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JR610
IMCPromotions-Final2.docxRunning head: IMC Mix 1
IMC Mix 2
IMC Mix Essay Assignment
Modesto Rodriguez
Liberty University
Introduction:
Integrated marketing communications help ensure the development of business through the formulation of communication strategies designed to help in the promotion of the business's products and also to help create reputation and loyalty to the brand among the consumers (Muhammedrisaevna et al., 2020). Moreover, marketing strategies are company-specific and use current macroeconomic data, market trends, and the particular product category or niche targeted by a business organization (Percy, 2023). Increasing sales of a company's products or services is at the core of marketing principles. Hence, formulating a market-inclusive and effective promotional mix is quintessential to the company's top-line growth, i.e., efficient and smooth running of core business functions, allowing the increase in revenue (Muhammedrisaevna et al., 2020).
Meta Quest VR2 Headset is a virtual reality device and an appropriate promotional mix for the product will consist of online and social media advertising; establishing of public relations through experiential marketing; content and informational marketing through blogs and web articles. Sales promotion strategy includes discounts and special incentives for potential customers.
Theory
Integrated marketing communication strategies draw heavily from the concepts of marketing relationship theory, which specifically emphasizes the importance of effective communication in the marketing process (Percy, 2023). For instance, AIDA is a classical promotional model that advocates various stages a consumer goes through before deciding to acquire a particular product, including Attention, Interest, Desire, and Action. Lee and Hoffman (2015) highlighted that infomercials' usage contributed positively towards forming bonds between peers, enhanced participation, and overall enthusiasm of individuals to engage in prescribed activities. Furthermore, advertisements help raise awareness and generate interest through the communication of the relevant benefits of the product to the targeted consumer base (Laurie & Mortimer, 2019). The stimulus-response theory explains sales promotion strategies as a stimulus and a trigger for potential customers to buy a company’s products. For instance, a customer may respond positively toward promotional offers such as discounts, bonuses, and unique benefits such as exclusive memberships (Darsono & Susana, 2014)
Research
Realization of the influence of social media influencers on their audiences and their ability to reach diverse audiences across multiple countries and regions is a crucial advantage of adopting social media marketing strategies (Appel et al., 2020). The commercial value of social media influencers is utilized through sponsored messaging and content deals to reach the target audience of a particular product or a service (Hudder et al., 2021). Developing a favorable perception of products or services through advertisement requires the use of rhetoric and strategic messaging, highlighting the value for money a consumer receives while purchasing the company's products or services. Employing personification in advertising through the usage of rhetorical tools ensures the development of emotional connection and relatability of consumers with the company's products and services (Kpedor, 2021). Sales promotion strategies involving temporary price cuts and incentivizing of product sales with added benefits such as discounts on accessories or unique gifts such as free subscriptions to exclusive services contribute positively towards increasing sales for a company (Gedenk, 2010)
Increased access to the internet and networking devices has made it possible for people to engage and consume information from multiple media platforms, and adherence to media neutrality policies across the rapidly evolving paid and unpaid media platforms poses a severe challenge in the implementation of integrated marketing communication strategies (Kliatchko & Shulz, 2015). Business organizations must focus on developing effective and coherent strategic messaging that is communicated uniformly across all available media platforms (Robinson, 2017). Enhanced collaboration and cooperation between different marketing sections dealing with social media, personal marketing, and public relations section is required to achieve uniformity of strategic messaging of the product (Laurie & Mortimer, 2019)
Discussion/Analysis
Social Media:
Firstly, digital and social media marketing strategy will focus on targeting potential consumer sections that are actively searching for Meta Quest VR2 Headsets and related technologies through the internet. Creating targeted online ad banners, and video campaigns, and taking advantage of optimized search engine advertising will be done to promote our product. Secondly, social media platforms such as Facebook, Twitter, Instagram, and YouTube will be used for company-sponsored content such as product demo videos, customer testimonials, and interactive sessions; online contests and giveaways will be organized to promote Meta Quest VR2 Headsets will be organized (Li, 2021). Lastly, social media influencers especially leading gaming and technology-oriented influencers, will be selected for sponsorships and communication of company-sponsored messaging for the Meta Quest VR2 Headsets.
Public Relations:
Experiential marketing allows consumers to connect with the company brand by experiencing its products (Rather, 2021). This strategy will focus on three areas, i.e., organizing popup events and physical demonstrations of the products, partnership with VR content developers, and employing gamification aspects of marketing to gain publicity for the company and the product. Firstly, high-traffic areas such as shopping malls, technology conventions, and gaming expos will be shortlisted for setting up temporary VR booths providing consumers experience of virtual reality through the company's VR headset. Secondly, partnerships with influencers in VR and gaming industries, allowing them usage of Meta Quest VR2 Headsets, will provide consumers to experience the demonstration of the product's performance in professional and advanced settings. Lastly, the gamification strategy, which includes the development of VR experiences and games that are made accessible through a mobile application or website, can contribute positively towards the creation of demand for the Meta Quest VR2 Headsets through alteration of consumer behaviors in favor of purchasing the product (Singh et al., 2021).
Sales Promotion Strategy:
This strategy focuses on increasing product sales, nurturing customer loyalty, and raising awareness for the company brand among people. Generally, sales promotion strategies incorporate discounts and various incentives to encourage customers to buy company products. In the context of Meta Quest VR2 Headsets, the sales promotion strategy will include seasonal discounts and incentives such as free trial subscriptions to games utilizing virtual reality technologies. Another critical aspect of the sales promotion strategy will be discounts on accessories such as VR covers, VR body trackers, etc., on purchasing a Meta Quest VR2 Headsets. Upon purchasing Meta Quest VR2 Headsets, customers will be provided with a 30 days free subscription of popular virtual reality games and entertainment platforms to encourage them to buy the product. Occasional temporary price discounts and incentivizing customers to purchase the company’s products positively contribute to increasing the sales volume for the company (Gedenk, 2010).
Personal Selling:
By providing informative and educational content highlighting the favorable aspects of the Meta Quest VR2 Headsets, the product's target audience can be made aware of the possible benefits of acquiring the Meta Quest VR2 Headsets. Firstly, setting up a product-specific blog site and publishing articles related to the current developments in VR technology and practical usage of Meta Quest VR2 Headsets will ensure raising awareness among potential consumers. Secondly, publishing video tutorials and user guidelines can help consumers understand the usability and performance of Meta Quest VR2 Headsets in gaming and scenario-based virtual reality experiences. Personalized content and persuasive rhetoric in both written and visual content contribute positively to creating an emotional connection between consumers and the company's products (Kpedor, 2021). Lastly, by publishing recent research studies and information regarding the latest technological developments in virtual reality technologies, the company can position itself as a leader and pioneer in the market of VR products hence creating brand value for its products (Moorman et al., 2019).
Implementing integrated marketing communication strategies requires collaboration and cooperation among all marketing teams or firms working in a company. It involves assessing and identifying the best possible marketing technologies and systems for promoting a business product (Percy, 2023). Formation of positive perception for the company's products and establishment of a positive brand image depends on the company's ability to understand consumer preferences and tailoring company-sponsored content to persuade consumers to buy company products (Moorman et al., 2019).
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