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Milestone 1
Integrated Marketing Communications assignment part 1/2
Curated by Brooke Miller
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Subway has top consumer engagement on Facebook

Subway has top consumer engagement on Facebook | Milestone 1 |
New research from social media analytics provider Track Social also unveils a strong social presence for McDonald's, Starbucks.
Brooke Miller's insight:

This article shows that amongst the many different brands and companies available, Subway has used IMC the best by using Facebook as a primary marketing tactic. Subway has the higest ranking use of marketing on the socia media site, beating Disney and many other fast-food chains. By using clever connections with their audience like puns, contests and cultural relevancy, Subway audiences are connected with the brand and accept it as the best use of promotional marketing via a social media website. This shows how Facebook can be a great tool for IMC when done right

Brittany R Taylor's comment, August 22, 2013 5:17 AM
The article shows how different brands like Subway, Starbucks and Mc Donalds using IMC through Facebook, Twitter, Instagram and other Social Media Sites. Subway has a healthy eating image and targets the consumers by using product related posts and using 'sub-humour' to promote their products. This article shows that Subway knows how to connect with consumer effectively.
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Integrated Marketing Communications - Then And Now

Integrated Marketing Communications - Then And Now | Milestone 1 |
So I'm thinking I may need to see a doctor or someone in the medical profession for it is becoming quite apparent that I am addicted to integrated marketing communications or at the very least I am obsessively compulsive over it.
Brooke Miller's insight:

I think Olenski has got it right to look into Integrated Marketing over time. IMC has been used for the past, nearly 15 years, yet only a few companies actually understand how to use it and the benefits it has of using it. Companies, whether small-scale or known internationally, can use integrated marketing effectivly in a way that allows its consumers to be satisfied with the infomation being presented to them by the businesses. This satisfaction makes consumers more likey to be loyal to that company and encourages an honest and professional image of that company to attract more consumers. The mix of offline and online marketing is very important in this day and age, with social media being a major part of the upcoming generations lives. Only when more companies beging to understand IMC and the potential it has will there be a much more competitive market.

Brittany R Taylor's comment, August 18, 2013 5:26 AM
Integrated Marketing Communication has been used for a long time, as such companies who IMC in offline and online communication with customers will have better feedback and a more loyal customer base. As well honest brand imaging and communication enhances the loyal customer base. However the article clearly shows that smaller businesses don't use IMC to attract loyal customers. As a result this leads to a decrease in business. The article shows that if businesses understand IMC they will have a more competitive advantage over other companies who dont use IMC.
Jordan's comment, August 20, 2013 9:34 PM
it is simple over time, companies that are well equipped with a great understanding of imc, have been proven to be more successful and are generally large companies with a strong brand equity and most importantly positive brand loyalty which is imperative for a company. The article looks also at a table which helps to gauge a companies understanding of where they are at, in terms of IMC, such as factors like "consistency, convenience, service, personalisation" ye ye ye ye !!
Marcel Renata's comment, August 21, 2013 7:24 AM
I think the concept of Integrated Marketing Communications is very simple, and don’t understand how companies can’t get the gist of it. “There is a consistent message, tone, look and feel across the offline and online worlds” is the quote which hits the nail on the head.
The article is both statistically and practically strong, analyzing real world results from different companies showing that IMC can be successfully implemented by any business, big and small, to significantly increase all aspects of the business, especially the consumer base.
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Coca-Cola's New Happiness Truck Campaign

Coca-Cola's New Happiness Truck Campaign | Milestone 1 |
Coca-Cola just ran a new campaign as a sequel to their famous Happiness Machine that generated over 3 million views. The new Coca-Cola "Happiness Truck" ta
Brooke Miller's insight:

I think this shows how a company can really make people feel they have made the right choice in putting their money in them. By using a simple technique as vending machine and a form of ice cream truck, Coca-Cola has made the consumers engage in their promotion, by adding a button. Consumers feel as if they have been chosen by the company themselves for a reward, and the prize is for being happy. This example of consumer engagement shows great synergy and achievement in its design. This article shows how consumers are engaged, not only in New Zealand, but the rest of the world is cptivated too.

Brittany R Taylor's comment, August 3, 2013 3:09 AM
I agree with Brooke. It shows that Coca- Cola understands it brand logo of Happiness. The simple design and use will create a good response to the brand. With the truck being used internationally has created brand synergy
Jordan's comment, August 20, 2013 9:16 PM
consumers are constantly being engaged through well thought IMC methods. consumers are actually interacting with the brand on a face to face basis! giving away products like this is very effective as long as the promotion ties in with the giveaway, which coke have done very effectively. the loyal consumers are getting free give aways which relates to the campaign "new happiness".
Marcel Renata's comment, August 21, 2013 7:55 AM
Again, I think the whole involvement aspect of the campaign is the key. The IMC process
has been successfully executed by Coke, who have managed to “open up open up some happiness” around the world. As Brooke said, the consumers will feel valued by the company as they have been involved in a worldwide phenomenon, therefore being physically and emotionally engaged with the brand creating strong brand synergy.
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Cadbury ditches palm oil

Cadbury ditches palm oil | Milestone 1 |
Cadbury has bowed to consumer pressure and stopped using palm oil in its dairy milk chocolate.
Brooke Miller's insight:

I think this is a really good example of how a company can effectively engage in the communication with consumers as to what they want. Consumers told Cadbury they wanted chocolate to be free from Palm Oil, and the pressure of their emotional response made Cadbury change in order to keep their reputation. One comment from a consumer on another source regarding this issue said how this mistake has lead them to try and like other chocolates better, as they had only ever had Cadbury until this 'scandal'. Luckily Cadbury saw the increasing number of consumers against Palm Oil use and quickly responded with the change and an apology. This quick reaction helped to maintain the brand reputation and keep a hold of their loyal consumers. By interpreting consumers emotional responses to content presented to them, companies can use the information to make themselves stronger and more respected within their consumer community and new consumers as well. It is very important to maintain this relationship with consumers.

Brittany R Taylor's comment, August 18, 2013 5:03 AM
This article shows how Company's with enough pressure from consumer will make changes to their product to make it better. As shown in the article Cadbury quickly changed there product back to the original flavour without palm oil in it. Being able to interpret what consumers want for their products helps company's expand their client market. As such listening to customers and there needs and wants, company's will create a loyal customer base.
Jordan's comment, August 20, 2013 8:48 PM
IMC can be negative or positive, whether its direct or indirect. Cadbury had changed the oils that they had used which caused large controversy, but by being able to understand and respond to what the consumers wanted, the brand had adapted and evolved to keep in order to uphold its strong brand image. The fact that a few consumers would have stopped using the product as a result of the palm oil situation, something can be a positive taken from a negative situation can be the fact that Cadbury has somewhat reassured that they have somewhat a relationship or partnership with the consumer and they care for what they think and want! "power to the people"
Marcel Renata's comment, August 21, 2013 6:52 AM
The case covered in this article is a clear example of a successful outcome of IMC. Even though Cadbury had made a distasteful decision, the company was able to understand and respond to what consumers wanted. Therefore adapting and reverting back to the original recipe ultimately being able to repair their brand image.
I think the mistake made by Cadbury has added more value to their brand. Apart from numerous positive advertising campaign opportunities, the world has witnessed and respected the fact that they have listened to “the people”, through social media platforms, and have evolved and taken immediate action.
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Dove vs. Axe: Hypocrisy or Good Marketing?

Dove vs. Axe: Hypocrisy or Good Marketing? | Milestone 1 |
Have you seen these commercials? Dove Real Beauty Campaign: Evolution The Axe Effect Commercial The Criticism From their research, Dove found that only 2 percent of women describe themselves as "be...
Brooke Miller's insight:

This goes to show just how important branding is, and how branding affects other brands. Dove and Axe (also known as Lynx here in New Zealand) are both under the Unilever company, yet their branding and image portrayal are contradicting. Dove is trying to promote a healthy, 'real woman' idea to oppose the model-esque image wanted by this generation, yet sister brand Axe promotes that exact thing. Axe shows young men that the woman they should be wanting are bikini-clad, large breasted, stick-thin woman, yet Dove tells women they don't have to be. The Dove Real Beauty Campaign was very effective for women in boosting self-confidence, and was a widely respected campaign for the brand as a move to make a culture change in the way women see themselves. But with Axe branding themselves as a 'sex selling' male equivilant of Dove, the marketing and brand image of Dove is ridiculed and becomes almost ineffective to younger girls who still wish to look like the women in the advertisements. This is one case of branding that has not been thought through in consideration to the other brands being promoted by the same company.

Jordan's comment, August 20, 2013 9:04 PM
the article shows the importance of branding on all levels. For a company which tries to promote women through the "Dove real beauty campaign" contradict themselves when objectifying women in the axe brand, as sexual objects.
Jordan's comment, August 20, 2013 9:06 PM
I believe that Unilever the owner of the two brands has become to focused on trying satisfy the market and what they want to see, through stereotypical situations, that they have forgotten about what they really stand for. a company which "boasts good health, diet and cleanliness"
Marcel Renata's comment, August 21, 2013 7:46 AM
As stated the article has drawn attention to the hypocritical situation of Unilever.
Personally I think there is no problem with what’s happening. If they are still marketing these products today in the same way, obviously both Dove’s ‘Real Beauty’ and Axe’s ‘Let Axe do the work’ campaigns are producing the results wanted by both brands.
In regards to IMC, the message from both brands has remained constant. Dove “celebrating real beauty and real women” and Axe letting Axe do the work.
Based on the mission statement:
“We help people around the world meet everyday needs for nutrition, hygiene and well-being, with brands that help people look good, feel good and get more out of life.”
I think Unilever have managed to uphold this statement through both of their brands, Dove and Axe, men and women.