In order to promote the brand, company creates a message to influence the consumers and sends it to target audience, audience receives and understands it. Is it that simple?
NO, because few messages could be misunderstood, misinterpreted or maybe ignored. Promotion of brand is very crucial job as it requires vast amount of money, time and decision making in terms of selecting the target audience, mode & type of advertisement. To make this tough task easy, IMC (integrated marketing communication) tool comes into the picture.
Integrated Marketing Communications is a simple concept. It ensures that all forms of communications and messages are carefully linked together by integrating all the promotional tools, so that they work together in harmony (American marketing association).
Nike is a good example of an organisation that uses different kinds of communication to promote its brand. Nike started a campaign since its inception with a consistent messaging “Just Do It”. The campaign was a great success across all communication platform including print media,television and social media. By this campaign Nike created a strong brand and it resulted in differentiation from its competitors and the ability to demand a higher price.
(2020 brand + marketing visionaries 2015)
Image is also very important in the highly sporting goods market with aggressive competition from Adidas and Reebok. Reebok has changed its brand messages several times over the year but Nike has been following a same image and famous “Just do it” campaign since its inception. The logo of Nike has taken the world by storm as we can see the logo everywhere. Therefore, it can be said that Nike has boosted the company’s revenue with a consistent brand message which sets a true example of marketing excellence.
Nike First “Just do it” Advertisement
(RW Italy, 2013)
The viral marketing through social media sites like Youtube, Facebook and Twitter has always been company’s forte. Nike has loyal consumers which helps them to build their ‘word of mouth’ marketing successful. One can always find Nike keeping their followers engaged in something or the other, be it replying to a query of a customer or playing a contest before the launch of a new shoe or anything which people could talk about and share with their friends. ‘Word of mouth’ also helps the brand garner a positive public relation and Nike’s website and new letters are always to up to date to maintain the same status. The company has also launched an application with the name of nike + which can keep a track on daily fitness and one can share their statistics with their friends and family.
Nike also uses celebrities to endorse their brand to represent their ideal target audience or user of the Nike’s products. Nike’s advertisements have always featured highly popular personalities from sports background. When these personalities appear in the advertisement, the target audience perceives that their favorite player or celebrities use Nike’s product which prompt them to buy a company’s product. The choice of Michael Jordan,Maria Sharapova and Tiger Woods by Nike shows that how effective a brand endorsement can be for a firm to sustain and main competition in market.
Nike utilizes advertising as a part of showcasing interchanges
The firm utilizes advertising to deliver social issues connected to the organization, for example, sweatshops and the utilization of green innovation. Moreover, the firm uses advertising by supporting philanthropy occasions and comparative exercises. Along these lines, Nike’s showcasing interchanges blend utilizes advertising to address issues and advance the brand, so that present and potential customers would have a superior impression of the brand.
(Frikerlolla x, 2016)
An Integrated Marketing Communications (IMC) strategy enhances the effectiveness of the branding strategy to use the right message using the medium to achieve your business goals. IMC aligns and synergies every group and department to collaborate and deliver results. IMC provides the ability to achieve a consistent corporate branding that delivers significant bottom line results.
Utilizing IMC offers noteworthy favorable circumstances and a particular upper hand for an organization as monetary results, and the capacity to contend at an elevated level with the cooperative energy IMC gives the organization.
Imc.wvu.edu. (2016). Integrated Marketing Communications | What is IMC? | West Virginia University. [online] Available at: http://imc.wvu.edu/about/what_is_imc [Accessed 3 May 2016].
Marketing Mixx. (2011). Marketing Plan of Nike. [online] Available at: http://marketingmixx.com/marketing-plan-2/164-marketing-plan-of-nike.html [Accessed 3 May 2016].
Multimedia Marketing. (2016). Integrated Marketing Communications – Multimedia Marketing. [online] Available at: http://multimediamarketing.com/mkc/marketingcommunications/ [Accessed 9 May 2016].
Managementstudyguide.com. (2016). Integrated Marketing Communication Tools. [online] Available at: https://www.managementstudyguide.com/integrated-marketing-communication-tools.htm [Accessed 6 May 2016].
RW Italy, (2014). Spot Nike 1988. [image] Available at: https://www.youtube.com/watch?v=p_xozTo6wrU [Accessed 6 May 2016].
Frikerlolla x, (2016). Nike – IMC promotional activities and consumer behaviour in response. [image] Available at: https://www.youtube.com/watch?v=kqVAOZj3iF8 [Accessed 3 May 2016].
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