IMC, and How to Measure The Success

Afril Wibisono

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

About afrilwibisono

Online and Digital Marketing are passion fieldwork for Afril. Start with career in LG Electronics Indonesia, Afril has gained multi cross experience on communication, public relations, marketing, digital and online marketing. She has worked at Rajakamar International Group , as Marketing Digital and Communication Division Head. Previously, she was Marketing Communication Manager at Rajawali Corpora - Express Group (2012), Corporate Communication Manager for Mensa Group, PR Manager for Restylane Indonesia and Digital Manager for Chicco Indonesia as well (2008 - 2011) . Now, she acts as CMO at 8commerce, a scalable end to end ecommence enabler. In weekend, she acts as official lecturer for marketing communication major in Bina Nusantara University. About her education history, in 2001 she finished her bachelor degree with cum laude status from Communication Universitas Padjadjaran. Then, in June 2010 she finished her master of communication management from Universitas Indonesia.
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5 Responses to IMC, and How to Measure The Success

  1. dimas says:

    Mbak Afril,

    Saya mau membuka usaha kursus komputer. Saya ingin membuat tagline yang provokatif dan akan saya pasang di brosur dan spanduk promosi supaya menarik perhatian dan menjaring calon siswa sebanyak2nya.

    Kira2 tagline apa yg cocok utk kursus saya?

    Trims

  2. Dear Pak Dimas,

    Dalam menentukan tagline, bapak mesti lihat dulu produk/servis apa yang bapak tawarkan. Oke, kursus komputer. Nah kursus komputer kan banyak pak. Bapak bisa rinci lagi, dengan membuat kategorisasi service apa yang bapak ingin positioning-kan. kategorisasi ini penting, supaya kursus komputer bapak terdiferensiasi. Berbeda dari kursus komputer yang lain. Bapak yang cari ya, kategorisasinya apa. Setelah dapat, baru deh Bapak tentukan tagline-nya. Tapi sebelum sampai ke kategorisasi, jangan lupa nama kursusnya apa ya pak. dan baiknya, nama sesuai dengan kategorisasi yang ingin dipilih dan mudah diingat.

    demikian. semoga membantu.

  3. yuanita says:

    Dear Mba Afril

    Senang sekali rasanya bisa menjadi wanita yang smart seperti mba afril,aku mahasisiwi yang sedang menjalani proses kerja praktek di sebuah perusahaan komunikasi yang terkenal dengan “sinyal Kuat”

    kali ini saya menambil judul laporan yang berisikan tentang brand awareness, boleh minta masukannya mba, contoh kongkrit seorang PR yang mendongkrak brand awareness, dan strategi apa saja yang harus dilakukan.

    terimakasih, salam hangat

    • PR yang bisa mendongkrak brand awareness bukan diukur dari kesuksesan dia atas berapa banyak media yang telah memuat informasi perusahaannya/produknya/servisnya. PR yang sukses seharusnya bisa menempatkan kategorisasi produk/servis/perusahaan-nya ke benak pikiran konsumennya sehingga positioning brand sama dengan yang diinginkan dalam kategorisasi itu.

      Brand itu menurut pengarang buku The Brand Gap Marty Newmier, adalah tentang bagaimana konsumen menempatkan produk/servis/perusahaan Anda. Jadi kekuatan brand terletak pada konsumennya, bukan si produsennya. Nah karena pergerakan dunia citra, persepsi, marketing yang semakin horizontal, sangat penting bagi PR untuk langsung turun tangan berkoneksi dengan si konsumennya. Bukan lagi dengan media. Engagement customer yang jelas akan banyak dilakukan dalam program PR Marketing memegang banyak peranan penting dalam proses positioning brand yang diharapkan. Awareness terhadap brand pada dunia sekarang seringkali tidak terlalu penting manakala positioning brand di persepsi konsumen dianggap tidak mencapai apa yang diinginkan. Dengan munculnya media2 baru di jagad maya, seharusnya awareness itu akan datang dengan sendirinya karena sifat keaktifan konsumen sekarang sangat tinggi. Masalah sebenarnya adalah bagaimana supaya positioning brand yang ada di awang2 konsumen sama dengan kategorisasi kita yang diharapkan. Begitu.

      Strategi yang perlu dipertimbangkan ya itu tadi, segala strategi yang memacu adanya proses engagement customer. Mau itu buat website, mau itu bikin event, mau itu iklan dan lain sebagainya. Sehingga customer bisa menyumbang pengetahuan-pengetahuan apa yang berguna untuk mendukung positioning brand.

      demikian yuanita.🙂

  4. Amin Sabiatko P says:

    Hallo Kak Afril .. saya Amin, Mahasiswa Universitas Atma Jaya Yogyakarta yang baru “seumuran jagung”. Begini, mau tanya Kak terkait dengan IMC yang selalu di agung agungkan di dunia marketing nih. Bikin penasaran aja hehehe .. ketika promotion mix telah terintegrasi apakah itu yang disebut IMC ? nah, kemudian beda antara IMC dengan Campaign produk apa ?
    Terimakasih, semoga berkenan menjawab🙂
    Salam

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