Promotional Mix, IMC Tools, and Sales Alignment

Promotional Mix, IMC Tools, and Sales Alignment
Identify the key marketing communication methods and specific IMC tools you will use in your
marketing campaign. How will you use each of these tools? Look for ways different methods and tools
can build on one another: advertising, direct marketing, public relations, digital marketing, guerrilla
marketing, personal selling, and sales promotion.
Example:
Digital Marketing
 Website: Add testimonials from prior attendees, event hashtag, rolling hashtag Tweets box,
social media buttons to make registration easy to share via social media.
Direct Marketing
 Email marketing: Reach out to prior years’ attendees who are already registered. Ask them to
post about plans to attend the upcoming conference. Conduct an email campaign using your
target audience list to generate awareness, interest, and desire to attend the conference.
Sales Promotion + Digital Marketing
 Contest/giveaway: Offer a giveaway for which Facebook, Twitter, and LinkedIn posts trigger
entries in a “conference evangelist” contest/giveaway to take place at the conference’s opening
session, one entry per social media tool per day.
How will you measure the success of the campaign? Select three to six KPIs (key performance indicators)
that you will measure. Briefly explain why each KPI you select will be a good indicator of whether your
campaign is successful.
Examples of KPIs:
 Total sales/revenue
 New/incremental sales
 Number of qualified leads generated
 Net Promoter Score
 Web site unique visitors
 Number of registrations/sign-ups
 Impressions – views of content
 CTR – click through rate
 Engagement – comments, likes, shares, page views, video views
 Followers – social media (Facebook, Twitter, LinkedIn, YouTube)
 Awareness