IMC Approach to Target Market

For the marketing of our VPN, we will employ an integrated marketing communications (IMC) approach to deliver a clear and consistent message to our target market. According to P. Griffith Lindell in "Lining up Your Marketing Ducks; Integrated Marketing Communications," an IMC starts by understanding the customer's dilemma. Then, "you can integrate all the marketing communications elements into a unified, well-orchertrated campaign by developing a relevant umbrella theme that can accommodate all the various marketing communications tactics." (Moriarty). Consistent with this philosophy, we have identified a working description of the customer's dilemma(the need for a total, easy-to-use VPN solution delivered hand-in-hand with full ongoing support and the incorporation of customer concerns into system updates(and we have developed a central marketing message that will be communicated through a variety of channels.

Our central marketing message to the customer, which will become inherent in our brand identity, is that our VPN can provide the same capabilities as leased lines at a lower cost as well as providing a value added of full customer support, a user-friendly interface at the system level, and a responsive support solution. Customers will have one point of contact and will enjoy personalized service and a business relationship where every person in our company seeks to satisfy their business needs while integrating the customer into our business. Our ultimate goal i

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develop, market, and protect our company image. They will be primarily concerned with our brand identity and deflecthng any bad publhcity, such as news articles that speak against VPN. They will also maximize target audience visibility of any kudos directed at our company, our employees, or our product. As the company grows larger, we may want to assimilate our public relations team into our marketing team and use an established, high-profile marketing company instead. We will also employ direct marketing techniques based on databases purchased from industry journal subscription lists. Direct marketing will consist of telephone "cold calls" and direct mail marketing. A telephone marketing encounter generally only provides a window of a few seconds before the prospect says "I'm not interested" or just hangs up, so our marketing team will carefully research the market and test various approaches before deciding on one that they will fine-tune for maximum effect. Direct mail marketing depends on the effectiveness of the materials being mailed, so the direct-mail campaign will include full-color glossy brochures with impactful facts designed to convert, or at least attract, potential customers. In a highly competitive market, w

Category: Business - I