With apologies to Patti and you, I was too busy turning on the laptop and logging into wi-fi to take any notes. Good thing she’s already turned in my final grade for the class!
- Small Business Owners
- Gov’t employees
She’ll be talking about the four steps of implementation for the IMC process
- Measureable Objectives
But, the first question before those steps is: What does your brand equal? For instance, if Coke=Happiness, then Your Brand=What?
Step 1: Research
It doesn’t have to cost a lot. Find and use low-cost tools such as blog searches, SurveyMonkey, and your organization’s own internal database in order to determine current perceptions of your brand and competitors.
Step 2: Segmentation
Then, create target market profile – narrative form, not just bullets – to imagine an individual person who embodies the elements of your target market. It’s easier to focus on this individual than on a faceless demographic group.
Step 3: Measurement
Stacey’s pet peeve is the marketing plan that is submitted without measureable objectives that are Actionable, Measureable, and Time-specific. Hey, don’t these IMC instructors realize that determining these objectives feels an awful lot like work?!?
And we wrap up with Step 4: The Toolbox
And now, a break. Phew! I’ve planned events for 15 years and can already tell that I’ll be working harder at this conference as an attendee than I would if I was actually running it!
Back with a recap of Drew Steven’s (@DrDrewSalesTips) a little bit later.