Integrated Marketing

Communication
Reagan | Kelsey | Janet | Ruikun
Marketing and Product Brand Management 3320. 001

Integrated Marketing Communication

Definition: IMC, integrates all promotional tools so that the
tools come together and deliver a message in harmony

Key Points about IMC

Simple, simple concept

As of a 1995 survey, the results revealed that most managers lack expertise
in IMC

Even many agencies did not recognize this concept until the 90s

This lack of know how is then compounded by overall, lack of commitment

to the concept

Components of IMC

Bedrock/ foundation on which campaigns

success

Must be unique and universal to speak to

the perceptions and moods of their
audience

IMC Done Right

Every successful marketing

campaign

1. GoPro Be a HERO
2. Snickers Youre not you,
when youre hungry
3. Red Bull Red Bull gives you
wings
4. Kraken Rum Release the
Kraken!

4 Cs of IMC

Coherence: Different
communications are logically
connected

Consistency: Multiple messages

support and reinforce and are not
contradictory

Continuity: Communications are

connected and consistent over time

Complementary: synergistic, sums

or parts add together to get a greater
whole

4 Cs for Snickers
Youre not you, when youre hungry

Coherence: Online, print, tv centralize on the same theme

Consistency: regional ads aired with local celebrities and

branched out to the same people to promote on their social
media

Continuity: Aired in 2010, staring Betty White

Complementary: 1st 3 months= 13.4% sales, 18,000%

increase in YouTube searches and over 400 million
incremental and unpaid media impressions

Barriers to IMC

Functional Silos: power struggles,

implementing a uniform idea and message
may rub people the wrong way when it
comes to budget or power base

Stifled Creativity: all about perception and

isolated communications can hinder
productivity

10 Golden Rules of
Integration
1. Gain Support
2. Integrate at all levels
3. Ensure Visual Uniformity
and Standards

6. Think customers/ users

first
7. Build relationships and
brand values
8. Develop a marketing
information system

4. Focus on clarity
9. Be prepared to change
5. Start from scratch
10. Share and expansion

GoPro History
Worlds Most Versatile Cameras
Founder and CEO: Nick Woodman

2002
Founded
$150,000
of product sold

2004
1st 35mm film
camera system
sold

2006
$800,000 revenue

2007
$3.4 million
revenue

Product Line-up

Direct Competitors

Drift Ghost- S

Panasonic HX- A500E

Sony HDR-AS10

Garmin VIRB

VIP Membership Program

If currently working for a business partnered with

GoPro for VIP membership program

Fun Fact

April 2014: GoPro was listed by Adweek as on of the

Top 10 Best Brand Channels on YouTube

Fun Fact

Woodman started the company following a 2002 surf trip

to Australia

Where to
Purchase

Online

Big Box Retailers

Specialty Shops

3rd Party Online Sites

Resellers

Warranty Policy

GoPro website states that they will only give full

refunds in first 30 days if the user returns it
because they did not like the product, NOT
because it was damaged in any way.

1-year manufacture warranty, no accidental

damage coverage

Instructions clearly state how to prevent damage

Sponsorships

Several extreme sports to companies

Offer customers the ability to become featured

when using their product in a creative way

Many ads are actual users footage

Submissions are always encouraged

Existing Sponsorship

Existing Sponsorship

Many United States Olympic Athletes

Lindsey Vonn

Eric Willett

Julia Mancuso

Co-Branding with Red Bull

Both target consumers that

enjoy active thrilling lifestyles

Profitable Partnership

Red Bulls extreme events are

captured using GoPros cameras
and accessory line

2012: Red Bull Stratos space

jump stunt is one of the most
famous events captured with
GoPros camera and accessory
line

Existing Sponsorship

2014, Established Surf Team

GoPro Gets People Amped

Marketing Success

Community has been

created among the users

Anyone can be a Star or

Extreme Athlete

Users crave the thrill and

overall association

Be a Hero

Firefighter rescues Kitten

One of the 1st user-generated

video that went viral

Social Media

Facebook: 360 degree video

Instagram: Dogs of Instagram

YouTube

Over 3 million Subscribers

2014: 521 million views

Today: 982,112,139 views and counting

Everyday
Applications

Documenting memories:
Wedding
Child births
Workouts

Everyday
Applications
Work Flow
Supply Chain

Everyday
Applications
Planning to buy one

CSR at Walmart

Everyday
Applications

SWOT

Strengths: Unique angle on the

market

Weakness: Majority of
advertising is extreme sports only

Opportunities: Acknowledge the

Everyday Hero and market to a
wider fan base

Threats: Competitors with lower

price points

4 Cs for GoPro

Coherence: Different communications are logically

connected

Consistency: Multiple messages support and

reinforce and are not contradictory

Continuity: Communications are connected and

consistent over time

Complementary: synergistic, sums or parts add

together to get a greater whole

4 Cs of GoPro

Coherence | Consistency | Continuity | Complementary