Evaluating the Effectiveness of an IMC Strategy
Given the complexities of IMC strategies and programs and their highly integrative nature, the metrics and key performance indicators (KPIs) used for evaluating them often align to every stage of the selling cycle. As the sales cycles for consumer products are often significantly faster and more focused on transaction speed than on long-term selling relationships, the metrics and KPIs of IMC strategies in these markets tend to focus on trial and repeat purchasing in addition to brand awareness (Caemmerer, 2009). In Business-to-Business (B2B) selling scenarios, the IMC strategies often have short, intermediate and long-term objectives that seek to attain a very high level of trust with potential and future prospects (Kliatchko, 2005). The truest measure of an effective IMC strategy in B2B markets is the company becoming a trusted advisor to potential and present customers (Caemmerer, 2009). Measuring the performance of IMC strategies includes more than just sales or even trial of a product; it encompasses the strength of the brand over time, its effectiveness in defining a unique market position and above all, communicating a solidly define unique value proposition (UVP) for the product or service (Caemmerer, 2009). While the goals and objectives of an IMC strategy can vary significantly across and within industries, they all share a common set of key metrics of success, namely the ability to position a brand as a leader in its field, successfully and convincingly differentiate the value and user experience of their products or services, and create a compelling motivation to sample or try the product or service (Howard, 2002).
Recommendations on the Value of Each Component of an IMC
One of the most common attributes of highly effective IMC strategies is the consistency of messaging, clarity of the unique value proposition (UVP) and consistency of strategy execution across traditional, offline and online media. In making recommendations on the value of each component of an IMC, the focus needs to be first on the stability and fidelity of the benefits and customer experience delivered with the product or service being sold (Caemmerer,...
The advertisements targeting parents in magazines might emphasize the nutritional components of the cereal and its effectiveness in enhancing their children's overall health and development, while not being a cereal they would have to 'force-feed' to their children during an unpleasant mealtime struggle in the morning. IMC strives to deploy new media and old media in an integrated and effective manner, but with a coherent message. This coherency increases simplicity
In addition, there will be a follow-up interview process to capture specific area of low customer satisfaction scores. These scores will be used for process improvement and business process reengineering within the company. One of the most critical aspects of these measures is the need to use them to fundamentally re-architect the company and make it more customer-centric. This is critical for the Zapper to reflect customers' needs and
IMC Plan for Red Bull: Integrated marketing communications is a general term that is used to refer to a holistic approach to marketing communication that is geared towards ensuring or enhancing the consistency of the message and the corresponding use of media. This concept is the combination of every marketing tool, approach, and resources in a company that enhances impact on the mind of consumers leading to maximum profit at lower
The managers will not act as apologists for staff failures, but will instead accept responsibility for the deviation. The manager will outline the situation as he or she understands it and the different steps that have been taken to remedy the situation. If a direct remedy is required for the customer, then the customer shall receive a direct remedy from the company. While such a policy may be costly to
Sony IMC Sony: IMC Plan In every component of its IMC marketing plan, Sony takes a customer-focused attitude. Each product is marketed in a carefully segmented fashion and designed to meet highly specific customer needs. Although one weakness of this approach is that the image of Sony is not 'integrated' as some of its competitors, in contrast to the minimalist design of Apple which is consistent throughout Apple's entire product line, Sony's
Integrated Marketing Strategy for…a New Protein Bar In the fitness community, there has been increasing concern that protein bars -- traditionally marketed as a healthy source of fiber and protein for the fitness-obsessed -- are too full of sugar and are nothing more than glorified candy bars. However, bars with all-natural ingredients like Lara Bars and Kind Bars often lack adequate amounts of protein for a full 'recovery' meal. This new
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