Communication and Reputation Management

This document discusses the importance of marketing communications campaigns based on 'insight' and how it informs the strategy in a case study. It provides an evaluation of the degree of integration and creativity in the campaign. It also explores ideas to extend the campaign in the future.

Communication and Reputation Management

Table of Contents
Why do marketing communications campaigns need to be based on ‘insight’? How is the insight
informing the strategy in the case study for this?............................................................................4
Provide overall evaluation of the degree of integration in the marketing campaign.......................5
Provide your evaluation of the degree of creativity in the campaign..............................................6
How would you extend the campaign in the future (what new idea would you include?)..............8
Include a visual output and a completed creative brief as a basis for marketing communications
activity..............................................................................................................................................9
REFERENCES..............................................................................................................................10

Why do marketing communications campaigns need to be based on ‘insight’?
How is the insight informing the strategy in the case study for this?
Insight is considered as capacity to get a deep as well as accurate understanding of any person or
any things. For every company it is essential to properly understand customer insight because
that will help them in understand their demand accordingly which they can develop products and
services (Altay, Majima and Mercier, 2020). This will directly or indirectly help in enhancing the
sales of firm at the potential marketplace. Consumer insight is known as analysis and
interpretation of human behaviour and trends which are undertaken by brands. In addition to this
it is also necessary for a company to make marketing communication campaign on the basis of
insight as that will help in attracting more and more customers toward the products and services
that leads to increase their sales. The main reason behind this is to understand and analyse target
audience and improve the effectiveness of marketing efforts. In context of Maybelline, it is seen
that several marketing campaigns are based upon customer insight. The insights are developed
deep into ethnography and anthropology for uncovering the cultural as well as social drives. The
marketing campaigns of Maybelline are developed in such a way that they are helping in
managing customer insight. There are several agencies which are leveraging social media data
and analysis at different account cycle stages. Maybelline is one of the world's biggest cosmetic
brand and it is the producer of mascara. This was acquired in the year 1996 and earned
approximately 508 dollars. The marketing campaigns of this organisation are based upon
customer insight. These help to manage the meeting of customer needs and requirements. There
is need to develop effective understanding of customer needs so that it is easy to manage the
functioning. Maybelline is the the makeup brand which is focusing on the needs of the females.
They are having good marketing communication s which help them to attract customers. The
organisations had come with new campaigns which has helped them in connecting with females
and the marketing communication insights of the campaign Myspace of Maybelline was a quiz
based on the questions which were cools and they have proved that the males have taken interest
in the brand (Aula and Mantere, 2020). The organisations use the insights of the promotions
because they get to understand the needs of customers. They have attracted customers on social
media and they are having communication with customers to understand the needs. Maybelline
had a pink Monday campaign and they are helping them in attracting customers. The
organisation is having different communication that will help them in analysing the performance

and they will make them understanding the needs of customers. The organisation is able to
attract customers and they are having good employees that are helping them in achieving the
quality. The customers are important for the organisation and they are helping them in giving the
insights of the campaigns by communicating with the employees. The respective company
mainly conduct different marketing as well as feedback campaign which help employees in
understanding their needs, demand and expectation. Accordingly that company staffs design or
modify products and services as they want to satisfy customer insight so that they retain with
firm for long time. In addition to this by developing marketing communication campaign
according to customer insight respective company employees able to brief about products in
more effective manner in front of customer. This will help in ensuring those customers
understand the concept of products as well as they get encouraged to buy it and use it. Moreover
it is also effective for the company future as they able to create image of firm who understand
customer’s insight and develop their communication camping accordingly. This will help
company in retaining as well as sustaining in the potential marketplace for long as well as be
competitive in nature (Christensen and Lægreid, 2020). It also leads to growth opportunities at
the national as well as international level. Furthermore, Maybelline mainly develop products for
the female customers and they accordingly develop different marketing communication
strategies so that they can attract more customers. In respect of this they introduce Pink Monday
campaign with the idea of pink is the colour of female. This will help them in creating their
marketing campaign more attract as well as effective among the target customers. Along with
this, respective company also come up with attracting as well as innovative ideas for doing
marketing communication with their target audiences such as quiz communication strategy.
Provide overall evaluation of the degree of integration in the marketing
campaign.
While conducting marketing campaign it is essential for companies to follow the degree
of integration because through this they able to gain trust of customer which is effective for
company profitability and market position. Moreover an effective integrated marketing campaign
(IMC) is the improvement of showcasing techniques and innovative missions that weave
together different showcasing disciplines (paid publicizing, procured media/PR, advancement,
possessed resources and online media) that are executed across an assortment of media, and
chose to suit the specific objectives of the brand (Doorley and Garcia, 2020). In addition to this

by following the integration in marketing campaign a company also able to attract more and
more clients, shareholders, investors and others which help in conducting business operations
more effectively in the potential marketplace. Moreover, in order to adopt integrated marketing
an organization need to consider several elements such as corporate culture, consumer
experience, brand focus, communication tool, integration tool as well as promotional tool. It is so
because that help in developing effective strategies related to the degree of integration in the
marketing campaign (Grewal, Roggeveen and Nordfält, 2017). In respect of Maybelline they are
operating in the cosmetic industry and it this is its essential to gain as well as maintain the trust
of customer as that will help business in be competitive in potential market. The respective
company mainly famous for their cosmetics products range for female as well as they also
showcase themselves accordingly such as they come up with idea of pink Monday campaign as
pink is the colour of female. In addition to this respective company also adopt quiz campaign
according to which they set questions related to makeup stuffs. During this it is also seen that
male audiences at the social media are also attracted towards the company as they are also
participating in the quiz. This show that implementation of degree of integration help a company
in attracting more and more customers at the potential marketplace as well as this also enhance
the company’s market value. Along with this, implementation of integration in marketing
campaign also aid an organization in avoiding any type of legal action related to fraudulent
activities. It is so because integrated activities in marketing campaign help in showing that all the
activities related to marketing communication are conducted in proper way without any cheating.
This helps a company in enhancing their market goodwill and market value which leads to
increase in sales as well as sustainability in the potential marketplace. In addition to this, by
adopting degree of integration during the marketing campaign a company able to ensure that they
are providing equal rights to all customers (Kautish and Sharma, 2019). Moreover it also help in
showing that they are not doing any kind of discrimination or racism on the basis of colour, age,
gender and so on. In respect of Maybelline they offer products at the all price range so that it can
be afford by all potential customer as well as they also offer products for all skin types and
colour.
Provide your evaluation of the degree of creativity in the campaign.
In order to conduct campaign in effective manner a company need to adopt creative ideas
and thoughts as that will help them in conducting their work effectively as well as it also aid in

attracting more and more customers. While adopting degree of creativity a company need to
understand need, demand as well as expectation of customers as that will help in developing
innovative and creative product and services. Implementation of degree of creativity in campaign
also helps in accomplishment of work in effective and appropriate manner. In respect of
Maybelline it is essential for them to adopt degree of creativity while conducting campaign for
attracting more and more customers (Kawaf and Tagg, 2017). It is so because that help them in
be different in the market that aid them in attracting more and more customers as well as
retaining them for long time duration. Another major benefit gain by respective company
through the implementation of creativity in marketing campaign is increase brand recognition. It
is so because it Offer some benefit to your clients by making significant associations through
imaginative in publicizing is one approach to make brand acknowledgment. Buyers are bound to
resound with an advertisement in the event that it is something they can identify with or in the
event that it is pertinent to their inclinations. Organizations can make a set up brand along these
lines; by giving significant, important and reliable promotion innovative to their intended interest
group. In addition to this, by adopting creative ideas or strategies in marketing campaign help
respective company in engaging customers for long time such as quiz marketing campaign of
Maybelline. This strategy not only attract as well as retain female audience it also attract male
audiences which show that creative idea or marketing campaign help a company in attract more
and more audience at potential marketplace. Along with this, implementation of creative ideas in
marketing campaign also help in develop effective relationship with customers that leads to
increase in customer’s base as well as market value. It also enhances trust of customers which
means company may sustain and be competitive in potential market for long time. In order to
adopt creative ideas in marketing campaign it is essential for a company to do market research as
that will help in understanding need, demand and expectation of customers at potential
marketplace. In order to adopt degree of creativity in marketing campaign respective company
may adopt different social media platform as that will help in implementing creative ideas for
attract huge numbers of customers (Rajaobelina, 2018). In current time almost every company is
using social media as well as digital media in order to promote their products and services as that
will help them in reaching more audiences in less expense. Moreover it also helps in developing
effective relationship with customers by interacting with them continuously as well as through it
company also able to understand customers demand and issues.

How would you extend the campaign in the future (what new idea would you
include?).
In order to extend the campaign in future it is essential to adopt innovative and creative
ideas as that will help in attracting more and more customer at local, national as well as
international level. It is essential to do market analysis before develop any new marketing
campaign as that will help in understanding customers need, demand and expectation according
to which decision can be develop successfully. In respect of this a company may adopt different
social media or digital media channels as well as they may also go for the different innovative
technology which helps them in attracting numbers of customers towards products and service
(Tandon, Gupta and Tripathi, 2016). In respect of this firm there are numbers of new ideas
which they may adopt as their creative marketing strategies such as they may become unusual
sponsor like they may sponsor different activities or things such as they sponsor college events
so that student get attracted and purchase their products. It is one of the best ways to attract youth
towards the company cosmetic products. In addition to this respective company may also post
printed posters in ladies compartments of metro, railways, buses and so on. It is so because it
helps them in covering more audiences as well as by seeing posters audiences talk about it which
increase respective company brand awareness and publicity. Along with this respective
company may also commission a mural according to which they may decorate sides of a
prominent building with the large mural. By conducting this types of marketing campaign,
respective company able to get attention of customers which help in increasing customer’s base
in potential marketplace. Moreover while adopting any type of marketing campaign respective
company management need to conduct market analysis as well as they also understand
customer’s requirement of specific location. It is so because through it company able to develop
campaign program accordingly which is more effectively. For example Maybelline must
advertise their mid price range products in under develop as well as developing location as that
fit to their economy condition as well as that also not showcase company as too expensive
(Varma, 2020). This help in attracting more potential customers for increasing sales and market
value. In addition to this respective company may also opt for the step out on the streets strategy
for marketing campaign as that will help in attracting more and more audiences when they see it.
It also attracts those people who are not must aware to the social networking site. It is consider as
offline as well as attracting method for attracting customers towards the products. Along with

this, one of the new and mostly used ideas for marketing campaign is use of social media
channels such as face book, Instagram, tweeter, linked in, snap chat and many more. According
to this respective company may adopt these social media channels and post attractive picture as
well as content in order to attract customers. Moreover they also ask for customers to share their
stories as that help in conducting positive marketing.
Include a visual output and a completed creative brief as a basis for
marketing communications activity.
Above mentioned marketing communication strategies help a company in attracting more
and more customers at the potential marketplace. In order to implement above mentioned
marketing campaign Maybelline need to follow several aspects such as they must train their
employees so that they understand customers demand as well as develop products and services
accordingly (Westermann and Forthmann, 2020). The most effective marketing communication
activity for respective company is to adopt these social media channels and post attractive picture
as well as content in order to attract customers. Moreover, ask customers to share their stories as
that help in conducting positive marketing. It is so because in current time almost every person is
using social media channels for communication and gets knowledge so company use this
platform for attracting customer. In respect of this company must always be active on social
media channels as well as they must post effective content on the channels on regular basis so
that they show their presence in market.

REFERENCES
Books and Journals
Altay, S., Majima, Y. and Mercier, H., 2020. It's my idea! Reputation management and idea
appropriation. Evolution and Human Behavior.
Aula, P. and Mantere, S., 2020. Strategic reputation management: Towards a company of good.
Routledge.
Christensen, T. and Lægreid, P., 2020. The coronavirus crisis—crisis communication, meaning-
making, and reputation management. International Public Management Journal, 23(5),
pp.713-729.
Doorley, J. and Garcia, H.F., 2020. Reputation management: The key to successful public
relations and corporate communication. Routledge.
Grewal, D., Roggeveen, A.L., Sisodia, R. and Nordfält, J., 2017. Enhancing customer
engagement through consciousness. Journal of Retailing, 93(1), pp.55-64.
Kautish, P. and Sharma, R., 2019. Managing online product assortment and order fulfillment for
superior e-tailing service experience. Asia Pacific Journal of Marketing and Logistics.
Kawaf, F. and Tagg, S., 2017. The construction of online shopping experience: A repertory grid
approach. Computers in Human Behavior, 72, pp.222-232.
Rajaobelina, L., 2018. The impact of customer experience on relationship quality with travel
agencies in a multichannel environment. Journal of Travel Research, 57(2), pp.206-217.
Tandon, A., Gupta, A. and Tripathi, V., 2016. Managing shopping experience through mall
attractiveness dimensions. Asia Pacific Journal of Marketing and Logistics.
Varma, T.M., 2020. Responsible Leadership and Reputation Management During a Crisis: The
Cases of Delta and United Airlines. Journal of Business Ethics, pp.1-17.
Westermann, A. and Forthmann, J., 2020. Social listening: a potential game changer in
reputation management How big data analysis can contribute to understanding
stakeholders' views on organisations. Corporate Communications: An International
Journal.