Integrated Marketing Communications - Ireland

Introduction

XYZ has completed their initial thrust gathering primary and secondary data in Ireland and determined their product should be a success. The necessary export licenses to sell XYZ product in Ireland have been submitted to the State Department and once the State Department has approved the export releases, focusing on an outline for a successful marketing communications program will begin.

Joining the Ireland Chamber of Commerce in the United States, Inc. (ICCUSA) was a wise decision and many promising network leads were made. Having access and belonging to an organization that can provide assistance and firsthand knowledge is invaluable in determining which marketing campaign to launch.

Ireland has a diverse culture with many components that need to be addressed while building an integrated marketing communications (IMC) plan. A successful IMC plan has six critical elements. The six elements include situational analysis, marketing objectives, marketing budget, marketing strategies, tactics and evaluation.

[Irish spinner and spinning wheel. County Galway, ...

[St. Stephen's Green Park, Dublin. County Dublin, ...

[Cave Hill. Belfast. County Antrim, Ireland] (LOC)

Marketing Communication Components

Situational analysis is taking factors both internally and externally to identify marketing problems or opportunities. A SWOTT (strengths, weaknesses, opportunities, threats and trends) analysis is similar and can be used for this step.

Marketing objectives are the results the company wants to accomplish using their communications. Objectives should be specific, measurable, achievable and challenging.

A Marketing budget is prepared-based on marketing objectives. Spending is determined and varied-based on the focus the marketing plan and strategic plan dictates.

Marketing strategies "are ideas about how to accomplish objectives" (Duncan, 2004). The marketing strategy is made up of the marketing mix, positioning and branding and is the culmination of a marketing analysis.

Marketing tactics "are specific actions to be taken to execute a strategy" (Duncan, 2004). Tactics emerge from the strategy and are therefore specific to each plan. When planning tactics, consistency is needed to ensure a concise uniform...