Weeks 6 - 8 The communications mix, IMC program planning and strategy, Direct Marketing
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12 Brilliant Direct Marketing Pieces You Have to See | Design Shack. Week 8 Direct marketing

12 Brilliant Direct Marketing Pieces You Have to See | Design Shack. Week 8 Direct marketing | Weeks 6 - 8 The communications mix, IMC program planning and strategy, Direct Marketing | Scoop.it
Reading an article entitled 12 Brilliant Direct Marketing Pieces You Have to See on Design Shack.
Mike Kirkwood's insight:

As the opening sentence in the article states.... Direct marketing is about connecting with consumers. Direct marketing is a way to not only connect but communicate with consumers in traditional or innovative ways using direct means.

 

The article is interesting as it looks at novel ways to employ direct marketing tactics. In the past my take of direct marketing was direct mail, flyers etc which is boring and in my experience ineffective. In contrast by using an innovative approach I would be more susceptible to the marketing communication and I would attach the innovation to the brand.

 

What I take from the article is that direct marketing is targeted however to realise the proper benefit of direct marketing the consumer must be engaged and allowed to communicate back to the brand. Ideal direct marketing should allow open communication in a two way channel, as would be true in B2B marketing in the aquisition of new key accounts.

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Curtis Milner's curator insight, September 9, 2013 9:25 PM

Really great read I love how interesting this article appeals to me in different ways, the ideas that some of these companies have come up with to get customers to interact with their postcards or mail are really amazing. But the idea that stood out to me was ADT security system box. The idea is that there’s a flat box that is engineered to pop up into a cube. This cube is pretty big and is slipped under the doors of the inhabitants in an apartment building. The effect is that when someone walks in, they see this huge cube in their apartment that says “Breaking into your apartment is easier than you think.” Obviously, it’s advertising a security system. But it creates the idea that someone has broken into your house when in fact they haven’t which customers mind are put to rest after reading it. I think this is a really good idea, who wouldn’t be surprised or shocked when seeing this parcel in your house, I myself would diffidently want to know what’s inside because I would be naturally curious to find out what this parcel is and how it got here, and I think it’s safe to assume that other people would be as well. Great article the ideas in the here are amazing when it comes to direct marketing.

 

Matthias Röse's comment, September 26, 2013 10:12 AM
The examples given in this article are incredible. I was astonished by the ideas marketers had and I think they are quite inspiring as well. Thus this article is recommendable to everyone who is in direct marketing and stuck at one point. Looking at best practice examples can help you getting started with your creative process. But it also shows that you have to be very careful with your ideas. The example of the box that pops up after being slipped under the door is crucial because people can be offended by this infringement of their privacy but it perfectly fits to the type of business as it is a security service company. Often marketers have to take risks and hope it works out well. I guess this one worked out well and is an outstanding example of direct marketing. The key point for me is that your direct mailings have to be special. There has to be something about it that prevents it from being thrown away immediately. I will keep this in mind.
Josh Leuenberger's comment, September 27, 2013 2:49 AM
I think this article shows some of the extreme and stand out ways that a company makes to try gets its image out there for consumers. With response to @Curtis Milner yes the advertising scheme is very out there and shocking. But I think it is a very good way of getting customer attention even Curtis himself is amazed by the idea and I think that’s exactly what this company’s marketing plan is trying to do. Because there are so many different company’s out there right now extremes in marketing do need to be made to stand out there from the crowd which brings in customers. The other ideas in the article are also great ideas and all create a wow factor in which consumers will remember the brand name because it was so shocking.
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The Most Unforgettable Ad Campaigns Of 2012. Week 7 - IMC program planning, strategy and creativity!

The Most Unforgettable Ad Campaigns Of 2012. Week 7 - IMC program planning, strategy and creativity! | Weeks 6 - 8 The communications mix, IMC program planning and strategy, Direct Marketing | Scoop.it
What do caring moms, extreme skydivers and the Three Little Pigs have in common? They’re all the subjects of 2012’s most unforgettable advertising campaigns.
Mike Kirkwood's insight:

A carefully planned creative powerful idea can be translated into an unforgettable attention grabbing advertisment that can be fully integrated and consistent thus inspiring.

 

Remember the Red bull stratos event were the guy jumped from space in the winged suit. The big idea was and historically always has been red bull gives you wings. We all know it, have heard it and seen it in various forms from the sketch drawn ads on TV to the red bull fighter extreme events. Red bull is a great example of a powerful idea that has been fully integrated across media, from PR, to sponsorship, endorsement, adverts, print etc. Red bull engages, communicates and has high level resonance across many segments.

 

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David Blomfield's comment, September 26, 2013 10:45 PM
This is an awesome article I thought the Microsoft surface was amazing, I kept watching it again and again. These ads didn't really sell the product but made an emotional connection with the consumers. This type of creative emotional advertising is very powerful and I believe this integrated marketing communication strategy could benefit many companies.
David Blomfield's comment, September 26, 2013 10:47 PM
This is an awesome article I thought the Microsoft surface was amazing, I kept watching it again and again. These ads didn't really sell the product but made an emotional connection with the consumers. This type of creative emotional advertising is very powerful and I believe this integrated marketing communication strategy could benefit many companies.
Ben Beguely's curator insight, September 27, 2013 1:16 AM

this was a good article it realy true the attention of the consumers. it was realy planned out well and very creative. not only did it draw consumers attention it it also made a personal to the consumers.

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Integrated Marketing Communications - 5 Primary Communication Tools. Week 6 The communications mix

Integrated Marketing Communications - 5 Primary Communication Tools. Week 6 The communications mix | Weeks 6 - 8 The communications mix, IMC program planning and strategy, Direct Marketing | Scoop.it
Communication is always one of the most important and vital strategic areas of an organization's success. You can have the best or most innovative products or ...
Mike Kirkwood's insight:

I see that with proper attention focused upon developing a customised commuincations mix against objectives a firm is able to reach and communicate with target audinences within budget. It is also apparent that with the proper considerations such as social, cultural and technological considerations a brand can employ both personal and non personal communications strategy to engage with consumers, as effective communication should allow for a degree of openess between the brand and consumers. As the article points out, you may have a great product but if your communication strategy is weak how will the value exchange take place? If consumers are not aware of the value attributed to your brand and what it means for them and how it will benefit their lives, your brand is dead!

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Daniel Armstrong's curator insight, May 9, 2013 8:04 AM

"Communication is always one of the most important and vital strategic areas of an organization's success." When planning your strategy for IMC, you want to have dialogue with your customers that is directed, clear, consistent, timely, and attractive, these factors will help avoid any confusion about the benefits of your brand, through the connection of instant product recognition. 


Before selecting an IMC tool, marketing, product and brand managers must look at social, competitive, legal, regulatory, ethics, cultural and technological considerations. One thing you want to avoid when activating the tools of integrated marketing communication is reaching inappropriate audiences and causing controversy. That could be damaging when trying to build brand awareness and encourage consumer spending with your company.


If companies are ethically planning, communicating, and following industry guidelines, they will most likely earn the trust of their customers and target audience. There are five basic tools of integrated marketing communication:

-Advertising

-Sales Promotion

-Public relations

-Direct Marketing 

-Personal selling

Alina Oleinik's comment, May 9, 2013 10:20 PM
One of the key elements to a successful marketing strategy is communication. Even if you have the most innovative products or services out of your competitors, if you cannot deliver the message about your benefits to your customers then it is likely that you will not make as many sales. Companies need to aim to have an interactive relationship with their customers and deliver clear, consistent and timely messages. IMC strategies are a part of the marketing mix and help to define your target audience, establish objectives and budgets and analyse any social, competitive, cultural or technological issues. IMC strategies can also help to conduct research to evaluate the effectiveness of your promotional strategies. There are 5 tools by which these factors can be achieved: advertising, sales promotions, public relations, direct marketing and personal selling. Before marketers choose which method/s they would like to use for their strategy, it is important that they thoroughly understand their target market and their competitors, as well as social, legal, ethical, cultural and technological issues.
Kate Corkery's comment, May 10, 2013 12:48 AM
this article states that communication is one of the key aspects in creating a successful organisation. the business wants to great interaction. By ensuring direction, clarity, consistency, timing and appearance of your messages, conveyed to your targeted audience, these factors will create assurance about a product or brand. using the tools Advertising, sales, PR, direct marketing and personal selling, this creates trust within the brand.
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Schoolgirls rumble Ribena vitamin claims

Schoolgirls rumble Ribena vitamin claims | Weeks 6 - 8 The communications mix, IMC program planning and strategy, Direct Marketing | Scoop.it
• NZ students find almost no vitamin C in drink • GlaxoSmithKline could face up to £1.1m fine
Mike Kirkwood's insight:

I used this article as a follow on to my previous scoop and wanted to focus on attitudes. Attitudes and behaviours are closely linked but attitudes change behaviours as pointed out in the Ribena scandal. The attitude towards Ribena took a massive hit at the time of the scandal. Trust turned to anger and disbelief. The negative affect to the brand was enormous and thus attitudes were changed first before behavioural change occurred.

 

What did Ribena do to change attitudes back? How did they communicate with consumers to invoke a emotional response? Leave you comments below.

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Nimalan Sri's comment, April 4, 2013 4:49 AM
I agree with your statement Raveneel you are correct. with these girls doing the testing we found out ribbena didnt have any vitamin C in them. From reading this article it showed how Ribena mislead consumers into buying their product by saying high in Vitamin C whereas they almost had no vitamin c in the product. This is a great example to put your business into loss by misleading consumer with wrong information and consumers emotional resoponse toward the product will be varnished for the misleading info. great example of another product is vitamin water .. how they advertised by drinking vitamin water increases your muscles and lose weight. this case has been a issue in the states recently..
Mike Kirkwood's comment, April 7, 2013 7:12 PM
Thanks for your input - in response to Ravneel I do not agree that the emotional respone by consumers was positive after Ribena's feeble attempts to rescue its reputation, rather I believe they hurt the brand by misleading consumers and the attitude towards Ribena have been tarnished for some time to come.
Willicia Spider-Silva Vake's comment, April 7, 2013 9:34 PM
I felt that the consumer’s emotional response will not be positive once they heard about Ribena’s misleading product. I think the companies brand credibility is tarnished due to the discovery found by the two girls experiment. I think Ribena is going to have to try extra hard to regain back the trust of consumers in may have lost.
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What is direct marketing, anyway. Week 8 - Direct marketing: The ultimate in consumer engagement?

What is direct marketing, anyway. Week 8 - Direct marketing: The ultimate in consumer engagement? | Weeks 6 - 8 The communications mix, IMC program planning and strategy, Direct Marketing | Scoop.it
As touchpoints and technologies evolve, so does the definition of direct marketing.
Mike Kirkwood's insight:

Direct marketing as the name suggests is about direct communication between brands and targeted consumers thus engagement is increased when direct marketing is undertaken.

 

Engagement is achieved by a customised approach to the needs of the target segment. Direct marketing is useful as it is low cost and communicates with identified consumers that a brand could potentially select thus the specific needs of consumers can be targeted and met by firms. I can see that direct marketing encourages dialogue between a brand and the consumer and would provide a means of information or data building that can be used to further streamline a brands marketing and communications program.

 

Direct marketing can provide useful insight into a variety of consumer bases and I think is a cost effective way to discover if a brand is relevant to consumers before a firm lays out major resources to capture certain segments.

 

 

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Peter Simunovich's comment, September 22, 2013 10:47 PM
I have to agree with Jamie’s opinion on direct marking as when the data on consumers is used properly it can help to increase the consumers engagement and loyalty through sending the right personalized message to the target consumer.
Matthias Röse's comment, September 26, 2013 10:10 AM
The title is well chosen for this article but it does not answer the question. I agree with the author that direct mail doesn’t equal direct marketing – especially through the new media. I think CRM and direct marketing have to work closely together to really start the virtuous cycle the author promises. Both base on good knowledge about the customer and have to contact him so that it might sometimes be hard to tell what is CRM and what is direct marketing. For me direct marketing means finding the individuals within your database that are relevant to the upcoming marketing strategy and contact them directly. Thus direct marketing aims to enhance sales directly while CRMs goal is nowadays direct marketers have to use more channels that might be cheaper, more relevant to the consumer and better suited for delivering the message than direct mail is.
Josh Leuenberger's comment, September 26, 2013 11:18 PM
As @Curtis Milner has outlined in his comment direct marketing is easier in terms that it is easier to respond to a survey or newsletter. That is about you and targeted at you because you are more likely to be interested and give a more honest opinion. Specifically how direct marketing if done right can be very successful for a company as it helps improve customer engagement and customer loyalty. I agree that this is an affective method as the over all goal for a company should be to specifically look into a customer group and target them to purchase your product as it can be cheaper in terms of advertisement wastage.
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IMC: Put Together Week 7 - The power of ideas and integration

IMC: Put Together Week 7 - The power of ideas and integration | Weeks 6 - 8 The communications mix, IMC program planning and strategy, Direct Marketing | Scoop.it
Mike Kirkwood's insight:

The importance of establishing the big idea is paramount and provides the frame for the communications strategy and campaign. The big idea is the start by which integration can occur across all media. The article illustrates how creativity across media can be synergistic, creative and all relate back to the big idea. I guess the power of the big idea is attributed to consistency, validity and relevance the more we see the idea and accept it the more powerful it becomes.

 

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Chelsea-Rae Dawson's comment, September 26, 2013 2:32 AM
When developing a new method of IMC, it is essential that companies do not stray away from the 'big idea'. it is that idea that develops and helps to shape every other aspect of the marketing campaign. This article raises some very important valid points regarding this and emphasizes the need to focus on what is really important.
Anna Bairstow's comment, September 26, 2013 4:41 PM
Great article and interesting analogy on the concept of IMC and putting together an outfit! I like the simpleness of this article and the idea that it all starts with establishing a big idea and turning that into a simple and effective phrase or slogan which will catch on and resignate with consumers. They are right in saying that the difficulty is in matching the big idea to every message and medium. Marketers need to share their creative idea in an appropriate way that is going to be successfully percieved and understood by audiences. Great find Finau, enjoyable read that got me thinking about the topic of creativity and how to think of catchy phrases that catch on.
Savanna Steele's comment, September 26, 2013 5:35 PM
This article is a good read nice find Finau. This reading has some important key messages around constructing a cohesive message throughout IMC. With the key message of establishing a BIG IDEA. This big idea encapsulates the message in a just a few words. This is important to take the time to think about what your brand represents and what you want this BIG MESSAGE to be.
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The Communication Mix - Week 6

The Communication Mix - Week 6 | Weeks 6 - 8 The communications mix, IMC program planning and strategy, Direct Marketing | Scoop.it
Offer a range of strategic marketing, public relations design and new media, and event management. Includes an overview of services and listing of clients.
Mike Kirkwood's insight:

This article outlines the differences between the communications activities that encompass promotion and make up the communications mix such as advertising, PR and personal selling. With regard to the communications mix the artilce suggests that the mix is varied and the elements that comprise of the mix are dependant on many factors such as resources, product characteristics and the market itself. The artilce also articulates the importance of the other P's as forms of non personal communications that imply and communicate certain aspects of the brand to consumers, for instance a high price can communicate quality and vice versa.

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Elizabeth Anne Dale's comment, September 23, 2013 5:29 AM
This is an interesting article Ksenia, I really like that it mentions "new media" when it comes to marketing communications, and how you point out that a "creative flow" is needed, as I think this is really important for really captivating your consumer's, it's important to mix things up and communicate in different and creative ways, other wise the consumer is not going to take notice of your marketing attempts. The article was however really long, and while it did contain a lot of good points, it was just tough to get through!
Logan Harris's comment, September 24, 2013 11:15 PM
Nice article Ksenia. It gives a really good run down on many different aspects of marketing communications and a good framework for considering above/below the line promotions.
When considering the communications mix it can be really easy to just think of one traditional media, e.g. TV, and one new media, e.g. Facebook, and leave it there. This article certainly made me think about the possibilities of telephone or direct marketing too, as well as the pros and cons of these strategies.
As an IMC student it is comforting to again read that those learned in marketing believe IMC to be the heart of any marketing plan.
Jaklin Issaeva's curator insight, September 25, 2013 7:41 PM

This article outlines the different functions involved in the communication mix which all combine to make up for a great prduct offering campaign. Some of the elements which are included in the mix are, promotion, advertising, personal selling, direct marketing and so on.  the article states that "In a sense all marketing communication activity is a form of promotion, that is in one way or another is attempting to promote the interest of the brand, product range and/or company". It outlines the roles of these functions and why they are beneficial facet for a good or service. I found this article to be relevant to the IMC concept because it discussed in depth the roles of all functions which are used to integrate a successful message accoss the different channels of communication. Without understanding how these functions work it would be difficult to target the right channels to have a direct impact on the consumers enagegment with a product or service.


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Powerful yet often overlooked: emotional response

Powerful yet often overlooked: emotional response | Weeks 6 - 8 The communications mix, IMC program planning and strategy, Direct Marketing | Scoop.it
“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou  I’ve discussed that communication is essent...
Mike Kirkwood's insight:

With regard to this article it seems that powerful and emotional responses are an area of marketing and IMC that sometimes are overlooked. The insight within the article for me surrounds the planning of emotional response and makes me wonder how successful brand experts are at planning emotional responses and delivering outcomes in line with their vision. What emotions are particulary effective at producing resonance and at the end of the day, positive financial outcomes! And how effective is advertising at changing a previously negative attitude to a positive one to enduce a behavioural change. How strong does the messaging need to be.Reminds me of the Ribena case.

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Sophie Batten's comment, August 21, 2013 11:48 PM
What Teagan states in the article is very interesting. so many brands strive to have a brand that has un-forgetable logos and slogans. However it is not just having an eye catching logo or slogan. It is simply making the consumers feel emotion and feel connected to the brand.This is what consumers remember, they remember what interacted them with the product. Tegan states that the article contains information on brand on how to do that which is great because it is a very important skill in marketing.
renaychand's comment, August 22, 2013 8:28 PM
i agree with tegans insight here, this article covers very well how emotional responses are important but over-looked most of the time. I like how tegan mentions "advertisers use a lot of aspects to use to gain an emotional response" this is a very true statement and enhances the whole idea of the article as emotional responses have a large impact on the buyer decisions and if it is over looked then this key element may suffer or not work.
Sam Howard's comment, August 22, 2013 10:13 PM
I find this take towards marketing interesting, often they trigger an emotional response but in some cases they take it too far and all you can remember is your response and not the product. However, they used the example of Rolex aligning themselves with champions, which creates a emotional response that if I have a Rolex that I then become of champion status, an idea of marketing which if down well i can imagine would be hugely successful!