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• Integrated Marketing Communication (IMC) is a concept where a company integrates and coordinates its communication channels to deliver a clear and consistent message
• IMC aims to ensure message consistency and complementary use of media
• It integrates all marketing tools, approaches, and resources within a company to maximize impact on the consumer mind resulting in maximum profit at minimum cost
• IMC uses innovative ways to ensure the customer receives the right message at the right place and time
• Levels of Integration:

  • Horizontal Integration occurs across the marketing mix and business functions
  • Data Integration involves different departments sharing relevant data
  • Vertical Integration means marketing objectives support higher-level corporate objectives
  • Internal Integration requires internal marketing to keep all staff informed and motivated
  • External Integration requires external partners to work closely together to deliver a cohesive message
• IMC Tools:

  • Advertising: paid non-personal promotion using various media
  • Sales Promotion: short-term incentives to encourage trial or purchase
  • Personal Selling: face-to-face interaction with buyers
  • Public Relations: programs directed towards improving the relationship between the organization and the public
  • Direct Marketing: involves direct communication with specific customers
  • Events and Experiences: company-sponsored activities to create brand-related interactions
  • Social Media Marketing: promoting business through social media channels
• • Mobile Marketing: communicating with consumers via mobile devices
• Entrepreneurial Pricing Strategy:

  • Price is the amount charged for a product or service
  • Pricing Strategy is a model used to establish the best price for a product or service
  • Types of Pricing Strategy include Competition-Based, Cost-Plus, Dynamic, Freemium, High-Low, Hourly, Skimming, Penetration, Prestige, Project-Based, Value-Based, Bundle, Psychological, and Geographic Pricing
• Entrepreneurial Distribution Strategy:

  • Distribution Strategy is a method of disseminating goods or services to end-users
  • Types of Distribution Strategy include Exclusive, Intensive, and Selective Distribution
  • Types of Distribution Channels include Manufacturer to end customer, Manufacturer to agent to end customer, Manufacturer to retailer to end customer, Manufacturer to wholesaler to retailer to end customer, Manufacturer to reseller to retailer to end customer, Manufacturer to franchisor to franchisee to end customer
• Customer Relations:

  • Customer Relations describe how a company engages with customers to improve the customer experience
  • Positive customer relations can lead to benefits such as more leads and higher customer retention rates
  • Benefits of Positive Customer Relations include Customer Retention, Loyalty, and Satisfaction
• Building Positive Customer Relationships:

  • Invest in employee training
  • Create a fulfilling workplace for customer service reps
  • Improve first call resolution rate
  • Leverage software for efficiency
  • Create opportunities for self-service
  • Be accessible
  • Show appreciation
  • Measure and improve customer satisfaction
  • Create a customer-first culture