The ad on Youtube read “Come fall in love with learning”. Then, Bollywood superstar, Shahrukh Khan said the same in a TV ad in his style, not only to the students but to their parents as well. This was the “Come Fall in Love campaign” by the Edtech Company – Byju’s inviting kids to learn and grow with the app. The company followed it up with the “Keep learning” campaign, which again communicated the same idea through Social media channels such as Facebook, Youtube, blogs, and TV commercials during the IPL sponsorship and even in the physical space on billboards and newspaper ads. The campaign was a huge success with the company registering a 30 per cent rise in paid subscriptions after the campaign (though there was some role played by the onset of Covid 19 during the same period!).
Byju’s is a raring example of an integrated communications approach adopted by a brand. Distinct presentations across channels and medium used; however, all communicate the same thought or message consistently and that’s what Integrated Marketing communication strategy means in simple terms.
In this case, the campaign left a lasting impression on the minds of the audience. This is the power of Integrated communication Strategy and if done rightly can do wonders for a brand.
What are the different elements of marketing communication?
Advertising – With the increase in internet penetration and advent of social media, the traditional medium of advertising such as Television, Hoardings and newspapers, etc. have now been joined by Social Media and Online advertisements.
Public Relations – Public relations is a broad concept that helps a brand to be perceived to the community as well as actual consumers in general. It includes a two way communication between the brand and the general public. Advocacy and promotions through event sponsorships, press releases, news and public appearances are all different approaches of managing public relations.
Personal selling – Advancement in technology has led to virtual face to face interactions remotely. This has blurred the geographic constraints and has opened up the reach to target audience across the globe.
Direct Marketing – Emails, Text messages, Telephone calls, promotional mails, brochures and catalogs open a window for the brand to make the audience aware and along with other elements help get mind share.
Social Media Marketing – This is one of the most powerful marketing tools in today’s world. Based on the choice of consumer category, the relevant social media platform is selected. Linkedin, for instance is used extensively both for reaching to professionals both organically and through Advertisements in the B2B space. Similarly, Instagram is a great tool for lifestyle products to reach intended consumers in the B2C category.
Sales Promotion – This includes various mechanisms such as free subscriptions, discount coupons, samples, and price packs to incentivize the targeted customer base to try out the product or services that the brand offers.
In an Integrated communications approach, all these elements work in harmony and communicate a consistent message.
Why is an Integrated marketing communication (IMC) approach important for brands?
- Consistency: Adopting an IMC approach ensures that a consistent message is communicated across all channels, including advertising, public relations, social media, direct marketing, and sales promotion. This consistency helps to build trust with the audience and creates a cohesive brand identity.
- Improved ROI: By coordinating marketing efforts across all channels, an IMC approach can help to maximize the impact of each marketing activity. This can result in better returns on investment (ROI) for the brand.
- Increased brand awareness: When all marketing channels work together, they can help to create a more comprehensive and impactful brand message. This can result in increased brand awareness and recognition, which can lead to more sales and revenue.
- Greater customer engagement: Integrated marketing communications can help to engage customers in a more meaningful way by providing a consistent and engaging message across all channels. This can lead to a stronger emotional connection between the brand and its customers.
- Adaptability: An IMC approach can be adapted to suit the needs of different audiences, channels, and campaigns. This makes it a flexible and effective way to communicate with customers in a variety of contexts.
Overall, an integrated marketing communications approach can help brands to create a stronger and more consistent brand message, improve ROI, increase brand awareness, engage customers more effectively, and adapt to changing market conditions.
All this is not simple, not that easy, yet it is that works!!
Reckitt Benckiser stitched together a fabulous PR campaign called “Dettol Salutes” when Covid 19 situation was at its worst in India. The campaign saw Reckitt Benckiser’s flagship brand Dettol pay tribute to Covid-19 warriors by replacing its logo with an image of a ‘Covid protector’ along with their story.
The brand had curated 100 such stories from across India and carried them in place of its own logo on its liquid handwash packs. Dettol had also launched a website – www.DettolSalutes.com. This platform was created especially for people from across India to share stories and acknowledge Covid protectors in their midst by creating customised virtual packs and sharing it on their social media channels.
The timing, the messaging and the content was extremely thought out and well executed. Reckitt Benckiser, although has been in India for over 70 years now, with the ‘Covid 19 protectors’ campaign, the company displayed examplary solidarity with the people of India and bought in a sense of optimism during the difficult period and in turn gained huge respect and loyalty from the Indian consumers.
This campaign sums up to a large extent the change that PR industry has gone through in the Covid times.
Covid saw the marketing and PR budgets of the companies shrink, however, the PR pros rose to the occasion and compensated the lack of budgets with extra dose of creativity and planning. Here are list of seven new trends that emerged out of Covid 19 that have completely transformed the PR industry forever:
- Empathetic and concern for the community
A survey conducted by Deloitte found one in four people moved away from brands that they believed acted in self-interest. Customers moved and continue to move towards those brands that reflect their values or are perceived as ‘one of their own’ or ‘one that cares’. Global personal hygiene giant Gillette launched a PR campaign called “Barber Suraksha Programme” to support the local ‘Nais’ or barbers all across India during the peak of Covid 19 restrictions.
The COVID19 pandemic had affected millions of people across the country. The lockdown had resulted in the loss of livelihood of thousands—including barbers. Gillette’s PR team, to stand in solidarity with the barber community launched the Barber Suraksha Programme ,where barbers were provided with COVID insurance, Suraksha (protection) sanitation kits, best practices videos for safety, and most importantly, with hope for the months to come.
The campaign, which ran from June–August 2020, helped turn the barber community from direct competition to strategic business partners. It increased trials and encouraged repeats for double-edged blades, which was a huge win for the brand. Thus their PR team’s conviction that effectively executed localized and specific PR campaigns build trust, respect and credibility in the communities they operate, which ultimately materialise into revenues was solidified with Gillette’s said campaign.
- The rise and rise of the Influencer
The Covid 19 bought with itself restrictions on physical gatherings and all red carpet celebrity events. PR Pros saw a great opportunity in this to harness digital sphere.
People had more time in their hands while working from home and this resulted in them spending 30% more time on Social Media, which bought the limelight onto Influencer engagement.
These ‘influencers’ were one amongst the others and not a star and had far more credibility when it came to recommending products and services. Conveying messages through influencers was a smart and convenient way of reaching the public in this pandemic and has continued ever since as this is far more economical than roping in celebrities and works well with the most of the target segments as they can relate to the respective influencers.
- It is a much bigger virtual space
Zoom’s profits grew to US$ 671 million in fiscal 2021 from just US$ 22 million a year ago. This growth of almost 30 times is unprecedented and gives one a sense of the way things turned virtually during the pandemic and has still remained largely the same. Daily round of meetings, Product launches, Interviews, public appearances, Sales pitches and even annual celebrations went virtual.
In addition, new platforms like Clubhouse rose out of the need to feel connected with the tribe and as venues to host organized, informational meetings that fill the gap of in-person events. The ease and accessibility of virtual events has proven to be helpful. While in-person events will come back, online options are expected to stick around and offer new options for bringing people together.
- Flexibility and alignment with the current happenings is the key
Pandemic was unprecedented and tested the flexibility of PR teams of even the largest of brands. Agile PR teams that transformed themselves based on the situation and who were quick to realign themselves to the ‘new normal’, infact, were in an advantageous position during the pandemic and continue to be in the same. Take for example Nike, which during the Black lives matter protests across the globe announced a US$ 40 million for next 4 years to help black communities break the barriers of systemic racism across the globe. They could have used the same amount or even less in coming out with a huge advertisement campaign, however, they chose to invest in the ‘real’ impact initiatives at the right time. This timely announcement and subsequent events whereby they involved Michael Jordon in this campaign gave tremendous positive appreciation and acknowledgement to the brand worldwide.