Integrated Marketing Communication: Group - 13

I N T E G R AT E D M A R K E T I N G
C O M M U N I C AT I O N
GROUP - 13
CLIENTS NEED TO SHARE EVERY PIECE OF DATA
THEY HAVE WITH THEIR ADVERTISING AGENCIES,
IF THEY EXPECT EFFECTIVE BRAND
COMMUNICATION IDEAS
Let’s sell
the Razor
01 It’s a shaving Razor
02 Good for sensitive skin
03 Lubrastrip for smooth shave

Let’s sell
the Razor 01 It’s a shaving Razor
02 Good for sensitive skin
03 Lubrastrip for smooth shave
04 IT’S FOR WOMEN!

DENIM IS A WAY OF LIFE
Information Provided :
1. New Collection
2. Stretchable and comfortable
3. Soft and Breathable Fabric

IS DENIM REALY A WAY OF LIFE?
Undisclosed Information :
1. Next Collection
2. Super-skinny jeans
1. Vision and Mission
2. Past Trends
3. Short term & Long-term goals
Types of information
4. Tone and Communication style
that should be
shared with Agency 5. Company Best practices
6. Close Competitions
7. Buyer personas and Desires Segments
8. Legal, Political and Economic Constraints

WHY CLIENTS SHOULD SHARE EVERY PIECE OF INFORMATION WITH THE AGENCY
Personalized Approach:
• helps the agency get in the client’s shoes and

design the campaigns that have a more first hand
and personalised touch to it
• Tone, Themes, Culture and Persona of a client can
be captured better.
Moment Marketing:
With the concept of Moment Marketing on the rise, For

agencies to be able to use this concept it should be
well versed with everything about the client as in
Moment Marketing, the agency will not have a lot of
time to consult with the agency.
Pre-Scheduling:
• If the Agency has access to all the client information,

it can plan the campaigns well in advance.
• For example, Making a social media calendar for a
month.
Better Customer Engagement:
• The agency also has to manage the impressions

and reactions that it garners.
• If a particular Ad campaign invited a lot of queries,
the agency will be in a better position to handle it
• In responding to customer Q&As, Feedbacks or
Queries, the time is of the essence
Better Targeting
• Only after having access to all the information about

the client, can an agency efficiently identify, group
and target the customer segments for their products
or services.
Prompt Actions
• In the case where the primary campaign doesn’t do

that well, or invites any kind of backlash, complaints
or criticism. The agency can be very prompt with the
damage control only if it understands the tone and
best practices of the client.
SAMSUNG GALAXY FOLD
• Samsung Introduced a new smartphone with Fold Technology
• The device was priced at $1900 and was supposed to be a flagship phone for the
company as it was the first one to introduce this technology.
• As a part of their campaign, the company sent out review units to Social Media
Influencers.
• The company failed to provide crucial information to the Influencers about the
usage of device and this led to malfunctioning of the device
• As a result of this there were negative reviews posted by the influencers and
created a negative impact in the minds of customers.
RESPONSE FROM THE INFLUENCER
Eventually, the company had to be recall all the review units and eventually cancel the
launch and faced huge losses along damage to reputation.
DOVE REAL BEAUTY • Dove’s Famous “Real Beauty” Campaign that
features real women to promote positive body
CAMPAIGN image has been running successfully for
more than a decade.
• The Goal of the “Real Beauty” Campaign was

to connect brand image with positive body
image of women.
• Campaign landed in controversy when Dove

launched Real Beauty Bottles to promote that
beauty comes in all shapes and sizes and
there is no perfect shape.
• It faced backlash as Dove launched only

seven different beauty bottles and forced
women to choose only from these body
shapes.
• Result- Campaign was unsuccessful. Women

felt more vulnerable about their body shape
instead of feeling confident.
• Keepingup with the recent social media trend, Facebook got involved in woke Marketing and rolled out
campaigns supporting “Black Lives Matter” movement.
• Black employees sum up to a total of only 3.8% of all U.S. Facebook employees and only 1.5% of all U.S.
technical workers at the company. There is no change in these numbers since the past many years. A
clear contradiction to the cause.
• No Clear communication about the culture and the policies of the company to advertising
agency/department

“BUY BLACK” Through this campaign Facebook gives a shout out to local black-
owned business, especially which are hit by the pandemic. Facebook
CAMPAIGN encourages people to support them and buy from them
Flip Side
• There have been cases where the employees and
ex employees have pointed out what they called,
Facebook’s “black people problem.”
• “Facebook’s disenfranchisement of black people
on the platform mirrors the marginalization of its
black employees,” has been said by its employee
on public domain.
• As per their claims, their colleague or manager
have resorted to calling them ‘hostile’ or
‘aggressive’ for putting their thoughts and ideas
forward in way which was similar to their non-
Black team members.
•
“LIFT BLACK A campaign urging the black people to raise their voice against
racial discrimination, to share educational resources and
VOICES” fundraising for the cause
•
CAMPAIGN It was claimed in the campaign that, this initiative has been rolled
out based on the suggestion of their employees
THANKS!

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I N T E G R AT E D M A R K E T I N G

02 Good for sensitive skin

03 Lubrastrip for smooth shave

02 Good for sensitive skin

03 Lubrastrip for smooth shave

04 IT’S FOR WOMEN!

2. Stretchable and comfortable

3. Soft and Breathable Fabric

2. Past Trends

3. Short term & Long-term goals

6. Close Competitions

7. Buyer personas and Desires Segments

8. Legal, Political and Economic Constraints

• helps the agency get in the client’s shoes and

With the concept of Moment Marketing on the rise, For

• If the Agency has access to all the client information,

Better Customer Engagement:

• The agency also has to manage the impressions

• Only after having access to all the information about

• In the case where the primary campaign doesn’t do

• The Goal of the “Real Beauty” Campaign was

• Campaign landed in controversy when Dove

• It faced backlash as Dove launched only

• Result- Campaign was unsuccessful. Women

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