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Nike, Snickers and Fosters have created powerful integrated campaigns – so what's their secret?

Nike, Snickers and Fosters have created powerful integrated campaigns – so what's their secret? | IMC | Scoop.it
For an increasing number of campaigns, integration across a large number of media is essential. Tim Bourne, chief executive of Exposure, explains how it should be done
Cameron Mclean's insight:

The article looks to explain the reasons why Nike, Snickers, and Fosters were all successful in creating strong integrated marketing campaigns.

 

The author suggests that what is crucial is a strong insight with a meaningful big idea that you can express in different ways. It is about connecting a brand truth with a real human emotion.


Using the authors example on snickers, The brand created a strong platform with the product insight that "you are not you when you are hungry". The campaign linked this to a consumer emotion: that you feel tetchy when you haven't eaten. It then futher got celebritie to tweet messages that were out of character, demonstrating the versatility of the idea across channels.

 

Integration isn't about saying the same thing in different channels. But it is about taking a unique aspect of the brand and tying it to a consumer insight that is powerful and engaging

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Alexandra Sinclair's comment, September 26, 2013 6:08 PM
The snickers example is interesting Cam - getting celebs to tweet grumpy messages is innovative. However I thought integration WAS about saying the same thing in different channels??? What do I know... perhaps it's more accurate to say it isn't ONLY about saying the same thing in different channels but also ensuring that an organisation's 'big idea' is communicated in everything they do? I guess they can deliver the same message in a variety of ways...
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Direct Marketing More Relevant Than Ever

Direct Marketing More Relevant Than Ever | IMC | Scoop.it
Burgeoning digital channels and new avenues of customer insight give marketers new opportunities to build affinity and sales through direct marketing.
Cameron Mclean's insight:

Direct marketing has taken on greater relevance for marketers with the growth of social media and other online interactions. Successful marketers today are reaching more and more customers directly, on a personal level, than ever before.


If used effectively direct marketing tools can really engage with customers and form emotional bonds with them. These tools could consist of  blogs, tweets, and affinity groups that enable personalization through customer-led co-creation. 

 

The article shares the interesting example of Easy Jet who as a result of its direct marketing efforts, managed to increase profits 28% and achieve nearly 100% online check-in performance

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Alexandra Sinclair's comment, September 26, 2013 6:18 PM
Funny you should bring up Easy Jet Cam. I went to Indonesia during the mid semester break and booked my tickets through Easy Jet. Ever since, everywhere I visit on the net, I get ads popping up for flights, hotels etc. It drives me mental!!!! I know the marketers have all these tricks up their sleeves with tracking etc but when is enough enough? Who knows, there could be a backlash. Surely one day we'll all eventually have bought enough stuff (hahaha) and be fed up to the back teeth with being harassed every time we go on line???
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Developing Effective Marketing Communication Mix

Developing Effective Marketing Communication Mix | IMC | Scoop.it
Your marketing mix can put you in contact with a variety of customers if you create it with diversity in mind. You create your marketing mix from a combination of advertising, sales promotion, public ...
Cameron Mclean's insight:

The author suggests 4 steps towards building an effective marketing commincations mix

 

1. Establish an accurate target consumer. Find out what your target customer reads, listens to, views and trusts among all the media outlets you have available.


2. Select and utilise the appropriate communication channels. You must select the ones that will carry your message out the best


3. Evaluate the affordability of your market mix and estimate the total cost of the marketing campaign.  If the campaign seems too expensive, substitute more affordable media outlets.


4. Measure the marketing activities to assess their effectiveness and examine whether marketing spend is being used wisely.

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Catrina Yang's comment, September 27, 2013 12:35 AM
Hi Cameron, this is a good article which talks about how to develop effective marketing communication mix. There are 4 steps that can help develop marketing communication mix efficiently. Marketing communication mix is from a combination of advertising, sales promotion, public relations, direct marketing and public relations. Use the mix strategies of the 5 components and follow these 4 steps can lead business to success.
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10 Common--and Effective--Emotional Triggers - Consumer Emotions

10 Common--and Effective--Emotional Triggers - Consumer Emotions | IMC | Scoop.it
Spur potential customers into action by adding these cues to your marketing campaign.
Cameron Mclean's insight:

Interesting and straightfoward article on emotional triggers within marketing.

 

The article states that your marketing message should accomplish two goals: It should make consumers feel something, and it should make them act on those feelings.

It lists 10 common emotional triggers that you can tie into your marketing messages to achieve these goals.

Caution must be taken to link the right trigger to the right audience and situatuation to achieve the desired response


The 10 triggers:

Fear

Guilt

Trust

Value

Belonging

Competition

Instant Gratification

Leadership

Trend Setting

Time

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Alexandra Sinclair's comment, August 21, 2013 7:25 PM
Funny that fear and guilt are at the top Cam! I guess that's what the gory drunk driving ads relied on eh? I see that value is there too - I was reading another article about value v price. Often it's the case when something's more expensive there is more perceived value... and I suppose that trend setting and to some extent belonging are demographic specific.
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Branding Strategy Insider | The Importance Of Color In Brand Strategy

Branding Strategy Insider | The Importance Of Color In Brand Strategy | IMC | Scoop.it
Effective and comprehensive brand strategy must consider the critical importance of color. Color is far more than a simple aesthetic consideration in the tool kit of components that make up brand identity and experience.
Cameron Mclean's insight:

Interesting article highlighting the role of colours in branding. Initially I found the correlation surprising however seeing as, "color is the predominate element of identification and association with a brand" this perhaps should not have been a surprise.


Multiple interesting points made within the article, some highlights for me was the roll of colour perception in evolution. "Once we humans identify a color, we instantly have a chemical reaction in our brain that produces an emotional response" - this is to prevent sensory overload and therefore assist in survival. An example of this could be bright colours and poisonous animals/plants etc. "If color is that important to human evolution, just think how important it is to building the value of your brand."


Another interesting yet crucial point is the roll of colours in a brand across cultural boundries. This is imporant as colours symbolise or mean different things in different cultures. For example in many western societies white represents purity however in Asia it is the colour of mourning.

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Jillian Hor Maelynn's comment, August 20, 2013 7:22 AM
interesting article! yes, colours do play quite a big role in branding. Brands communicate meanings with the language of color and shape. As the overused cliché says, "A picture is worth a thousand words." Our minds are programmed to respond to color.
Alexandra Sinclair's comment, August 20, 2013 5:56 PM
I agree Cam, colour plays a huge role in our emotional responses to things... apparently that's why they paint prisons light green - to calm the inmates! I guess marketers would have to decide what emotional response they want (excitement, peacefulness etc) before they decide what colours to use. Your comments about culture are interesting too... a company could really screw things up if they didn't do their research on this one. I wonder if companies have ever had to change existing brand colours when reaching into new markets?
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Augment Your Direct Marketing Success With Augmented Reality

Augment Your Direct Marketing Success With Augmented Reality | IMC | Scoop.it
Thanks in part to the everincreasing popularity of smartphones and tablets, augmented realitys time has finally come.
Cameron Mclean's insight:

Augmented reality is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data.


The article states that thanks to recent obsession with smartphones, AR can now be used as an effective direct marketing means and as a method to increase customer engagement.


AR brings a heightened level of interaction to direct mail and helps overcome the stigma of being out of date or less than engaging. 


The author suggests 5 guidelines for implementing AR as a DM strategy:

Start—and stick with—a sound strategyBe discerningMake your call to action worth responding toMake first impressions countWatch, listen, and learn from others


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Alexandra Sinclair's comment, September 26, 2013 6:13 PM
I've never even heard of AR Cam... an eye opener. It's all vert sic-fi to me. The old 'first impressions' (the 3 second attention grab) notion rears it's head again in this article again eh? It also reiterates the need to develop and stick with a 'sound stategy'. It echoes what we covered in weeks 1-5.
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Bringing It All Together:  Four Examples of Integrated Marketing Campaigns

Bringing It All Together:  Four Examples of Integrated Marketing Campaigns | IMC | Scoop.it
Cameron Mclean's insight:

The article presents four examples of integrated marketing campaigns. The campaings were executed by Kraft Foods, Popeyes, Dickies, and Wheat Thins. Each of the campaigns has the same look and feel online as they do offline and so can be considered integrated in this respect.


I found the recurring usage of microsites interesting amongst the campaigns. Also of interest was Craft Foods large pledge to fight hunger through charity work. I would be interested to see how effective pledging to charities is for increasing sales and profits + brand equity.

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Alexandra Sinclair's comment, September 26, 2013 6:21 PM
Exactly Cam - pledging charity work to increase profit! I guess I'm in a bit of a cynical mood this morning... but yeah, "micro sites" is a new term to me - thanks for the insight.
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Determining a Budget - Integrated Marketing Communication

Determining a Budget - Integrated Marketing Communication | IMC | Scoop.it
Boundless' free textbooks and study tools makes education more affordable, accessible, and effective for students and professors.

Via Manea Murray
Cameron Mclean's insight:

Key points:

 

Marketing budgets help the planning of actual operations by forcing managers to prioritize activities and consider how conditions might change. 

 

Budgeting  helps coordinate the activities of the organization by compelling managers to examine relationships between their own operation and those of other departments.

 

Two big budgeting decisions should be resolved up front: how shall marketing efforts be funded, and who will benefit from the new program?

 

Components of IMC include during budgeting: the foundation, the corporate culture, the brand focus, consumer experience, communications tools, promotional tools, and integration tools.

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Norman Vaz's curator insight, August 22, 2013 9:49 PM

This article focuse on how for IMC to take place you need to firstly have the budget to do just so. Hence budgeting is very important in establishing what IMC method you will be using or what different methods may need more funding. It forces managers to take a more hands on approach in making sure the allocation of funds planning and managing the right IMC method is key in having a successful marketing campaign for your product. 

 

Elle's comment, September 24, 2013 3:56 AM
Cameron - the article clearly define the essential purposes of budgeting and explores how marketing plans affects the budget. This seems relatively useful and would benefit businesses if they kept these in mind when making decisions.
Linda Huynh's comment, September 26, 2013 2:07 PM
@Chen Sun, a great article on the importance of budgeting, that is clearly defined with the essential purposes and how the budgets can be affected through marketing plans. This article is useful for businesses and should really read this as well and help them in decision making.
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Four Steps to a (Truly) Integrated Marketing Campaign

Four Steps to a (Truly) Integrated Marketing Campaign | IMC | Scoop.it
ADOTAS – The shift in shopping, purchasing and media behavior is compelling marketers to think differently about media planning and [...]
Cameron Mclean's insight:

The article lists 4 concise simple yet seemingly effective steps to a successful IMC campaign.

1. Identify the need: Is the business trying to retain customers? attract new customers? promote a new product?

2. ID your customer: Where do they interact? What channels will be inneffective? 

3. Create the buy: Research must be directly embedded into marketing collateral (the collection of media used to support the sales of a product or service).

4.Measure the performance: the broader campaign’s impact must be measured and integrated across channels

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Alexandra Sinclair's comment, August 22, 2013 11:27 PM
Interesting Cam....identifying the need is an interesting one - apparently there a big difference between marketing to retain customers and marketing to attract new ones. The latter is much harder so I guess it's important to make sure your IMC campaign aimed at existing customers is a goodie!
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Instagram registers consumer engagement 18 times that of Facebook: L2 Think Tank - Luxury Daily - Research

Instagram registers consumer engagement 18 times that of Facebook: L2 Think Tank - Luxury Daily - Research | IMC | Scoop.it
Cameron Mclean's insight:

The article states that due to their visual nature that social networks such as instagram engage users far more than other less visual networks. This provides a vital channel for consumer facing brands especially luxury brands. Social media only accounts for 0.25 percent of ecommerce however so these platforms are important less so for direct sales and more so for brand building, engagement and customer service.

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Alexandra Sinclair's comment, August 20, 2013 5:59 PM
I read this one too Cam, was amazing by the stats about instagram V Facebook... I guess it relates back to the 3 second rule and emotional responses to visuals...