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The Power of Integrated Marketing Campaigns
How consumer product goods, consumer retail, hospitality and quick service restaurant companies
use integrated marketing campaigns to increase brand awareness, engage customers and drive revenue

Businesses need to find a way to grow their
businesses, build their brands and increase brand
awareness, while abiding by corporate guidelines
and practices.
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Using an integrated marketing communication strategy is a great
way for a brand to specifically focus on local customers and
operate under the greater umbrella of the corporate parent.
This approach offers:
+ A holistic approach to communications marketing
+ More “bang for your buck,” by creating a user
experience
+ Integrated marketing communications plans increase the
chance that consumers will reach you the way you want
them to (more control)
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1 Mobile Devices
2 Geolocation
3 Group Buying
4 Barcode Scanning
Before we examine integrated marketing campaigns, let’s
explore today’s trends and their importance to businesses:
Technology as a marketing tool
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Smart phone use is on the rise. Smart phones are quickly
becoming a more important tool to use to connect and
engage with customers. OpenTable recently announced that
as of 9/20/10, over 5 million customers were “seated” via
reservations booked on its mobile applications. Consumers
are also using mobile apps to order food, find nearby
restaurants, add value to prepaid cards (i.e. Starbucks),
and/or discover the “flavor of the day.”
INTEGRATED MARKETING COMMMUNICATION trends5

Customers are using technology and mobile devices to
announce location to social networks (i.e. SCVNGR,
Facebook Places, Foursquare, Gowalla). Businesses are
capitalizing on this by linking the “check-ins” to coupons and
deal savings, encouraging fans to announce their locations, and
ultimately, become customers.

Group buying sites, such as Groupon, have changed
consumer buying behavior, by forcing consumers to
cooperate in order to receive the discount. Group buying
allows for companies to drive purchase behavior and expand
their customer bases. Participating businesses have
experienced increased traffic as a result of flash sales,
especially when linked with product reviews.

Mobile devices allow the consumer the opportunity to scan
bar codes (QR codes) to get product reviews, complementary
offerings, compare prices across distributors and track
product availability. Businesses can use this knowledge to
communicate transparency regarding price, product and service
quality.

Global leader in marketing intelligence and audience measurement services
• leading source of data on mobile; tracks more than 3M unique websites from
over 170 countries
• helps advertisers maximize effectiveness of advertising dollars, by analyzing
consumer behavior in the face of a changing global digital media landscape
• provides tools to design, and implement strategic campaigns and actionable
insights
• industry solutions for clients to leverage the digital landscape in order to increase
their ROI
• uses data-driven insights to effectively identify the correct target audience and
competitors
Resources
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Online news reporting on current industry and
branding trends
• reports on integrated marketing leaders,
examples of “best practices” across industries
• delivers information about ever-changing
marketing tactics, whitepapers and special
reports
Resources
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Integrated marketing campaigns (IMC) combine new, and
traditional media marketing tools and tactics to connect with
consumers across multiple platforms. The goal of an IMC is to
integrate brand messaging across channels (messages are not
platform-specific), and to increase market and brand awareness,
inevitably resulting in financial benefits.
Campaigns
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Retail Integrated Campaign Success
Target : “Hello Manhattan Campaign”
INTEGRATED MARKETING CAMPAIGN example12

Highly Advised:
+ Blog
+ Use location-based marketing techniques
+ Optimize web pages for search
+ Grow social media following
+ Monitor what customers are saying about you
+ Increase engagement
+ Get devoted fans more involved with the brand, involve “fringe fans”
+ Focus on quality content
+ Incorporate the use of company photos and shared fan photos
+ Brainstorm game-changers that leverage all contemporary media tools and
attack the traditional model differently
Unadvised:
- Integrate social media in a way that contradicts the brand messaging
- Assume methods such as group-buying are right for your business
Campaigns
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CPG brands need to “speak the shopper’s language” when
engaging in marketing communications and focus on the
engaged customers – not just the quantity of participants,
but the number of engaged participants matters
Critical mass is also important to CPG companies, using
social media is an effective way to build the customer base!
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The Anatomy of a CPG Consumer
+ Brand Lover/ “Indulgent”
 Use effectively “like” buttons and branded FB pages; tap into the
sense of pride consumers have for a brand
+ Price driven/responsible planner
 Influenced by online ads, coupons delivered via mobile apps effective
+ Bargain Hunter
 Impulsive, focus on ad placement and partner with publishers, or ad
networks that will target the ads based on online behavior
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Integrated campaign for bananas:
“buy a bunch lose a bunch”
+ Focused on bananas as a way to lose weight
and an affordable diet staple (bananas are the
most frequently fruit purchased by consumers)
+Used retail promotion + social/online media
+“Diet Challenge Sweepstakes” encourages
online recipe swapping, surveys and sharing
pictures to win prizes
+Lifestyle app for smartphones with nutritional
information, adult games, and downloadable
coupons
+Facebook and Twitter implementation (live
chats with nutritionists and partnerships with
Mom Central, “Fan of Bananas” page)
Results:
+ Achieved 29,973 fans on Facebook, 615
followers on Twitter and reached over 16,000
followers on @MomCentral
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2
Coke used social media to create and maintain trusting
relationships; careful to ensure alignment of online
social media principles across the brand.
+ Twitter feed directed to internal employees for
internal news; >5 million fans on Facebook
“Open Happiness” Campaign
+ New POS, promotions, digital ads, music,
outdoor and print ads
+ Designed to work from the national level to
the in-store buying experience
+ Expedition 206: in 2009, three fans chosen by
other consumers to visit every country where
Coke is sold to spread a message of “open
happiness.” They made videos, tweeted, blogged,
and used Facebook to connect with fans who
responded with tips on where to go and what to
do in the areas.
Results:
Fueled growth of the Coca-Cola brand; unit case
volume increased 2% across developed and
emerging markets
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Adidas teamed up in 2010 with popular athletes to
promote the World Cup and increase brand awareness.
Each athlete tweeted, posted updates to Facebook and
uploaded videos to YouTube. Adidas made this a
competition between the athletes to see who could
make the most friends throughout the World Cup.
Adidas leveraged the reach of the athletes to diversify
across sports types and reach more fans, eventually
increasing its customer base.
Adidas also used social media to promote new “Star
Wars-inspired” product line, by integrating Facebook
Connect ,and Google Maps to “attack” friends like in
Star Wars games and movies as a “fun” way to engage
its audience. Adidas capitalized on the “buzz” of the
World Cup and engaged customers on its level, by
using Star Wars to relate to the base to launch the new
product line.
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CONSUMER RETAIL company analysis19

Zappos, the nations largest online shoe store,
uses a Twitter aggregation page on its website to
show all company mentions as well as all
employee Twitter accounts to show more
information. Because Zappos realizes that its
brand is based on customer perceptions and
experiences, it practices transparency, and works
hard to create and maintain a personal
connection.
Zappos has 28,000 Facebook fans with whom it
interacts daily, by sharing company news and
asking questions. This behavior encourages
employees to be social. Additionally, the company
encourages employees to blog. The ability to
easily blog about the shoe online (grab the image
from website for authors of the blog to write
about) creates connections and ensures
integration of the brand message.
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Graco used the components of an integrated marketing
communications strategy to build a community around
its. products. Cross-promotion using the blog was
successful, especially given the outspoken and
opinionated nature of traditional “mommy bloggers.”
Flickr was implemented in order for “mommies” to
share content and also serves to tell a story about the
consumers using its products. Graco correctly
recognized that creating a personal connection with
Graco products is instrumental to product success given
the power of word-of-mouth in mommy and parent
communities. Graco took advantage of the fact that
“mommies” are vocal and like to interact with each
other, share tips and swap stories about parenting, child
care, and general experiences.
Graco also encouraged community gatherings, of which
pictures are posted to Flickr or blogs to further promote
both the employees and consumers
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Hotels and other businesses in the hospitality industry
are using social media as a part of an integrated
marketing campaign to manage their reputations,
understand the word of mouth from customer
experiences and consumer reviews, and to connect with
guests. Hotels can listen to what their guests are saying
by becoming a part of the space where their guests are
interacting and communicating. In order to learn more,
hotels encourage guests to leave comments (i.e. through
Tripadvisor, wikiTravel, company websites) and post
pictures from their trips. This has a dual purpose: it
offers a chance for the guests to feel a part of the hotel
and the experience, and it also gives other prospective
guests a chance to learn more about the hotel from an
unbiased viewpoint.
Overview
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Trends:
+ Track experiences
+ Internet and social media “hubs” or connecting
+ Localization
o customize Twitter, Facebook, etc. for the geographic
areas from which guests are coming
o understand what is culturally important to the guests
and communicate that understanding
+ Mobile Marketing
o offer rich media content for mobile devices (i.e. ability
to book online, provide contact details) because guests
are increasingly relying on mobile devices to handle
transactions
Trends
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Highly Advised:
+ Use social media as market research (loyalty programs, discovering the
“next promotion” and what amenities guest would like to see)
+ Blogs to promote the destination/travel brand, and to establish credibility
and trust
+ Engage your guests, provide them with opportunities to connect via social
media (i.e. over 50% of Sheraton guests use the “Link@sheraton”)
+ Articles and online PR
+ Social bookmarking (i.e. Digg, Delicious)
+ Employees can be the best brand ambassadors!
+ Photo sharing (Flickr, Photo Bucket, etc.)
+ Encourage guests to display and tag photos from their trips, share
what to do in the area, review restaurants, ect.
Unadvised:
- Delete negative comments
- Create a ‘management response’ to address the concern
Social Media
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The Roger Smith Hotel, located in NYC, uses social media
to compete with the big name hotels in the city. When
the hotel first opened, it realized that it needed to be
where its customers were and targeted the heavy social
media users coming to NYC, by spreading stories across
the social media space (mainly on Twitter) about the hotel.
“Storytelling” was already integral to the hotel brand;
therefore, using social media was a natural extension.
Roger Smith learned never to “sell” using social media;
rather, the goal should be to build a channel of people that
believes in it – a “people first” attitude. The hotel has a
“social hospitality” associate who monitors Foursquare
and Twitter for real-time information. This allows the
hotel to get to know guests before they arrive at the
hotel, and build a stronger relationship with the guest
during his/her stay.
Case Study
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Case Studies
The Wynn Las Vegas uses Foursquare to give tips and
stories about the hotel with the goal of complementing
and improving the overall service to guests. Employees
track Foursquare to identify where guests are in the
hotel and what they are doing. They also use it to greet
guests by name when they check in - increasing the value
of the customer service. The Wynn also uses social
media to offer extra deals, and benefits for checking in
and using the services, such a free room upgrade for
tweeting, or a free glass of champagne at their nightclub
with a code on Foursquare. With over 300,000
followers on Twitter in the first six months of the
campaign, the Wynn is successfully building a community
of loyal guests and future guests. The Wynn intends to
take this idea of learning about guest behavior, by
building a “business dashboard” to aggregate information
and be even more insightful.
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QSRs (Quick Service Restaurants) use integrated marketing
campaigns, especially social media, to focus on brand
engagement and reputation management. QSRs are
increasingly embracing mobile coupons for direct marketing
efforts, a natural extension from popular print coupons,
which enables QSRs to reach many communication
channels (i.e.mailbox, online, mobile devices).
+ i.e. Subway, Applebee’s, Pizza Hut
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Survey On The Spot:
iPhone App that allows consumers to
submit feedback to restaurants, retail
stores, schools and local businesses.
Businesses benefit by learning more
about customer service, public opinion,
conventions, taste panels and research.
Often the businesses offer a reward to
consumers for completing the survey.
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+ Subway used social media to promote Jared,
the Subway spokesperson, running in the NYC
marathon
+ Used Facebook to implement “build your
own foot long and share” campaign,
encouraging fans to customize a sandwich and
share with friends
+ Partnership with MTV “Fresh Buzz” to
promote emerging artists, comedians and
musicians- a digital marketing program
synergistic with the passions of the Subway
customer.
+ Ability to mitigate “social media gone wrong”
+ Quiznos initially launched a sandwich
competition with Subway, Subway sued
for “defamation of sandwich,” the buzz
got Subway even more market share
when they dropped the lawsuit!
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+ Starbucks uses an integrated marketing plan based
on social media implementation with several working
parts; keeps customers involved and informed
+ Blogs: improve the customer in-store experience by
launching Mystarbucks-idea.com to learn from
customers and employees what they liked and did not
like, and what Starbucks could be doing better
+ reached 100,000 ideas
+ Twitter: answer questions, share information, listen
to consumers
+ YouTube: share commercials, and informational
videos about volunteer efforts and ingredients,
+ Facebook: invite fans to Starbucks events, share
comments, post pictures and communicate
+ Uses integrated campaigns to increase customer
satisfaction and loyalty, prioritize internal
stakeholders, and spread commitment to sustainable
projects.
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McDonald’s recently tried to “ride the social media
wave,” by naming a “social media chief” to manage
customer problems, build business and reach
“mommy bloggers.” McDonald’s also used
Foursquare to measure foot traffic. A campaign called
“Foursquare Day” (4/16/2010) was launched to
increase customer traffic, which McDonald’s deemed
successful. However, instead of measuring the effect
of the 100 randomly offered $50 and $100 gift cards
from the number of actual customers in the door, the
campaign really measured “online check-ins” which
people can do from a 5-block radius; therefore,
McDonald’s campaign did not have a measurable
impact on sales and the number of check-ins was
questionable evidence taken as fact. They reported
that they spent only $1,000 on the campaign and
received a 33% increase in foot traffic as a direct
result. McDonald’s received negative press because of
this and the Foursquare campaign backfired.
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Learning from mistakes
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2
Oprah Winfrey promoted Kentucky Fried Chicken
(KFC) on her talk show in May, 2009, by offering a
coupon for a free grilled chicken meal. Interest was
severely underestimated as millions of Americans
downloaded the coupons and the KFC website
experienced website traffic to levels never seen
before. Due to the fervor, KFC was not able to keep
up with demand, and customers experienced long lines
and, in some cases, riots at the stores. A total of 10.5
million coupons were downloaded, but only 4 million
were redeemed as customers were upset and
eventually the offer was canceled. As a result,
#KFCFail became a trending topic on Twitter quickly,
and Oprah and KFC’s brands were damaged.
According to Zeta Interactive, when KFC pulled the
promotion without explanation, negative ratings shot
up to 33% from 11%.
Learning from mistakes
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When implementing an integrated marketing communication plan
remember:
+ Campaign goal(s) must be communicated, and understood throughout the company
and across departments in order to be successful
+ Actively work to keep communications cohesive and consistent; use technology to
keep all employees on the same page and communicate with customers with the
correct, clear message
+ Consider private branded communities, use new Facebook features “Questions” and
“Private Groups” to delve deeper into the minds of the customer
Businesses should consider participating in the integrated online
marketing space. This effectively combines email, search, social, mobile
and traditional to deliver a strong message.
Facilitate conversations, commerce and loyalty to get new customers, and
to maintain current customer base. Remember to integrate and use
these tools in order to reach your customers. The ability to listen, and
engage your customers is essential to position your business for success
and differentiate the product or service from competitors!
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We work with and build great brands
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Want to learn more? Contact:
Hawley Tremblay,
Account Manager
Hawley@TinhatCreative.com
Tinhat Creative, LLC
100 North Washington Street
Boston, MA 02114
Phone: 617-259-1609

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