Promotional Mix and IMC Tools Identify the key marketing communication methods a

Question

Promotional Mix and IMC Tools Identify the key marketing communication methods and specific IMC tools you will use in your marketing campaign. How will you use each of these tools? Look for ways different methods and tools can build on each other: advertising, direct marketing, public relations, digital marketing. guerrilla marketing, personal selling, sales promotion. Sales Alignment At what point(s) in the sales process (or sales funnel) does this campaign operate? Sales process stages are: 1) generate leads; 2) build relationships/discover needs; 3) present solution/resolve concerns; 4) close the sale; 5) monitor and follow up. How does your campaign support sales activity? Measurement (KPIs-Key Performance Indicators) How will you measure the success of the campaign? Select 3-6 KPls (key performance indicators) that you will measure. Briefly explain why each KPI you select will be a good indicator of whether your campaign is successful Examples of KPls . Total sales/revenue New/incremental sales Number of qualified leads generated . Net Promoter Score . Web site unique visitors Number of registrations/sign-ups Impressions- views of content CTR-click through rate Engagement-comments, likes, shares, pageviews, video views Followers - social media (Facebook, Twitter, Linkedln, YouTube) Awareness Etc

Explanation / Answer

PROMOTIONAL MIX AND IMC TOOLS

DEFINITION

Integrated Marketing Communication is integration of all marketing tools, approaches, and resources within a company which maximizes impact on consumers mind and which results into maximum profit at minimum cost.

IMC is also brodly known as the term " Promotional MIX" . in traditional marketing, promotion activities are handled by various specialist agencies . The marketing effect is fragmented and the result could be conflicting communication that confuse the customer

The main Objective of IMC

2.Providing Information :Brand Equity serves IMC goals .

3: Manage Demand and Build State : IMC can convince consumers taht a particular brand is superior to otehr brand

Steps Involved in Developing IMC Programme:

PROMOTION MIX TOOLS

Promotional mix is one element of marketing mix and they refers to various elements

Perhaps the most prevalent perspective on the internet is that it is an advertisng medium as many markets advertise their products and services on the websites of other companies or organizatiopn

Sales Alligment

The first step to providing better leads is alligment with sales team. is to work together to define a good opportunity. That way , as leads become qualified,based on everyone in the organization

Generate Leads :

This term can be used to signify that someone a contact of your own company, but tehy are still not fully acqainted with who you are and what you do. remember the names you collect from your website, through social media, from list brokers or other sources are not necessarily leads. They are inquiries or prospects that will likely require further work from the marketing team to determine whether they are good candidates for a purchase (i.e., the right industry, company size, etc.)

Leads

A full-fledged lead is a prospect that has formally engaged with your content and given your company valuable information about who they are and what they do.

Qualified leads :

The sales team, however, is only interested in receiving leads that are ready to engage in discussions closer to the company’s product or service. These leads are qualified. Sales typically wants to see some indication that the contact is deep enough in the sales cycle and has the need and budget to make a purchase. Marketing can turn a regular lead into a qualified one by using lead nurturing.

Building REaltionship/ discover needs:

Present Solution/ Resolve

Close the Sale:

One of the hardest thing is closing the sale. the close doesnt have to be as difficult as it seems.

The Assumptive Close :

The most generic is one you'd use if you havent been able to fit the prospect to more customized close.

The time close:

This is good one to use if your prospect utters the fatal phrases. This only works if such a limitation exists-dont ever kie to a prospect

Closed the sale :

If the sale appointment has gone well and the cleints is intrested, singing the order may almost be a formality . It is very likely that you will find it more productive to sell in a consultaive way rather than using presure

Number of qualified leads:

This is a metric that depends wholly on the nature of your business. New leads can be people who sign up for a free trial. They may also be people who visit your website and spend a certain amount of time without yet ordering anything.

NET PROMOTER SCORE

Net promoter score shows how likely is a customer to recommend your brand or service to a friend. This metric can be measured with customer surveys and interviews. The easiest way is to ask this question in the follow-up email of a product order or new subscription.

Promoters (score 9-10) are loyal enthusiasts who praise your company to others and drive your sales
2. Passives (score 7-8) are satisfied but unenthusiastic customers who leave when they see a better offer.
3. Detractors (score 0-6) are unhappy customers who spread negative information about your company and can damage your brand image.

CUSTOMER ENGAGEMENT LEVEL

While it’s difficult to measure something so vague, it’s important to know how engaged your clients are to avoid the churn. Here’s a holistic overview on how to evaluate your customer engagement.

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