by
Clayton Jones
Swankhoff Hair is launching an entire new range of Hair Care products. These new products are aimed at girls of senior school age. This new product line range will run in conjunction to the end of the school year. The time when school formals and valadictory dinners are held. Swankhoff Hair will run as part of a road show platform a series of Formals across Melbourne and Sydney. High School girls will be given the opportunity to gain entrance to these exclusive Formals, via the Swankhoff Events Hair website. This is Events range of hair products will be packaged with entrance criteria with information referring entrants to the website. Upon their entry being approved, qualified entrants will be audtioned and then successful applicants will be given details of their formal dates. In conjunction with Swankhoff Hair, Sass and Bide will be the official dress maker for the successful girls. This roadshow will run as a Formal dinner event with a few small product announcements throughout the night. The girls will all be given exclusive Swankhoff Events Hair packages giving them the ability to take them home and show them around their circle of friends. The road show will also encourage the girls to become friends of Swankhoff's MySpace and Facebook websites to receive on going discounts and giveaways.
Sunday, November 25, 2007
Social Media
by
Clayton Jones
Coca Cola is the most recognisable brand in the world. Every company on the planet would dream to have its brand known in every country across the globe regardless of social, religious, economic or geographical status. Over the years Coke has imbedded its brand name so well that just its trademarked names alone sell its products. Although Coke's advertsing expenditure is unprecendented, Coca Cola still advertise very effeciently. Social Media is starting to be accepted as a very effective way of targeting very specific target markets. Coca Cola has just launched its Second Life Virtual Reality Game sales promotion, which puts Coke's identity somewhere its compeditors arn't. Computer Game advertising expenditure in the states is almost as high as convential media advertising. Coke's energy drinks are all through EA sports interactive sports games. Back home in Australia, Coke runs a complete film competition off its website. Coke Films is a very 'You Tube' orrientated idea wherein entrants post their video entries and then view and comment on other entrants. This encorporation of all communication medium is what keeps Coca Cola market share all over the world.
Clayton Jones
Coca Cola is the most recognisable brand in the world. Every company on the planet would dream to have its brand known in every country across the globe regardless of social, religious, economic or geographical status. Over the years Coke has imbedded its brand name so well that just its trademarked names alone sell its products. Although Coke's advertsing expenditure is unprecendented, Coca Cola still advertise very effeciently. Social Media is starting to be accepted as a very effective way of targeting very specific target markets. Coca Cola has just launched its Second Life Virtual Reality Game sales promotion, which puts Coke's identity somewhere its compeditors arn't. Computer Game advertising expenditure in the states is almost as high as convential media advertising. Coke's energy drinks are all through EA sports interactive sports games. Back home in Australia, Coke runs a complete film competition off its website. Coke Films is a very 'You Tube' orrientated idea wherein entrants post their video entries and then view and comment on other entrants. This encorporation of all communication medium is what keeps Coca Cola market share all over the world.
Integrated Marketing Communication
By Clayton Jones
As technology advances so do the ways in which professionals utilise these improvements. Communication mediums also change quickly with the times and professionals are just as pro-active to implement them. Integrated Marketing Communication is an American term for being able to expose a particluar target market to as communication mediums as possible. The Dove Campaign For Real Beauty is a good example. The Dove brand who is always recognised by its soap, use this new communication strategy. The idea is to target all women of all ages and expose them to the entire range of Dove products. The campaigns theme is that of beauty has no age and its purpose is to break away from traditional beauty stereotypes. Dove is very effective in communicating its entire product line while being able to interact with these publics via their website or sales promotions. The success of this campaign comes from its sheer size, everytime you hear the brand Dove it is immediately associated with this Campaign for real beauty. All Dove's products encourage publics interaction with the website and point of sale.
As technology advances so do the ways in which professionals utilise these improvements. Communication mediums also change quickly with the times and professionals are just as pro-active to implement them. Integrated Marketing Communication is an American term for being able to expose a particluar target market to as communication mediums as possible. The Dove Campaign For Real Beauty is a good example. The Dove brand who is always recognised by its soap, use this new communication strategy. The idea is to target all women of all ages and expose them to the entire range of Dove products. The campaigns theme is that of beauty has no age and its purpose is to break away from traditional beauty stereotypes. Dove is very effective in communicating its entire product line while being able to interact with these publics via their website or sales promotions. The success of this campaign comes from its sheer size, everytime you hear the brand Dove it is immediately associated with this Campaign for real beauty. All Dove's products encourage publics interaction with the website and point of sale.
Stunts
By Clayton Jones
Priscilla Queen of the desert has been translated to a stage show platform. The Australia cult classic depicting three grown men dressed in drag, was an overnight success and has gone into Australian film history. The Regent Theatre in Melbourne is hosting the on-stage bonanza which boasts a cast full of Aussie icons. Michael Caton, Lena Cruz and Tony Sheldon to name a few. Advertising the show is easy as the name is Australian reknown and everyone knows the Priscilla Queen story. The trick is to let everyone know when to buy their tickets and that they can buy them at the Regent Theatre. Creating a stunt which emcombasses segments of the show would be a good communication tool to inform of ticket sales. Performing this stunt in 'real-time' would offer the widest exposure to the general public. Taking the bus from the movie named "Priscilla" and intentially breaking it down in peak hour traffic on Collins Street would be effective. This stunt will sell tickets because, the Regent Theatre is located on Collins Street and all the gridlocked commuters would recognise Priscilla the bus. Ticketek's contact details would be pasted all over the past. Not only would commuters see the stunt first hand, but the traffic congestion would make the evening news.
Priscilla Queen of the desert has been translated to a stage show platform. The Australia cult classic depicting three grown men dressed in drag, was an overnight success and has gone into Australian film history. The Regent Theatre in Melbourne is hosting the on-stage bonanza which boasts a cast full of Aussie icons. Michael Caton, Lena Cruz and Tony Sheldon to name a few. Advertising the show is easy as the name is Australian reknown and everyone knows the Priscilla Queen story. The trick is to let everyone know when to buy their tickets and that they can buy them at the Regent Theatre. Creating a stunt which emcombasses segments of the show would be a good communication tool to inform of ticket sales. Performing this stunt in 'real-time' would offer the widest exposure to the general public. Taking the bus from the movie named "Priscilla" and intentially breaking it down in peak hour traffic on Collins Street would be effective. This stunt will sell tickets because, the Regent Theatre is located on Collins Street and all the gridlocked commuters would recognise Priscilla the bus. Ticketek's contact details would be pasted all over the past. Not only would commuters see the stunt first hand, but the traffic congestion would make the evening news.
Monday, November 19, 2007
Integrated Marketing Communication
Look up the Dove 'Real Beauty' campaign and describe it using your knowledge of IMC.
Stunts
Post a 100 word comment (not a new post) that explains the stunt you would stage to promote the fact that ticket sales have opened for the stage show - Priscilla, Queen of the Desert. Finish your piece with a sentence starting 'This stunt will sell tickets because....'
Sunday, November 11, 2007
Social media
Please respond as a 100 word 'comment' (not a new post).
Coca Cola appears to be embracing the promotional opportunities presented by social media. Its Second Life competition is just one element of a much bigger social media campaign.
What other ways could a superbrand like Coke use social media as a communication tool?
Why?
What is the risk of not embracing this new frontier?
Coca Cola appears to be embracing the promotional opportunities presented by social media. Its Second Life competition is just one element of a much bigger social media campaign.
What other ways could a superbrand like Coke use social media as a communication tool?
Why?
What is the risk of not embracing this new frontier?
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