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Jandals in posters: Saatchi keeps the summer going with new L&P campaign (via. StopPress)

Jandals in posters: Saatchi keeps the summer going with new L&P campaign (via. StopPress) | IMC | Scoop.it

Via Nicole Smith, Shani McGee, Bayley Lord
Anna-Gabriella's insight:

This is an example of an engaging interactive marketing communication advertisement. It has evidently conducted in depth market research to identify its target audience.

I believe this advertisement is based around the idea of a typical Kiwi summer and the interests which compel them. 

It is interactive with how they attract attention through the bright and happy colours, also, the posters that enabled the public to pull off a pair of jandals, which then they were able to wear and attach meaning and a connection to L&P. To keep up with the jandal demand they have said they would continuously reimburse the posters to avoid public disappointment.

They are using the element of surprise to catch the public and medias attention which keeps the public guessing and adds to interest.

All around a very well though of IMC campaign utilising all the right methods in order to attract the right attention, resulting in brand equity.
 

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Shani McGee's curator insight, April 14, 2014 12:08 AM

I think that Saatchi and L&P have created a great campaign for New Zealanders! Using different vehicles through IMC they have been able to help NZ'ers hold onto summer for that little bit longer; and at the same time they have been able to let customers link the happy feelings they receive from being reminded about summer and also by receiving free gifts to their brand L&P. I think that this IMC process has  been implemented in a clever and original way! Made me get warm fuzzies and I only watched the advertisement!  

melanie Cottrell's curator insight, May 5, 2014 4:34 AM

Think Saatchi and Saatchi have chosen a fantastic direction with the marketing campaign.  The executed the idea of ' Holding on to Summer" by having customers poster and adshells scattered around auckland with removeable towels and jandals. They work great together as a primary and secondary medium source. 

 

Kiwis love the summer and especially having the warm weather we have currently, it enforces and remind kiwis of fond fun memories they have had during summer. 

 

creative director Guy Roberts said that "for many kiwis, L&P and summer go hand in hand and we hope this campaign will help kiwis hold on to that great summer feeling just a little bit longer.”

Bayley Lord's curator insight, May 15, 2014 9:56 PM

This is such a creative way on marketing a brand and product. especially for New Zealand, it is a new idea that has never been done before. I think that using different vehicles through IMC, it has developed into more than just a campaign but has turned into a memory. L&P have differently been very successful in being creative and implementing a more originally idea. this is very good way to market a brand and capture people attention.

Rescooped by Anna-Gabriella from IMC research by Ellie (1) - IMC, Brands and the new media partenership
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Branding and Social Media Statistics

Branding and Social Media Statistics | IMC | Scoop.it

How Branding Works In The Social Media Age With more than 100 million active users on Twitter and 800 million+ on Facebook, stunning growth rates of other major social networks, it’s already a part of daily life and culture around the globe.

 

For the brands it’s important to know and understand how their fans, followers and prospects interact and engage with them in the vasts space of social media.

 

It’s not only about listening to the fans and timing but also about understanding the interaction that leverages the potential of the platforms and turns prospects into loyal fans and later into customers and brand advocates.

 

To get a better idea of how US consumers interact with brands in the social media space, AYTM conducted DIY market research and the most important highlights of their discoveries are encapsulated in this infographic.


Via Lorraine Yeung, Ellie Xun
Anna-Gabriella's insight:

Brands and businesses are realising the importance of using interactive marketing communication strategies, to advertise and market their brands or services through social media streams such as twitter, Facebook and even instagram. 
This article examines the percentage of consumers on social media streams to identify the most efficient way of gaining consumer awareness. 

The results showed that there was a 36% difference in the amount of Facebook users to twitter users and Facebook users were also more engaged as well as networking opportunities being greatly larger. This evidence makes it easier for businesses and brands to advertise and market themselves effectively using asocial media streams. In this case, Facebook seems to be the most ideal option.

Through this survey they were able to see that consumers positively reacted and approached a brand the most when coupons or discounts were advertised.

 

Social media is a cost efficient and effective way of advertising a brand, service or business. Finding out what reaches their consumers better through surveys like this one is imperial to effective integrated marketing communications.

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Jaimee_raymond's comment, March 20, 2013 8:40 PM
Interesting findings in this article Ciaran in that Facebook is preferred over Twitter by consumers and that to achieve consumer engagement via these social media platforms, sharing a short interactive video is recommended as well as the high consumer interest towards coupons.
Finau Tuipulotu's comment, March 21, 2013 3:49 AM
This is another great post Ciaran. One of the studies i read shows that recent studies proved that facebook users is slowly declining due to changes in timeline format and users find it difficult to communicate with their suppliers. But after reading this article everything makes more sense now. I think it really depends on how you market your products and targeting the right market too
Richard Ott's comment, April 4, 2013 6:21 PM
I think the possibilities of social media are endless. It is hugely popular and a great return on investment from advertising spend. But companies need to be aware of target markets. Research is cruicial in determining customer segments and preferences on which types of social media. For example with an ageing population is social media the best way to currently attract that market? As consumers become better educated with technology this trend will change...but how do you engage with older people today who are not yet familiar with this medium of communication? Many businesses, such as retirement village operators (a huge and growing industry) will have to wait a generation before social media can take affect in their market environment! Also another issue with social media and brand equity is that you lack the ability to control it. This could mean the message could be diluted or distorted and any negatives associations developed by social media could damage a brand.
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Build Your Brand with Hashtags - Business 2 Community

Build Your Brand with Hashtags - Business 2 Community | IMC | Scoop.it

Via Dugguri, Cyndee Mudliar, Liam Palmer, Holly Knowles
Anna-Gabriella's insight:

Social media outlets such as instagram and twitter allow the use of hashtags. Hashtags are a new and simple way to promote businesses, brands, places and things. For example, if a business were to post a picture of a new product like a dress they would be able to hashtag the brand or product and consumers of the product would be able to do the same. If viewers were to click on the hashtag it would take them to a page filled with hashtaged photos from all different users resulting in integrated marketing communications by involving their consumers in the advertising of the brand.

 

Businesses of brands are able to create their own hashtags in a quick, simple and cost efficient (free) manor, which makes this strategy an effective option.

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Alysia Cole's curator insight, May 19, 2014 10:51 PM

This is an interesting article that provides 3 easy steps to building brands on social media with the use of hashtags.

As more people are joining social media platforms such as Facebook and Twitter these are great ways for marketers to reach out to their target markets.

The use of hashtags allow people to easily follow and join conversations around specific topics. Hashtags also allow businesses to watch other competing brands and other industry leaders on social media. 

William Creedy's curator insight, October 1, 2014 8:03 AM

Interesting that something as simple as a 'hashtag' can create brand awareness, or a brand image, not only companies utilize it but also organisations using social media.

Tyla McKenzie's curator insight, October 1, 2014 10:06 PM

Social media platforms such as twitter and instagram allow the use of hashtags. Hashtags are an easy way to use a single word to promote businesses and brands. For example, Remix Magazine recently through a party to celebrate their spring issue. As Spark was one of their main sponsors they created the hashtag '#RemixedBySpark' - not only a play on words, both Remix and Spark encourage party goers to use this hashtag on every picture they took. The hashtag connects all the pictures and when consumers use it they are promoting the brand through there own social media platforms. For someone with a lot of followers this is hugely influencing. Spark and Remix can also then go through the images, 'Like' and comment on them and interact with their consumers.

Rescooped by Anna-Gabriella from Digital and Social Media Marketing
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What the hell is IMC? #Advertorial - Gold & Fabulous

What the hell is IMC? #Advertorial - Gold & Fabulous | IMC | Scoop.it
Integrated Marketing Communications (IMC) is a process that consists of: planning, creation, integration of all forms of communications (advertising, public relations, direct mailing, and personal selling) with one voice all the time, every time.

Via Poovan Devasagayam
Anna-Gabriella's insight:

This article has finally solidified my understanding of IMC.

It is a complex planning process which identifies each step of a marketing management plan to guide the marketing in a successful and prompt manner.

As consumers we are overloaded by the messages and advertisements of brands, products and businesses that surround us in everyday life. Individuals only remember messages that personally interest us which makes it difficult for other businesses to broaden their audiences.

There are many benefits of using Integrated marketing Communications, it helps businesses identify and form a marketing concept based around their target audiences through different media and advertising ventures. Also, it bases its methods around the consumer, builds long-term relationships with consumers through the use of 'relationship words'. To ensure a business lives up to its full advertising potential IMC must also incorporate the marketing mix's 4 P's, Product, Promotion, Price & Place.

IMC helps to increase and enhance brand equity with the end result to create a strong and loyal relationship between the business and consumers.

 

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Poovan Devasagayam's curator insight, May 21, 2013 10:57 AM

Is Social Media part of IMC? 

Leilani Verona Steffany's curator insight, March 13, 2014 12:56 AM

The gist of Integrated marketing communication- The use of many Integrated forms of communication,  all using the same voice, all the time and every time. This builds a relationship between the business and the consumer, using a familiar voice consumers become accustomed to over time, therefore getting involved with it, which makes it easier for marketers to communicate messages. A business is nothing without its consumers. Therefore IMC really focuses on keeping consumers connected, updated and involved. Giving them more value in a companies product and the brand. In the long run IMC increases brand equity.

Tyla McKenzie's curator insight, October 1, 2014 10:17 PM

This article explains that IMC is quite a complex planning process. Consumers constantly have so much information thrown at them that they tend to only react to the messages that personally interest them. The benefits of using IMC is that it helps businesses to identify a marketing concept based around the target audiences. It also ensures that the same message is being presented across all platforms of a business ensuring they have the best representation of the brand at all times.