MKT 300 1st Edition Lecture 20Outline of Last Lecture I. Types of RetailersII. Developing a Retail Strategy Using the 4 P’sIII. Benefits of Stores for ConsumersIV. Benefits of the Internet and Multichannel RetailingV. Effective Multichannel MarketingVI. Choosing Retail Partners (Distribution Intensity)Outline of Current Lecture I. Integrated Marketing CommunicationsII. AdvertisingIII. Public Relations (PR)IV. Sales PromotionsV. Direct MarketingVI. Online MarketingVII. Measuring Success Using Marketing MetricsCurrent LectureI. Integrated Marketing Communicationsa. Amazon Dash: push button when running low on item (laundry detergent, lotion, makeup, etc.) for refill deliveryb. Promotion part of the 4 P’s (except for personal selling)c. Has to be integrated with smarter customers (times have changed)d. Communication channel (modes)—don’t want to differ with ad and in-store and social media: all aspects have to work togethere. Goal: deliver consistent message to target market (and most effective)f. Video Games: Halo 4 (2012)—goal: every male under 45 in US knew the game would be coming outi. Advertised with Mountain Dew, Doritos, Axe Deodorant, Risk gameii. Thoroughly informed their target marketThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.iii. Key to effectiveness is getting to users on all devices that users are usingg. ESPN study: video ads increase knowledge and influence purchase intenth. 160% increase: TV ad, ad on ESPN appi. TV marketing is good, but people use other things: magazinesi. Comfort marketing: using nostalgia for “feel good” effectj. Oreo Wonderfilled: Kacey Musgrave’s song about giving an ex an Oreok. User Generated content = authenticity (consumers participate)l. November 11, 3013, GoPro: Attach to anything: new perspective on all thingsi. Customers uploaded three years worth of content on YouTube last year alone—customers doing their marketing for them1. Of this content, all had “GoPro” in the titleII. Advertisinga. Most visible element of IMC (most well known)b. Extremely effective at creating awareness and generating interestc. Apple 1984: Super bowl frenzy: IBM = big brother, Apple will “free” usd. Delta Commercial targeted business travelerse. Radio / Billboard / Transit / Newspaper –not just televisionf. Mass medium: reaches lotsg. Subaru: In the Dog House / Dog Tested –targeting ultimate consumerh. UPS Problem Solvers: solve problems while they’re still called opportunities –targeting businessesi. Magazine Ads: Swanson Stock targeting passionate kitchen masterj. Newspaper Ads: Newspaper circulars read by 80% of the people who read the newspaper: target by zip code with some stores (Kohl’s)k. 2011-2012 Wal-Mart used funds instead for digital marketing, in store traffic fell in those cities—“Engrained in the way we shop”l. Non-traditional ways to advertise: on the pizza box, Rock 10III. Public Relations (PR)a. “Free” media attentionb. Importance of PR has grown as cost of other media has increasedc. Consumers becoming more skeptical about marketing, PR becoming more practical d. Have big event, then coverage is free (news)e. More believable: Lego Oscar with Oprahf. Hostess: Tweeted on opening day “Touchdown” for more coverageg. Sales promotions if successful may get mentioned in the newsIV. Sales Promotionsa. Can be aimed at both end user consumers or channel membersb. Used in conjunction with other forms of IMCc. Can be used for both short-term and long-term objectivesd. Wal-Mart told suppliers less trade promotions and lower pricese. Attention getting: contests / sweepstakes / samples / placement / event / premiums / BOGOi. Jell-O and Kraft cheese recipe books: first two promotions everii. Pop Chips sent samples to upscale clientsiii. P&G send razor when a guy turns 18iv. Free diapers at hospital when baby is bornv. Jessica Alba’s Honest Company (all natural products) fully immerses customer with the free trial (get entire bundle)vi. Stonyfield yogurt gave samples and coupons instead of doing marketingvii. Charmin used toilet paper in NYC public restrooms, advertising along withit –huge PR moveviii. Xiaomi: 5th largest phone company; located all across China—cheap prices, special events held for their customersix. Point-of-Purchase: in-store marketing1. Budweiser at the Super bowl: put 150,000 displays all across the country2. Ads + display = more sales; companies need both of thesea. Pepsi, Dr. Pepper do this as wellx. Product Placement: product in TV show/movie1. Modern Family displays Apple productsxi. Cross Promotions: two companies market together1. Marriott with GoPro2. Fast food with movies—attention gettingV. Direct Marketinga. Growing element of IMCb. Includes e-mail and m-commercei. Any subscription to a company’s email listii. Better technology = better targetingiii. Geo-fencing: companies send you emails when nearbyc. Good for multicultural groupsd. Database technology improvesVI. Online Marketinga. Behind the Scenes: Clean & Cleari. #SeetheRealMe campaign: tell stories how they got through all the judgmentii. Princess Lauren voiced the MTV music awards (VMAs) from her perspectiveiii. Business wasn’t doing well until this marketing campaigniv. Customer engagement; increase market share; target teen girlsb. Kraft’s Twist that Dish campaign—customers tweak available recipes and upload their versionsVII. Measuring Success Using Marketing Metricsa. Dodge Durango: Ron Burgandyi. Gumball machine?ii. Successful campaign: sales climbed 59% after commercials aired for the cariii. 80% traffic increase on their websiteb. Taco Bell waffle taco not successful; biscuit taco out right nowi. AM Crunchwrap: Breakfast Defector CJii. Routine Republic—Divergent feel; gained 6% share of the market afterwards (stole from McDonalds); started from