Focused on bananas as a way to lose weight and an affordable diet staple
Coke used social media to create and maintain trusting relationshipsDesigned to work from the national level to the in-store buying experience
Starbucks uses an integrated marketing plan based on social media implementation with several working parts; keeps customers involved and informed
WHAT IS AN INTEGRATED MARKETING CAMPAIGN?
An integrated marketing campaign combines the
medium, e.g., print/broadcast advertising, public
relations, direct marketing, email, digital and instore promotions, and multiple stages in a
marketing message is consistently received by
the greatest possible number of people in the
WHY AN INTEGRATED MARKETING CAMPAIGN?
A holistic approach to communications marketing
More “bang for your buck,” by creating an unified user experience
Integrated marketing communications plans increase the chance that consumers will reach you the way
you want them to (more control)
STEPS IN AN INTEGRATED CAMPAIGN
STEP I – KNOW YOUR TARGET AUDIENCE
There is no such thing as a “general audience”
Segmenting specific audiences into groups based on
characteristics will help you identify who are most
likely to purchase or utilize your products and
for a salon & spa
STEP II – DEVELOP A SWOT ANALYSIS
SWOT analysis for
- Customer loyalty
- Apple is a leading
innovator in mobile
- High price
with different OS
- High demand of
iPad mini and
- iTV launch
- Android OS
STEP III – DETERMINE CAMPAIGN OBJECTIVES
This is where we document what we want to
achieve through the campaign
Objectives should be measurable – They
should help you map your campaign’s
Sample Objectives To create awareness for Canon EOS SL1 – the
world’s smallest DSLR
To increase visibility for Unique Photo
To increase engagement from users/followers
STEP IV – DETERMINING YOUR BUDGET
What is your product or service?
How old is your business or product?
Whom are you targeting?
What type of media does your target audience pay
What type of appeal is needed to persuade your target
audience to buy?
STEP V – STRATEGIES & TACTICS
What is a strategy?
Strategies are developed on the basis of objectives, these are ideas that help you accomplish those
What is a tactic?
Tactics are specific actions on how you plan to execute a strategy.
STEP V(A) - CHANNELS FOR AN INTEGRATED CAMPAIGN
Social media marketing
STEP V(B) – SETTING UP CAMPAIGN TIMELINES
Sample timelines for a campaign
STEP VI – EVALUATION & MEASUREMENT
You need to outline a method of how you will
evaluate the effectiveness of your strategy.
Sometimes elements of your plan will not work. It’s
Setting up your KPI’s and then
measuring it against your objectives to
evaluate campaign performance
important to know what did or didn’t, try to
understand why, and make note for future planning.
CASE STUDY #1 – DEL MONTE
• Used retail promotion + social/online media
• Diet Challenge Sweepstakes” encourages online recipe
swapping, surveys and sharing pictures to win prizes
information, adult games, and downloadable coupons
Facebook and Twitter implementation
• Live chats with nutritionists and partnerships with Mom Central
Achieved 29,973 fans on Facebook and reached over 16,000
followers on @MomCentral
“Buy a bunch, lose a bunch”
CASE STUDY #2 – COCA COLA
• Digital ads, music, outdoor and print ads
• In 2009, three fans chosen by other consumers to visit
every country where Coke is sold to spread a message
of “open happiness.”
• They made videos, tweeted, blogged, and used
Facebook to connect with fans who responded with tips
on where to go and what to do in the areas.
Fuelled growth of the Coca-Cola brand; unit case volume
increased 2% across developed and emerging markets
CASE STUDY #3 - STARBUCKS
• 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
• YouTube : share commercials, and informational videos
about volunteer efforts and ingredients,
• Facebook : invite fans to Starbucks events, share
comments, post pictures and communicate