Integrated Marketing Communication

Reagan | Kelsey | Janet | Ruikun Marketing and Product Brand Management 3320. 001

Integrated Marketing CommunicationDefinition: “IMC”, integrates all promotional tools so that the tools come together and deliver a message in harmony

Key Points about “IMC”

• Simple, simple concept

• As of a 1995 survey, the results revealed that most managers lack expertise in IMC

• Even many agencies did not recognize this concept until the 90s

• This lack of ‘know how’ is then compounded by overall, lack of commitment to the concept

Components of ‘IMC’ • Bedrock/ foundation on which campaigns’

success

• Must be unique and universal to speak to the perceptions and moods of their audience

IMC Done Right• Every successful marketing

campaign

1. GoPro “Be a HERO”

2. Snickers “You’re not you, when you’re hungry”

3. Red Bull “Red Bull gives you wings”

4. Kraken Rum “Release the Kraken!”

4 C’s of IMC• Coherence: Different

communications are logically connected

• Consistency: Multiple messages support and reinforce and are not contradictory

• Continuity: Communications are connected and consistent over time

• Complementary: synergistic, sums or parts add together to get a greater whole

4 C’s for Snickers

• Coherence: Online, print, tv centralize on the same theme

• Consistency: regional ads aired with local celebrities and branched out to the same people to promote on their social media

• Continuity: Aired in 2010, staring Betty White

• Complementary: 1st 3 months= 13.4% sales, 18,000% increase in YouTube searches and over 400 million incremental and unpaid media impressions

“You’re not you, when you’re hungry”

Barriers to IMC

• Functional Silos: power struggles, implementing a uniform idea and message may rub people the wrong way when it comes to budget or power base

• Stifled Creativity: all about perception and isolated communications can hinder productivity

10 Golden Rules of Integration

1. Gain Support

2. Integrate at all levels

3. Ensure Visual Uniformity and Standards

4. Focus on clarity

5. Start from scratch

6. Think customers/ users first

7. Build relationships and brand values

8. Develop a marketing information system

9. Be prepared to change

10. Share and expansion

GoPro HistoryFounder and CEO: Nick Woodman

“World’s Most Versatile Cameras”

2002Founded $150,000

of product sold

20041st 35mm film

camera system sold

2006$800,000 revenue

2007$3.4 million

revenue

Product Line-up

Direct Competitors

• Drift Ghost- S

• Panasonic HX- A500E

• Sony HDR-AS10

• Garmin VIRB

VIP Membership Program• If currently working for a business partnered with

GoPro for VIP membership program

Fun Fact

April 2014: GoPro was listed by Adweek as on of the “Top 10 Best Brand Channels” on YouTube

Fun Fact

Woodman started the company following a 2002 surf trip to Australia

Where to Purchase

• Online

• Big Box Retailers

• Specialty Shops

• 3rd Party Online Sites

• Resellers

Warranty Policy• GoPro website states that they will only give full

refunds in first 30 days if the user returns it because they did not like the product, NOT because it was damaged in any way.

• 1-year manufacture warranty, no accidental damage coverage

• Instructions clearly state how to prevent damage

Sponsorships• Several extreme sports to companies

• Offer customers the ability to become featured when using their product in a creative way

• Many ads are actual user’s footage

• Submissions are always encouraged

Existing Sponsorship

Existing Sponsorship

Many United States Olympic Athletes

Lindsey Vonn Eric Willett Julia Mancuso

Co-Branding with Red Bull• Both target consumers that

enjoy active thrilling lifestyles

• Profitable Partnership

• Red Bull’s extreme events are captured using GoPro’s cameras and accessory line

• 2012: Red Bull “Stratos” space jump stunt is one of the most famous events captured with GoPro’s camera and accessory line

Existing Sponsorship

2014, Established Surf Team

GoPro Gets People Amped

Marketing Success• Community has been

created among the users

• Anyone can be a Star or Extreme Athlete

• Users crave the thrill and overall association

“Be a Hero”

• Firefighter rescues Kitten

• One of the 1st user-generated video that went viral

Social Media

• Facebook: 360 degree video

• Instagram: Dogs of Instagram

YouTube

• Over 3 million Subscribers

• 2014: 521 million views

• Today: 982,112,139 views and counting

Everyday Applications

Documenting memories: Wedding

Child births Workouts

Everyday Applications

Work Flow Supply Chain

Everyday Applications

Planning to buy one

Everyday Applications

CSR at Walmart

SWOT• Strengths: Unique angle on the

market

• Weakness: Majority of advertising is extreme sports only

• Opportunities: Acknowledge the “Everyday” Hero and market to a wider fan base

• Threats: Competitors with lower price points

4 C’s for GoPro• Coherence: Different communications are logically

connected

• Consistency: Multiple messages support and reinforce and are not contradictory

• Continuity: Communications are connected and consistent over time

• Complementary: synergistic, sums or parts add together to get a greater whole

4 C’s of GoPro

Coherence | Consistency | Continuity | Complementary