So what's the point and why have I chosen to talk to you about this today! Well I have been fascinated with why and how people integrate their marketing communications, as they all require different skills & implementation; however they still come together to help achieve the companies objectives and fit into their strategy!
IntroducingAlexandrOrlov & GioComparo or shall I say Compare the Market & Go Compare Insurance companies
CompareTheMarket.com has embraced a totally integrated and symbiotic communications plan that links together above-the-line media(mainly TV and radio), digital (CompareTheMeerkat.com and search) and social media (Twitter.com/Aleksandr_Orlov andFacebook.com/comparethemeerkat).
The campaign has been a phenomenal success, transforming the business of comparethemarket.com. In the first 9 weeks quotes increased 80% and cost per acquisition was reduced by 73%. Spontaneous awareness has almost tripled from 20% to 59%. Aleksandr has over half a million fans on Facebook and over 39,000 followers on Twitter. This makes him officially more popular than Wayne Rooney and more influential than Hillary Clinton!
This is the Offical brand new Compare the Meerkat toy. A Limited Edition speaking AleksandrOrlov, who, with a press of his tummy says "Simples"Priced at £75. Sold online and on the London Zoo online site
Integrated Marketing - Making Online and Offline Work
“ IMC is a management process of integrating all marketing communications activities across relevant audience points to achieve greater brand coherence.” Pickton & Broderick (2005)<br />“IMC is the concept under which company carefully integrates its many communication channels to deliver a clear, consistent and compelling message about the organisation and its products.”<br />Kotler (2005)<br />
5.5 million visits CompareTheMeerket.com<br />80% in quotes<br />Cost per Acquisition reduced <br />Over 678,000 fans <br />44,000 followers & following over 36,000<br />18<br />
400% increase in traffic<br />“Simples”, accepted into the Oxford English Dictionary <br />Most popular ad of 2010, in a study conducted by Nielsen<br />19<br />
Over 5,000 fans<br />Over 1,000 followers<br />20% increase in customer numbers first three months of campaign<br />Most-irritating ad of 2010, up from 56% in 2009. Marketing by TNS, <br />20<br />