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Integrated Marketing Campaign Presentation Transcript

  • 1. Integrated Marketing Campaign Antonietta Robino, Eric Floresca, Katherine Woo
  • 2. Agenda
    • Interactive
    • Sales Promotion
    • PR
    • Direct Marketing
    • Personal Selling
    • Events and Sponsorships
  • 3. Interactive
    • In January 2009 a report showed that internet usage continues to increase among Canadians especially those less than 55 years old.
    • The Internet has become #1 in time-spent for Adults 18-24 and 25-34, having overtaken TV for these age groups.
    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. Internet Ads
    • Websites
    • Microsites
    • Banner Ads
      • Skyscrapers
    • Pop-ups
    • Pop-unders
    • Floating Ads
    • Information
    • Small site for a product
    • Graphic that entices
      • Vertical Banner
    • In new window on top
    • New window under
    • On page harder to ignore
  • 5. Interactive Trends
    • Social Media
    • Instant Messaging
    • User Generated Content/Online Video
    • E-mail Marketing
    • Mobile
    • Cloud Services
    • Facebook, MySpace, Twitter
    • MSN, Google Talk etc
    • YouTube, Veoh, Vimeo
    • Hotmail, Yahoo, Gmail etc
    • Mobile Web, SMS, MMS
    • Microsoft, Google, Yahoo etc
  • 6. The Internet and IMC
    • 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.
    • 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.
  • 7. Dove Real Beauty The centre of the conversation on what is beautiful and what is not.
  • 8. Promotions
    • A promotion is an activity meant to provide an incentive to get a consumer to take action.
    • Targets
      • final consumer
      • the distributor
      • the company’s sales force
  • 9. Consumer Promotions
    • Consumer promotions create demand for the product.
      • contests/sweepstakes
      • Coupons
      • cash rebates
      • Premiums
      • free samples
      • experimental marketing
  • 10. Trade Promotions
    • Trade promotions push the product through the channel
    • For the distributor it is a way of getting move volume at a reduced price
    • A way to secure more merchandising support to help the product at retail
      • trade allowances
      • performance allowances
      • cooperative advertising allowances
      • dealer premiums
  • 11. Sales Promotions Dove
    • 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.
    • 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.
    • 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.
  • 12. Public Relations
    • Gaining public’s acceptance and understanding
    • Can generate positive attitudes and opinions towards brands and products
    • Complements well with other communication elements
    • Involves no fee  “free” exposure
  • 13. Dove For Real Beauty
    • Generated media’s attention
    • Talked about on The View, CTV Canada AM, Ellen Degeneres Show
    • This has generated “free” media exposure
  • 14.
    • Cannot control whether the media conveys positive or negative images of your brand or product
    • http://www.ctv.ca/servlet/ArticleNews/story/CTVNews/20071003/dove_ad_071003/20071003?hub=Health
    • Points out the campaign’s contradictions
    • “ Dove is owned by Unilever, which is also the parent company of Slim-Fast and numerous beauty products.”
  • 15. Role of public relations for an organization or a company in a crisis situation
    • Maple Leaf Foods and the Listeria outbreak
    • Formal apology and used the media to gain exposure
  • 16. Direct Marketing
    • Involves the delivery of a message from a marketing company to specific users
    • Distributed by direct mail, telemarketing, direct response print media, direct response television and catalogues
    • Growing and evolving rapidly compared to traditional forms of advertising due to the changing lifestyles of consumers
  • 17.  
  • 18.
    • Focus on specific demographic and psychographic
    • Women and true beauty
  • 19. Direct Marketing
    • Complements other communication elements
    • - reinforces ideas or messages in the consumer’s mind
  • 20. Future of direct marketing
    • More specific targeting strategies
  • 21.
    • The Green Movement  becoming more eco-friendly
    • - use of recyclable bags and paper
    • Increasing popularity of e-communications
  • 22. Personal Selling
    • Is the two-way flow of communication between buyer and seller, designed to influence a person’s or group’s purchase decision.
    • Usually face-to-face communication between the sender and receiver.
    • The delivery of the message is often a personalized message that presents the features, attributes, and benefits of a product or service.
    • 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.
  • 23.
    • Where have you recently experienced
    • personal selling?
  • 24. Examples of Personal Selling:
    • A car salesperson
    • A sales rep for RedBull sells to a group of store distributors.
  • 25. Main roles of the sales force are:
    • Prospecting
    • Communicating
    • Selling
    • Servicing
    • Information gathering
    • Allocating
  • 26. Event Marketing and Sponsorships
    • 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.
    • 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.
  • 27.
    • Sponsorship involves a company providing money to an event to enjoy specified marketing privileges for being associated with the event.
    • Examples:
    • Jamieson and RBC sponsors Toronto Film Fest parties to enjoy specified marketing privileges for being associated with the event.
    • American Express sponsors Winterlicious.
  • 28.
    • 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.
    • Goal help 5 mil kids to use the tools by 2010. Currently at 3.8 Million