integrated marketing communication campaign

INTEGRATED MARKETING COMMUNICATION CAMPAIGN

PRESENTED BY-SAURABH CHANDRA SRIVASTAVAVINAY BIHARI

INTRODUCTION

Businesses need to find a way to grow their businesses, build their brands and increase brand awareness, while abiding by corporate guidelines and practices.

Using an integrated marketing communication strategy is a great way for a brand to specifically focus on local customers and operate under the greater umbrella of the corporate parent.

This approach offers: A holistic approach to communications marketing.

More “bang for your buck,” by creating a user experience.

Integrated marketing communications plans increase the chance that consumers will reach you the way you want them to (more control).

TODAY’S TREND

Mobile Devices Smart phone use is on the rise. Smart phones are quickly becoming a more important tool to use to

connect and engage with customers. Consumers are also using mobile apps to order food, find nearby

restaurants, add value to prepaid cards (i.e. Starbucks), and/or discover the “flavor of the day.”

Restaurant reservation platform OpenTable today reported quarterly earnings of $52.3 million and used the day to put out some other news: the company has acquired Ness Computing, makers of the personalized restaurant recommendations app Ness.

Geo location Customers are using technology and mobile devices to announce location

to social networks (i.e. SCVNGR, Facebook Places, Foursquare, Gowalla).

Businesses are capitalizing on this by linking the “check-ins” to coupons and deal savings, encouraging fans to announce their locations, and ultimately, become customers.

Group Buying

Group buying sites, such as Groupon, have changed consumer buying behavior, by forcing consumers to cooperate in order to receive the discount.

Group buying allows for companies to drive purchase behavior and expand their customer bases. Participating businesses have experienced increased traffic as a result of flash sales, especially when linked with product reviews.

Barcode Scanning Mobile devices allow the consumer the opportunity to scan bar codes

(QR codes) to get product reviews, complementary offerings, compare prices across distributors and track product availability.

Businesses can use this knowledge to communicate transparency regarding price, product and service quality.

INTEGRATED MARKETING:RESOURCES

INTEGRATED MARKETING CAMPAIGN Integrated marketing campaigns (IMC) combine new, and traditional

media marketing tools and tactics to connect with consumers across multiple platforms.

The goal of an IMC is to integrate brand messaging across channels (messages are not platform-specific), and to increase market and brand awareness, eventually resulting in financial benefits.

EXAMPLE OF IMC CAMPAIGN

Starbucks uses an integrated marketing plan based on social media implementation with several working parts; keeps customers involved and informed.

Blogs: improve the customer in-store experience by launching Mystarbucks-idea.com to learn from customers and employees what they liked and did not like, and what Starbucks could be doing better- reached 100,000 ideas.

Twitter: answer questions, share information, listen to consumers.

YouTube: share commercials, and informational videos about volunteer efforts and ingredients.

Facebook: invite fans to Starbucks events, share comments, post pictures and communicate.

EVENTS

Uses integrated campaigns to increase customer satisfaction and loyalty, prioritize internal stakeholders, and spread commitment to sustainable projects.

BILLBOARD

MOBILE

CONCLUSION When implementing an integrated marketing communication plan

remember to keep in mind the following: Campaign goal(s) must be communicated, and understood throughout

the company and across departments in order to be successful. Actively work to keep communications cohesive and consistent; use

technology to keep all employees on the same page and communicate with customers with the correct, clear message.

Consider private branded communities, use new Facebook features “Questions” and “Private Groups” to delve deeper into the minds of the customer.

THANK YOU