Question

Review the following two articles. Each have examples of IMC strategies. Compare two of the IMC for different companies. What were the goals of the integrated marketing campaign? Which IMC components were used in that particular campaign? How do those components contribute to the success of the IMC campaign in achieving its stated goals?

https://lonelybrand.com/blog/3-companies-integrated-marketing-right/

https://smallbiztrends.com/2017/05/integrated-marketing-campaign-examples.html

Answer 1

INTEGRATED MARKETING :

It is a kind of marketing which includes a unified and smooth experience for customers to interact with brand/company;it includes all aspects of marketing such as advertisements,promotion ,public relations,social media etc and they collectively work together as a unified force.

It is an approach to achieve the desired results of a marketing campaign , with a use of many promotional methods which are interlinked to each other in some way.It makes sure that your marketing campaign focussed on both offline as well as online medium.

INTEGRATED MARKETING STRATEGIES :

There are many IMC strategies to be used to make it successful.One thing which is very important for its success is that marketer need to carefully blend and make best use of available promotional tools so that the message reaches to the right customer at right place and right time.

Here are some examples of Integrated marketing strategy listed in articles:

1. LULULEMON INTEGRATED MARKETING STRATEGY :

Lululemon is a athletic apparel and technical clothing brand mostly used for yoga,working out and most other sweaty pursuits.The IMC strategy used by them was :

Brand Ambassadors+Events+Out of Home+Social

• Brand ambassadors : Fitness freaks and enthusiastic people ara the brand ambassadors for Lululemon.They give free classes in stores or on social media.People get easily connected to them as they tend to be great influencers.
• Un boxing : It means whenever a product is launched it is unboxed by these people on different mediums like Youtube,Instagram where in the benefits of products are highlighted and shared with the followers.
• Digital Videos : Many videos are shot and shared on social media which ultimately gets viral about the products.

2. Fashion Nova INTEGRATED MARKETING STRATEGY :

Fashion Nova is a top online fashion store for women.Apparels,shoes, bags etc are sold by them online.There USP (Unique selling point ) is fast fashion approach at affordable prices. The IMC strategy used by them was :

Events+Influencers+Direct Response

• Several events are organized which covers a larger audience for promotion.
• They keep on hiring Brand ambassadors which gives way for more creativity and new ideas.
• Regular deals and discounts offered through email.

3.PORSHE INTEGRATED MARKETING STRATEGY:

Porsche is the traditional and most stylish sports car maker.The IMC strategy used by them was :

  Events+Influencers+Social+Video+Radio

• Regular Pop up events
• Mobile friendly content is delivered which generated awareness about the brands and forthcoming products.
• Snap chat and Instagram stories are updated on regular basis.
• Virtual reality and 360 video are shared about ultimate driving experience of Porsche which creates excitement in buyers.
• Radio also contributed as several ads and promotion was done by famous Radio jockeys.

For more examples please refer to the article no. 1 .

Comparison between the strategies adopted by these companies :

If you will notice the prime difference between strategies adopted is the number of promotional methods used.Lululemon didn't used much but Porsche used many.So it totally depends on the company size,target buyers,market size and many other factors.Some companies uses more aggressive integrated marketing approach while some companies use easy techniques.If we look at the article Red bull strategy outshines in every context as it instantly connects to its target audience.The tag line used by them "Redbull gives you wings" is quite famous and relatable.

Goals of the Integrated marketing campaign :

• To develop brand awareness
• To increase number of consumers
• To encourage repeat purchases
• To urge people to reach till physical stores also
• To build a brand image
• To increase customer base

These are the goals for any Integrated marketing campaign.These goals are set and in accordance with that the strategy to be adopted is decided.

IMC Tools used in that campaign :

• Advertising
• Direct marketing
• Internet Marketing
• Sales promotion
• Publicity
• Public relation
• Personal selling

Components contribute fully in the success of any Integrated marketing campaign.Types of components:

• The foundation :This component is based on a strategic understanding of product and market.Like change in technology,buyer habits of buying,change in trend etc
• The corporate culture:This component is based on the way a company operates its vision culture.
• The brand focus : this is the tagline,logo,style and message of brand.
• Consumer experience:This include the design and packaging of product.
• Communication tools:This include all modes of advertising,marketing both offline and online.
• Promotional tools
• Integration tools

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These campaign are usually the one liners or tagline attached to a brand which usually speaks about the brand.What exactly the brand is all about is depicted by these tag lines.Deciding a tag line is very important part of any campaign .Tagline should be Crisp and to the point and it should instantly connect to the consumer. Some examples of IMC are:

• Old Spice: Smell Like a Man

• GoPro: Be a Hero

• Always: #LikeAGirl

• SFPCA: Condoms For Pets

• Snap Inc.: Spectacles

• Levi Strauss & Co: Ready To Work

• H&M: ‘Come Together’

• Volkswagen: Kombi’s Last Wishes

• Pret A Manger: Customer Outreach

• Southwest Airlines: Transparency

• LinkedIn: “In It Together”

Contribution of different components in achieving the stated goals :

Different components plays different role in achieving stated goal.It depends on what all components are choose and applied.Different brands use different set of these components.The success of any IMC strategy depends on these components.What exactly the company wants from its marketing team is the proper understanding of these components.The success guarantee of any IMC strategy depends on these components.