COMMUNICATING CUSTOMER VALUE: IMC TOOLS
PROMOTION MIX – it is a specific blend of promotional tools that company uses to
persuasively communicate value and build profitable relationships.
ADVERTISING – Any paid form of non-personal presentation and promotion of ideas,
products or services by an identified sponsor. It is done through newspapers,
magazines, television, radio, internet, billboards etc.
PERSONAL SELLING – personal presentation by the company’s sales force to increase
sales and build customer relationships. It is done through sales presentations, trade
shows and incentive programs.
PUBLIC RELATIONS – Any media activity that marketers use to build and maintain a
positive company image with their customers, the press and society. Any unpaid
form of non-personal presentation and promotion of ideas, products or services by
an unidentified sponsor. It is done through sponsorships, press releases, special
events and web pages.
DIRECT MARKETING – direct connections with carefully targeted individuals to both
get an immediate response and build long lasting customer relationships. It is done
through telephone marketing, catalogues, kiosks, mobile marketing.
SALES PROMOTION – short term incentives to encourage purchase or sale of
products or services. It is done through coupons, displays, demonstrations and most
These along with the entire marketing mix seek to communicate value to the target
market and aim to build lasting, profitable relationships.
INTEGRATED MARKETING COMMUNICATONS (IMC) – it is the concept of a company
that is carefully integrating and communicating the online and offline communication
channels to deliver a clear, consistent and compelling message to the target market
about the organisation and its products.
STEPS IN THE IMC
1) Identify the target audience – choosing the target market is very important as it
determines the whole communication strategy. The who, what, when, why and
how of the communication must perfectly match the target market’s needs.
2) Determine the communication objective – depending on where the product is in
its life cycle determines the buyer readiness stages and determines how the
message should be shaped
a) Awareness – this is when the product is still new to the market and the
customers don’t know anything more about the product other than it exists.
b) Knowledge – once the buyers know that there exists a product, the marketers
much provide additional information about the product so they could like the
product. c) Liking – the marketer must determine whether the customer likes or dislikes
the product and accordingly make amendments
d) Preference – if the customer like the product, but not prefer it to a
competitor’s product. The aim of the marketer should be to build preference.
e) Conviction – if the customer prefers the product along with the competitors
product, a little push is required to ensure that the customers develops an
intention to buy it
f) Purchase – if the consumers have the conviction to purchase the product then
all the marketers need to do is provide a final push for the customers to make
sure they purchase the product.
3) Design a message – the message must be able to get Attention, hold Interest
arouse Desire and obtain Action
a) Message content – the content of the message needs to be meaningful (the
message must have some meaning and relevance), believable (the message
conveyed must have some base to it so it will be believed by consumers) and
distinctive (should have a benefit that consumers want, mentioning the
greatest benefit of a product is not helpful if that benefit is not popular).
There are three ways to appeal to a customer
a) Rational ap