Ch. 16- Integrated Marketing Communications

BlackBerry is a company that is the mere beckon in the darkness of the integrated marketing communication (IMC) area. They have done a remarkable job at using something so unique where it satisfies both the company to make sales and the customers. Introducing the 4 P’s vs. 4 C’s.

§  Not PRODUCT, but CONSUMER

BlackBerry has understood what the consumers' wants and needs are. Times have changed and you can no longer sell whatever you can make. BlackBerry’s product characteristics have to match the specifics of what someone wants to buy. And part of what the consumer is buying is the personal "buying experience."

§  Not PRICE, but COST

BlackBerry has understood the consumer's cost to satisfy the want or need. BlackBerry’s product price may be only one part of the consumer's cost structure. Often it is the cost of time to drive somewhere, the cost of conscience of what you buy, and the cost of guilt for not treating the kids, the investment a consumer is willing to make to avoid risk.

§  Not PLACE, but CONVENIENCE

BlackBerry has thought about the convenience of the buying experience and then relates that to a delivery mechanism. They have considered all possible definitions of "convenience" as it relates to satisfying the consumer's wants and needs. This may include aspects of the physical or virtual location, access ease, transaction service time, and hours of availability.

§  Not PROMOTION, but COMMUNICATION

Communicate, many mediums working together to present a unified message with a feedback mechanism to make the communication two-way. BlackBerry was sure to include an understanding of non-traditional mediums, such as word of mouth and how it can influence your position in the consumer's mind. How many ways can a customer hear (or see) the same message through the course of the day, each message reinforcing the earlier images? For BlackBerry that answer is many times because you see in crowd for example 5 out of 10 people has a BlackBerry.

BlackBerry has put their promotion opportunity analysis to the test and has used them to establish communication objectives and make sure all these objectives are met:

§  Develop brand awareness

§  Increase category demand

§  Change customer belief or attitude

§  Enhance purchase actions

§  Encourage repeat purchases

§  Enhance firm image

§  Increase market share

§  Increase sales

§  Reinforce purchase decisions

All of the above, over the years BlackBerry has done just this but the biggest by far of all these is to change customers belief or attitude towards the product. This is because they want customers to see the product as more than a “suits” product and more as an everyday “jeans and tshirt” product. BlackBerry has done a perfect job by not closing or narrowing their communication door but they have in fact widened the doors by using several platforms to make customers aware, and know that BlackBerry is here to stay!!!

^{BlackBerry has used 4 of the 5 basic tools of integrated marketing communications which are:-}

1. Advertising: 
This tool can get your messages to large audiences efficiently through such avenues as radio, TV, Magazines, Newspapers, Internet, Billboards and other mobile technological communication devices. This method can efficiently reach a large number of consumers, although the costs may be somewhat expensive.

2. Sales Promotion: 
This tool is used through coupons, contests, samples, premiums, demonstrations, displays or incentives. It is used to accelerate short-term sales, by building brand awareness and encouraging repeat buying.

3. Public Relations: 
This integrated marketing communications tool is initiated through public appearances, news/press releases or event sponsorships, to build trust and goodwill by presenting the product, company or person in a positive light.

4. Direct Marketing: 
This tool will utilized email, mail, catalogs, encourage direct responses to radio and TV, in order to reach targeted audiences to increase sales and test new products and alternate marketing tactics. The video below will reinforce just that.