Direct Marketing and IMC programme planning
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Multichannel Marketing Makes Scott Naturals Mission Possible

Multichannel Marketing Makes Scott Naturals Mission Possible | Direct Marketing and IMC programme planning |
Its no secret Digital and sampling are topnotch marketing agents
Lauren-Elsa Grigor's insight:

Great example of IMC and direct marketing. Particularly in appealing to everyone's attempt to have 15 seconds of fame in their social media communities. This is a campaign that enhances value exchange: Mothers were given the product and in return they needed to upload videos and stories about the process of swapping this eco friendly paper with their current choice of paper
brand equity: Promoting the product as a "green" choice without compromising price or quality

and it empowers its consumers: These were not just mothers out shopping, they were given a free sample and had the power to change it and really talk about their personal experience with the difference (or lack of difference)
My only question is, If they are making this effort to promote themselves as an eco-friendly company, how much of a carbon foot-print did they acquire while partaking in all of this direct marketing? It would be important  to remain consistent as always with IMC

Tibor Napan's comment, May 9, 2013 4:33 PM
This campaign sounds really interesting! It really is an amazing example of something that has gone in a different way to the usual plain and boring TV ads. Again I agree with you here...It's all great and entertaining and sounds like a great promotion...until you look at the huge carbon footprint they may have made. Would be very interesting to see more proof of how well they did with this campaign!
Courtenay Poihega's curator insight, September 26, 2013 8:25 PM

In this article, Scott Naturals illustrates a creative IMC program across a range of media channels.


For their campaign, the Kimberly-Clark brand used digital and product sampling as it's secret weapons to get budget-savvy moms to try their environmentally friendly toilet paper rolls and bath tissue products by relying on direct-mail, in-store, event and door to door sampling for their secret-swap program. Their intent of the program was to prove to mom's and households that they could go green without splurging or sacrificing quality and in turn put more than 2 million dollars worth of product samples into the hands of its customers.


Overall I think the Scott-Naturals brand established a tactful approach to getting consumers to try their environmentally friendly products by working under the guise of a free 'secret swap'. I think this encourages people to try their products and also have the support from a range of media channels.



Labroye Tauevihi's comment, September 26, 2013 10:37 PM
This is a sure way of understanding your brand completely and having the ability to attract an audience and raising awareness of your product. With the focus being on mothers was a particulalry great idea because it generally is the mothers that purchase the rolls for their household, so to target them was not only brilliant, but to captivate them and engage them into the product is what aided this brands success.
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Direct Mail Marketing Tips

Direct Mail Marketing Tips | Direct Marketing and IMC programme planning |
The 3 Important Components of your Direct Mail Marketing: Direct Marketing Tips - How to improve your direct mail campaigns, test your performance and continuosly measure and improve your direct mail marketing...
Lauren-Elsa Grigor's insight:

Trust: This works well when the consumer instantly recognises a parent brand or a retailer. Otherwise the customer, though in the correct segment, could disregard the offer completly.


Clear Communication: This boils down to value exchange, and as the article says "What's in it for me" is the main question in customers' minds. A free sample is effective but the customer has already received their end of the deal, this can't guarantee repurchase, although it will help with brand awareness if the product trial is successful


Easy to respond: To integrate post and mobile technology, the best way to confirm a response would be to put a QR code in the mailer or on the voucher for the customer to use straight away, The QR code could lead to a limited voucher for a discount or sample. That way, even if they are busy, the data is captured and the customer can access the offer when they are free.

Tibor Napan's comment, May 9, 2013 4:29 PM
These three factors are key to consumers actually being willing to take part in a brands marketing. They are very easy to relate to, i want to be able to trust something that arrives in the mail - not just throw it out, I want it to clearly communicate what value I am getting from putting my time and effort into looking at the mail, and I want to be able to enter a competition, get a freebie, or a discount easily.
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How NFC Could Revitalize Direct Marketing

How NFC Could Revitalize Direct Marketing | Direct Marketing and IMC programme planning |
Near field communication (NFC) is a relatively new technology that has the potential to revitalize the direct mail marketing sector.  It enables marketers to deliver content via an embedded NFC chip
Lauren-Elsa Grigor's insight:

Going on from another article on Direct marketing, where the three most important steps of Direct Mail marketing are: Trust, Clear Communication and Ease to respond, This article covers the third point very well, however Near Field Communication does pose a threat to people's security qualms and can also impact of people's reluctance to be advertised to. NFC should be used the same way as QR codes, where the consumer has the choice. If most corporate giants were to implement NFC, consumers could be inundated with advertising at all times, not ideal when you are trying to create a pleasant brand identity, not one that is irritating to its consumers.

Rosie Ioane Mulipola's curator insight, May 9, 2013 6:50 PM

This article is interesting because it explains how NFC technology or the Near Field Communication has been around since the early 1980's and is coming into more use today then QR codes where people use their smartphone cameras to scan a barcode. The NFC is on the rise as a marketing tool but is said to not yet be pervasive. This tool is an opportunity to build a digital bridge for consumers that eliminates the need for consumers to take multiple steps to reach content online. In other word this NFC tool can take them directly to the source instead of going through different channels to get to where they want.Marketers who are early adopters of this technology can consider themselves different from their competitors in a sense that they can develop analytics around the technology. This in turn provides them with a major strategic advantage. Another interesting fact about this NFC technology is that it gives marketers a new way to connect the physical and digital gap. This technology offers unprecedented opportunitites to brands that want to uphold a tech-savy image while also being able to deliver valuable offers .

Duncan Robertson's curator insight, September 18, 2013 8:41 PM

This article shows the impact of QR codes and NFC chips and how effectively they are being used worldwide. This is a type of channel that people are using and QR Codes is a real creative way of getting customers more involved with their products. NFC is still rising over time - there are marketers using it but there is only a small percentage of them and they are just using the NFC at its early stages. This is a great way to show how creative media can be in order to plan your IMC Campaign.

Andre Zareian's comment, September 24, 2013 10:17 PM
In response to Duncan, the article describes the different media integration techniques. The use of QR codes and NFC has been effective and is increasing in popularity. By having a QR code it allows the consumer to engage further with what the product offers and its unique benefits. By having sufficient detailed information through QR codes it allows the consumer to understand more about the product with ease. I agree that the NFC method is much easier to use as we have seen lately in New Zealand with the Pay wave system on debit cards. It is much faster and effective. When using NFC for marketing terms the ability to contact a consumer within a certain range is easier than scanning and attracts those consumers which wouldn't necessarilly scan a QR code. Great article