Download Information Processing II

Integrated Marketing
Communications
MKT 750
Professor West
Agenda
Discuss the BMW Z3 Launch
Paradigm shift to nontraditional
marketing?
Launching the BMW Z3
Launching a Roadster:
Why did BMW use a “non-traditional”
marketing venue for the Z3 launch?
Does this campaign qualify as a
“paradigm shift in marketing” and
should BMW continue with this approach
in the future?
Launching a Roadster:
Was the Z3 launch successful? How do
you know?
What specific objective(s) would you
set for Phase II of the campaign? What
budget and media plan would you use?
Launching a Roadster:
Situation Analysis
Four Cs + Environmental Factors
Marketing Strategy
S-T-P
Tactical Decisions
Four Ps
Elements of the Campaign
TV advertisements
Jay Leno “Tonight Show”
Today Show/Central Park Press Show
Radio Programs
Neiman Marcus Catalog
Phase II
How do we convert the interest of
prospective customers into orders?
How do we sustain the interest of
customers who are waiting for their
cars to be built?
Infatuation Metaphor
Response happens very fast and is highly
emotional
Leaves the consumer in a tenuous state,
it can be quickly dismissed if not
reinforced through behavior
When consumers fall in love with their
brands they become credible
missionaries
Excitement
From Excitement to Sale
Point of
“infatuation”


Desired End-State:
Purchase
Possible End-State:
Brand forgotten
Time
Phase I
Phase II
From Excitement to Sale
What can we learn from interpersonal
relationships?
What makes them fizzle?
What can to be done to keep move a
relationship forward?
Can we apply these insights to a
product?
A Paradigm Shift
We have observed a growth in nontraditional marketing campaigns
Southwest’s service to Baltimore began with
a joint announcement by the CEO and
Maryland Governor.
49 children were taken on a trip to the
Cleveland Zoo
Employees hit the streets
passing out bags of peanuts
A Paradigm Shift
Why have observed a growth in nontraditional marketing campaigns?
What new challenges does this approach
present?
The Future of NT Marketing
Circumstance
Fit
Product Portfolio Role
Desire versus Need
Due to the higher risk, NT is better
suited to ancillary products in the
brand portfolio.
Product Life Cycle
NT works at generating excitement
during product launch
Buying Behavior
Works best for “irrational”/
emotional purchases
Competitive situation
Intensely competitive industries with
high ad clutter are a good fit
Assignment
Read: An now a word from our sponsor
Begin working on Marketing Yourself
memo (due next Tuesday).