Step-by-step plan for creating an Integrated Marketing Campaign

Advertising has many things that need to be done to be successful. Just saying there are many steps is not enough. But creating a successful advertising campaign is not an easy feat to undertake. Doing it alone is even more difficult. If you want to be able to reduce some of the difficulty that you would face creating an integrated marketing campaign, read on.

integrated marketing communications

Step One

As with any other advertising campaign, the main thing you need to do is know your audience. There are many ways to do this, but the first thing you need to know is what does know your target audience mean?

A target audience is who you want to sell the goods or services to. You cannot just say, I want to sell to old people or to young whippersnappers, that would probably cause people to call you an ageist. Knowing who you want to sell to is the goal. When you know who you want to sell to, it makes it easier to know which medium you would use to reach them.

Step Two

Knowing your target audience means that you know where they will be. It is unlikely that a 90-year-old person is on social media. It is also unlikely that they would be on online classified ads looking for a new walker. When you know where they will be, then you can reach them better. You can advertise on every single local television station, maybe ten channels or so. If your customers are not viewing it, you just wasted a lot of money.

Step Three

Well, hopefully, you know your audience and you know what methods you want to do to reach them. You may argue that this should be the second step, or heck maybe the first step. But, I will leave it at my lucky number; 3. Budgeting is important with any endeavor that requires any kind of investment. When you are looking at running an advertising campaign, you need to make sure that you have enough money to run it. This is even more important when it comes to advertising online. There are many different ways to advertise using the internet and one of these methods is an advertisement that you put money into a bucket and you pay as people click on your advertisement. You need to make sure that you have enough money in your bucket to pay for people to click it.

Step Four

When you use other mediums like the radio and the television, you would want to make sure that you are not paying too much for it. You wouldn’t tell them how much you have to spend, that would be very foolish. But you can work with the advertising departments for the different companies and see what you can work out. Try to get a deal for running an advertisement a certain amount of times. You can even try to work with a newspaper or magazine and run an advertisement with them. They may run your advertisement with their online edition.  This is just one way to get a deal.

Step Five

Do not forget to use social media properly. If you want to have a fully integrated campaign you need to make sure that your social media site does the talking. You can have all of the commercials you want, but if you do not have a place to have people talking about your goods or services you are missing out on a lot of opportunities. You cannot imagine the damage that you can create by not having your company keep an up-to-date social media site.

Step Six

If you are going to have a larger advertising campaign you should contact a professional media buying company. They can assist you with many aspects and they would be able to get you a better deal. The best part about working with these professionals is that you do not have to pay them. You give them the amount that you would have paid for the ad, and they take part of it. This is because the companies that run the ads give media buyers a discount. Then they keep the difference. These professionals are able to help you run a fully integrated campaign. Then can tell you the best places to run your ads and how best to produce your spots. They even have people that can run your social media campaign.

target market IMC

[Source: C8 Consulting]

Whatever your activities and undertakings in running a marketing campaign, following the above steps will help your brand gain traction and make a positive impact on the public market.