onononononono nonononononon onononononono nonononononon onono^^^onono □On^BRS/^On I 1MJ ^ MASARYKOVA UNIVERZITA M/ □ o d*/^]^ Pa o n ononouv^uonono nonononononon onononononono nonononononon onononononono nonononononon onononononono dodododododod onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono □ odododododod onononononono nonononononon onononononono nonononononon PV231 Class 4 Integrated Marketing Communications Strategy Course Faculty of Informatics SSME Program PV231 Integrated Marketing Communications SPRING 2011 OOOnODODOOODO nonononononon onononononono nonononononon onononononono □ ODOnonononon onononononono onononononono MASARYKOVA UNIVERZITA www.muni.cz Tento projekt je spolufinancován Evropským sociálním fondem a státním rozpočtem České republiky. EVROPSKÁ UNIE b^^^ I MINISTERSTVO ŠKOLSTVÍ, MLÁDEŽE A TĚLOVÝCHOVY OP Vzdělávání pro konkurenceschopnost INVESTICE DO ROZVOJE VZDĚLÁVÁNI nonononononon onononononono □onoDODODonon onononononono PV231 Integrated Marketing Communications SPRING 2011 onononononono nonononononon onononononono nonononononon onono^^^onono □On^BRS/^On I 1MJ ^ MASARYKOVA UNIVERZITA M/ □ o D*/4]^ Pa o □ ononouv^uonono nonononononon onononononono PROGRAM Rnnm R904 nonononononon onononononono nonononononon O □onononononon onononononono nonononononon onononononono 09:00 - 10:45 Lecture 10:45 - 11:00 Short Break 11:00- 12:00 Lecture 12:00 - 13:00 Team Work & Exercises onononononono nonononononon onononononono nonononononon O nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon Tento projekt je spolufinancován Evropským sociálním fondem a státním rozpočtem České republiky. nonononononon onononononono nonononononon f7% <"> LBW9 I F^fiř*T i vi i 6 INU * ■HB I I ministerstvo školství, op Vzdělávání VMIIt/ EVROPSKÁ UNIE ^0 ■ mládeže a tělovýchovy pro konkurenceschopnost J4Hkvf' nonononononon onononononono INVESTICE DO ROZVOJE VZDĚLÁVÁNÍ nonononononon onononononono □onononononon onononononono □ onononononon PV231 Integrated Marketing Communications SPRING 2011 onononononono nonononononon o □ □ o o □ □ o o □ □ o o □ □ o o □ □ o o □ □ o o □ □ o o □ □ o Project Deliverables Research Report May 23th Creative Brief May 25th Final IMC Plan DRAFT May 30th Creative Pitch May 30th Final IMC Presentation June 2nd Final IMC Plan June 2nd AAARKET ANALYSIS Industry & Category Overview Project Goal & Overview Executive Summary Executive Summary Consumer Behavior Analysis Research Insight Summary Research Report Research Report Competitive Analysis Audience, Message, Media Overview IMC Plan Communication Strategy: IMC Plan Communication Strategy: Brand/Product/ Service Analysis & SWOT Schedule & Budget Audience, Message Execution Strategy: Media, Schedule, Budget, Measurement Creative Strategy: Branding Ideas, Creative/Design Short 5-7 minute presentation of the plan ideas 20-minute presentation of all ideas in front of the client Audience, Message Execution Strategy: Media, Schedule, Budget, Measurement Creative Strategy: Branding Ideas, Creative/Design Research Insights Visual/Creative Strategy Overview Conclusion Conclusion onononononono nonononononon onononononono HOMEPAGE TODAY'S PAPER VIDEO MOST POPULAR TIMES TOPICS Log In Register Now Help She iN'rtu Jjjork Simcs Search All NYTimes.com ■ W ■ w ■ ■ ■ ^^^^^^ niuicnj TECHNOLOGY SCIENCE HEALTH SPORTS OPINION ARTS STYLE TRAVEL JOBS REAL ESTATE Ha Search Global DoalBook Markets Economy Energy Media Personal Tech Small Business Your Money 24/7 CLAIMS ASSISTANCE OUR HOME INSURANCE HELPS PROTECT YOUR RESIDENCE AND YOUR PEACE OF MIND. FIND OUT MORE > Liberty Mutual. I.H.T. SPECIAL REPORT: CENTRAL EUROPE South Moravia Expands as Information Hot Spot By JACY MEYER Published: May 22, 2011 PRAGUE — One of Central Europe's fastest-growing regions is South Moravia, centered on the city of Brno, in the Czech Republic. Related Staying Power in Central Europe (May 23,2011) New Twists on Old Crafts (May 23, 2011) Central and Eastern Europe Lag in Innovation (May 23,2011) An information technology hot spot for more than a decade, with a focus on investment and innovation, the area is working strategically to bring in businesses and ideas that fit its research-led vision. RECOMMEND |gj TWITTER SIGN IN TO E-MAIL Q PRINT Ijjl REPRINTS □ SHARE Log in to see what your friends are sharing on nytimes.com. Privacy Policy | What's This? What's Popular Now g] \ ■P Log In With Face book Supreme Court Upholds Order to Reduce Calif. Prison Population Saudis Arrest Woman Leading Right-to-Drive Campaign Snow Flower •ndflv SECRET FAN WATCH THE TRAILER Of the 209 investments made in 2010 by Czechlnvest, the government's investment and business development agency, 52, worth a total 2.25 billion korunas, or $130 million, went to South Moravia. □ ODODODODODOD onononononono nonononononon Download our FREE white paper on energy efficiency, plus enter to win an iPad ! □ o 55 □ o □ towrto □ o o □ o □ ,o □ o o □ omŽPo □ o d^Dd o □ Of&jO □ o o □ o □ öS □ o □ o □ o rD C/3 h-1 • CTQ rD o rD rD II« AML nonononononon onononononono □ onononononon onononononono DODODODODODOD onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono □ ODODODODODOD onononononono □ onononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon ononon^nonono ORÍi n o LcK«** ttfwvtor ES Uli! 1 AS I I o Q. a: U ro CD tn CD Competitive analysis Describe competitive environment & create Competitive Positioning Map. Competitive Positioning Map ■ C ■>»*Mr«' product tpcu C Brand analysis & SWOT Describe the current brand environment, create a Branding Map and SWOT table ~ IDEAS nonononononü onononononon ssaDoyd !N3Wd013A3a A931\/yiS DIaII □ onononononon onononononono nonononononon onononononono □onononononon onononononono □ onononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon ononon^nonono ORI! □ o ^/S^JsV J 0 n nonononononon onononononono nonononononon onononononono onononononono □onononononon onononononono nonononononon onononononono □ ODOnonononon onononononono □ODOnonononon ODOnonononono IMC Planning Process: Developing an IMC Plan Target Audience(s) Branding Strategy Communication Strategy Media Strategy Positioning Strategy Schedule □ O □ O □ O o □ o □ o □ □ o □ o □ o o □ o □ o □ □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono Get creative!!! nonononononon onononononono □onononononon onononononono nonononononon Asaivyis NOIlVDINflUWCD nonononononon onononononono □ onononononon onononononono DODODODODODOD onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono □ ODODODODODOD onononononono □ onononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon ononon^nonono ORÍi n o L 3 h) q_ O O 00 h) O n o 3 3 n d) h) O O Cl O O n o 3 3 n d) CD O 3 d) uq h) O Q) —\ uq CD ri- d> q_ Ô)' LH LH > Öo' ^ o dj CD uq r+ O n o 3 3 n oj r+ o O n o 3 3 o Q) o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ O □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o IMC Communication Planning Matrix There are both short-term fit long-term behavioral effects!!! Brand Messages Brand Incentives Short-term Awareness Trial Business returns Image Increased usage Building (fiscal year) Recognition Stockpiling Long-term returns (future years) Trust Reliability Perceived quality Advocacy Retention Migration Cross purchase Brand Building Increase, accelerate, stabilize cash flow Build or enhance shareholder value oa±Ni Asaivyis viaaw □ onononononon onononononono nonononononon onononononono □onononononon onononononono □ onononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon ononon^nonono ORI! □ o ^/S^JsV J 0 n nonononononon onononononono nonononononon onononononono onononononono □onononononon onononononono nonononononon onononononono □ ODOnonononon onononononono nonononononon ODOnonononono IMC Planning Process: Developing an IMC Plan Target Audience(s) Branding Strategy Communication Strategy Media Strategy Positioning Strategy Schedule n o □ 0 □ O o n o p o n □ O □ O □ O O n o □ o n n o □ O □ O n o n o n o n o n o n o n o □ O □ O □ O □ O n o n o n o n o n o n o n o □ o □ o □ □ o □ o □ o o □ o □ o □ □ o □ o □ o o □ o □ o □ □ o □ o □ o o □ o □ o □ □ o □ o □ o o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o THE AGE OF DIGITAL Drivers of change New Reality New World WATER □ o □ o □ o o □ o □ o □ □ o □ o □ o o □ o □ o □ □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ □ o □ o □ o o □ o □ o □ □ o □ o □ o o □ o □ o □ □ o □ o □ o o □ o □ o □ □ o □ o □ o o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o Digital Marketing digital marketing INTERACTIVE AAARKETING INTERNET AAARKETING MOBILE MARKETING DIGITAL OUTDOOR EMAIL SMS/MMS BANNER/DISPLAY ADS VIDEO/WEBINARS IN-GAME VIRAL BLUETOOTH RSS MUSIC SEO/SEM INSTANT MESSAGING (Skype) WEBSITE/MICROSITES DIGITAL PRESS KITS SOCIAL MEDIA NEWSLETTER (ConstantContact) DIGITAL DATABASES (CRM) (TheListlnc) INSTANT MESSAGING (Skype) WIDGETS (ClearSpring, Reeve Foundation) BLOGGING PRWeb □ odododododod ododododododo □odododododod ododododododo dodododododod onononononono nonononononon onononononono nonononononon o i n i o I n i o I 2. Your offline brand is not enough ...and sometimes even not necessary Go gle 14 nonononononon onononononono □onononononon onononononono nonononononon http://www.slideshare.neVIABHellas/how-technological-and-internet-trends-affect-bran regional-manager-google-emea-presentation ono □ on ono non ono non ono non ono non ono non ono n o o n n o O n n o o n n o O n n o o n n o O n n o Use of Social Media 1. Be creative! 2. Go beyond Facebook, Twitter, YouTube or utilize them in a more creative way! 3. For your client, suggest an innovative way to use SM Main Role? Supportive Role? What is Social Media? One of the most buzzed about presentations on Social Media By Marta Kagan Entered into World's Best Presentation Contest WHAT THE F**K IS SOCIAL MEDIA WHAT THE F**K IS SOCIAL MEDIA on? yo.u I ■ http: //www.slideshare. net/mzkagan/what-the-fk-is-social-media-one-year-later □ onononononon onononononono nonononononon onononononono nonononononon http://bonafidemarketinggenius.com/2008/07/02/worlds-best-presentation/ □ ono O □ O □ □ ono o □ o □ □ ono O □ O □ □ ono o □ o □ □ ono O □ O □ □ ono o □ o □ □ ono Art meets mobile meets social media. PAI PARLARG 6G$U: imiA UN SMS 389l399Lt51L SMS as graffiti. The idea is that you send in your text message to the central system and then the messages are projected on to buildings (interior or exterior) in specific shapes or formats. The text messages appeared in speech bubbles. □ ono O □ O □ □ ono o □ o □ □ ono O □ O □ □ ono o □ o □ □ ono O □ O □ □ ono o □ o □ □ ono onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono Alpha 8t Omega of Web Management Example Website Exciting □ onononononon onononononono □ ODODODODODOD onononononono nonononononon Example Website Sophisticated Hummingbird Maškaráde music publishing HOME ABOUT CATALOGUE CONTACT Welcome Welcome to Hummingbird and Maškaráde music publishing, and the compositions and arrangements of Edward Watson (Hummingbird) and John Meadows (Maškaráde). Our catalogue covers a wide variety of musical styles and ranges from solo instrumental, through chamber music, to orchestral, brass band and wind band. As experienced musicians (see 'about' page) we are sensitive to the needs of performers and this is reflected in our publications. Please select from the categories below. onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono Example Website Minimalist 4B PORTFOLIO ON DIS P L A* JOURNAL IHOUOMf I tlMftt IMiridATIOM A RESPECT A COHtlHUI 10 CONTACT LUCK IS PROBABILITY TAKEN PERSONALLY' PORTFOLIO Srlrrtrd works on Display —/ JOURNAL Thought*, link». inspiration, & MiscelUny RESPECT Those who have it continue to CONTACT Email & Social Networking nonononononon onononononono nonononononon onononononono nonononononon Q) '{Ä -Q Q) Q) Q. -m E S X £ > Email Marketing Benefits Cost- effective, Ti m e- effi ci en t Automated, Targeted Reach Data Driven/Measurable(Clicks/Opens) Drives Direct Sales Digital Database CRM sales^5rce.com On Demand. Email Marketing Providers rS?Z /Contact Exact arget Constant Contact Strategies Opt-In, Transactional Emails, E-Newsletters, Surveys, Polls, Coupons Combine with Web Analytics http://\MwwJmediaconn □ ono O □ O □ □ ono o □ o □ □ ono O □ O □ □ ono o □ o □ □ ono O □ O □ □ ono o □ o □ □ ono o □ o □ o □ □ o □ o □ o o □ o □ o □ □ o □ o □ o o □ o □ o □ □ o □ o □ o o □ o □ o □ □ o □ o □ o o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o What is the role of Public Relations? To manage the relationship with the public A \ Educators Employees P General Public Brand Company Customers Suppliers Stockholders nonononononon onononononono □ ODODODODODOD onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono Public Relations Tools Press releases Press conferences Letters to Editors Exclusives Interviews Community involvement • The Internet n o n o n o o n o n o n □ O □ O □ O O n o n o n n o n o n o n o n o n o n o n o n o n o □ O □ O □ 0 □ O n o n o n o n o n o n o n onononononono nonononononon onononononono nonononononon onononononono Example of SEO Press Release HEADLINE Chicago Artist Tadeusz Seidel Supports Christopher & Dana Reeve Foundation Chicago Chapter Benefit c SUMAAARY FIRST 2 PARAGRAPHS harles Vickery's most committed protege Tadeusz Seidel lyet again shows his support for spinal cord injury research by donating a painting to the silent auction for 'Comedy nor a Cure' Benefit event starring El's Chelsea Handler. Chicago, IL (PRWEB) September 17, 2008 -- Tadeusz Seidel, Chicago fine artist, announced today his donation of a painting to the silent auction during Christopher and Dana Reeve Foundation's Chicago Chapter Benefit. h"he event will be hosted by Chelsea Handler of El's Chelsea Lately and will take place on Sunday, October 26, 2008 from 6 p.m. to 9 p.m. at House of Blues Chicago............... o H^.%%fflNw.prweb.con\/re[eases/Chicago/art/prweM 340154.htm onononononono nonononononon onononononono □ onononononon onononononono DOD0DOD0DOD0D onoDonononoDO nonononononon onononononono PRWeb & Vocus □onononononon onononononono □onononononon Onononononono nonononononon o □ o □ o □ □ o □ o □ o o □ o □ o □ □ o □ o □ o o □ o □ o □ □ o □ o □ o o □ o □ o □ □ o □ o □ o o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o Sales Promotions OVERVIEW □ o □ o □ o o □ o □ o □ □ o □ o □ o o □ o □ o □ □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ What is a Sales Promotion? ononononono nononononon ononononono Payless ShoeSource Television Ad - BOGO Sales promotion is any initiative undertaken by an organization to promote an increase in sales, usage or trial of a product or service. nononononon ononononono □ononononon htt p: / / www. yo utu be. com /watc h?v=yz I pCf B - Yn E Sales Promotions Examples (a) Buy-One-Get-One-Free (BOGOF) - which is an example of a self-liquidating promotion. For example if a loaf of bread is priced at $1, and cost 10 cents to manufacture, if you sell two for $1, you are still in profit - especially if there is a corresponding increase in sales. This is known as a PREMIUM sales promotion tactic. (b) Customer Relationship Management (CRM) incentives such as bonus points or money off coupons. There are many examples of CRM, from banks to supermarkets. (c) New media - Websites and mobile phones that support a sales promotion. For example, in the United Kingdom, Nestle printed individual codes on KIT-KAT packaging, whereby a consumer would enter the code into a dynamic website to see if they had won a prize. Consumers could also text codes via their mobile phones to the same effect. (d) Free gifts e.g. Subway gave away a card with six spaces for stickers with each sandwich purchase. Once the card was full the consumer was given a free sandwich. (f) Discounted prices e.g. Budget airline such as EasyJet and Ryanair, e-mail their customers with the latest low-price deals once new flights are released, or additional destinations are announced. Sales Promotions Examples (g) Joint promotions between brands owned by a company, or with another company's brands. For example fast food restaurants often run sales promotions where toys, relating to a specific movie release, are given away with promoted meals. (h) Free samples (aka. sampling) e.g. tasting of food and drink at sampling points in supermarkets. For example Red Bull (a caffeinated fizzy drink) was given away to potential consumers at supermarkets (by a promotions team). (i) Vouchers and coupons, often seen in newspapers and magazines, on packs. (j) Competitions, contests and prize draws, in newspapers, magazines, on the TV and radio, on The Internet, and on packs. Coach (k) Cause-related and fair-trade products that raise money for charities, and the less well off farmers and producers, are becoming more popular. (Christopher Reeve chains) (I) Financing deals - for example, 0% finance over 3 years on selected vehicles. o □ o □ o □ □ o □ o □ o o □ o □ o □ □ o □ o □ o o □ o □ o □ □ o □ o □ o o □ o □ o □ □ o □ o □ o o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o Is Business Personal? Personal Life I Relationship Marketing nonononononon onononononono □ ODODODODODOD onononononono nonononononon □ ononononon iif| «_ • ■ f* hi 3 What is Personal Selling? onononononon nononononono Personal selling is oral communication with potential buyers of a product with the intention of making a sale. The personal selling may focus initially on developing a relationsh lp with the potential buyer, but will always ultimately end with an attempt to "close the sale" onononononon NEVER EAT ALONE BOOK zzsssszsszsz Personal Selling Techniques Making the Sales Pitch What are the elements of making a sale? 1) Prospecting and Evaluating a) Research everything b) Know your customer/prospects - NETWORK! (Never Eat Alone Book) 2) Pre-approach (Preparing) a) "Be always the most prepared person in the room", Cathie Black, Basic Black Book b) Research c) Prepare your pitch/presentation in advance & practice d) Develop and practice "What If" scenarios & pricing scenarios/options 3) Approaching the Customer a) Always respond on time (emails, calls, messages) b) Get all possible contact information c) Be honest 4) Making the Presentation a) Be on time! If you are running late, call/text b) Presentation should be adapted to INDIVIDUAL needs. Listen to your client! c) Strive to make a lasting impression and build relationships. Act sincerely, not artificially! d) Have "NEXT STEPS" READY! 5) Closing - Making the Sale 6) Following Up a) Follow up on everything!!! □ o □ o M □ 3*B0fl touch all the time! Personal Selling Example: AAARY KAY "Sales teams sell more than sales people." ^EMOTIONALLY CHARGED SALES FORCE ^NEW LIFESTYLE ^NEW CULTURE ^NEW RELATIONSHIPS ^MOTIVATION a REWARD COURTESY: MftRY KftV □ o □ o □ o o □ o □ o □ □ o □ o □ o o □ o □ o □ □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono Sales Force vs. Advocacy Sales Force Advocacy Voluntary/Involuntary Propelled by I Sales People Short-Term Effect Voluntary Propelled by Customers/Employees Long-Term Effect Propelled by k Long-term effect a L A n o n o n o o n o n o n □ O □ O □ O O n o n o n n o n o n o n o n o n o n o n o n o n o □ O □ O □ O □ O n o n o n o n o n o n o n □ onononononon onononononono onononononono nonononononon uuuuuuuuuuuuu o n o n "o n o onononononono nonononononon onononononono q m o □ □ o o □ □ o o □ □ o o □ □ o o □ □ o o □ □ o o □ What is Event Marketing? Gawcty for a. Cure starring I Chelsea Hardier A Christopher and Dana Reave Foundabon Benefit October 26, 2008 6PM - 9PM House of Blues® Chicago Designing or developing a 'live' themed activity, occasion, display, or exhibit (such as a sporting event, music festival, fair, or concert) to promote a product, cause, or organization. □ o □ o □ o □ on o □ o □ onononononono □ onononononon onononononono □ onononononon onononononono Event Organizing Tips PRE-EVENT ACTIVITIES PLANNING Research Brainstorm for creative ideas Compose a solid & integrated plan Set up budget Raise funds to cover the event Establish fundraising goals Utilize your community Put together stellar committee team Secure a popular speaker/honoree Identify all stakeholder you can benefit from Do a lot of PR online/offline Get media involved as much as possible Give incentives for people to participate!!! POST-EVENT ACTIVITIES FOLLOW UP Comment on success of the event Thank you notes to everyone (CEO of CDRF) & publicly Continue communications with all participants Keep them updated about other activities Measure the results and learn from mistakes!!! EXECUTION It all depends on your level of detail in planning If well planned, then SUCCESS Make sure you collect contact information iNawaansvaw nonononononon onononononono nonononononon onononononono □onononononon onononononono □ onononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono □onononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon ononon^nonono ORI! □ o ^/S^JsV J 0 n nonononononon onononononono nonononononon onononononono onononononono nonononononon onononononono nonononononon onononononono □ ODOnonononon onononononono nonononononon ODOnonononono IMC Planning Process: Developing an IMC Plan Target Audience(s) Communication Strategy Media Strategy Branding Strategy Positioning Strategy Schedule ROCI Measurement Strategy n o n o □ o o n o □ o n □ o □ o n o O n o □ o n n o □ 0 □ O n o n o n o n o n o n o n o □ O □ O □ 0 □ O n o n o n o n o n o n o n onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono Example Budget/Timeline Audience #1 Medium #1 Timeline Cost Medium #2 Timeline Cost Medium #3 Timeline Cost TOTAL Measurement strategy for each medium Audience #2 Medium #1 Timeline Cost Medium #2 Timeline Cost Medium #3 Timeline Cost TOTAL Measurement strategy for each medium onononononono □ ODODODODODOD onononononono nonononononon Estimating ROC I Determine $ investment Determine goal, timeline & ROCI Students 200 000 CZK 100 new students in MICA 50 students chosen 10 business started By December 2011? ROCI? New grant Estimating ROCI Identify Consumer Group ■ Determine $ investment Determine goal, timeline & ROCI ■ Private Client Services $5,000 8 New Clients w/$100K assets $1,250x8 = $10,000 By December 2010? ROCI? Basics of Measurement - results difficult to measure in the past - 3 main reasons: 1. Time and timing (Messages work over time; Incentives work quickly) 2. Source of message or incentive (Source/medium is the message) 3. Those bothersome intervening variables (intent to purchase but other factors in the way) - need for organizational integration (online store) IMC Communication Planning Matrix There are both short-term fit long-term behavioral effects!!! Brand Messages Brand Incentives Short-term Awareness Trial Business returns Image Increased usage Building (fiscal year) Recognition Stockpiling Long-term returns (future years) Trust Reliability Perceived quality Advocacy Retention Migration Cross purchase Brand Building Increase, accelerate, stabilize cash flow Build or enhance shareholder value onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono Traditional attempts to measure marcom results: Hierarchy of Effects ADVOCACY Lavidge & Steiner: Hierarchy of Effects Effect ofo/tfiiy©r<6isingjon:6onsumer; Movement from Awareness Action onononononono nonononononon DNiNNvid wya±-9Ncn ^ wy3i-iyoHS nonononononon onononononono nonononononon onononononono □onononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono □onononononon onononononono □ onononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon ononon^nonono ORI! □ o L,J o □ nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon Short-Term Usually 1 year Should be detailed & specific Degree of certainty Goal: Immediate effect Outcome: Financial returns Monitoring & Control: Focused Long-Term Usually 2-5 years Vision described Degree of flexibility Goal: Sustainability Outcome: Brand equity/value Monitoring & Control: Watch nonononononon IMC Communication Planning Matrix There are both short-term fit long-term behavioral effects!!! Brand Messages Brand Incentives Short-term Awareness Trial Business returns Image Increased usage Building (fiscal year) Recognition Stockpiling Long-term returns (future years) Trust Reliability Perceived quality Advocacy Retention Migration Cross purchase Brand Building Increase, accelerate, stabilize cash flow Build or enhance shareholder value Short-Term Marketing Plan Who Businesses Young, Professional Women Message "Connect With Your Customer" Effective, Economical Marketing Vehicle "Dispose Discretely" A new etiquette How to Reach Through a sales force that focuses on the businesses below Through B2B clients who distribute PINKG products to end consumers • Upscale Restaurants and Hotels Lettuce Entertain You Restaurants, The Gage. Cafe lberico, MK, Smith and Wollensky, Cibo Matto, Graham Elliot Hub 51 Press Coverage Chicago Tribune Lifestyle section Time Out Magazine CS Magazine Profiles with a message of the "new etiquette" • Parks, Concert and Sports Venues Chicago Cubs Blackhawks Concerts Internet Advertising Google "Ads Words" On web search for "Emily Post* "Business Etiquette " and "Manners" Pay per click with budget option Ads with educational purpose on the "new etiquette" • Public Transportation CTA Airline Industry You Tube Clip A funny piece educating on "gum etiquette" Trade Shows National Restaurant Association-Chicago 5/11/11 arrange for booth Hotel and Restaurant Show 5/21/11 arrange for booth Blogger Outreach Contact bloggers who write on etiquette and cleanliness Blogs include: "Corporette." Corby O'Conner " "soulemama," "flokka" -give complementary samples -distribute promotional materials concerning the "new etiquette." Event Sponsorship sponsor product launch party with Etiquette Chicago to promote PINKG Long Term Marketing Plan The long-term marketing plan builds on the strengths of short-term marketing plan and should be implemented when the short-term plan has been fully executed. The strategy behind the long term focuses on first fully penetrating the Chicago marketplace by growing with more demographical groups that will be the most receptive to PINKG's message. The plan expands PINKG's customer base horizontally by focusing on additional secondary audiences and the corresponding business who want to connect with these groups. The plan also expands on a geographical basis with the ultimate goal of "seeing this product everywhere." See Below for a general Strategy Map Step 2 Step 3 resting in Chicago area ■I Awareness Campaign geared towards young professionals - start movement Build distribution Expanding Build on loyal users Attract new consumer targets Expand distribution channels Going national Awareness Campaign build movement Build distribution Create loyalty among core users Q_ U • • CO in CD C U J- O flJ ül on on C c o □ 0 □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ o □ 0 □ 0 □ o □ o □ o □ 0 □ 0 □ o □ o □ o □ o □ o □ o □ o □ 0 □ o □ o □ o □ 0 □ 0 □ 0 □ 0 □ 0 □ 0 □ 0 □ 0 □ 0 □ 0 □ 0 □ o □ o □ o □ 0 □ o □ o □ o □ 0 □ 0 □ 0 □ 0 □ 0 □ 0 □ 0 □ 0 □ 0 o. u Q. Q) > O S °° OJ C -M D (0 E t E ľ> ■m OJ Q) U on c I- "O □ < _0J "O OJ .Ľ U on > c on OJ "O c s- 4-1 CO LT> on ■p on O t/1 Q_ fc on Oj _ onononononono nonononononon onononononono Fflononon<|no_o ■ mal Marketing Plan: Fdcasarfdetails; every element must have a purpose 1. PRINT BEFORE YOU SUBMIT 2. Don't write for me! Write for the client! 3. Avoid student paper writing and format 4. Give them WHAT, WHY and HOW 5. SPELLCHECK!!! 6. Nothing is not meant to be easy (challenge yourself) 7. The key is to change/expand your thinking 8. Professional look 9. Don't forget summary/conclusions 10. Don't forget page numbers 11. Break the text with sections, charts/images, table, bullet points, altered fonts, relevant images, etc. 12. Make sure all images have description 13. If you decide to use images in your briefs, make sure they are a good resolution. There is no excuse for having blurry images in your documents. It looks very unprofessional. Make sure all of your images are royalty-free or purchase or given credit in references, www.sxc.hu 14. Make sure the document is legible - visual communications 15. Noanmeoyoou^JUenS properly (Sandra Kumorowski MarketingPlan 050211.pdf) onononononono _□onononononon_ □ onononononon o □ □ o o □ □ o o □ □ o o □ □ o o □ □ o o □ □ o o □ □ o o □ □ o Project Deliverables Research Report May 23th Creative Brief May 25th Final IMC Plan DRAFT May 30th Creative Pitch May 30th Final IMC Presentation June 2nd Final IMC Plan June 2nd MARKET ANALYSIS Industry & Category Overview Project Goal & Overview Executive Summary Executive Summary Consumer Behavior Analysis Research Insight Summary Research Report Research Report Competitive Analysis Audience, Message, Media Overview IMC Plan Communication Strategy: IMC Plan Communication Strategy: Brand/Product/ Service Analysis & SWOT Schedule & Budget Audience, Message Execution Strategy: Media, Schedule, Budget, Measurement Creative Strategy: Branding Ideas, Creative/Design Short 5-7 minute presentation of the plan ideas 20-minute presentation of all ideas in front of the client Audience, Message Execution Strategy: Media, Schedule, Budget, Measurement Creative Strategy: Branding Ideas, Creative/Design Research Insights Visual/Creative Strategy Overview Conclusion Conclusion PLAYBOY CASE STUDY OVERVIEW BRAND INTRO BRAND AUDIENCE BRAND ELEMENTS One of America's favorite icons, the Playboy bunny was discovered on an integrated circuit made in Germany by Siemens. The bunny rabbit head logo was originally designed by Art Paul, the first art director of Playboy Magazine, and has appeared on the cover of every issue (with the exception of the very first). Hugh Hefner, creator of the concept is quoted: "I selected a rabbit as the symbol for the magazine because.... he offered an image that was frisky and playful. I put him in a tuxedo to add the idea of sophistication. There was another editorial consideration, too. Since both the "New Yorker" and "Esquire" use men as their symbols, I felt the rabbit would be distinctive; and the notion of a rabbit dressed up in formal evening attire struck me as charming, amusing, and right." Female featured in the centerfold of the magazine (PMOM) $25K Playmate Data Sheet -short bio PMOY$100K Hugh Hefner selects models According to Playboy, there no such thing as a former Playmate, "Once a Playmate, always a Playmate". ENTERTAINMENT FOR MEN MATE ~YEARt • Chairman and CEO of Playboy Christine Hefner attends the Playboy fragrance launch at the Hotel on Rivington on October 30, 2008 in New York City. The original Bunny Costume, worn over the years by more than 25,000 working Playboy Bunnies, was created for female staff at the first Playboy Club in Chicago and started as a modified one-piece swimsuit. It went on to become the first uniform to be issued a trademark registration by the U.S. Patent and Trademark Office. Before they launched their careers, actresses Lauren Hutton, Julie Cobb, Lynne Moody, Sherilyn Fenn, Susan Sullivan, Jackie Zeman, Maria Richwine and Barbara Bosson all worked as Bunnies, as did rock star Deborah Harry. As one of the world's most recognized uniforms, the Playboy Bunny Costume was redesigned in 2006 by Roberto Cavalli for the Playboy Club Las Vegas Bunnies and Playboy Club Celebrity Dealers, including Jenny McCarthy and Carmen Electra. THE WALL SKm JOURNAL Log in ■ Register For Free ■ Subscribe Now. Get 2 Weeks Free NOVEMBER 13.2010. 9:32 PM HKT Playboy Costume Gets a Redesign Search Scone Asia Article Email SCENE AS3A HOME PAGE » S Priiv. PermaiLnk Like 84 t- Mora By Alexandra A. Seno Hong Kong, couturier Racine Wan says: *Wben you talk about a sexy Chinese lady, you think about the qipao." So he used those dresses—also known as cheongsam—as inspiration for the Chinese Playboy bunny costumes that the entertainment company commissioned him to design. The outfits are planned for Asia's first Playboy Club, opening this weekend at the top of the Sands Macao Hotel. Mr. Wan is the second designer in Playboy history to be asked to reirnagine the bunny costume., which was originally designed in the 1960s by Hugh Hefner, Playboy's founder. In 2006, Italian fashion designer Roberto Cavalli crafted new costumes for the Playboy club in Las Vegas. So, bow different is the Asian variety going to be? "I made it red, like a Chinese festival," Mr. Wan says. WI wanted to keep the elegance, charm and heritage in the deisgn." He worked with the traditional components of tire costume - ears, bodysuit, cuffs and cotton tail, and added new elements, including a. Mandarin collar, jade ornaments, Chinese fastenings. Surprising forecast by Forbes columnist Ken Fisher If you have a $500,000 portfolio, you should download the latest report bv Forbes coiumnist Ken Playboy Club is a chain of nightclubs owned and operated by Playboy Enterprises. These clubs were on hiatus from 1991 to 2006. Now the clubs are again opening worldwide. The very first club opened at 116 E. Walton in downtown Chicago, Illinois, United States on February 29, 1960. The clubs were more than mere cocktail bars with entertainment, featuring Playboy Bunnies serving drinks and fine food to keyholders, and performances by some big names in entertainment. There are now three operating Playboy Clubs - in Macao, Cancun, and Las Vegas, which is in the Palms Casino Resort. Hugh Hefner was inspired by Burton Brown's Chicago chain of Gaslight Clubs. The Gaslight Clubs opened in 1953, featuring women dressed in velvet, one-piece "bunny" type costumes, and had live entertainment. In their more than two decades of operation, Playboy Clubs sold nearly 2.5 million membership keys and became one of the most successful nightclub chains in history. The Playboy Clubs, together with the hotel, casino and resort facilities, eventually included 40 properties in 25 states and seven countries. HOW FAR WOULD YO Get ready for a brand-new series pushing the limits of monogamy. Every week, Swing is inviting real couptes to a sprawling retreat and giving them a taste of "the lifestyle." Some are nervous to embrace it, while others go more Ihdn wiihrw-fty. EiLrset way, edcl> person's reldbonsJiip will beclvaruyed fuiever, Wdlch cwi Ldnsefds follow them every step of the way, from the moment Itiey meet their new 'partners' to the frank therapy sessions that foftow. You've never seen television like this before! CONNECT BRAND HISTORY First issue of Playboy magazine, featuring a black-and-white photo of Marilyn Monroe (in a dress) promising inside full-color pictures of her nude. This first issue is the only issue of Playboy not to have the date on the cover. Hugh Hefner said he was not sure there would be a second issue. Also, this is the only cover that does not have an image of a "bunny" on the cover. PLAYBOY ENTERTAINMENT FOR MEN First issue 1953 PLAYBOY IS A LIFESTYLE MAGAZINE WITH SEXUAL SUBTLETY 7 Those roots took hold in 1953 in a Chicago apartment when Hefner set about starting his own magazine after being denied a $5 raise as an Esquire copywriter. He raised $8,000 (including $1,000 from his mother) to produce Playboy's first issue. The main hook: nude photos of Marilyn Monroe. It sold 54,000 copies, and the magazine was an instant hit. As its popularity grew, Playboy tried to maintain an air of sophistication, with fiction from authors like John Updike and Vladimir Nabokov bumping up against topless centerfolds. Despite helping spearhead the 1960s sexual revolution, Playboy felt the heat from newer, racier publications like Penthouse and, later, Hustler. Hefner briefly toyed with more explicit pictorials but chose to stick with a more tasteful approach. Heading into the 1970s, an estimated one-fourth of college men bought Playboy. The company went public in 1971, and the magazine's circulation peaked in 1972 at more than 7 million. BRAND NOW PLAYBOY'S SEXY REFEREE GAME Show off your basketball knowledge and WIN A FREE WEEK IN THE CYBER CLUB! FEATURES Do You Know Hoops? ir$ loumoy time! Playboy mod** : KENDRA WILKINSON See more of our sexy girl next door m the Playboy Cyber Club. A KIM KARDASHIAN !>o -or Do-gnoi.s Pii'i'^-'f pnotoa f 'fit Cyber Club. • e > GIRLS ENTERTAINMENT GIRLS SEE M.IVMHT BRAND LESSONS LEARNED Changed the culture Created new culture of sophisticated sex Changed sex perception Created huge brand empire Excellent example of a sustainable brand Understanding basic human needs, motivations It's all about VISUAL STIMULATION HUGH HEFNER IS & LIVES THE BRAND V sasiDaaxa 3Aiiva*D □ ODOnonononon onononononono DODODODODODOD onononononono DODODODODODOD onononononono dodododododod onononononono DODODODODODOD onononononono dodododododod onononononono DODODODODODOD onononononono dodododododod onononononono DODODODODODOD onononononono DODODODODODOD onononononono DODODODODODOD onononononono DODODODODODOD onononononono dodododododod onononononono DODODODODODOD onononononono dodododododod onononononono DODODODODODOD onononononono dodododododod onononononono DODODODODODOD onononononono dodododododod onononononono dodododododod onononononono DODODODODODOD onononononono dodododododod ononon^nonono ORI! □ o L.^/SKS-N^J 0 D nonononononon onononononono nonononononon onononononono onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono nonononononon onononononono Your Exercises: Brainstorm together about the answers 1. What are the rules to break in education & innovation? 2. Why do we study & learn? 3. Create 2 metaphors for MIC. 4. Imagine you are the Manager of MIC. What are the 3 most shocking things you could do with the program. 5. How would Dalajláma, and Lady Gaga revive the program? 6. Imagine Steve Jobs wants to attend the program. What would you do to make him love it? 7. Imagine Prima TV wants to do a movie about MIC progression. What it would be about? Summarize the plot. 8. What other discipline should Manager of MIC consult with & why? List 3. 9. Find 2 ideas from the past and use them for inspiration to come up with an insight. n o n o n o o n o n o n n o n o n o O n o n o n n o n o n o n o n o n o n o n o n o n o n o n o n o n O n o n o n o n o n o n o n onononononono nonononononon onononononono □onononononon onononononono MASARYKOVA UNIVERZITA www.muni.cz nonononononon onononononono onononononono Thank you for your attention. Next Class 5 Thursday, 5/26, 9:00 - 12:00 Room B204 Tento projekt je spolufinancován Evropským sociálním fondem a státním rozpočtem České republiky. EVROPSKÁ UNIE %^ I INVESTICE DO ROZVOJE VZDĚLÁVÁNÍ □onononononon onononononono nonononononon PV231 Integrated Marketing Communications SPRING 2011 103 onononononono nonononononon MINISTERSTVO ŠKOLSTVÍ, OP Vzděláváni ^^^^S7 MLÁDEŽE A TĚLOVÝCHOVY pro konkurenceschopnost %A»r