Integration of advertising with other communication tools
To promote businesses and ensure that a comparable message reaches a larger audience, integrated marketing communication tools integrate several marketing techniques including advertising, web marketing, public relations activities, direct marketing, and sales campaigns. The efficient integration of diverse brand communication platforms promotes goods and services.
Effective customer communication is crucial for firms in order to achieve integrated marketing communication. You must understand how your goods or services will help your target market. Your brand will be in more demand on the market the more efficiently you advertise it. Decide who your target market is. Keep in mind that not everyone would need your goods. Recognize why someone would invest in your brand if you don’t have something special or engaging to give. Effective communication of the brand’s advantages is necessary.
The following are some examples of integrated marketing communication tools: In order to successfully promote different goods and services among consumers and ultimately result in increased profits for the business, integrated marketing communication incorporates all forms of brand communication.
Advertising
Advertising is one of the most effective ways of brand promotion. Advertising helps organizations reach a wider audience within the shortest possible time frame. Advertisements in newspaper, television, Radio, billboards help end-users to believe in your brand and also motivate them to buy the same and remain loyal towards the brand. Advertisements not only increase the consumption of a particular product/service but also create brand awareness among customers. Marketers need to ensure that the right message reaches the right customers at the right time. Be careful about the content of the advertisement, after all you are paying for every second.
Sales Promotion
Brands (Products and services) can also be promoted through discount coupons, loyalty clubs, membership coupons, incentives, lucrative schemes, attractive packages for loyal customers, specially designed deals and so on. Brands can also be promoted effectively through newspaper inserts, danglers, banners at the right place, glorifiers, wobblers etc.
Direct Marketing
Direct marketing enables organizations to communicate directly with the end-users. Various tools for direct marketing are emails, text messages, catalogues, brochures, promotional letters and so on. Through direct marketing, messages reach end-users directly.
Personal selling is also one of the most effective tools for integrated marketing communication. Personal selling takes place when marketer or sales representative sells products or services to clients. Personal selling goes a long way in strengthening the relationship between the organization and the end-users.
Personal selling involves the following steps:
- Prospecting: Prospecting helps you find the right and potential contact.
- Making first contact: Marketers need to establish first contact with their prospective clients through emails, telephone calls etc.An appointment is essential and make sure you reach on time for the meeting.
- The sales call: Never ever lie to your customers. Share what all unique your brand has to offer to customers. As a marketer, you yourself should be convinced with your products and services if you expect your customers to invest in your brand.
- Objection handling: Be ready to answer any of the client’s queries.
- Closing the sale: Do not leave unless and until you successfully close the deal. There is no harm in giving customers some time to think and decide accordingly. Do not be after their life.
Public Relation Activities
Public relation activities help promote a brand through press releases, news, events, public appearances etc. The role of public relations officer is to present the organization in the best light.