How Well Was This Campaign Integrated, and Why?
The level of integration of marketing campaigns is a key determinant for success. The more integrated a marketing campaign is the more likely it is to reach a wider audience and create a higher level of brand knowledge and awareness. An inner look at the SheerBliss marketing campaign indicates a high level of utilization of diverse techniques of creating awareness and zeal among customers.
Both direct and indirect advertising techniques have been deployed in the campaign in order to attract and tie customers to the SheerBliss ice cream brand (“SheerBliss Ice Cream”, n.d.). The level of integration in the campaign can be clearly brought out by looking at the techniques that are used to sensitize customers about the SheerBliss ice cream.
The marketing techniques that have been used in the SheerBliss marketing campaign have proved to be working well in as far as earning the brand an identity in the wider US market is concerned. These strategies include:
- Utilization of the web advertisement platform. A good example is the Kim Cattrall adverts on the AdWeek Gallery’s Homepage. The web page of the company is also active in terms of display of the company brands (Adweek Talent Gallery, 2013).
- Online Store campaigns, where the company displays products that help market the main products. These products include T-shirts, handbags, caps, aprons, and key chains among others. An example is the display of T-shirts that have the picture of the SheerBliss ice cream packs on the online store (SheerBliss, n. d.).
- Utilization of celebrity in advertisements. The most renowned celebrity advert that has earned the campaign a strong footing in the market is the Kim Cattrall advert, which runs on different media platforms (PR Newswire, 2012).
- The print media has also been greatly deployed in the campaign. This includes a wide range or renowned magazines like Gourmet, Vogue, Domino, Architectural Digest, Bon Appetit, Lucky, and Allure (SheerBliss Website 2013).
- Others include television adverts that are used to air shows that enhance consumer awareness education (“SheerBliss Ice Cream”, n.d.).
Was the Campaign’s Creative Strategy Effective, and Why?
Creativity is one of the most desired features of attaining a high level of brand awareness and attachment in marketing campaigns. Creativity is often brought out in a number of advertising techniques that are utilized in marketing campaigns.
An exploration of the SheerBliss campaign depicts the deployment of a lot of creativity, leading to a high level of customer engagement of customers to the SheerBliss brands. Creativity in the SheerBliss campaign can be explicated by looking at a number of techniques that are used by the company to create awareness of the products.
First is the utilization of a celebrity feature that is outstanding as shown in figure 1.0 below
One of the most vocal features of this advert, which makes it fulfill its function, is its ability to catch the eye of the viewer. It is easy for the viewer to associate with the product being advertised by catching the eye of the viewer.
The luxurious feeling of the SheerBliss ice cream is felt by a mere look at the advert. The advert also depicts the sensual feeling that can be derived from consumption of the SheerBliss ice cream. The second picture on the advert portrays a heavenly feeling out of consumption of SheerBliss ice cream (Adweek Talent Gallery, 2013).
The other pointer to creativity in the campaign is the display of goods that are used to advertise the main brand on its online store. This is depicted by the example below.
This picture shows a T-shirt that is displayed on the SheerBliss’s online store. The front of the T-shirt has a picture of SheerBliss packs. The brand is advertised when the T-shirt is worn.
The other feature of creativity that comes out in the online store adverts is that besides bearing the captions of the main brands, the products bear the diverse colors of the different ice cream flavors. Packaging can also be used as a means of product differentiation in the market. The ice cream is packed in cans. This protects the integrity of the brand among customers in the market.
What Might Be Done Better, and Why?
Looking at the SheerBliss marketing campaign, it can be argued that a lot has been put in place in order to promote awareness and by effect the expansion of the market for the SheerBliss ice cream. However, a number of marketing practices can be used to extend the brand among the customers.
- The SheerBliss celebrity advert needs to be expanded so that it can feature several celebrities from different industries. This is a tactic aimed at depicting the expensiveness of consumption of the brand. Utilization of a male celeb could also be used as a technique of capturing male customers, thus expanding the scope of the market.
- The company needs to embrace utilization of the social media. This is because most people spend a lot of time on social media, making it is one of the most desired platforms for enhancing e-marketing. The social media platform is less expensive compared to other techniques that are used to run the adverts, like placing of the adverts in the print media.
Who Was the Target Audience of the Campaign?
The SheerBliss marketing campaign in an elaborate marketing campaign that aims at increasing the level of awareness of the SheerBliss products among customers. The marketing campaign of the company targets different sets of customers, being an aggressive company that seeks to establish itself in a market that has been dominated by giant companies like Nestle and Unilever.
The leading set of customers in the fancy food industry is women. Therefore, utilization of the celebrity advert of Kim Cattrall denotes that the company targets women who are working. It is argued that the advert also attracts men to some extent.
The nature of the displays on the online store of the company also depicts a set of goods that are favored by the youth. Consequently, the youth are likely to be attracted to the brands of the company by the virtue of purchasing the goods that are displayed in the company’s online store (Huriash, 2008).
What Consumer and Competitor Insights Were Considered for the Campaign?
Being a company that only began seven years ago, the company has a lot of information about the companies that deal with the processing and distribution of ice creams. The company, therefore, knew about the brands that were already in the market and the competitive techniques that are used to sustain the products in the market.
This level of market awareness has been critical to the development of market positioning attributes in the SheerBliss ice cream brand. The other critical thing in marketing is awareness of the nature of audiences that are targeted by substitute products from other companies. This has been vital for the company in its bid to create adverts that have helped to attract the audience, for instance the Kim Cattrall advert (Huriash, 2008).
References
Adweek Talent Gallery (2013). Sheer Bliss ice cream national ad campaign. Web.
Huriash, L. J. (2008). Ice cream proves fruitful: Pomegranate treats pay off for SheerBliss. Web.
PR Newswire. (2012). SheerBliss ice cream teams with Kim Cattrall as celebrity spokesperson. Web.
SheerBliss Ice Cream. Web.
SheerBliss Website (2013). A bit of blisstory. Web.
SheerBliss. Online store. Web.