HI5004 Marketing Management: Integrated Marketing Communication Plan

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This report presents an integrated marketing communication plan developed for Family Caravan, a recreational vehicle company. It outlines a comprehensive strategy encompassing both traditional and digital marketing channels. The plan emphasizes mass marketing through advertising in newspapers, prime-time television, radio, billboards, and flyers, focusing on the caravan's innovative features and low prices. The report details a two-way communication approach leveraging social media platforms like Facebook, Twitter, YouTube, Instagram, and Snapchat to engage consumers, address queries, and build brand loyalty. Furthermore, the plan incorporates public relations through charity and community events, and endorsements from celebrities and social media influencers. The report also highlights the use of a user-friendly website with 3D interior displays and search engine optimization to drive online traffic. The overall goal is to enhance brand awareness, drive sales, and build strong customer relationships through a cohesive and integrated marketing approach.
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Running head: INTEGRATED MARKETING COMMUNICATION
Integrated marketing communication
Name of the student
Name of the university
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1INTEGRATED MARKETING COMMUNICATION
Introduction
This study focuses on developing a marketing communication matrix which examines
the different marketing channels to be used by Family caravan to increase their brand
awareness and penetrate in the market of recreational vehicles. A marketing communication
matrix has been used to identify the effective strategies to promote and communicate all the
marketing activities to the consumers.
Integrated marketing communication
The process of integrated marketing communication focuses on planning, developing,
executing and evaluate brand communication programs that are persuasive and measurable. It
helps in communicating with the consumers effectively. There are various aspect of the
communication process, advertising, personal selling, direct marketing, public relations and
sales promotion (Světlík 2017). In this study, Family caravan will use mass marketing as the
means of promoting their products in the market. A two-way communication approach will
be used by the company and at the same time, a one-way approach will also be used. In case
of traditional marketing, advertising will be used where radio, television, newspapers, print
media, billboards and flyers will be used. In this case, one-way communication will be used
where information regarding the brand and the product will be conveyed in those
advertisements (Finne and Grönroos 2017). Advertisements will be given on the first page of
all the Australian newspapers, advertisements will be displayed on the most popular prime
time shows and radio shows. The billboards will be displayed in malls, high end streets and
airports. These are the areas where the majority of the consumers and population visit and
airports have been chosen as the location as tourists from different countries prefer renting
caravans for their trips. It improves the chances of addressing international consumers and
developing better word of mouth.
Flyers will be distributed on the high-end streets and every neighbourhood to ensure
that all the population are aware of the brand name and the product they are offering. The
highlight of the marketing campaign will be the differentiated innovative caravan at low
prices. The company will focus on innovation and low prices to attract the consumers. In
those, advertisements, the company will also focus on mentioning about various roadshows
and events which they will perform to provide test drives and product display evaluations
(Bruhn and Schnebelen 2017). Roadshows and test marketing will be performed to show
interiors and facilities offered to the consumers. It also provides test drives and conduct
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2INTEGRATED MARKETING COMMUNICATION
games to improve the interaction with the consumers. The company will also offer discounts
and additional services to the first 100 consumers to gain attention of the consumers.
Moreover, in order to develop effective public relations, the company will organise charity
events and other community events attract the attention of the media and the consumers. A
launch will be held to reveal all the products associated with the company so that the
company can gain maximum attention in the market (Patti et al. 2017).
On the other hand, in terms of digital marketing strategies and two-way
communication strategies, social media marketing is the most effective way of
communicating with the consumers and understanding their needs in the market. Facebook,
Twitter, YouTube, Instagram and SnapChat will be used as a means of communicating with
the consumers. The company will develop brand page on all the above-mentioned platform
and will make sure that regular updates are provided. A sperate content team will be
developed on the internet to develop interactive content and address the queries of the
consumers (Porcu, Del Barrio-Garcia and Kitchen 2017). The content team will also address
issues, problems and queries posted by the consumers so their problems and queries are
solved on urgent basis. On Instagram, the company will display pictures of the products as
well as the workplace and culture. It will help the consumers understand the core values and
beliefs of the company and the role they want to play within the lives of the consumers. On
twitter, the company will develop content which the consumers relate to and inspire them. It
helps in developing an effective bond and trust with the consumers. Corporate social
responsibility will also be promoted on the company pages to update about the various
communities’ activities and events in which the company is participating in.
The company will also develop a company websites and online page consisting of all
the details of the products along with three-dimensional display of the interiors. The company
page will be user friendly in nature and will reflect the culture and purpose of the
organisation. These pages will be promoted using search engine marketing where the
company page will be promoted to the top searches for caravans. Moreover, search engine
optimisation will be used to make sure that majority of the searches are showing the company
pages as relevant searches. On the other hand, social media influencers and celebrities will be
used for endorsements. Celebrities will be used for television advertisements and developing
billboards but the social media influencers will be given paid partnerships so that they travel
in these caravans and provide authentic good reviews. Various travel youtubers will be
provided such caravans so that other consumers can relate to the product and gain trust on the
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3INTEGRATED MARKETING COMMUNICATION
quality and innovation provided by Family caravan. Travel blogging is one of the key ways
of viral marketing and guerrilla marketing in the modern business environment.
Conclusion
The study has explained all the possible integrated marketing communication tolls to
be used. The company focuses on using mass media as the tool for communicating with the
consumers. One-way communication and two-way communication will be used to use both
traditional marketing mediums and digital marketing mediums effectively. Advertising,
personal selling, direct marketing, public relations and sales promotion have been used to
address the masses. social media influencers and celebrities will be used for endorsements.
Celebrities will be used for television advertisements and developing billboards but the social
media influencers will be given paid partnerships so that they travel in these caravans and
provide authentic good reviews. Travel bloggers are key to the success of the organisation
and gaining trust of the consumers.
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4INTEGRATED MARKETING COMMUNICATION
References
Bruhn, M. and Schnebelen, S., 2017. Integrated marketing communication–from an
instrumental to a customer-centric perspective. European Journal of Marketing.
Finne, Å. and Grönroos, C., 2017. Communication-in-use: customer-integrated marketing
communication. European Journal of Marketing, 51(3), pp.445-463.
Patti, C.H., Hartley, S.W., van Dessel, M.M. and Baack, D.W., 2017. Improving integrated
marketing communications practices: A comparison of objectives and results. Journal of
marketing communications, 23(4), pp.351-370.
Porcu, L., Del Barrio-Garcia, S. and Kitchen, P.J., 2017. Measuring integrated marketing
communication by taking a broad organisational approach. European Journal of Marketing.
Světlík, J., 2017. Integrating online advertising into integrated marketing
communications. Marketing Identity, 5(1/1), pp.206-215.
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