Contemporary Issues in Marketing: Reebok's IMC Campaign Portfolio

This assignment is a practical skills portfolio analyzing Reebok's integrated marketing communication (IMC) campaign. It begins with an introduction to IMC and its importance, followed by an outline of the campaign's objectives, which include generating brand awareness, product interest, and increasing sales. The report details the methods for measuring campaign success, such as Facebook and Google Analytics metrics. A comprehensive campaign plan is presented, highlighting the use of various social media platforms like Facebook, Instagram, Twitter, and YouTube, along with a website. Each communication channel is discussed, emphasizing its role in reaching target audiences and promoting the brand. The report reflects on the campaign, contrasting traditional and digital marketing methods, and advocating for digital marketing's efficiency and reach. It concludes by emphasizing the importance of a well-integrated, data-driven marketing strategy for Reebok to thrive in the competitive digital landscape.

Business Management
BMP4004
Contemporary Issues in Marketing
Assessment 2
Practical Skills Assessment Portfolio
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Contents

Table of Contents
Introduction ...............................................................................................................................3
TASK ...................................................................................................................................3
Campaign objectives .............................................................................................................3
Measurement of success.........................................................................................................4
Campaign plan .......................................................................................................................4
Communication 1: Facebook .................................................................................................5
Communication 2: Instagram.................................................................................................5
Communication 3: Twitter .....................................................................................................5
Communication 4: YouTube...................................................................................................5
Communication 5: Website ...................................................................................................5
Reflection on Campaign ........................................................................................................6
Conclusion..................................................................................................................................8
References .................................................................................................................................8

Introduction
For measuring and setting up the business on both domestic and global level, new
business strategies has been very efficient for the companies. But the competition is
increasing day by day for all the companies in the market that is why the function of
integrated marketing communication has become very important for companies to
keep checking out the ways to hold themselves in the market (Gunelius, 2018). IMC
is the mixture of various components which are kept together for marketing by the
companies. It includes product advertisement, sales promotion, social media
marketing, direct marketing, email marketing, etc. This report is the discussion
regarding the the objectives, success measures, campaign plan of the famous shoe
brand Reebok. It also discusses about the various online platform for marketing.
TASK
Campaign objectives
Reebok was established by Joseph William Foster and Jeff Foster in Bolton, UK. Its
headquarter located in Boston, US and is subsidiary of Authentic Brands Group. In
the last few years, Reebok has became a well-known brand all around the world by
introducing various unique fitness shoes and clothing and firm has also adopted
various IMC campaigns for the promotion of its product and to attract the customer
(Hu, Dang and Chintagunta, 2019). The main reason why company is following
integrated marketing campaign to fulfil following purposes-
Generating Brand Awareness- The main objective for for making IMC campaign
has launched here for Reebok is for creating the interest for the new shoes launched
by the company to raise the popularity of the brand by introducing adaptive footwear
with Zappos.
Generating product interest- Reebok will try to develop goodwill for the brand by
focusing on the demands of the consumer of being unique, suitable and real.
Company's main focus is to increase the satisfaction and providing better experience
to the online customers.
Prompting increased number of sales- Company's main aim is to increase the
sale of the new introduced product by generating maximum interest among the

people through IMC campaign. They try to reach the customer through both online
and offline medium.
Measurement of success
Measuring the effect of IMC campaign will help the organization to evaluate
the complete result of the campaign, it is a compound activity which enables the firm
to identify the numbers of components used in marketing and how far company has
reached through these campaigns. For example, to measure the metric of the
business over facebook you can use facebook metric, it helps you to check the
engagement rate, reach, how many times your post shows on someone's timeline,
like and followers on page and to measure facebook referral traffic. Google analytics
also helps in seeking the visor's engagement with the business site, it helps you in
finding out the the number of visitors and their location, device they are using, their
interest, etc (Jørgensen, 2020).
Campaign plan
The plan of Reebok's marketing campaign is to connect the maximum number
of customers in the market and to aware them about their new launch of the shoes,
also their collaboration with Zappos. Company also wants to tell the audience about
the unique feature in the model which helps everybody, collection also comprises of
stylish pick that can go with everyday wear (Rosado, 2019). Company wants to
develop the interest for the product with the help of the campaign, so that they will
turn into potential buyers. Reebok can gain more customer by focusing more on
better customer services and develop strategy according to this.
Communication 1: Facebook
Facebook is one of the major source of social media marketing for an
organization who wants to promote their business through digital medium as it is very
popular among the people. It connects the business to the billions of audience from
different age group and having different interest (Vollero, Schultz, and Siano, 2019).

Communication 2: Instagram
Around 3.9 million people are following Reebok on its Instagram account, this
helps company to engage more with its online audience. Company posts about its
new products and collaboration with different companies and celebrities through
Instagram handle. This helps in creating awareness about the brand among the
users over the Instagram (Nugraha, 2020).
Communication 3: Twitter
Twitter is most significant way for any company to stay in touch with its
customer and aware them about the products and campaigns. It will Reebok in
guiding the customers to their website and allows to start reacting with them and
share their opinion and views to them.
Communication 4: YouTube
YouTube is also good option which Reebok can choose for their brand promotion by
posting videos related to their products (Peruta and Shields, 2018).Reebok can show
its expertise and can help customer by creating video tutorials and can take their
feedback and know about their interest.
Communication 5: Website
Website is an effective platform for the marketing of its brand and campaigns, as it is
the best way to reach the customers. In present time customer will prefer internet to
buy anything, Reebok can maintain its website in a better manner to attract more
customer and can improve website ranking with the help of search engine
optimization or by blogging more about the product (Rachmawaty, 2021).
Reflection on Campaign
There various types of method of marketing used by us to promote our
products and services among the people, traditional marketing is one of them. It is
the oldest way of marketing for our business to reach the targeted customers in the
market. It refers to the marketing which is perform without the use of internet or we
can say offline marketing. In this type of marketing, we use different methods to stay
in touch with our audience for example, by direct phone calls, news papers,
pamphlets, radio, etc. There are different types of traditional marketing which are

used by business- outdoor marketing campaign, broadcasting marketing, print
marketing, direct mail. This way of marketing helps you in reaching the local
customers of every age group and ads of products can be hold for the longer period
of time by the customers as they are in physical form and can be used again. But
nowadays, most of the business avoid to use this way of marketing as it is expensive
sometime and take very much time to perform and also it is slowly losing its
audience. Traditional marketing does not allows business to interact many people as
it connects to very limited audience. Nowadays, mostly companies prefer to
advertise its business activities online on different social media and website by using
internet, this is known as digital marketing. It helps you in reaching maximum amount
of audience in comparison to traditional method and we can adapt and change the
its strategy as per our convenience. Unlike traditional marketing, it only focuses on
specific group of market and is also less expensive. In present time, every individual
in the world uses phone for their entertainment, watching news, digital medial allows
us to reach them while they are doing this and it is also not limited certain area or
location, you can reach to the audience sitting in different countries and allows us to
contact them directly through messaging. We can directly sell our goods and
services to the customers or to other retailers, it also helps in building a good and
loyal relation with our customers. In digital marketing is no expense related to
printing and distribution among the targeted customers. It is believed that the return
on investment in digital marketing either paid or free, it is always better and also
helps in establishing the brand's goodwill. For company who adopts digital marketing
is easy to adapt and convert their plan in case of need, this makes business flexible
and dynamic. There are different types of digital marketing which can help in IMC of
the companies like content marketing, affiliate marketing, search engine marketing,
instant messaging marketing, inbound marketing. As digital marketing is growing in
current market, we should use it to promote our products and ideas to the customer
as it is the part of modern marketing technique. For a company making good plan is
not only enough, it also have to identify that which means of marketing will give it
better return. In digital marketing search engine optimization is an important factor as
it helps in improving the position of the business in comparison of their existing
competitors. A good SEO for a web site includes good quality content, relevant
keyword and effective link should attach from good sites. It helps in building trust
with our visitors and helps in improving the appearance of business in the eyes of

audience. It helps in growing your brand on the internet along with this maintains the
organic search engine traffic. Facebook insights and metrics will helps the business
which are established on social media by evaluating the that to how many customers
the post is reaching and how they are reacting on it. It will also help us in identifying
the quality of content which audience wants to see and feature of external refers will
help us to know that from where the audience get our page and what improvement
we have to make on specific sites. We can also measure the report of our business
website through google analytics, it is free to use, reduces the business time by
collecting data automatically, it can easily integrate to different sites and platforms.
When we collect data and metrics from these platforms it will increase the
authenticity of our business. Integrated marketing campaigns helps our business to
go through different platforms in which we can share the contents one platform to
other. We can share our video links of YouTube on Instagram which helps and reach
to our audience more which results in more engagement. This campaign helps in
proper integration of variation communication tools which we have discussed, I
believe that in modern world of technology these communication tools helps the
business in finding more business opportunities and ensures its growth. More social
media followers helps in engaging more to the online customer and increase growth
rate of the business over the internet. We should take steps in getting more followers
on these platforms this will enhances the post reach and audience will get attract to
our handle. A proper integrated marketing campaign will help our business to
develop in this modern era of digital marketing and open the doors to more
opportunities for the betterment of the business. We should take potential step for
raising our business brand by taking help of all these digital medium.
Conclusion
The above report went into detail regarding the various processes which are
involved in the creation of a robust integrated marketing communications plan and it
also detailed the way in which such plans are formulated, measured and eventually
implemented across all the channels that a firm possesses. The report included the
way in which success of the campaign is measured and detailed the various social
media channels used for the promotion of a new shoe collaboration and it was
concluded from this report that IMC must be implemented uniformly across all
channels to ensure its success.

References
Books and journals
Gunelius, S., 2018. Ultimate guide to email marketing for business. Entrepreneur Press.
Hu, M., Dang, C. and Chintagunta, P.K., 2019. Search and learning at a daily deals website.
Marketing Science, 38(4), pp.609-642.
Jørgensen, R.F., 2020. 8 Researching Technology Elites: Lessons Learned from Data Collection
at Google and Facebook. Researching Internet Governance: Methods, Frameworks,
Futures, p.206.
Nugraha, F., 2020. Youtube and Purchase Intention A Study on the Influence of Youtube
Video on Consumers' Purchase Intentions among Millenials in Indonesia (Doctoral
dissertation, Universitas Gadjah Mada).
Peruta, A. and Shields, A.B., 2018. Marketing your university on social media: a content
analysis of Facebook post types and formats. Journal of Marketing for Higher
Education, 28(2), pp.175-191.
Rachmawaty, A., 2021. Strategi Marketing Menggunakan Instagram. ATRABIS: Jurnal
Administrasi Bisnis (e-Journal), 7(1), pp.39-51.
Rosado, S.J.D.L.C., 2019. Integrated Marketing Communication Project for American Aerogel.
Rochester Institute of Technology.
Vollero, A., Schultz, D.E. and Siano, A., 2019. IMC in digitally-empowering contexts: the
emerging role of negotiated brands. International Journal of Advertising, 38(3),
pp.428-449.