Integrated Marketing Campaign

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Integrated Marketing Campaign

  1. 1. Integrated Marketing Campaign Antonietta Robino, Eric Floresca, Katherine Woo
  2. 2. Agenda <ul><li>Interactive </li></ul><ul><li>Sales Promotion </li></ul><ul><li>PR </li></ul><ul><li>Direct Marketing </li></ul><ul><li>Personal Selling </li></ul><ul><li>Events and Sponsorships </li></ul>
  3. 3. Interactive <ul><li>In January 2009 a report showed that internet usage continues to increase among Canadians especially those less than 55 years old. </li></ul><ul><li>The Internet has become #1 in time-spent for Adults 18-24 and 25-34, having overtaken TV for these age groups. </li></ul>18-24 25-34 18+ 35-54 55+ 0 100 200 300 400 500 600 700 800 900 1,000 1,100 1,200 NADbank ’07 TELEVISION RADIO INTERNET NEWSPAPER MAGAZINE
  4. 4. Internet Ads <ul><li>Websites </li></ul><ul><li>Microsites </li></ul><ul><li>Banner Ads </li></ul><ul><ul><li>Skyscrapers </li></ul></ul><ul><li>Pop-ups </li></ul><ul><li>Pop-unders </li></ul><ul><li>Floating Ads </li></ul><ul><li>Information </li></ul><ul><li>Small site for a product </li></ul><ul><li>Graphic that entices </li></ul><ul><ul><li>Vertical Banner </li></ul></ul><ul><li>In new window on top </li></ul><ul><li>New window under </li></ul><ul><li>On page harder to ignore </li></ul>
  5. 5. Interactive Trends <ul><li>Social Media </li></ul><ul><li>Instant Messaging </li></ul><ul><li>User Generated Content/Online Video </li></ul><ul><li>E-mail Marketing </li></ul><ul><li>Mobile </li></ul><ul><li>Cloud Services </li></ul><ul><li>Facebook, MySpace, Twitter </li></ul><ul><li>MSN, Google Talk etc </li></ul><ul><li>YouTube, Veoh, Vimeo </li></ul><ul><li>Hotmail, Yahoo, Gmail etc </li></ul><ul><li>Mobile Web, SMS, MMS </li></ul><ul><li>Microsoft, Google, Yahoo etc </li></ul>
  6. 6. The Internet and IMC <ul><li>As the fastest growing media in Canada it continues to siphon dollars away from traditional media because of the increase usage especially in the key 18 -49 year old demographic. </li></ul><ul><li>The rise of the internet has been one of the causes of the decline in print and magazine with the closure of Seattle Post-Intelligencer after 146 years when it published its last edition in March and went all online. </li></ul>
  7. 7. Dove Real Beauty The centre of the conversation on what is beautiful and what is not.
  8. 8. Promotions <ul><li>A promotion is an activity meant to provide an incentive to get a consumer to take action. </li></ul><ul><li>Targets </li></ul><ul><ul><li>final consumer </li></ul></ul><ul><ul><li>the distributor </li></ul></ul><ul><ul><li>the company’s sales force </li></ul></ul>
  9. 9. Consumer Promotions <ul><li>Consumer promotions create demand for the product. </li></ul><ul><ul><li>contests/sweepstakes </li></ul></ul><ul><ul><li>Coupons </li></ul></ul><ul><ul><li>cash rebates </li></ul></ul><ul><ul><li>Premiums </li></ul></ul><ul><ul><li>free samples </li></ul></ul><ul><ul><li>experimental marketing </li></ul></ul>
  10. 10. Trade Promotions <ul><li>Trade promotions push the product through the channel </li></ul><ul><li>For the distributor it is a way of getting move volume at a reduced price </li></ul><ul><li>A way to secure more merchandising support to help the product at retail </li></ul><ul><ul><li>trade allowances </li></ul></ul><ul><ul><li>performance allowances </li></ul></ul><ul><ul><li>cooperative advertising allowances </li></ul></ul><ul><ul><li>dealer premiums </li></ul></ul>
  11. 11. Sales Promotions Dove <ul><li>Dove’s use of print in the marketing strategy has gone far beyond regular display advertising to promotions including the “Face in the Crowd” and the Dove/ New Woman “Silk Purse” competition. </li></ul><ul><li>Working with Red magazine and supported by poster campaign in London, lightweight TV activity and magazine PR, Dove created “Firm Friends” – a competition whose first prize would allow one group of friends to appear in a campaign promoting the Firming range. </li></ul><ul><li>A trial pack was mounted on Red’ s cover, with an invitation to participate in the competition. Groups of women registered through a website, with regional and local winners driving local awareness of Dove Firming products. </li></ul>
  12. 12. Public Relations <ul><li>Gaining public’s acceptance and understanding </li></ul><ul><li>Can generate positive attitudes and opinions towards brands and products </li></ul><ul><li>Complements well with other communication elements </li></ul><ul><li>Involves no fee  “free” exposure </li></ul>
  13. 13. Dove For Real Beauty <ul><li>Generated media’s attention </li></ul><ul><li>Talked about on The View, CTV Canada AM, Ellen Degeneres Show </li></ul><ul><li>This has generated “free” media exposure </li></ul>
  14. 14. <ul><li>Cannot control whether the media conveys positive or negative images of your brand or product </li></ul><ul><li>http://www.ctv.ca/servlet/ArticleNews/story/CTVNews/20071003/dove_ad_071003/20071003?hub=Health </li></ul><ul><li>Points out the campaign’s contradictions </li></ul><ul><li>“ Dove is owned by Unilever, which is also the parent company of Slim-Fast and numerous beauty products.” </li></ul>
  15. 15. Role of public relations for an organization or a company in a crisis situation <ul><li>Maple Leaf Foods and the Listeria outbreak </li></ul><ul><li>Formal apology and used the media to gain exposure </li></ul>
  16. 16. Direct Marketing <ul><li>Involves the delivery of a message from a marketing company to specific users </li></ul><ul><li>Distributed by direct mail, telemarketing, direct response print media, direct response television and catalogues </li></ul><ul><li>Growing and evolving rapidly compared to traditional forms of advertising due to the changing lifestyles of consumers </li></ul>
  17. 18. <ul><li>Focus on specific demographic and psychographic </li></ul><ul><li>Women and true beauty </li></ul>
  18. 19. Direct Marketing <ul><li>Complements other communication elements </li></ul><ul><li>- reinforces ideas or messages in the consumer’s mind </li></ul>
  19. 20. Future of direct marketing <ul><li>More specific targeting strategies </li></ul>
  20. 21. <ul><li>The Green Movement  becoming more eco-friendly </li></ul><ul><li>- use of recyclable bags and paper </li></ul><ul><li>Increasing popularity of e-communications </li></ul>
  21. 22. Personal Selling <ul><li>Is the two-way flow of communication between buyer and seller, designed to influence a person’s or group’s purchase decision. </li></ul><ul><li>Usually face-to-face communication between the sender and receiver. </li></ul><ul><li>The delivery of the message is often a personalized message that presents the features, attributes, and benefits of a product or service. </li></ul><ul><li>Personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to close the sale. </li></ul>
  22. 23. <ul><li>Where have you recently experienced </li></ul><ul><li>personal selling? </li></ul>
  23. 24. Examples of Personal Selling: <ul><li>A car salesperson </li></ul><ul><li>A sales rep for RedBull sells to a group of store distributors. </li></ul>
  24. 25. Main roles of the sales force are: <ul><li>Prospecting </li></ul><ul><li>Communicating </li></ul><ul><li>Selling </li></ul><ul><li>Servicing </li></ul><ul><li>Information gathering </li></ul><ul><li>Allocating </li></ul>
  25. 26. Event Marketing and Sponsorships <ul><li>Event marketing involves the planning, organizing, and marketing of an event, whether it is an event for a company or a brand of a company that integrates a variety of communication elements. </li></ul><ul><li>Benefits of Event Marketing is the participation where one can be involved by. They are fast paced, offer the chance to communicate directly to customers and have a good sense of immediacy. </li></ul>
  26. 27. <ul><li>Sponsorship involves a company providing money to an event to enjoy specified marketing privileges for being associated with the event. </li></ul><ul><li>Examples: </li></ul><ul><li>Jamieson and RBC sponsors Toronto Film Fest parties to enjoy specified marketing privileges for being associated with the event. </li></ul><ul><li>American Express sponsors Winterlicious. </li></ul>
  27. 28. <ul><li>As part of its “Campaign for Real Beauty” in 2006, beauty Dove has launched the Dove Self Esteem Fund, a global initiative designed to make a direct difference to the lives of at least one million young people by the end of 2008 by helping them grow up with a stronger sense of self-esteem. </li></ul><ul><li>Goal help 5 mil kids to use the tools by 2010. Currently at 3.8 Million </li></ul>

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