Integrated Marketing Campaign

Antonietta Robino, Eric Floresca, Katherine Woo

Agenda

• Interactive• Sales Promotion• PR• Direct Marketing• Personal Selling• Events and Sponsorships

Interactive• In January 2009 a report

showed that internet usage continues to increase among Canadians especially those less than 55 years old.

• The Internet has become #1 in time-spent for Adults 18-24 and 25-34, having overtaken TV for these age groups.

18-24 25-3418+ 35-54 55+

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NADbank ’07

TELEVISIONRADIOINTERNETNEWSPAPERMAGAZINE

Internet Ads

• Websites• Microsites• Banner Ads

– Skyscrapers

• Pop-ups• Pop-unders• Floating Ads

• Information• Small site for a product• Graphic that entices

– Vertical Banner

• In new window on top• New window under• On page harder to

ignore

Interactive Trends

• Social Media

• Instant Messaging• User Generated

Content/Online Video• E-mail Marketing

• Mobile• Cloud Services

• Facebook, MySpace, Twitter

• MSN, Google Talk etc

• YouTube, Veoh, Vimeo• Hotmail, Yahoo, Gmail

etc• Mobile Web, SMS, MMS• Microsoft, Google,

Yahoo etc

The Internet and IMC

• As the fastest growing media in Canada it continues to siphon dollars away from traditional media because of the increase usage especially in the key 18 -49 year old demographic.

• The rise of the internet has been one of the causes of the decline in print and magazine with the closure of Seattle Post-Intelligencer after 146 years when it published its last edition in March and went all online.

Dove Real Beauty

The centre of the conversation on what is beautiful and what is not.

Promotions

• A promotion is an activity meant to provide an incentive to get a consumer to take action.

• Targets– final consumer– the distributor– the company’s sales force

Consumer Promotions

• Consumer promotions create demand for the product.– contests/sweepstakes– Coupons– cash rebates– Premiums– free samples– experimental marketing

Trade Promotions

• Trade promotions push the product through the channel

• For the distributor it is a way of getting move volume at a reduced price

• A way to secure more merchandising support to help the product at retail– trade allowances– performance allowances– cooperative advertising allowances– dealer premiums

Sales Promotions Dove• Dove’s use of print in the marketing strategy has gone far beyond

regular display advertising to promotions including the “Face in the Crowd” and the Dove/New Woman “Silk Purse” competition.

• Working with Red magazine and supported by poster campaign in London, lightweight TV activity and magazine PR, Dove created “Firm Friends” – a competition whose first prize would allow one group of friends to appear in a campaign promoting the Firming range.

• A trial pack was mounted on Red’s cover, with an invitation to participate in the competition. Groups of women registered through a website, with regional and local winners driving local awareness of Dove Firming products.

Public Relations

• Gaining public’s acceptance and understanding

• Can generate positive attitudes and opinions towards brands and products

• Complements well with other communication elements

• Involves no fee “free” exposure

Dove For Real Beauty

• Generated media’s attention• Talked about on The View, CTV Canada AM, Ellen

Degeneres Show• This has generated “free” media exposure

• Cannot control whether the media conveys positive or negative images of your brand or product

• http://www.ctv.ca/servlet/ArticleNews/story/CTVNews/20071003/dove_ad_071003/20071003?hub=Health

• Points out the campaign’s contradictions• “Dove is owned by Unilever, which is also the parent

company of Slim-Fast and numerous beauty products.”

Role of public relations for an organization or a company in a

crisis situation

• Maple Leaf Foods and the Listeria outbreak• Formal apology and used the media to gain exposure

Direct Marketing

• Involves the delivery of a message from a marketing company to specific users

• Distributed by direct mail, telemarketing, direct response print media, direct response television and catalogues

• Growing and evolving rapidly compared to traditional forms of advertising due to the changing lifestyles of consumers

- Focus on specific demographic and psychographic- Women and true beauty

Direct Marketing• Complements other communication elements

- reinforces ideas or messages in the consumer’s mind

Future of direct marketing• More specific targeting strategies

• The Green Movement becoming more eco-friendly

- use of recyclable bags and paper • Increasing popularity of e-communications

Personal Selling • Is the two-way flow of communication between buyer

and seller, designed to influence a person’s or group’s purchase decision.

• Usually face-to-face communication between the sender and receiver.

• The delivery of the message is often a personalized message that presents the features, attributes, and benefits of a product or service.

• Personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to close the sale.

Where have you recently experienced personal selling?

Examples of Personal Selling:• A car salesperson

• A sales rep for RedBull sells to a group of store distributors.

Main roles of the sales force are:

• Prospecting• Communicating • Selling• Servicing• Information gathering• Allocating

Event Marketing and Sponsorships

• Event marketing involves the planning, organizing, and marketing of an event, whether it is an event for a company or a brand of a company that integrates a variety of communication elements.

• Benefits of Event Marketing is the participation where one can be involved by. They are fast paced, offer the chance to communicate directly to customers and have a good sense of immediacy.

Sponsorship involves a company providing money to an event to enjoy specified marketing privileges for being associated with the event.

Examples:• Jamieson and RBC sponsors Toronto Film Fest parties to

enjoy specified marketing privileges for being associated with the event.

• American Express sponsors Winterlicious.

As part of its “Campaign for Real Beauty” in 2006, beauty Dove has launched the Dove Self Esteem Fund, a global initiative designed to make a direct difference to the lives of at least one million young people by the end of 2008 by helping them grow up with a stronger sense of self-esteem.

Goal help 5 mil kids to use the tools by 2010. Currently at 3.8 Million