Integrated Marketing Communications Campaign PLAN

Usep Suhud, PhD

Before you make an IMC campaign plan, make sure you understand your product category;

In general, there are two categories of products: tangible and intangible

Product Category

Goods:Food, textile, record, craft

Experiences:Movies, tourist destinations

Services:Spas, Barbershops, Hospitals, hotel services, apartment services

Ideas:Books, Business Plan

Organisation:Profit/non-profit organisations

Property:Houses to sell, apartments to sell

Persons (with a talent): Accountants, actors, singers, lawyers

1. Situation Analysis

2. Objectives

3. Strategy

4. Tactics

5. Target

6. Crew

7. Timeline

8. Budget

9. Measure

ments

Step by StepIMC Campaign Plan

Explain your product category; Explain the marketing mix/service marketing mix; Explain your product life cycle (if possible) Explain the perceptual mapping of your product Explain the SWOT analysis of your product (and competitors

if possible)

1. Situation analysis

1. Situation analysis

a. Product Life Cycle

1. Situation analysis

b. Marketing mix/ service marketing

mixProduct

Price

Place

Promotion

People

Process

Physical evident

Setiap kali ada satu kekuatan, maka akan ada kesempatan; Setiap kali ada satu weakness, makan akan ada ancaman; Identifikasi masing-masing, sebanyak mungkin.

1. Situation analysis

SWOT analysis

Strength Opportunities

Weakness Threats

1. Situation analysis

Perceptual mapping

2. Objectives

Marketing objectives

Communication objectives

1. Meningkatkan jumlah pelanggan dari 1000 menjadi 3000 orang dalam waktu tiga bulan;

2. Meningkatkan omzet penjualan dari Rp 5,000,000 menjadiRp 20,000,000 dalam waktu tiga bulan;

3. Meningkatkan jumlah pengunjung dari 1000 menjadi 3000 orang dalam waktu tiga bulan;

1. Menciptakan/meningkatkan ATTENTION: Exp. Dari 1000 Facebook followers menjadi3000 Facebook followers

2. Menciptakan/meningkatkan INTEREST: Exp. Menciptakan 500 orang penanya lewatcall centre/social media account/email

3. Strategies

1. Advertising: Printed (magazine, tabloid, bulletin,

newspaper, books) Electronic: radio, TV, internet Outdoor: banner, balloon, bus

STRATEGI adalah pemilihan alat-alatpromosi sebanyak mungkin dan

mengintegrasikannya dengan online and offline marketing channels.

Marketing channels adalah media pemasaran/komunikasi:

printed/electronic/outdoor

3. Strategies

4. Direct marketing: Printed: Brochure, leaflet, poster, catalogue Electronic: SMS, email Face-to-face: door-to-door

3. Sales promotion: Discount, bundling, cashback, voucher, sampling, gift away, guarantee, door prize, lucky draw

2. Selling: personal selling, group selling, auction, MLM, online selling

3. Strategies

5. Public Relations/Publicity

6. Packaging

7. Exhibition & other marketing events

8. Customer care

9. Merchandising (how the products are displayed/arranged) & Point-of-purchase

3. Strategies

10. Word of mouth Face-to-face word-of-mouth Electronic word-of-mouth Word-of-mouth marketing

13. Corporate identity: Corporate design Corporate communication Corporate culture: country of origin,

founder Corporate structure Corporate value Industrial identity

11. Interactive marketing

12. Sponsorship

4. Tactics

Exp. Sales promotion – gunakan 5W+1H untuk menjelaskan TACTIC

Apakah mau pilih catalog/brosur? Bagaimana desain catalog? Berapa catalog yang dicetak? Bagaimana menyebarkan catalog? Dimana menyebarkan katalog? Siapa yang akan menyebarkan

katalog?

TACTICS adalah bagaimanamemberikan detail informasi untuk

setiap strategi yang telah dipilih

5. Target

Demographic

Psychographic

Geographic

Behavioural

Motivation

6. Crew

Adrian Team Leader

BimaSecretary

DonnySocial Media

MayaMedia Relations

MardiantiBudgeting

Tinny WeenySponsorship

7. Budgeting

8. Timetable

9. Measurements

How to measure marketing objectives

How to measure Communication Objectives

1. Number of subscribers?2. Number of buyers?3. Profit?

4. Number of unit sold?

5. Number of visitors?

1. ATTENTION? How many followers, likes, mentions, retweet?2. INTEREST? How many questions delivered via call centres/social

media networks/email?3. Conduct interviews/ a survey to subscribers, buyers, customers, or even strangers

The end