All posts tagged: Production

How Does Integrated Marketing Communications Intersect With Production?

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What is Integrated Marketing Communications?

The definition of Integrated Marketing Communications (IMC), according to the American Marketing Association is the “Planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.” This includes but is not limited to:

  • Advertising
  • Social media
  • Sales promotions
  • Public relations
  • Direct marketing
  • Point of purchase
  • Sponsorships

The game changed with regard to IMC when the internet came in to play in two big ways. First, instead of marketing campaigns being a “push” strategy, it became more “pull” with consumers searching information and becoming “push and pull” interactive. Second, with traditional media the same information is received by all consumers, and with internet media content can be tailored for specific groups or individuals.

IMC not only focuses on consistent messaging for the customer but also provides an efficient and cost effective way for advertisers to communicate. The idea is to harness the power of each channel to have a more effective impact than working each channel individually. The message remains consistent, but the delivery method varies across the platforms.

This ties nicely into advertising production strategic planning. A well defined content production strategy with optimized work flows is a powerful tool to work an IMC process and manage a budget efficiently.

Additional Types of Integration to Consider

  • Horizontal – across the marketing mix and business functions – production, finance, distribution and communications working together
  • Data – sharing relevant marketing data across different departments within a company and with agencies
  • Vertical – ensuring marketing and communications support the higher level business and company objectives and mission
  • Internal – keeping all staff informed and educated regarding brand and company identities, standards, partners, etc.
  • External – coordinating with all external partners (advertising, PR, media, and digital agencies) to work together in a cohesive manner with messaging and campaigns

IMC: Where do you stack up?

One of the biggest pitfalls of integrating marketing communications (especially for large advertisers) is to be able to effectively and efficiently work across multiple departments that are each producing their own marketing communications. According to Smart Insights, only 6% of companies report that their marketing integration processes are fully optimized while 32% report that integration is a key area of focus for their organization. Regardless where you fall on the spectrum, there are several ways to drive efficiency with IMC including reducing agency fees, streamlining work flows, and leveraging consistent assets across all channels.

Have questions on how to build a production strategy to fit within IMC? Contact us to learn more.

 

Written in collaboration with Angela Saferite.

Anita SilvermanHow Does Integrated Marketing Communications Intersect With Production?
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Production Transparency: Tips & Tricks

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“Change before you have to.” — Jack Welch

Here are 4 key tips to consider as you implement change to bring about greater transparency with your agency partners:

Tip 1: Create Policies, Procedures, & Guidelines

Many people may believe that production policies are developed to simply prevent issues. However, they offer a true benefit by outlining transparent production practices, creating efficiencies in the production process, and including safeguards to mitigate financial risk. Remember, it’s best when your production policies and guidelines:

  • Include the “do’s and don’ts” as well as clearly-defined business procedures
  • Address approval processes, responsibilities, and limits
  • Have training, training, training – BOTH internal advertiser employees and agency employees should be trained annually and/or during on-boarding
  • Are proactively utilized to review/audit for compliance
  • Are updated regularly to ensure the latest industry best practices (including the ANA Production Transparency findings) are addressed

Tip 2: Assign Responsibility

It might seem straightforward and intuitive, but many companies focus on tips 1, 3, and 4 but miss this critical element. Having production policies means nothing unless someone is responsible and actively assuring compliance. Also, it’s important to make sure the person(s) you designate has the right tools and resources to be successful; getting the right expertise or training is crucial and should be considered up-front.

Tip 3: Consider Up-Front Analysis

Analyzing costs and overages after-the-fact (or when the purchase order runs out of funds) is simply just the process of approving incremental spend. The most critical decisions which can have a significant impact on transparency (and costs) are made early-on. Having a seat at the table with standard processes, tools, and templates helps ensure transparent discussions between your brand teams and agencies — and can help you avoid any unnecessary spending. With a proactive approach to up-front analysis, you’ll also be better equipped to manage scope changes (while still staying on budget) — or, heck, you may end up with funds that you can reinvest back into your brand.

Tip 4: Review Invoices Prior to Payment

Prior is the key word here. After payment is made, issues are often discovered:

  • During an audit
  • When invoices come in and there are no more funds available on the purchase order
  • When invoices come in and the project is closed

This wastes precious time and money to resolve — and may lead to issues with the agency.  Moving this review and “audit” process up before payment is made is the key to success.

In Summary

There’s never been a better time to take an active role in managing and governing production transparency in your organization. Check out additional articles on the topic:

Need advice? Click here to submit questions directly to our team, and one of our experts will get back to you with an answer immediately.

Written in collaboration with Angela Saferite.

adminmraProduction Transparency: Tips & Tricks
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