Purpose and Value of Integrated Marketing Paper

Purpose and Value of Integrated Marketing Paper

Vickie Young Malone

University of Phoenix

MKT/498 Integrated Marketing Strategy

Instruction-Deborah Marrano-Lucas

August 3, 2015

Organizations have depended on marketing campaigns to effectively advertise their products and services for decades.  IMC (Integrated Marketing Communications) is considered the most-recent method to advertise commodities and service in an effective manner. Marketing is a major area for any company who wishes for it brand to become well-known name or easily recognized within its market.  IMC is at the cutting edge of current marketing arena and large businesses internationally, and domestics are integrating this within their marketing systems.  This paper will discuss in a concise manner examine the meaning and value of integrated marketing.  In addition is will show how BMW’s IMC plan benefited greatly in the promotions of if Z3 Roadster.

Purpose and Value

        Integrated marketing links and oversees the majority of a business marketing channels, sources and communication components into an aggressive program, that heighten the impression on consumers. This is done through a well-define use of many of the business promotional channels with each one reinforces the other.  The concept of integrated marketing is quite simply.  It makes certain that all classes of communication and messages within an organization are strategically and thoroughly connected together. In its simplest terms, it means that all messaging coming from an organization is operating as if it was a single unit spanning across all routes of communication and is revolved around the customer.  Blending and overseeing the marketing components of an organization by way of, IMC has a far-reaching beneficial effect on a business communication process.  An organization that conveys their ideas or talk with one unified voice brings forth a more cost-effective connection with business associates, and consumers.  IMC in addition battles the current issue of ineffective mass media ventures by way of presenting a well-defined message to the consumer.  Similarly, IMC broadcasts one flawless communication to global partners as well, and it helps to make business to business dealings run with no problems or difficulties.  IMC helps in a business growth even when the market is experiencing a downturn.  A well-conducted IMC program promotes the growth of an organization’s name and vision to their consumers and business partners.  It also helps organizations in developing a powerful brand and position in their individual market against their competition.  Appropriate buying behaviors are shaped by the execution of IMC.  IMC main objective is to create persuasive marketing communication and broadcast them to their target market via the most favorable media tool.  This can be accomplished through a strong promotional program.  What will result from this type of program is a thriving extended term placement, increased sales, and customer loyalty in the market. (Clow & Black, 2007)

BMW Marketing Campaign

BMW is a well-known luxury car manufacturer has utilized IMC to market their line of cars.  They petitioned an external marketing firm in 1995 to help with their integrated marketing camping for the Z3 Roadster.  The company was looking for a futuristic marketing process which would be outside of the commonplace conventional advertising.  BMW made a choice to partner with MGM Studios and became part of the production of the James Bond movie “Golden Eye” With this deal came many roadblocks (e.g.) the quandary of the Roadsters behind schedule arrival in April against the  early release of the movie in November.  To meet this problem head on, BMW intended to make adjustments for the lost time by promoting pre-distribution orders and electing to switch to a traditional marketing process if the situation warranted it.   BMW united into a whole all of their communications with the exception of the Internet, which was being used only for product brochures (CK writes, 2015) BMW mixed the following marketing maneuver:

• Discussion regarding the Aspen Design Conference which resulted in article of BMW’s top designer Chris Bangles.
• Prominent article in Neiman Marcus in regards to the limited edition Z3
• Introduction of an “image” program that encompassed a short film on direct marketing, positioning the Z3 in the US market.  Several characterizations of the Z3 firmly attached this idea via pamphlets, tradeshows, demos, and showroom displays
• Profoundly honored “made for the web” movie series with movie trailer on the Z3
• “Ride and Drive” event held on the premier date of the James Bond Film
• Appeared in a music video by Hootie and the Blowfish
• Allowed radio announcer to use the Z3 and produce their own promotions and contest involving the Z3 (CK Write, 2015)

BMW’s Integrated Marketing Plan Value

BMW’s IMC promotions combined several distinctly separate marketing zones together, which resulted in favorable result for the organization. (e.g.), partnering with Neiman Marcus resulted in one hundred sales of the Z3 model.  This caused an enormous amount of attention from the media. In addition, it led to a significant amount of business to business relationship, which currently still exists.  Another added benefit was the media was able to rendezvous with the Z3 in Central Park in at the same time as the James Bond film debut.  Tactically, including the Z3 in a music video by Hootie and the Blowfish was great positioning by BMW.  The band is well-liked and appeals to a vast mixture of individuals. Therefore, to have the Z3 in their video provides a large amount of exposure.  What this means for BMW is some of the listener could be out of the normal demographic that BMW targets, therefore, enhancing the likelihood of increased sales for BMW.  Finally, permitting radio announcer to use and market the vehicle is important in the sense that it promotes continued business to business partnerships.