertising, public relations, sales promotion, personal selling, and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships
advertising:
any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor
-broadcast, print, internet, outdoor
sales promotion:
short-term incentives to encourage the purchase or sale of a product or service
-samples, coupons, sweepstakes and games
public relations:
Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events
-press releases, sponsorships, special events, webpages
personal selling:
Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships
-sales presentations, trade shows…
direct marketing and digital marketing:
Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships—using telephone, mail, fax, e-mail, the Internet, and other tools to communicate directly with specific customers
-catalog, telemarketing, websites
Integrated Marketing Communications (the new marketing communications landscape)
-consumers are better informed
-less mass marketing
-changing communications technology
integrated marketing communications:
is the integration by the company of its communication channels to deliver a clear, consistent, and compelling message about the organization and its brands: recognizing all touch points
key factors in good communication:
-Senders need to know what audiences they wish to reach and what responses they want
-Senders must be good at encoding messages that take into account how the target audience decodes them
-Senders must send messages through media that reach target audiences, and they must develop feedback channels so that they can assess the audience’s response to the message
steps in developing effective marketing communication:
1. identifying target audience
2. determine the communication objectives
3. design the message
4. choose the media
5. select the message source
step 1: identifying the target market
-what will be said
-how will it be said
-when will it be said
-where it will be said
-who will say it
step 2: determining the communication objectives
Marketers seek a purchase response that results from a consumer decision-making process that includes the stages of buyer readiness
Step 3: Designing a Message
–> achieve AIDA
-get Attention
-hold Interest
-arouse Desire
-obtain Action

-message content:
rational
emotional
moral

Step 4: Choosing Media
Personal communication involves two or more people communicating directly with each other
-face to face, phone email, texting
Step 4: Choosing media (non personal communication)
non-personal communication channels: are media that carry messages without personal contact or feedback, including major media, atmospheres, and events.

-Major media include print, broadcast, display, and online media

-Atmospheres are designed environments that create or reinforce the buyer’s leanings toward buying a product

-Events : PR departments arrange grand openings, shows and exhibits etc

Step 6: collecting feedback
do the market research
-ask customers: remember message
how to determine the promotion budget
-Affordable method – used by small businesses
-Percentage-of-sales method – setting your budget at a certain % of current or forecasted sales
-Competitive-parity method – setting your budget to match competitors’ spending
-Objective-and-task method – setting your budget based on what you want to accomplish with promotion: define objectives, determine the tasks, estimate the cost of the tasks
integrating the promotion mix:
-The company must take steps to see that each promotion mix element is smoothly integrated.

-The various promotion elements should work together to carry the firm’s unique brand messages and selling points.

advertising
can reach masses at a low cost per exposure, high absolute cost (TV advertising requires large budgets)
The message can be repeated
Due to its public nature, consumers view advertised pdts as more legitimate
Allows you to dramatize your products: visuals, print, sound, color
Can be used to build long-term image for a pdt and brand preference as well as customer relationships, or can trigger quick sales (advertising weekend specials)
One-way, impersonal communication
personal selling
personal interaction between two or more people
Most effective tool at certain stages of the buying process: building up buyer’s preferences, convictions, and actions
The most expensive promotion tool: companies spend up to three times as much on personal selling as they do on advertising
sales promotion
coupons, contests, discounts, premiums etc.
Attract consumer attention
Offer strong incentives to purchase
Boost sales
Invite and reward quickly: Buy our product. Buy it now.
Effects short lived
PR
credible and very believable: news stories, sponsorships, and events more real than ads
The message gets to buyers as news rather than as a sales-directed communication
Can dramatize a company or product
Can be very effective and economical
direct marketing
less public, immediate and customized, and interactive – direct mail and catalogs, online marketing
Well suited to highly targeted marketing efforts and building one-to-one customer relationships