Integrated marketing communication full case skills!

Let me first summarize it in a brief outline. A complete integrated marketing communication case should be composed of three parts: strategy, creativity and media. To be more specific, it should be composed of two parts and 12 branches: defining the problem (defining the problem, breaking down the problem, assuming the problem, setting goals and splitting tasks); solving the problem (research and analysis, communication strategy, communication concept, communication creativity, communication media, communication scheduling and budget allocation). As for the details, just listen to Lao Xie's detailed story.

The essence of business is value exchange, and for companies to achieve value exchange with customers, they need to go through four steps: discovering value, creating value, communicating value, and delivering value. To be more specific: discovering value - the simplest and most direct way is to understand "consumer pain points"; creating value - specifically manifested in the value of products and services, as well as the intangible value of the brand; communicating value - content + traffic + strategy; delivering value - that is, completing sales.

What is Integrated Marketing Communications? Summarize the core information to be conveyed into a core concept (theme), and then around this concept, adopt advertising, public relations, promotions, direct sales, live streaming, CRM customer relationship management, social marketing, content marketing, event marketing, digital marketing, entertainment marketing, sports marketing, festival marketing, experiential marketing and other means to carry out integrated marketing communication activities.

Defining the problem

Market issues, brand issues, product issues, service issues, price issues, communication issues, channel issues, sales issues, logistics issues...

Breaking down the problem

First, we need to define whether it is a marketing problem. After confirming that it is a marketing problem, we need to define what the problem is: market problem, brand problem, product problem, service problem, price problem, communication problem, channel problem, sales problem, logistics problem...

Hypothetical Question

Prioritize issues, remove unimportant issues, and focus on key issues

Set goals

Taking brand-effect integration as an example, there are 10 main indicators: popularity, recognition, trust, reputation, loyalty, new customer acquisition, activation, retention, conversion, and sharing.

Splitting tasks

Take communication as an example. It can be advertising, public relations, social marketing, event marketing, experience marketing, digital marketing, content marketing, entertainment marketing, sports marketing, festival marketing, posters, TVC, soft articles, activities, installations, H5, pop-up stores, live broadcasts, fission…

Research and Analysis

There are four main research dimensions: macro-environment analysis; market analysis (industry analysis); competition analysis (enterprise vs. competitor); and consumer insights. There are also four main research methods: big data research; desktop research; quantitative research; and qualitative research.

• The classic model of macro-environment analysis is PESTEL, which includes: political factors, economic factors, socio-cultural factors, technological factors, environmental factors and legal factors.
• Market analysis, also called industry analysis, mainly analyzes four aspects: market size and growth rate (how big the cake is), major players and market share (how to divide the cake), market segmentation (if any), and industry development trends.
• Enterprise and competitor analysis can be conducted separately or together for comparative analysis. The classic model is Porter's Five Forces competition analysis: bargaining power of suppliers, bargaining power of buyers, threat of new entrants, threat of substitutes, and degree of competition from competitors.

• • Brand competition analysis: positioning, proposition, personality, story, symbol, mission, vision, values, etc.
  • Product competition analysis: function, technology, supply chain, raw materials, ingredients, process, appearance, packaging, etc.
  • Service competition analysis: pre-sales, sales, after-sales, etc.
  • Price competition analysis: daily price, discount price, promotional price and gameplay, etc.
  • Channel competition analysis: direct sales, franchising, distribution, etc.
  • Communication competition analysis: strategy, creativity, media, etc.

Consumer Insights

• Target population: Demographics (gender, age, region, education, occupation, income, etc.); Alibaba x Bain's eight strategic groups (senior middle class, new white-collar workers, sophisticated mothers GenZ, small town youth, urban blue-collar workers, small town middle-aged and elderly, urban silver-haired).
• Demand insights: functional needs (solving pain points, solving problems, physiological needs, safety needs, etc.); emotional needs (solving difficulties, interests and hobbies, remembering the past, imagining the future, social needs, respect needs, self-actualization needs, etc.).
• Scenario insights: usage scenarios (relevant scenarios - such as afternoon tea, gift giving, business travel, etc.); contact point scenarios (media channels).
• Psychological insights: personality (fresh, love to try new things, love to show off, etc.); values ​​(universal values, Schwartz values, core socialist values).
• Behavioral insights: Lifestyle (food, clothing, housing, transportation, travel, shopping, entertainment, learning, social interaction, health, financial management, etc.); purchase decision process (generating needs, collecting information, evaluating, comparing, purchasing decisions, evaluating, and sharing); consumer journey AISAS (pay attention to interests, search, purchase, and share); AIDMA (pay attention to interests, desires, and memory purchases); Alibaba AIPL (cognition, interest, purchase, and loyalty).

Big data research

Data analysis is performed through free/paid big data platforms such as Baidu, Alibaba, Tencent, etc., such as Baidu Index, Business Advisor, WeChat Index, etc.

Desktop Research

Collect secondary information, analyze and summarize through Baidu, corporate official websites, financial reports, prospectuses, industry reports, e-commerce reviews, etc.

Quantitative research

Conduct surveys, analyses and summarize conclusions through questionnaires

Qualitative research

In-depth interviews, such as expert interviews, consumer seminars, customer interviews, etc.

Communication strategy

Next is the communication strategy, which can be summarized in one sentence as what to achieve through creativity (content) and media (traffic). The most critical step in this process is the communication concept and communication strategy, which is to summarize in one sentence what to do and what to achieve through creativity (content) and media (traffic). To put it simply, communication strategy is about what you achieve through what.

Media

The last step is to distribute media (traffic), which can be composed of three parts: owned media, paid media and earned media.

Own media: official website, official flagship store, sales channels, product packaging, official self-media (WeChat, Weibo, Douyin, Xiaohongshu, Bilibili, etc.), private domain traffic, employee circle of friends...

Paid media: WeChat, Weibo, Tik Tok, Kuaishou, Xiaohongshu, Bilibili, Zhihu, Baidu, iQiyi, Youku, Tmall, JD.com, TV, newspapers, magazines, outdoor, Focus Media, subway, entertainment marketing, sports marketing...

Win the media: win the media's active coverage, celebrity attention and reposting, KOL attention and reposting, fans' comments and reposting, and popular comments and reposting...

Author: Bai Lemen

Source: Balam