Promotional planning, communication mix, the power of ideas and direct marketing
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Rescooped by James Bradley from Digital-News on Scoop.it today
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Understanding The Direct vs. Brand Marketing Conflict

Understanding The Direct vs. Brand Marketing Conflict | Promotional planning, communication mix, the power of ideas and direct marketing | Scoop.it
Jason Falls defines the differences between brand marketing and direct-response marketing and explains how instead of conflicting, the two should work in unison.

Via Thomas Faltin
James Bradley's insight:

Direct marketing is heavily revolved around converting prospects to customers or, more simply, to drive sales. While this achieves marketing communications short-term goal of increasing sales, this perspective on communication could inadvertently be creating negative views on brand equity, being marketing communication long-term goal. Brand marketing incorporates an integrated communication approach which has the objective of achieving high levels of awareness, recall and engagement inside consumer psyche. Without this approach direct marketing is less than effective and will result in minimal success in the long-term

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England 2015 Rugby World Cup set to be most commercially successful yet as ... - Insidethegames.biz

England 2015 Rugby World Cup set to be most commercially successful yet as ... - Insidethegames.biz | Promotional planning, communication mix, the power of ideas and direct marketing | Scoop.it
England 2015 Rugby World Cup set to be most commercially successful yet as ...

Via jason boult
James Bradley's insight:

As seen during the 2011 New Zealand Rugby World Cup (RWC) sport and related events are a powerful way for brands to connect to consumers through integration across media. The IMPACT campaign planned for the 2015 RWC promises to utilise "six key pillars of integration, member unions, participation, awareness, competition and tools that will enable Unions to attract and support participation growth while growing sustainable business models for the sport." Although the campaign will be heavily focussed on the 2015 event, the overall goal of sustaining the popularity of the sport into the future has already initiated and using media as an integrated tool to do so is essential to this objective set out by th International Rugby Board (IRB).

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jason boult's curator insight, September 25, 2013 7:35 PM

According to Barnett and various other sources the England 2015 Rugby World Cup is set to become the most commercially successful Rugby World Cup in history. It is estimated that $240 million in surplus funds will be invested back into the game.

The games will involve 700 of the world’s best rugby players representing 20 different countries.

In order for the England 2015 Rugby World Cup to become a success, marketing for this event will include various record breaking deals which haven’t been announced yet and the launching of an IMPACT campaign which is designed to grow rugby participation in Britain by more than one million.

The new IMPACT campaign will focus on six key pillars of integration and includes things like member participation, awareness, competition and tools that will enable unions to attract and support participation growth while growing sustainable business models for the sport.

Another campaign launched in preparation for upcoming support for the event is called ‘Posts in the park.’ Posts in the park means that a hundred rugby goal posts would be going up in parks all across Britain, in order to really raise interest, increase participation amongst youths and raise overall awareness of the game.

A number of changes are also being created such as the legacy program that will likely increase access to rugby before and after the tournament. Note, this point was quite vague in the article but I assume the author means that perhaps more sporting teams are being created around England and Britain?

Various other programmes will see many volunteers joining into help out with the England World Cup and and ticket prices are being adjusted to be as affordable and accessible to as many people as possible.

I think these forms of I.M.C. are quite unique and creative in their approaches but fit well with the Rugby World cup theme and I believe that the England Rugby World cup will benefit greatly from them and will become a huge success like all other Rugby world cups before it.

Sam Shen's comment, September 26, 2013 2:19 AM
Good point of view,Jason. England is trying to make 2015 Rugby World Cup to become the most commercially successful Rugby World Cup in history. Marketing of this event must be designed to have huge impact and get more people involved in the event. To increase the awareness, they will hundred rugby goal posts would be going up all over Britain. Moreover, they adjust the price to an affordable level to enable more people participant into this game.
markpardington's comment, September 26, 2013 11:04 AM
Enjoyable insight here Jason, it will definitely be interesting to see how effectively IMC is used for a sporting event of this size as it is a very different proposal to marketing your average product launch. I agree that the proposed plans sound very creative, I'm particularly fond of the "posts in the park" idea and feel this will connect with the public and fans very effectively.
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What can the giants of technology teach the high street?

What can the giants of technology teach the high street? | Promotional planning, communication mix, the power of ideas and direct marketing | Scoop.it
What can a more modest retailer learn from Apple, in order to improve the experience of shoppers on the high street?

Via Jordan
James Bradley's insight:

As the technological age evolves and competition throughout the world in all industries becomes increasingly intensified, having an effective communication mix in place is becoming more and more important. As Apple approach to communication is unique stating "technology should serve consumers, not the other way round" which proves that the building block to successful retail and communication starts with the customer in mind and then and only then evolves. This starts with the three key ideas mentioned in the article which result in the consumer being drawn into the brand, purchasing at their own pace and being communicated with utilising a differentiated and unique approach. In acheiving the three ideas set out in the article, retailers can and will see results and measuring these results against action taken is vital in order to understand what works and what doesn't in a dynamic fast paced environment which business now operates within.

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Jordan's curator insight, September 25, 2013 10:25 PM

Apple are wonderful example of a company that have created effective communication mixes, and based on the fact that they have been such a  strong brand built on strong brand equity, it has had to review itself for the changing markets, where they have measured there results against their own objectives.

 

This article is relevant to the IMC concept. Retailers are sometimes so busy running their operations that they lose sight of which they are running it for and neglect acting on insight, this can be detrimental to apple, as they are being undermined. What they can do stop this happening is creating incentives for retailers etc…

 

Businesses have great opportunity to being ‘piggy backed’ by brands such as apple, where they can use their strong brand associations to build their own brand equity. Retailers have the potential to create effective communication mixes. Things that retailers can do are deliver experiences, as shops are more than places to buy things, so it is imperative for retailers to promote and create parallel marketing communication mix to that of apple. 

 

Brooke Miller's comment, September 26, 2013 12:53 AM
This article shows just how powerful Apple is when it comes to marketing and their knowledge of the consumer. They really are able to see the big picture: the sale AND the consumer. They have the understanding of their market and know just what they want, but they don't forget it like some companies do and inevitably becomes their downfall. Apple is always one step of the game with their instore and out of store promotion and selling, and the ideas are so simple, yet not everyone can follow in their foot steps. Apple is all about delivering experience, and it the shoppers experience that keeps consumers coming back.
Brittany R Taylor's comment, September 26, 2013 4:04 AM
The article shows that Apple has become such a powerful company and has achieved effective communication mix. Apple has a real strong brand equity and brand power in this ever changing market. Apple can see who the consumer is and the sale . Apple has really stepped-up the game in selling and not everyone has been able to achieve this. Its not just the image of Apply, it has created a following by their consumers
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Email Top Channel for Increased 2012 Marketing Spend

Email Top Channel for Increased 2012 Marketing Spend | Promotional planning, communication mix, the power of ideas and direct marketing | Scoop.it
Email marketing (60%) is the program most cited by business leaders for a 2012 increase in spend, according to [pdf] a December 2011 study conducted by StrongMail in (REPORT: Execs 2012 marketing spend plans..."@marketingcharts: Email Top Channel ...

Via Pepijn Born
James Bradley's insight:

Direct marketing is an interesting topic in today’s marketing world. As consumers have increasing less time and patience for marketing communications creating engagement and effective communications with consumers is becoming challenging for brands including successful ones. Loyalty and retention of consumers in such a competitive environment is difficult and requires precision with all communications especially in terms of email marketing which is a type of communication that consumers have indicated they are interested in hearing more information about and becoming involved with the brand. Taking advantage of this interest is the underlying challenge for all marketers and brands.

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Effective multichannel marketing campaigns

Effective multichannel marketing campaigns | Promotional planning, communication mix, the power of ideas and direct marketing | Scoop.it
There are just two days left to get your entries in for our new digital marketing and ecommerce awards, #TheDigitals, so to give some last minute inspiration I've rounded up six examples of effective multichannel marketing campaigns.

Via Jillian Hor Maelynn
James Bradley's insight:

This article showcases applications of how brands have used innovative ideas incorporating digital aspects of communication with physical presence to create a more rewarding experience for consumers. In doing so, these brands have created value for consumers while also increasing the coverage and brand equity through the campaigns mentioned. These campaigns successfully engaged consumers which created a creative way to communicate with each consumer participating but also the social network which consumers engaged with throughout the campaign.

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Hannah Joy Gaisford's comment, September 26, 2013 7:22 PM
Cool article shino! I really liked first directs idea by putting interactive boards in the subway station. what a good way to engage customers who are in transit and don't have much else to do. That's a great idea to try and get people when their attention isn't being taken up by other things. The rest of the articles were cool too. I liked gatwicks idea of using twitter to get consumers engaged with the transformation of their airport. I get inspired by companies and businesses that come up with never been done before campaigns like that!
Jacinda Alexander's comment, September 26, 2013 8:21 PM
I enjoyed reading this article about effective multichannel marketing. This article has discussed 6 companies that have used multichannel and have become successful. I agree with Victoria that by using various different marketing channels it will gain consumers attention and therefore the target market will work effectively.
Josh Leuenberger's comment, September 26, 2013 9:43 PM
@Curtis Milner I still think that integrating with consumers on a personal level is an extremely affective way of building a relationship with customers. Where customer response is involved, customer response can dramatically improve aspects of a product or service. A business may have an idea of how to develop and market a product. But may not specifically have a product or service that is attractive to a consumer. But a customer response can help with the improvement of this issue as the response or feedback can help adjust specific aspects of a product. In the end direct marketing can be the most affective way of gaining customers as it is something that the customer is most likely to want and therefore making it a successful idea.
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A Content Promotion Plan | Social Media Today

A Content Promotion Plan | Social Media Today | Promotional planning, communication mix, the power of ideas and direct marketing | Scoop.it
For most businesses and brands, attaining a critical number of hits on their content is of utmost importance.
James Bradley's insight:

Although Matthews post is quite general it provides a basis for using social media as an effective tool within an organisations promotional plan. With a focus on understanding and engaging a targeted segment by any business and understanding the different ways to utilise social media, especially using communities and bloggers, whom have already established followings by groups of consumers which are interested in the content they already offer and are therefore more likely to engage in a 'guest posting' from a particular brand or organisation. A key point Matthew makes is this type of channel can establish a particular business or brand as an authority in the field and ultimately draw traffic back to other social media touch points which are offered by the organisation.

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David Blomfield's comment, August 23, 2013 12:43 AM
I though this article was very interesting and highlighted some key important points about promotional planning. The article talked about some very good techniques to use social media to help improve the brand awareness such as blogging. I think that a marketer looking for some information about promotional plans should read this article.
Scarlett Yeounju Kim's comment, September 26, 2013 3:41 AM
@Holly; The fundamental purpose of IMC activity is to retain and promote return on investment. One of the best touch-points is social media. It can aid in engaging with consumers and to understand their wants and needs. However, this article’s author argues that in order to achieve best practice content needs to be seen by the audience. If nobody has looked at the content it is useless. Thus in order to maximise ROI the right channel needs to be selected. The author suggests utilising a few of the new norms of touch-points such as paid media, social media, organisational promotion, influencer outreach and guest posting. These may be already known to every marketer. However, the viewpoint of the author is something different: communication. He argues that the business needs to communicate with the target audience in order to result in a successful marketing effort. In order to do that a marketer or owner of the business should engage with their social graph, their acquaintances and their employers. IMC can be a technique to engage with target audiences. Therefore, I think that knowing people is most important for IMC activity to be successful.
Yuhang Wei's comment, September 26, 2013 11:22 AM
@Holly Adams: I think the article is quite interesting and mentioned some important points about promotional planning. The article talked about some very good techniques to use social media to help improve the brand awareness such as blogging. I think that a marketer looking for some information about promotional plans should read this article. Anyway, the article really help me understand the promotion plan.