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Pre-launch publicity on a low budget | Analysis | Marketing Week

Pre-launch publicity on a low budget | Analysis | Marketing Week | IMC | Scoop.it

Prince and Beyoncé are experts in ‘spontaneous’ marketing, each launching albums with little or no warning. So how can brands from other sectors use the ’no publicity is huge publicity’ mantra?


Via Joachim Scholz, PhD
Radhika's insight:

Extremely innovative use of social media as a medium to reach out to fans and engage consumers. Especially found it smart that at his book signing David Beckham used a stylus to sign straight onto his fans timelines - In turn branching out into the wider society through various cultures. 

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Joachim Scholz, PhD's curator insight, February 27, 2014 10:11 AM

Steve's Insight:


Evolving communications technologies, especially social media, offer companies a plethora of opportunities to generate interest and reach audiences. In a marketing space so full of clutter, marketers and public relations professionals are challenged with getting their messages to stand out.

 

This article examines how social media is being used to promote new products. With examples of the music, book, and automotive industries, we are given insight into how social media has created new and innovative opportunities to not only attract attention, but to get consumers engaged in the process. Inviting fans to a surprise concert via Twitter, holding a digital book-signing on Facebook, and launching video teasers of advertisements on YouTube, are all ways in which social media is being worked into integrated marketing communications strategies for various brands and products.

 

Social media in the digital age has changed the dynamic of promotion. The article highlights how marketers can shift from the massive product launch event (with a lot of pre-promotion) to more engaging and spontaneous activities that can provide a steadier stream of consumer engagement.

 

The added benefit is that using social media is cheap. The promotion required in advance of a major launch was typically a massive expense with money poured into advertising and the event set-up itself. Social media allows marketers to communicate directly with customers (or fans) – and let’s face it, they’re going to be the first in line for the product anyway. These tactics also serve to build that fan base, like in the David Beckham book-signing, which only grows the number of people receiving your messages directly.

 

The direct engagement of social media brings new opportunities at lower cost to an integrated marketing communications strategy. It also enables the personal communication that consumers now come to expect – all while building better brand relationships.

Lili Wang's curator insight, March 17, 2014 3:10 AM

This article is great as it allows readers to get a better perspective of what is expected as well as the effective methods that could be conducted when launching a new product. It is important for social media to continuously come up with innovative ideas and opportunities in order to grab the consumers attention, making them have the desire to purchase the product. In the past, music celebrities usually releases a couple of single before the album itself in order to build some anticipation so fans will be more willing to pay for the price of the album, this is now different because markets have changed, there is now much more of a bespoke approach to each album release. Social marketing media tools have been used through out the years in order to attract consumer attentions, such as inviting fans to a surprise concert via twitter, digital book signing on facebook as well as video teaser advertisements on YouTube in order to promote this new album. Therefore the importance of social media and developing an integrated marketing communications tool is significantly important when trying to launch a new product.

 

 

 

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Old Spice’s Wild Collection Introduces New Scents

Old Spice’s Wild Collection Introduces New Scents | IMC | Scoop.it

Communicating more than just a scent, Old Spice’s Wild Collection markets the man! P&G’s advertising campaign for their new line of Old Spice scents aims to show men that not only will the Wild Collection make you smell great, but also invoke immeasurable confidence, offering success and sex appeal. The available TV advertisements utilize a “Fantasy” executional framework to lift consumers out of the real world and appeal to ones emotions. The advertisements show men winning poker matches through intimidation or confidently whisking a woman off her feet at a gala. Using a peripheral route to persuasion, the campaign plays heavily on the sex appeal ones deodorant offers and is specifically targeted at men ages 18 to 24. Moreover, unlike other deodorant brands, Old Spice wants to inspire confidence among an age group that is now trying to figure out life, not just girls, as they progress through college and into their careers. The ultimate objective though is to effect preference and conviction among their target audience to influence their evaluation of alternatives and purchase decision. Deodorant consumers have such an array of options that brands must differentiate themselves and fill unmet needs both within their own lineup of scents, but in comparison to other brands as well. Despite this challenge, The Wild Collection campaign is on its way towards effectively meeting the needs of consumers who have previously been unable to find a scent that met their needs and did not remind them of their grandfathers or their pre-pubescent selves. 

 

Sean Connacher | 0599-5347 | COMM 335-2 | Article, Advertising, Old Spice, Emotion, Fantasy 


Via Joachim Scholz, PhD
Radhika's insight:

Old spice effectively tries taking on central routes of persuasion as they approach the needs of their consumers, appealing to their insecurities and trying to connect with their feelings offering a mature solution.  

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Nike 'She Runs' Case Study - MFA Awards 2012 (Best Integrated Media Campaign)

Radhika's insight:

Interesting look into how Nike looked at "the Big Idea" and targeted a gender despite cultural barriers, and united females on a common ground. It shows us how Nike by understanding their audience, being female runners, they were able to construct a message around improving their consumer experience by uniting them together. 

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The Van Damme Dividend? Volvo Truck Sales Rise 31% - Corporate Intelligence - WSJ

The Van Damme Dividend? Volvo Truck Sales Rise 31% - Corporate Intelligence - WSJ | IMC | Scoop.it
Volvo Truck sales continued to rise in November, although it's too early to tell how well its recent round of attention-grabbing YouTube ads will convert into new customers.

 

In December 2013, the Wall Street journal published an article on a sudden 31% rise in sales of Volvo Truck in November compared to the same period last year.   Considering the economic times that remain challenging in the EU, this increase is significant for Volvo truck.

The company is uncertain whether the increase in sales has been influenced by new stricter European emission taking effect in 2014 or if the sale is associated with a series of six viral videos launched on YouTube, one of which including Mr. Jean-Claude Van Damme featuring an “Epic split” between two trucks to demonstrate Volvo new Dynamic Steering viewed by more than 60 million in less than three months.

 

http://www.youtube.com/watch?v=M7FIvfx5J10

 


Via Joachim Scholz, PhD
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Joachim Scholz, PhD's curator insight, March 13, 2014 8:44 AM

By Jean-Luc Rioux:

 

Web only commercials are becoming a growing trend as it is more economical compared to TV advertisement and possibly more impactful.  For example, a Sunday night football add costs $600,000 and will reach about 15 million people.  The Van Damme ad has already reached four times this exposure for a total conception cost of less than a million dollars. Not only did the video go viral, it created a series of parodies, each of them exposing even more the Volvo brand in the process.

 

Using spectacular combination of music, scenery and a well-chosen actor, Volvo truck was able to go beyond the expected brand positioning of attributes and benefits associated with the technology of Volvo truck.  Instead, the on-line video generated a clear mental image of Volvo Truck beliefs and values which triggered strong emotions in a much larger audience than originally intended. 

 

Although Volvo truck hasn’t pinpointed the exact cause of the spike in sales, in my mind, anything that generates such a viral response on YouTube has to improve exposure of the brand and lead to sales. 

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Integrated marketing communications: Which tactics are right for your business/industry? | Flint Group

Integrated marketing communications: Which tactics are right for your business/industry? | Flint Group | IMC | Scoop.it

Integrated marketing communications is the all the buzz these days. But which marketing tactics are best for your specific business or industry?

 

We’ve taken a look at five key industries to identify marketing trends and opportunities your business can use for its integrated marketing communications plan.


Via Russ Merz, Ph.D.
Radhika's insight:

Insightful look into different approaches within various different industries and their take on what tactics work. Brett Markinson's take illustrates to the marketers in retail that they should invest switching to an intergrated commerce focus so that they are able to keep up with their consumer behavior and in turn have better results, as consumer behavior in the retail industry has changed to mainly online purchasing. 

 

 

 
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Jordy Jamieson's curator insight, March 17, 2014 1:47 AM

Which marketing tactics best suit your business?

 

A look into how different marketing techniques are useful in different businesses.

Bell's curator insight, September 27, 2014 12:10 PM

under the marketing umbrella, there should be tactics, small steps that lead to the big umbrella goal. which tactics most suitable for a business? 

Shoko Aikawa's curator insight, October 3, 2014 1:25 AM

yes! I believe that digital ad spending will increase year by year as many people are with technologies such as mobile phone and computer. This is good research and findings are quite useful!!