Mixing things up is one of my favorite things to do - but that isn’t why I love Integrated Marketing Campaigns.
Barq’s has a new drink called vanilla root beer that is currently available at Sonic's. To make sure visitors notice the new drink, Barq’s provided a sticker about the vanilla root beer, and had Sonic use the stickers throughout the day to attach the visitors’ sales slips to their bags.
Barq’s used three different ways to introduce the new drink: 1) Make it available at Sonic’s, 2) Advertise it on a sticker, and 3) Include it in free drinks in the afternoon so people can try it for free. That is an integrated marketing campaign. Add a sign promoting the new drink on the order menu and Barq's has made it a lot easier for Sonic customers to notice there is a new drink available, and that they can try it for free during Happy Hours.
The purpose of an Integrated Marketing Plan is to attract the attention of a potential buyer or user, and then touch them in as many ways as possible about the product. This should motivate them to take action and buy the product. The result of an Integrated Marketing Campaign should be a synergistic communication plan that accomplishes your goals. It is an effective Marketing tool, and it is one we always recommend.
Text Messaging
She is my BFF. LOL. BFF is short for Best Friends Forever and LOL stands for Laugh(ing) Out Loud. Tapping into this world of language is one of the challenges of today’s advertisers. Today, you can use the cell phone for everything from video-making, picture-taking, playing games, texting instant messages, sending and receiving e-mails to answering phone calls. Do I use mobile messaging? Can I reach my target audience? The answer to both questions is “maybe.” Like all other advertising, it depends on your goals.
If you are trying to reach people between the ages of 13 and 44, you can go right to the place where they spend most of their time – on their cell phones. American Idol tapped into this market from the very first season, when AT&T phone holders could text in their votes. Many other consumers are not so tech-savvy and are, for the most part, unreachable through this method of advertising. The largest age segment for texting is ages 13-17 and the second largest age segment is 18-24. While the numbers are not as high as the younger texters, adults aged 45-54 text almost as much as they call on their cell phones. That fact may surprise some people.
While this new form of advertising is somewhat untested, many large suppliers are choosing to use this method along with other traditional methods of advertising. The entertainment world made songs available for downloading to your cell phone, and ringtones can be set with optional songs from cyberspace. Colleges are using cell phones to instantly send weather or other crisis alerts. Coca Cola, Papa John’s, Foot Locker, and Subway have used text messaging as part of their advertising plans.
There are different ways to use instant messaging as an advertising means. One is the opt-in method, and involves responding to a code. Advertisers can then respond to the customer who texted a message (or has voted on American Idol or called for information). Another method is where a customer decides to opt in, and is connectied to a link on the mobile web. Customers decide to opt in and are linked to a site. Companies who have succeeded are 82Ask and stock brokers who can stay in instant contact with clients. Realtors have put up codes on an outdoor board or billboard and, when interested buyers call, a message is texted directly to realtors for a quicker response time. Sending newsletters is a second method of using cell phone delivery. That simply requires a cell phone number and the sender isn’t required to buy a code.
Clearly, the USA has accepted text messaging as a way of life. About 80 percent of US Mobile phone users text, raising $50B for mobile telephone operators. There are two suggestions for companies considering advertising on mobile phones. Companies need to save and archive their messages, and someone needs to supervise the archived messages. This is a pioneer area for advertisers, and success will be reliant on public acceptance of this method of communication between companies and their consumers. While costs vary from service to service, there are some affordable ways to use this new technology. At this time, shared codes are being used, and are more economical. Eventually, regulators may require businesses to buy their own code.
In conclusion, as in all advertising initiatives, companies need to consider whether they can reach their target audience through instant messaging, whether it is the most effective way to reach them, and will it prompt them to take action. Only time will tell, but predictors believe this method of advertising will be even more popular in the future as people become more reliant on their cell phones and less reliant on laptops and computers. It is a promising new area for reaching people where they live – on their cell phones.
“They are giving away free ice cream down the street.”
Creating a buzz may be a very effective way to advertise in today’s business world, but it isn’t a new idea at all.
It all started at the Beauty Shop. If you wanted to know something about the town, you could go hang out there and learn all that was going on in town. You knew who got ripped off last week, and who cheated on whom. It was an effective means of determing the latest buzz. You can find the best restaurant or remodeler that way as well.
The church has long known that inviting friends and family to visit the church is more effective than any other advertising means. “Bring a friend” day is a one-on-one method of buzz advertising.
Finally, testimonials continue to be used in TV, print, and radio advertising. A satisfied customer will bring a business just by sharing his/her experience. On the flip side, it takes hundreds more advertising efforts to counteract one unsatisfied customer. Customers do talk.
It is wise to remember the effectiveness of creating a buzz about a product or service in today’s economically-challenged environment. Word of mouth can still be a very efficient way to advertise.
“Yvonne always gives superior effort, always with a smile, and is willing to do whatever it takes.” 