‘We’ve got a fantastic new product, this will sell itself !’ Maybe once upon a time this was what a GM or company owner might have said, but not in today’s market place. It’s more than just coming up with a good idea, it’s combining every little detail to give your product it’s best chance at success in a cut throat market. The marketing of your new product will be an integral part of this process, some may say the most important aspect.
Marketing infects every part of our day to day lives, it’s constantly around us, on our screens, in our stores, on our roads, in our fridges – its EVERYWHERE!
So why, why is it everywhere? why do companies put it under our noses, shove it in our faces, and ram it down our throats? because they can, because they need too. They want you to know what they want you to buy. But with today’s fast paced lifestyles, and trend away from more traditional media usage habits, companies must ensure they send one consistent message to their target market through all of their chosen marketing channels.
“Integrated Marketing Communication (IMC) is simply defined as the idea that all marketing activities conducted by a particular company should be consistent and coordinated” (Thorson / Moore, 2013)
Companies want their brand and their product to have a positive image, and in turn generate interest from their targeted market segment, which will lead to increased sales. Lets face it, every company wants to have products that sell, and net the company a reasonable profit.
IMC is still a relatively new concept amongst marketers, and with the current changes in trends by the general consumer, it’s becoming more important to get it right. Companies must first develop a message that is central to their marketing objective. This is the crucial element that should be spread throughout the company, infiltrate advertising, PR, employees, packaging, promotions and essentially shape the future of the company.
Effective use of IMC in todays ever changing market
Red Bull energy drinks, only one segment of the market, just one category of products. They target their segment very well, by utilising all the things that their key customer enjoys. The company’s target segment is young active people, on the go, looking for a pick me up or energy hit to help them get through the day / night / game. The slogan “red bull gives you wings” is highlighting the products implied effect, a pick me up, a hit of energy, drink our product and you will get the lift you’ve been looking for.
The company markets their product through traditional media channels, but primarily uses association with events and celebrities to drive its brand image and awareness. Red Bull chooses to be associated with anything exciting, extreme and relevant to young people. They own or have associations / sponsorships with sports teams, sporting events, music events and festivals, just to name a few. They interact across the board with all these events and also sponsor directly a lot of key athletes in each of the fields. You will also find Red Bull has a very strong digital presence, with a very extensive website, youtube channels, facebook pages, twitter accounts, the list goes on.
All these channels pushing the one message, the one product, in the one market category, energy drinks. The message is coming through loud and clear, when you need an energy hit, its gotta be Red Bull. Their website states their products are available in 167 countries around the world, and they’ve sold more than 50 million cans so far. Not too bad seeing as they only have 11 different products available.
Red Bull have been able to build and sustain this global success story by remaining relevant in all the different market places. They do this by participating on a global scale, by having association with all forms of sporting events and stars. Here in Australia Red Bull are associated with many forms of sports, and specifically with Australian’s Daniel Riccardo (Red Bull F1 Racing team) Craig Lowndes and Jamie Wincup ( Red Bull V8 supercars).
The video below is a perfect example of Red Bull aligning themselves with a consistent message to their target audience. This recent record setting achievement by aussie Josh Sheehan just demonstrates Red Bull’s “finger on the pulse” event association. It’s a prime example of how they are keeping in touch with the moment, and their target market through relevant events.
What do you think about Red Bull and how it approaches all aspects of integrated marketing communication? What areas of their communication with their target audience do you feel could be strengthened?
Can you recount another company that has a particularly impressive IMC plan ?
- Moore,J & Thorson,E. (2013) Integrated Communication : Synergy of Persuasive Voices. Psychology Press .
- Iacobucci,D. (2013) MM4. Cengage Learning. Mason, OH, USA.
- images from – http://www.slideshare.net and http://www.imgbuddy.com