Integrated Marketing Communications (IMC) is the careful coordination of all promotional messages for a product or a service to assure the consistency of messages at every contact point where a company meets the consumer.
Canon launched a campaign of "Your Second Shot" which is a strategy of sales promotion [marketing activities-other than personal selling, advertising, and public relations-that stimulate consumer buying and dealer effectiveness]. It allows customers to try the new product of PowerShot digital cameras with real experience. Canon's goal is to drive consumers to the microsite, as well as to educate them about the Canon HS System [a technology used to enhance image quality in low light situations without the need for a flash], and also to deliver on the promise of a good shot. Canon wants to increase awareness and appeal of the HS System and showcase true consumer benefit and deliver on the promise of a good shot.
The campaign highlights a real-life young couple who traveled to Barcelona to take a photograph at the café where the woman's parents first met. The photo they took didn't come through, so Canon is sending them back to Barcelona to recreate it with a PowerShot digital camera.
The target demographic for this has been 18-to-49 years of age because the campaign has casted a wide net with stories that would appeal to anyone. So with that, Canon created a microsite and placed banner ads on various technology and consumer websites. Print ads has appeared in Parents magazine and as well as Teen Vogue magazine.
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