Integrated Marketing Communication

Introduction to STP Marketing and IMC

STP marketing is a three-step approach to building a targeted marketing plan. The "S" stands for segmenting, the "T" for targeting, and the "P" for positioning. Integrated Marketing Communications (IMC) is a straightforward concept that ensures all forms of communications and messages are carefully linked together. At its most basic level, IMC involves integrating all promotional tools to work in harmony. The themes of Unit 5 are STP and IMC.

Using Social Media for Personal Branding

How can you use social media to build your personal brand? What steps should you take to ensure the best possible outcome? To effectively build your personal brand using social media, it is essential to provide details, expected outcomes, metrics, and a timeline for your personal branding efforts.

Twice in the past six months, I have purchased products after seeing them advertised on Facebook. The first was a piece of exercise equipment endorsed by a trusted friend. The second was a beauty product that was a one-size-fits-all solution. I have been pleased with both purchases and am glad I discovered them through social media.

The Power of Social Media Advertising

I believe advertising on Facebook is a smart strategy. It allows you to build your brand, as demonstrated in my first example. You can target specific groups on Facebook that align with your product. My friend, who liked the exercise equipment, is a dedicated gym-goer with an impressive physique. Her endorsement made me take notice because I trust her judgment on reputable products. Her recommendation led me to purchase the equipment for my younger sister. Word-of-mouth and friend recommendations are powerful tools in brand building.

If I had my own product, I would join as many Facebook groups related to it as possible. For instance, if the product were a safety item, I would seek out groups of safety personnel and any groups associated with safety issues, including those where the safety product might be used (cars, planes, parks, etc.).

Developing a Comprehensive Social Media Strategy

Besides joining Facebook groups, I would maintain a blog that I update daily. My routine would include a blog post in the morning, at least one Twitter update per day, an Instagram post daily, and video blogs weekly. I would text customers about sales, perhaps once a month or every three weeks, to avoid overwhelming them. Excessive sales messaging can lead to customer disengagement. Additionally, I would send an email every 2-3 weeks with information about safety and the product, including links to the webpage for purchase. I would offer a 5-10% discount for Facebook "likes" and incentives for recommending my product to friends who make purchases.

Expected Outcomes and Metrics

I would expect the outcome to be increased sales, hopefully, a significant amount. The metrics I would use include measuring traffic on Facebook and conversion rates. I would also analyze traffic numbers on Twitter and Instagram. Monitoring how often content is re-tweeted or posted would help determine the value of these platforms. I would likely host contests and giveaways on Facebook, as these tend to generate substantial engagement.

Timeline for Branding

Determining a timeline for branding can be challenging. On Facebook, brand awareness can spread rapidly or gradually. I hope my product would be of interest and spread quickly. An article in Forbes suggests that pioneering products may take longer to gain traction, while familiar products might achieve success more swiftly (Mourdoukoutas, 2014). If my product is innovative, I should anticipate a longer timeline. Conversely, if it is an adaptation of an existing concept, I can expect a shorter timeframe. I would aim to invest at least a year before reevaluating my passion, time, and resources to decide on continuing.

References

Mourdoukoutas, P. (2014). Why Some Startups Succeed (And Why Most Fail). Forbes. Retrieved from https://www.forbes.com/sites/panosmourdoukoutas/2014/09/20/why-some-startups-succeed-and-why-most-fail/