IMC Plan

IMC Plan for InstruMental Safety

Joseph W. Morningstar

Full Sail University

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IMC Plan

Marketing Objectives

InstruMental Safety has the opportunity to increase sales through a variety of

different ways. One way would be through guerilla marketing tactics that would include

employee incentives in order to sell more products. By negotiating terms with vendors, it

is possible to create contest participation. Also through grassroots marketing it is possible

for the company to advertise using a viral approach by promoting the existing online

store, and by creating a Facebook page, Twitter account, and Instagram page. The

Facebook page and Twitter account The Instagram page would be geared towards a street

team posting pictures of shows that the company has provided equipment deliveries for.

The major benefit for members of the street team would be in-store discounts free repairs.

Although discounts and free repairs may not directly increase sales, it will affect

InstruMental Safety’s customer base by assisting in the growth of the company over time

through word of mouth. The first year goal to increase sales would be to reach a gross

profit growth of thirty three percent consecutively over the course of twelve months.

To increase brand awareness, “managing long-term customer equity plays a very

important role as an integral part of brand association in the memory of the concerned

consumers.” (Ahasanul, Momen, Sultana, Seyama, April 1, 2013) In order for the

company to manage long-term customer equity, it’s important to take action in hiring the

most suitable sales people who are capable of acquiring a customer base. By using non-

traditional mix tools mentioned previously, having a presence on the Internet and also

having a street team will contribute to the overall increase of brand awareness. The first

year goal aimed towards the increase of brand awareness is to have reached twenty

thousand views on Facebook.

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IMC Plan

To increase the company’s market share, it would be vital to execute various

marketing techniques within the first year of business. Through market segmentation, this

is achievable through “the process of dividing a large market into smaller segments of

consumers that are similar in characteristics, behavior, wants, or needs.” (Hutchison,

Paul, Macy, 2010) As for a measurable goal within the first year for increasing market

share, the company must have obtained fifteen percent of the market share, consisting of

the drummers in the area.

IMC Strategy

The company would benefit by taking advantage of lower budget promotional

mix tools that are available, including both traditional and non-traditional. One traditional

mix tool that could be utilized would be the creation of a flyer in efforts to advertise. By

personally selling the idea of what InstruMental Safety represents to club owners and

venue owners, there is potential in building relationships with management as many of

these businesses host bands on a regular basis, and some even have an in-house drums set

to accommodate drummers. Also, getting to know local drum instructors would allow

you to advertise with flyers as well, considering their constant interaction with other

drummers.

Non-traditional promotion mix tools that are plausible include the various types of

advertising on the computer. By utilizing social media sites, chances for success are

greater by opening up wider opportunities to gain clientele through potential online sales

throughout the United States. Also, by creating an online advertisement that includes our

phone number, long distant drummers are given the option of calling us for both product

support and technical support, as well as making purchases over the phone.

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IMC Plan

By distributing the brochure that has been made by InstruMental Safety, it will

provide consumers with a strong visual and comprehensive understanding of what the

company is trying to convey. As the brochure is a multi-functional marketing tool, this

allows the chance to inform drummers of certain aspects that are essential in order to get

crucial knowledge into the consumer’s mind. Unlike technological marketing tools,

brochures are a physical advertisement that can be reviewed at anytime, without having

to activate any type of device.

A podcast is a non-traditional promotion mix tool that can be easily made and

with a one hundred percent ROI, as it can be made at no cost. Also, a podcast is

exceptionally useful in reaching a wider geographic. To add, podcasts can be viewed at

any time of day while also offering the creator more creative control over the content that

is being broadcasted.

With InstruMental Safety having a commercial in the making, it will work as a

strong integrated marketing communication tool. Although a commercial is a traditional

promotion mix tool and may have a lower ROI, it can reach a more specific target market

by airing on certain music channels. Lastly, by presenting viewers with a commercial, it

translates to the audience that the company has a stronger hold on the market place’s

distribution efficiency.

According to Andrew Baxter, “other local brands are using social media to boost

loyalty and customer engagement, and they are finding this delivers a strong long-term

return on investment.” (Baxter, July 19, 2013) Communicating to the designated target

market through social media sites will prove to have the highest return on investment

rate. However, the drum shop and delivery business that InstruMental Safety offers are

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IMC Plan

allowed the chance to advertise in other businesses if the owner of InstruMental Safety is

able to negotiate through personal selling of the company. If the company were to invest

in flyers for advertising purposes, and 500 flyers costing $205.99 (Vistaprint, 2013), this

tool could cover the ROI within the first day of business, and from there, any revenue that

may come as a result from the flyers is pure profit at that point. Also, by printing and

distributing brochures, which can have an estimated cost of $186.99 for 500 (Vistaprint,

2013), This is another tool that could have a very quick return on investment, as even a

combined cost for both flyers and brochures could be made back from a single drum set

sale, possibly happening on the opening day. Out of all IMC tools mentioned throughout

the IMC Plan, the only ROI not being covered is the production of a website. After

researching and learning on godaddy.com how inexpensive it is to invest in a .com

domain in order to build a decent website ($7.49 a month), this too is a remarkable tool

that could have an ROI within a single day, just by selling a set of cymbals for example.

(GoDaddy Operating Company, LLC., 2013)

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IMC Plan

References (pg. 1) -

Haque, A., Momen, A., Sultana, S., & Yasmin, F. (2013). Online Brand Awareness:

Determining the Relative Importance of Facebook and Other Strategies among the

Malaysian Consumers. Information Management & Business Review, 5(4), 168-174.

Retrieved on October 26, 2013 from

http://search.ebscohost.com.oclc.fullsail.edu:81/login.aspx?

direct=true&db=bth&AN=87965765&site=ehost-live

Hutchison, T., Paul, A., Macy, A. (2010). Record Label Marketing, 2nd Edition.

(VitalBook file). Elsevier, Inc.

Retrieved on October 26, 2013 from

http://online.vitalsource.com/books/9780240812380/page/39

Baxter, A., (July 19, 2013). Why It Pays to Join the Social Media Club, 1st Edition.

(Magazine, pg. 32). Nationwide News Pty Limited,

Retrieved on October 27, 2013 from

http://www.lexisnexis.com.oclc.fullsail.edu:81/lnacui2api/api/version1/getDocCui?

oc=00240&hnsd=f&hgn=t&lni=58XF-XXR1-JD3N-

50PP&hns=t&perma=true&hv=t&hl=t&csi=244777&secondRedirectIndicator=true

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IMC Plan

References (pg. 2) -

Vistaprint.com, (2013). Brochure Printing for Business Brochures. Vistaprint,

Retrieved on October 27, 2013 from http://www.vistaprint.com/custom-brochures.aspx?

txi=14950&xnid=ContextualLeftNav_Brochures+%28linked+item

%29_Marketing+Materials_All+Products&xnav=ContextualLeftNav_Leaf_Flyers+

%28linked+item%29

Vistaprint.com, (2013). Custom Flyers & Flyer Printing for Businesses. Vistaprint,

Retrieved on October 27, 2013 from http://www.vistaprint.com/flyers.aspx?

txi=14951&xnid=ContextualLeftNav_Flyers+%28linked+item

%29_Marketing+Materials_All+Products&xnav=ContextualLeftNav_Leaf_Brochures+

%28linked+item%29

GoDaddy.com, (2013). Website Builder: Easily Create Your Own Website in Minutes.

GoDaddy Operating Company, LLC.,

Retrieved on October 27, 2013 from http://www.godaddy.com/hosting/website-

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IMC Plan

builder.aspx?ci=73682&isc=iapni249a

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