Integrated Marketing Communications
Integrated marketing communications are paramount for such an enormous multinational corporation like Samsung. The primary goal of IMC is for a company to stay consistent with the messages that are delivered to customers (Percy 6). This corporation is going to focus on a new target market. The current flat-screen TVs product line will be extended to meet the expectations of “thinkers”. It is wise to create a new “Big Idea” when such significant changes to the marketing strategy are being made. It needs to be easy to member and should indicate the new direction of a company. Samsung is going to use “Look into the future” as a core of the new message strategy for marketing communications. This message will be used throughout all the promotional campaigns because consistency is crucial when making changes to a marketing strategy.
Marketing communications objectives
AIDA framework is often used when a company sets marketing communications objectives. Lamb, Hair and McDaniel state that “the AIDA model outlines the four basic stages in the purchase decision-making process, which are initiated and propelled by promotional activities: attention, interest, desire, action” (515). This means that it is highly necessary for Samsung to focus on all the levels of this model. The first objective of marketing communications is to grab the attention of the customers from the start of the new marketing campaign through various means. Also, it is necessary to make a product have an exclusive functionality to make customers interested. The new models of flat-screen TVs should be of highest possible quality and unique qualities to make them desired by the customers. The last objective is to influence the buying decision of clients. The offered products should have a broad range of benefits, so customers are ready to take an action and make the purchase.
Promotion mix
It is necessary for a company to sell the new message. It is done through various means such as a promotion mix. Strydom claims that “each element of the promotion mix has specific strengths and weaknesses, and care is needed to design the promotion mix that helps to best meet the promotion objectives” (140). In other words, managers should develop a balanced set of promotional activities to reach the marketing goals. In order to achieve an attention from the side of customers, new models of flat-screen TVs should be introduced at an event. An active advertising that focuses on the functionality of products needs to take place to keep the interest of potential buyers. It should be both traditional and online to maximize its effectiveness. Sales promotion should be used to make consumers take an action.
Media strategy
Samsung should be careful when developing the media strategy because the reputation of the company is at stake. The corporation should always be creative and innovative with its media campaigns. It is quite useful when a business is trying to keep dedicated customers (Chandy 77). Samsung is going to use Instagram social network to show photos of new product models in different countries. A company could offer bonuses to those users who were the first ones to guess the correct locations. Such media strategy is quite unusual and should grab the attention of the new target market. “Thinkers” prefer products that have proven their quality and like to research before making a decision. Because of this, Samsung should offer new flat-screen TVs to websites that review electronics such as CNET, Reviewed. Exclusive reviews are an excellent way to promote new models of products.
Works Cited
Chandy, Rajesh. “Making Your Social Media Strategy Work.” Business Strategy Review 25.1 (2014): 77.
Lamb, Charles W., Joseph F. Hair, and Carl D. McDaniel. Essentials of Marketing. 7th ed. 2011. Boston, MA: Cengage Learning. Print.
Percy, Larry. Strategic Integrated Marketing Communication. 2nd ed. 2014. London, United Kingdom: Routledge. Print.
Strydom, Johan. Introduction to Marketing. 3rd ed. 2005. Cape Town, South Africa: Juta & Company Ltd. Print.