In today’s highly competitive market place, a brand requires more than just a good product or service to achieve success, the brand needs to know and understand its target market and then resonate with that market. In order for a brand to effectively communicate with their target audience, it needs to adopt a holistic approach to sending out its brand message which can only be achieved through Integrated Marketing Communications.
Integrated Marketing Communications is a simple concept which ensures that all forms of brand communications are carefully linked together and that they all work in harmony with one another.
In order for us to explore the concept of integrated marketing communication, Ill explore a small up and coming South African brand that you may or may not have heard of, called Blu Betty. www.blubetty.co.za . Blu Betty is manufactured by a small South African shoe manufacturer who has over the past few years effectively branded themselves within a very competitive market to the point where they now enjoy a good following.
The unique value proposition of Blu Betty is that they produce shoes that are a relevant, contemporary design with a touch of quirkiness that sets them apart. The Blu Betty label is not available in mainstream retail outlets, instead they rely mostly on their online sales, specific craft markets and selected boutiques. To this end, they have been hugely reliant on digital and social media marketing to drive sales.
Blu Betty’s integrated marketing communication is very effective at creating brand awareness and driving sales. They are very active on both Facebook and Instagram. And while both of these social media platforms are linked and share the same content, the content is regularly added to with frequent posts, fresh pictures and news of latest style offerings as well as locations of upcoming markets. They are also present on Pinterest and Twitter but seem to not be as effective on these two platforms.
While I am not into ladies shoes, I have been witness to the emotional responses of women to the brand. The theme of their website, the brand image and identity resonates well with their target market and all communication is consistent with their unique brand identity.
Sadly Blu Betty operates in a highly competitive segment of the market which is prone to cheap Chinese imports and copycat tactics of other manufacturers which makes effective and consistent brand messaging very important. The real challenge for this brand lies largely on how effective their integrated marketing communication will be in fending off the competition to retain and grow market share.
In the modern digital world, social media and other digital platforms offer an effective way for brands to communicate with their target market. Brands have many avenues in this ever changing world to communicate with their target market and can enjoy the benefits of their consumers sharing and amplify their voice. It is vital that the brand communicates its message effectively and consistently in order to resonate with its target market. Integrated Marketing communication ensures that this message is communicated effectively.
Reference:- multimediamarketing
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