An integrated marketing campaign combines traditional and digital marketing tactics to consistently engage customers across multiple channels. The goal is to increase brand awareness and drive financial benefits. The document discusses how various companies in consumer products, retail, hospitality, and food service use integrated strategies like social media, mobile apps, and location-based marketing to better understand and interact with customers.

1. 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

5. 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 trends

11. 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

12. Retail Integrated Campaign Success Target : “Hello Manhattan Campaign” INTEGRATED MARKETING CAMPAIGN example

14. 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!

19. 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. 1 CONSUMER RETAIL company analysis

20. 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. 2 CONSUMER RETAIL company analysis

21. 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 3 CONSUMER RETAIL company analysis

22. 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

25. 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 1

26. 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. 2

32. 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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35. Want to learn more? Contact: Hawley Tremblay, Account Manager [email_address] Tinhat Creative, LLC 100 North Washington Street Boston, MA 02114 Phone: 617-259-1609