s "Client Pitch" assignment, you must clearly apply what you have learned from Kotler & Keller, Marketing Management, Chs 5 (Creating Loyal Customer Relationships) & 17 (Designing and Managing Integrated Marketing Communications).
Create a Microsoft PowerPoint presentation of an Integrated Marketing Communications plan, to move your prospective client's target customer from awareness to purchase to loyalty. You are the marketing agency pitching this IMC plan to the corporate client (the producer/seller of the product). (You can use a company / product of your choice, or your team's company as your "client" and the team product, but this is an INDIVIDUAL assignment.)
Keep the slides simple and put your presentation script in the notes.
No more than 7 lines per slide and no more than 7 words per line.
This will be 8-10 slides:
Identify and incorporate in your presentation slides any considerations from your textbook readings for building and maintaining the brand and customer loyalty.
To demonstrate how the messaging will roll out in your Integrated Marketing Communications strategy, you must:
Create your own print ad and video broadcast for the product, featuring your new messaging strategy (For the video: Youtube, Prezi, or preparing a simple storyboard in Powerpoint or Word is acceptable--For storyboard samples, simply do an internet search on the term "Storyboard". You will also find attached to this assignment additional instructions.)
The print ad and video can be separate from, or integrated into your Powerpoint presentation.
Incorporate citations within the slide notes, and a reference slide at the end.
Include an introduction and Conclusion within the presentation that summarizes the key points from the presentation. In these summaries, keep in mind that your client will not be interested in promotional rhetoric, but in your performance-based objectives.
Click the Assignment Files tab to submit your assignment.
As with all academic and professional papers, do not use first or second person in your writing. These are evidence-based objective documents, not personal perspective.
Your IMC will select and integrate elements from the marketing communications mix, which consists of eight major modes of communication:
1. Advertising-- Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor via print media (newspapers and magazines), broadcast media (radio and
television), network media (telephone, cable, satellite, wireless), electronic media (audiotape, videotape, videodisk, CD-ROM, Web page), and display media (billboards, signs, posters).
2. Sales promotion-- A variety of short-term incentives to encourage trial or purchase of a product or service including consumer promotions (such as samples, coupons, and premiums), trade promotions (such as advertising and display allowances), and business and sales force
promotions (contests for sales reps).
3. Events and experiences-- Company-sponsored activities and programs designed to create daily or special brand-related interactions with consumers, including sports, arts, entertainment, and cause events
as well as less formal activities.
4. Public relations and publicity-- A variety of programs directed internally to employees of the company or externally to consumers, other firms, the government, and media to promote or protect a company's image or its individual product communications.
5. Direct marketing-- Use of mail, telephone, fax, e-mail, or Internet to communicate directly with or solicit response or dialogue from specific customers and prospects.
6. Interactive marketing-- Online activities and programs designed to engage customers or prospects and directly or indirectly raise awareness, improve image, or elicit sales of products and services.
7. Word-of-mouth marketing-- People-to-people oral, written, or electronic communications that relate to the merits or experiences of purchasing or using products or services.
8. Personal selling-- Face-to-face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions, and procuring orders.
Kotler & Keller. 2012. Marketing Management 14e. Pearson.