Integrated Marketing Communications Ryan Adden

Transcript:Integrated Marketing Communications Ryan Adden:
Integrated Marketing Communications Ryan Adden What is it? Integrated Marketing Communications (IMC) is the coordination of all promotional activities to produce a unified, customer-focused message. IMC highly influences promotion, where it informs, persuades, and has great significance to the customer’s purchase decision. Marketing Communications is the promotion part of the 4 P’s: Product, Price, Place, and Promotion. Promotional Messages Main Purposes: To gain the receivers attention Achieve understanding by both the sender and receiver Stimulate receiver's needs and the means of satisfying them Main Objectives: Provide Information Increase Demand Differentiate the Product Accentuate Products Value Stabilize Sales IMC: Key Elements Advertising-most visible element of IMC Public Relations- “free” media attention (not directly advertising) Sales Promotions-used to stimulate demand, via coupons, specials, etc. Personal Selling-promotion through sales representatives Direct Marketing-growing element of IMC, includes e-mail and m-commerce Sponsorships-mutually advantageous relationship between two parties, includes sport events, teams, TV/radio programs, and organizations AIDA Model The AIDA model can be used to provide a basic understanding of how IMC works by showing how consumers reach a purchase decision. The key elements of marketing communication are responsible for generating AIDA in the minds of consumers, ultimately leading to the goal of customer loyalty. Implements the use of “content marketing”, where the creation of storytelling material attracts readers, listeners, and viewers to a brand The brand must give something valuable to get something valuable in return This is achieved through media such as videos, photos, magazines and film productions Creating Awareness Uses media content as their engine. RedBull MediaHouse includes channels such as: -RedBull Content Pool -RedBull TV -The RedBulletin -RedBull Records Media Advertising: Creating Interest Interest in consumers is derived from promoting extreme sporting events that cater to youth cultures Personal selling is also done through these events where representatives of the drink will hand out free samples Their theory is to build experiences and a community of people who will spread the word Their target market is the young and restless, typically college students RedBull’s brand power exceeds its product, all due to their media content Creating Desire What about the actual drink? RedBull isn’t just selling a product, but a lifestyle that directly reflects their youth market The desire of living and energetic lifestyle appeals more to their youth market than the drink itself The success of their product is mostly due to customer loyalty Creating Action Since RedBull rarely changes their