Jul 062012
 

In this activity, you need to help a bank decide the most appropriate IMC tools mix for a major launch of a new innovative credit card. There are many possible promotional tools to choose from. Try to integrate the campaign across the various elements.

 

ACTIVITY/TASK

ADVERTISING TOOLS

Prime time TV

Local newspapers

Buses

Daytime TV

Specialist newspapers

Bus shelters

Late night TV

National magazines

Lit street signs

Infomercial

Specialist magazines

Cinemas

Pay TV

Main billboards

Supermarket trolleys

Radio

Smaller billboards

Pop-up internet ads

Yellow pages

Mobile billboards

Sponsored internet spots

National newspaper

Taxis

Comparison internet sites

CORPORATE COMMUNICATION TOOLS

Newsletter

Message on hold

Publicity stunt

Media conference

Web site information

Information seminar

Brochure – individual

Annual Report

Sponsorships

Brochure – general products

CEO presentations

Shopping bags

Short flyer

Launch party

Media releases

PERSONAL SELLING

Door-to-door canvassing

Trade show booth

Special branch staff

Shopping mall booth

Approach customer in queue

Professional promotions team

IN-BRANCH MERCHANDISING TOOLS

Posters

Holiday displays

Special booth

Window signage

Staff dress-up day

Special day/events

Blackboards

Special decorations

Free gifts (in-store)

Staff T-shirts/hats

Entertainment

In-branch radio

Balloons/stickers/magnets

Free coffee/cake

Kid’s activities/coloring-in

SALES PROMOTION TOOLS

Waive fees – on credit /card

Free gift (with sales)

Donation to charity

Waive fees – general

Hospitality event

Double warranty (on purchases)

Discount – first 6 months

Holiday/restaurant discount

Shop-a-docket coupon offer

Extra loyalty points

Incentive to transfer $’s

Enter the draw competition

Discount on other products

Pre-approval of credit card

Prizes for credit card usage

DIRECT MARKETING TOOLS

Direct mail – single

Cross-sold during transactions

Message with phone banking

Direct mail – multiple

At the top of statements

Letterbox drops

Email offer

Flyer insert with statements

Automatic offer with new loans

Outbound telemarketing

With internet banking site

Inbound telemarketing cross-sale

 

QUESTIONS

  1. Outline the choice of IMC tools that you would use to structure this new product launch.
  2. What role does each of your promotional tools play in the overall campaign?
  3. How hard would it be to effectively integrate and coordinate your overall campaign?
  4. To what extent did you consider ‘internal marketing’ issues?

 

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