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Coke Zero Debuts Integrated Marketing Campaign During NCAA Tournament : BevNET.com : BevNET.com

Coke Zero Debuts Integrated Marketing Campaign During NCAA Tournament : BevNET.com : BevNET.com | IMC Relevant Articles | Scoop.it
...
Eden Weaver's insight:

This article is about Coke partnering up with NCCA to promote coke Zero to young men who may not be regular drinkers. They have launched their campaign at an event that will provide them with major media coverage. This is a good example of a integrated marketing campaign as they have teamed up with other relevant organisations to market their product. Coke has used many platforms to market the message with a mobile app, tv ads and sponsorship for a music festival. By integrating all of their marketing efforts, Coke is sending a clear message to their target market about Coke Zero

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ashley stanley's comment, March 21, 2013 5:49 AM
This is a good example of IMC partnerships. One of the biggest brands - coca-cola, teaming with 2 other companies to promote coke zero to men. Obviously coca-cola believe there is a market that is not being saturated with their product. Partnerships are usually a result of one party not being able to fulfill a 'full experience' for consumers and so more frequently companies are collaborating as 'two heads are better than one' mentality as each party offers something unique that the other cant.
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Can Social Media be Your Primary Marketing Strategy?

Can Social Media be Your Primary Marketing Strategy? | IMC Relevant Articles | Scoop.it
Social media as a primary marketing strategy is tempting, but it doesn't work well for everyone. Learn some of the pros and cons here.
Eden Weaver's insight:

This article describes the pro's and con's of using social media for direct marketing to customers. You can target consumers through social media and analytics can keep track of who is seeing posts and how far they are reaching. The article also states that companies need more than social media in their marketing campaign. This article relates to week 8's topic of direct marketing. 

 

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Sarah Nicholls's comment, May 9, 2013 3:04 AM
I like that the article didn't encourage a business to just jump into social media like a lot of others seem to do. It's definitely about whether your business and target market is right for social media, not just whether social media is right for marketing in general.
ashley stanley's comment, May 9, 2013 9:31 AM
I think this article relates to week 9 learning outcomes (social, interactive web based and mobile technologies). Week 8 learning outcomes (direct marketing) can also be applied in the sense of using SEO instead of social media marketing to target more specific groups according to data analytics. It also provides an important point in not just investing in a social media strategy but rather using a mixture of strategies to promote a business
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Wendy's to adjust marketing for remainder of 2013 | Corporate News content from Nation's Restaurant News

Wendy's to adjust marketing for remainder of 2013 | Corporate News content from Nation's Restaurant News | IMC Relevant Articles | Scoop.it
Eden Weaver's insight:

This article talks about Wendy's marketing programme and how changing marketing messages and ideas affected the company’s performance in the share market. It re enforces the idea that a message needs to be consistent across all media outlets as it can effect performance. This article relates to week 7's topic.

 

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Sarah Nicholls's comment, May 9, 2013 3:08 AM
This is a good example of a company being led to a marketing change through need, rather than to just keep up with current trends. There is a good emphasis on the fact that Wendys is aware of the fragmented marketing and lack of integration, and like Eden says it does well with reenforcing the need for consistency.
ashley stanley's comment, May 9, 2013 9:45 AM
This article highlights lessons learnt for wendys in the fact that it needs to consider communication channels and content when 'advertising' to consumers. Week 7 learning outcomes re: IMC programme planning is applicable as it highlights the importance of continuously planning to suit different groups of consumers but within the companies overall values; and more importantly being able to communicate these messages effectively
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Stealth Celebrity Endorsement: No Money Changing Hands, Just Free Burritos | TIME.com

Stealth Celebrity Endorsement: No Money Changing Hands, Just Free Burritos | TIME.com | IMC Relevant Articles | Scoop.it
There's no mystery as to why companies give away swag during the Oscars to people in the movie business. The possibility that a celebrity will Tweet about the product or perhaps be photographed with it more than offsets the cost of giving goods away.
Eden Weaver's insight:

I think that this article was interesting as its a new take on celebrity endorsement. Usually celebrities will be paid large amounts of money to promote a product they most likely don’t use. Word of mouth is the main tool they have used, as once a star receives the burrito card; they thank the company through social media, which results in buzz surrounding Chipotle. I think that this relates to source creditability. The stars seem more credible to consumers because they don’t seem artificial when talking about the brand. 

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Sarah Nicholls's comment, April 8, 2013 3:08 AM
I think this is really clever! And I would certainly be more interested in going to a company that a celebrity is actually genuinely excited about themselves, rather than one you know they've been paid to sponsor. It definitely lends to credibility and builds up a great relationship between business and consumer with the celebrities which then extends to their fan base.
ashley stanley's comment, April 9, 2013 12:19 AM
I find this article relevant to week 5 in terms of celebrity endorsements (obviously). It is clever, indirect and cost effective way of advertising a brand, as the first step (brand loyalty, identity, commitment etc to follow). I find it also deals with the possibility of the celebrity bringing negative press to the company, as its not a direct endorser of the brand in comparison to say, tiger woods and nike. This action of waiting and then sending a card to the celebrity is definitely a well thought and planned decision for Chipotle. Very clever.
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Coke Zero Debuts Integrated Marketing Campaign During NCAA Tournament : BevNET.com : BevNET.com

Coke Zero Debuts Integrated Marketing Campaign During NCAA Tournament : BevNET.com : BevNET.com | IMC Relevant Articles | Scoop.it
...
Eden Weaver's insight:

This article is about Coke partnering up with NCCA to promote coke Zero to young men who may not be regular drinkers. They have launched their campaign at an event that will provide them with major media coverage. This is a good example of a integrated marketing campaign as they have teamed up with other relevant organisations to market their product. Coke has used many platforms to market the message with a mobile app, tv ads and sponsorship for a music festival. By integrating all of their marketing efforts, Coke is sending a clear message to their target market about Coke Zero

more...
ashley stanley's comment, March 21, 2013 5:49 AM
This is a good example of IMC partnerships. One of the biggest brands - coca-cola, teaming with 2 other companies to promote coke zero to men. Obviously coca-cola believe there is a market that is not being saturated with their product. Partnerships are usually a result of one party not being able to fulfill a 'full experience' for consumers and so more frequently companies are collaborating as 'two heads are better than one' mentality as each party offers something unique that the other cant.
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MyLowe's Customer Engagement Program Nears 7M Active Members | Retail Best Practices | RIS News: Business/Technology Insights for Retail, Supermarket Executives

MyLowe's Customer Engagement Program Nears 7M Active Members | Retail Best Practices | RIS News: Business/Technology Insights for Retail, Supermarket Executives | IMC Relevant Articles | Scoop.it
MyLowe's, a sophisticated customer engagement solution that helps Lowe's shoppers do everything from organize their product warranties to inspire renovation projects, has attracted nearly seven million active users.
Eden Weaver's insight:

I think that this is a good example of consumer engagement. This brand has a created a platform for customers to extend their shopping experience and provide them with a service that similar brands may not offer. I think that it is a smart marketing idea as it keeps customers engaged with the brand and making it a part of their everyday lives. The programme enables the Lowes brand to monitor brand responses and what customers think about products and services. 

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Sarah Nicholls's comment, March 18, 2013 11:42 PM
It's a great point that's made that this isn't a separate channel, it's all a part of their brand and what their company means. As long as this tool works with the main mission statement of the company and continues to do so, it's a great example of brand management and consumer engagement.
ashley stanley's comment, March 21, 2013 6:06 AM
Businesses are going one step further with what customers are able to do online now in the hope of increasing customer engagement. Gone are the days where a consumer would have to physically go into a store if they had feedback. Like Lowes, business' are able to offer the opportunity to interact with them online now, whether its good or bad. This is another tool used to try and build a relationship with consumers in the hope that they will show customer commitment, loyalty etc to build their brand.
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FoodBev.com | News | Svedka Vodka kicks off 2013 marketing campaign

FoodBev.com | News | Svedka Vodka kicks off 2013 marketing campaign | IMC Relevant Articles | Scoop.it
Svedka Vodka, the number-two imported vodka in the US, is launching a national integrated marketing campaign, with outdoor, digital, social, print and experiential activations.
Eden Weaver's insight:

This short article is an example of an integrated media campaign using elements of the communication mix. The campaign uses traditional advertising like TV and print, social media, online advertising and tasting experiences across the US. This relates to week 6 material. 

 

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Sarah Nicholls's comment, May 9, 2013 3:06 AM
The campaign sounds like a good one, but I'd like to see something that's not presented by the company itself on this issue. The ideas are sound, so I would like to see whether they took off well and any challenges that may have come from this. Otherwise, it is a good plan and a good example of an integrated marketing campaign.
ashley stanley's comment, May 9, 2013 9:38 AM
This article offers no organising idea for the IMC campaign. I find its too short and provides no real information about the product - perhaps this is deliberate as a 'teaser' for consumers? If theres curiosity surronding the launch/product perhaps it may influence purchasing behaviours as consumers would want to search for more information on the product? Something similar with what BNZ did with the 'good money/bad money campaign? thoughts>
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Brands move budgets from traditional toward online content marketing, study shows

Brands move budgets from traditional toward online content marketing, study shows | IMC Relevant Articles | Scoop.it
Companies save money when they transition from traditional to web marketing, allowing them to invest more in online channels.
Eden Weaver's insight:

This article was interesting because it shows that more and more business are moving their marketing efforts to social marketing. Social media marketing is becoming more and more effective as a marketing tool and brands see the potential in investing money into this channel. 

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Sarah Nicholls's comment, April 8, 2013 3:06 AM
I agree with Eden in that this highlights just how many companies are beginning to incorporate social media marketing. I find it interesting particularly with the focus on the cost of investing in social media and showing that many businesses in fact save money by taking the online route
ashley stanley's comment, April 9, 2013 12:10 AM
With the internet providing another avenue to for companies to ''communicate' with consumers (as well as possible consumers) if you were a marketing manager would you present a business case to increase your budget for social media? and if so, what measures would you put in place to determine whether it was successful or not?
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Emotional Marketing: What Makes Buyers Buy | Business 2 Community

Emotional Marketing: What Makes Buyers Buy | Business 2 Community | IMC Relevant Articles | Scoop.it
The Role of Emotions in Marketing What’s more logical: Option 1: Clearly stating the facts about your product/service offering and touting the benefits
Eden Weaver's insight:

This article is talking about how to get an emotional response from consumers. An emotional response is more effective than just listing a products benefits and what it does. It is more effective to create a emotional connection to a product as emotions are the main factor when making purchasing decisions. 

 

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Sarah Nicholls's comment, April 8, 2013 3:10 AM
I like the fact that, to convey how an emotional response is useful in marketing, the article tries to get the reader to have their own emotional response. It's a good tool to prove that something is worth doing - just as emotional marketing should be used
ashley stanley's comment, April 9, 2013 12:21 AM
Have you ever been emotionally swayed to buy a product after seeing an advert?
ashley stanley's comment, April 9, 2013 12:24 AM
I have! I donate automatically once a month to a supporting children with disability charity as a result of a sales person approaching me in a mall. everything was sorted there and then and now the transaction is instant, now thats a perfect example of emotional responses turning into business (as sad as that sounds). Have to be conscious that their approach is deliberate though.
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Bond between brand and consumers a must, but advertising won't help

Bond between brand and consumers a must, but advertising won't help | IMC Relevant Articles | Scoop.it
I HAVE a very strong emotional connection to Twitter. What does that mean? I use it a lot, I talk about it often, and I love it. I really enjoy it, and I don't use any other social media service to anywhere near the degree I use Twitter.
Eden Weaver's insight:

I liked how this article took a different approach to brand loyalty, that its not all about advertising. Creating an emotional bond between a brand and a consumer is more about quality and delivery of what is being promised. Having interaction between brand and consumer is important and creating perceived value creates brand loyalty. Some of the most popular brands today are ones that do not advertise but deliver what consumers want and create a emotional connection.

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Sarah Nicholls's comment, March 18, 2013 11:45 PM
I definitely agree with both Eden and the article on this - the fact that the article was so short and to the point says a lot about the brand as well. Twitter doesn't need a long and lengthy description of what it does and offers, because just about everybody knows about it. Word of mouth as a marketing tool has worked very well in its favor. The majority of people with Twitter accounts have a strong connection with them and Twitter delivers what they need.
ashley stanley's comment, March 21, 2013 6:17 AM
This article shows the importance of branding. Its relevant as it offers another view to advertising - you can spend ridiculous amounts of money on advertising but if the product is not in demand (or being seen by the right market) than the expenditure will be a waste of time. the emotional bonding with brand concept has 'emotions' as the highest form of consumer commitment. Twitter offers a product with plenty of opportunity and in turn emotional attachment is formed by millions of users.