Do you believe, if a marketing program that was born without a good communication strategy will be selling a discordant empty package? Communication that packed into a marketing program’s core messages to be conveyed must be completely prepared well. The message effectively born from the consideration of identity, categorization and positioning of products or services that want sold to consumers.
Trivial example, Rinso of Unilever’s marketing strategy that carries the tagline ‘Got Dirty is Good’ (Berani Kotor itu Baik in Indonesia Language). The significance of this tagline, Rinso which is one leader brand of laundry soap is almost the same advantages with dozens of similar brand of laundry soap came up with the creative idea of communication, “Got Dirty is Good’. The core of this message is to invite the mothers to support their children creative activities, foremost their activities with directly contact to dirt. Because if they got dirty, there is a learning experience that can be taken positive for children, and to overcome the dirty let Rinso handle it. Tagline ‘Got Dirty is Good’ can also be categorized as a provocative persuasive tagline.
Since carrying the message ‘Got Dirty is Good’ Rinso has been seen as an outstanding laundry soap from other brand mostly. ‘Got Dirty is Good’ is also affecting his Rinso’ color ‘marketing programs, including ATL, BTL, and its public relations activities.
If the role of communication strategy is ingrained in an ongoing marketing program for a certain period like Rinso example above, then that is what is called Integrated Marketing Communication (IMC). The focus of IMC must involve his audience what he wanted to go, whatever channel it is used and what result to be achieved (Estaswara, 2008).
‘A concept of marketing communications plan that shows the value added of a comprehensive plan that evaluates the strategic roles of the various disciplines of communication, such as general advertising, direct response, sales promotion and public relations and combine these disciplines to create a clear communication impact, consistent and maximal. ‘(Integrated Marketing Communication Definition – Schutz (2003)).
Then how to measure the effectiveness of IMC? IMC effectiveness is very important especially for the management since in the process of IMC it costs not less. Effectiveness of IMC can be seen from the business outcomes (1) and communication outcomes (2).
Business outcomes seen through the process of consumer valuations in the market that have been identified based on estimates of consumer investment (ROCI – Customer Return on Investment). Estimated financial or business outcomes prediction is then verified and evaluated on several points over time to see the effectiveness of IMC programs. ROCI often equated with the percentage of customer loyalty that do a re-calculation of continuous consumption or buying the product from the customer.
ROCI is the calculation of the financial results of the IMC program that focuses on customer loyalty. ROCI can be calculated based on the continuous buying by customers based on the method of customer profitability and sales growth. So for example, like the example above Rinso which its business outcomes is 8 out of 10 of the Indonesian capital use Rinso. Of the eight Indonesian mothers, we calculate the target customers profit and expected sales growth which ultimately reflects the continuous pattern of buying customers. Continuous buying patterns could indicate customer loyalty due to see IMC Rinso which create an attitude to continue buying Rinso. Because in last eight Indonesian mothers perception, Rinso is the one and only laundry soap that support children’s creativity (though perhaps many other brands of laundry soap whose quality is less good than Rinso).
That ROCI which is the category of tangible business outcomes. Then there are the so-called communication intangible outcomes, through measurement of brand equity. Brand Equity is basically to know how good is your brand performance. The bottom line is customer impact and related assets (Reid, Luxton, Mavodo, 2005). Brand Equity basically involves measurement of the changes in consciousness (awareness) of customers, customer associations, customer attitudes, feelings customer and the customer experience. For easy measurement benchmark, if we already have a community for customers of our products, we can conduct customer surveys to measure the elements above.
Well, now ready to calculate your IMC’s success?
Posted by Afril Wibisono