Depok-Submission of messages by a company or brand, often gets various responses from the public, both in marketing commercial and non-commercial products. Through a marketing communication strategy carried out by a brand, awareness will be created from the public on the existence of products from the brand.
Understanding the importance of marketing communication strategies to increase brand awareness, the UI Vocational Media Production study program initiated a guest lecturer lecture entitled “Sharing on Strategic Integrated Marketing Communication” on Monday, May 5, 2022. Nadia Andayani, M.A., Strategic Director of Phantom Indonesia, was present as a speaker to thoroughly discuss Integrated Marketing Communication (IMC) guided by Margareta Manalu, M.Si., lecturer of the UI Vocational Media Production study program, as moderator.
(Photo: Nadia explains Phantom Indonesia’s IMC strategy)
Nadia shared her experience in using the IMC strategy at Phantom Indonesia. “We use the framework in IMC planning through several stages, including 1) situation analysis; 2) objectives; 3) strategies; 4) tactics; 5) actions; and 6) controls. To market a product, these stages should be carried out so that the delivery of messages to the public is appropriate and appropriate,” explained Nadia in her presentation.
At situation analysis stage, it is necessary to analyze three things, namely macro analysis (a variety of factors that are relevant and cannot be influenced by the company, such as economic, social, market trends, etc.); micro analysis (factors that are relevant and can be influenced by the company, such as competitor analysis, customer insights, etc.), also internal analysis (e.g., product, current performance, internal resources and capabilities, etc.). All three are summarized in the form of a SWOT analysis and will create a situation analysis according to the needs of the brand.
(Photo: Nadia gives an example of the campaign carried out at Phantom Indonesia)
Furthermore, Nadia explained, “The next stage is objectives, which the stage where we have to set targets and objectivity for a brand on a monthly/quarterly/annual basis. The concept of Objectives and Key Results (OKR) or Key Performance Indicators (KPI) can be used to measure and produce the right marketing based on the SWOT analysis that has been carried out. After that, through the strategy stage, we need to conceptualize what strategies are appropriate and suitable to be carried out so that product marketing can be effective, such as message strategy, segmentation, targeting, positioning, IMC tools used, creative strategy, to the media strategy that is carried out.”
In the tactics stage, creative execution, schedule and determination of the media used, budget, and project timeline must be carried out together so that the marketing objectives can be achieved properly. After going through these stages, the actions or projects can be carried out according to the plan. In this process, various kinds of dynamic changes can occur. Involvement of third parties can also be done by agencies to help run the project. Therefore, good communication is needed between the agency and the company or brand.
(Photo: Nadia explains the stages in the IMC strategy)
“Besides, we also control marketing. This control includes pre-test (surveys, FGDs, interviews, etc.), monitoring of KPIs, OKR, web analytics, social media listening, and others, also post-tests (user experience reviews, changes in target’s point of view, etc.),” said Nadia added.
Finally, Nadia also explained the importance of the current role of IMC. “IMC’s role is very important in marketing. The amount of information from various media, both social media, mass media, and others, needs to go through the IMC approach so that the message can be conveyed properly. Then, in every IMC activity, it needs to be supported by strong data analysis and situation analysis so that the results are effective and objective. Lastly, IMC activities must be logical and consistent from start to finish, and answer product problems experienced by the company or brand that you want to communicate,” said Nadia, closing her presentation.
