rounding out your imc mix mkt 846 professor west
TRANSCRIPT
Rounding Out Your IMC Mix
MKT 846
Professor West
Agenda
PR & Publicity
What can it do for you?
Blunders
Direct Marketing
What is it’s role on the IMC mix?
Privacy issues
Scheduling Team Presentations
Comparing Campaigns
Labatt’s Blue
Comparing Campaigns
Molson Canadian
Insect Safari
Orkin Pest Control (circa 2001) Business was off, in particular sales leads Advertising didn’t seem to be working Consumers had more trust in local exterminators
Corporate Sponsorship Orkin supported the renovation of the “Insect Zoo”
at the Smithsonian Institute in 1993 More than a million people visit the site a year
Insect Safari
Taking the show on the road… Ketchum decided to leverage Orkin’s Smithsonian
relationship by taking the Insect Zoo to local markets in an educational campaign
Objectives: To increase sales leads in top markets To directly reach educators through the exhibit and
website To inspire a grassroots marketing program through local
publicity Connect to target market indirectly through children
Insect Safari
Elements of the campaign 53-foot traveling exhibit to visit museums and
schools with hands-on 3-D models, educational materials, interactive presentation….
Partnered with Bayer Corp. and CNN/Turner Learning
Website created to inform people and provide background information
Insect Safari
Results An increase in sales leads in 70 percent of the
markets visited Rated very high in quality by teachers and
students 512 stories in the media, 8 hours of TV coverage,
41 morning show interviews Estimated reach of 66 million impressions Silver Anvil Award from PRSA
What role do PR and Publicity play?
The objective of marketing is to sell products and services…in contrast, the goal of PR is to sell the organization itself.
PR is the official channel of communication between the organization and the public
Publicity is the generation of news about a person, product or service that appears in the media
Other things PR can do for you
Provide a value-added customer service Butterball hotline for advice on how to prepare a turkey. Handles
25,000 calls during the holiday season.
Giving consumers a reason to buy Energizer’s national education campaign urges consumers to change
their smoke detector battery when they reset their clock in the fall and spring. Company is perceived as a good citizen and they sell batteries
PR Stunts & Crisis Management "CBS deeply regrets the incident that occurred during the Super Bowl
halftime show," the network said in a release. "We attended all rehearsals throughout the week and there was no indication that any such thing would happen. The moment did not conform to CBS broadcast standards and we would like to apologize to anyone who was offended."
Notable PR Blunders…
Fox News No one missed the irony when Fox News sued liberal satirist Al
Franken. When the suit hit the press, sales of the book immediately became a bestseller.
Judge Denny Chin threw the suit out saying, "Of course it is ironic that a media company that should be fighting for the First Amendment is trying to undermine it.“
American Airlines CEO Donald Carty To keep American Airlines out of bankruptcy, Carty called for "shared
sacrifice” and the labor union accepted $1.62 billion worth of annual concessions. However, Carty "snatched defeat from the jaws of victory" when details of a secret executive-retention bonus plan were revealed resulting in his resignation.
Notable PR Blunders…
KFC Whopper When KFC aired commercials implying fried chicken can
be part of "eating better," consumer advocates clucked loudly. The ads claimed KFC had less fat than a Burger King whopper. A complaint was filed with the FTC, and newspapers blasted the company.
Notable PR Blunders…
Abercrombie & Fitch Columbus-based retailer shows a particular flair for
alienating consumers and the nation's press: T-shirts portraying racially offensive slogans and stereotyped
images of Asians debuted and immediately created a firestorm. “ A “Drinking 101” article was highly criticized for promoting binge
drinking Pushed the sexual envelope when it added thongs to its teeny-
bopping catalogs and included images of overt portrayals of group sex in its Christmas Field Guide.
Contingency Planning
Being prepared: Consider in advance how the public will respond Know what you will say and who will say it
How should you respond to negative publicity? It depends on both the severity of the problem and the
number of people who’ve heard about it. Guidelines:
Respond Within 24 Hours -- It makes you look guilty if you take longer.
Show You Are Solving the Problem -- Make it clear you are taking steps to improve or rectify the situation.
Contingency Planning
Guidelines Demonstrate Leadership -- The President, CEO or other
top official should be the one to address reporters Be Accessible to the News Media -- Make phone calls
from the media a top priority Be Honest -- If you lie, you will likely be caught and the
crisis will worsen. Show Concern -- Demonstrating sincere caring about the
people affected by the situation will help win the public's understanding
Other things PR can do for you
Influencing the “influentials” Gatekeepers play an essential role in getting the word out
about your brand Making a story “newsworthy”
Impact: What is the magnitude of the action or event? Timeliness: Is it breaking news or the latest development? Proximity: How local is the story angle? Prominence: Who is involved and how important are they? Conflict: Is tension or drama created? Human Interest: How emotionally charged is the story? Does it
strike a chord? Novelty: It the story unpredictable?
Making it Personal Through Dialog
Direct marketing is a method by which the company communicates directly with target consumers to generate a desired response.
Direct-response media include: Mail Telephone Fax Internet
Sales through direct response advertising exceeded $2 trillion in 2002 and are expected to reach $2.8 trillion by 2006.
Growth in Direct Marketing
Factors impacting growth: Credit cards – 1 billion in circulation “Money-rich and time-poor” society – increase in dual
income households Technological advancements – allow for new channels of
distribution Viewed as a compliment to other IMC elements
Relationship building mechanism Cross-selling opportunities Measuring effectiveness
Strengths & Weaknesses
Strengths: Highly targeted and flexible Observable responses enhances accountability
Weaknesses: Relatively high cost per customer CPMs up to $400
instead of $15 to $50.
Protecting Customer’s Privacy
Educate employees about the company policies and credit card fraud
Appoint a Chief Privacy Officer Conduct periodic audits of privacy practices used by
other companies Actively promote your privacy policy
Next time…
Project 4 is due Chapter 21 – Measurement, Evaluation, &
Effectiveness “Truth in Advertising”