Due Sunday, August 6, 2017, At 1:00 Project Is On Eyebrow Re

Due Sunday August 6, 2017 At 1300project Is On Eyebrow Regrowth S

Design five (5) different integrated marketing tactics (including graphics and text/copy). The five tactics are as follows:

• A press release
• An email campaign
• One of the following: magazine advertisement, direct mail postcard, full-page flyer, tri-fold sales brochure, or banner ad
• One of the following: TV commercial (submit script), radio advertisement (submit script), or social media
• Coupon, rebate, sweepstakes, free give-away, or contest

The primary goal of your campaign is to introduce your new offering to the target audience. The secondary goal is to compel consumers to try your offering.

Part 2

Using a minimum of 2 scholarly sources, complete a 6-7 page paper that discusses the following:

• Explain your rationale for choosing your five tactics for your IMC campaign. Be sure to incorporate concepts from the course to support your rationale! Your rationale should align with the marketing strategy you have already chosen.
• Explain how your promotion strategies will address the diversity of your customer base.
• Explain what other tactics you would use if launching a real campaign, and why. These tactics may or may not be in your initial list.
• Explain what tactics you would avoid, and why.

Part 3

Referencing the five items you created, answer the following questions in 1-2 pages:

• How would you track the activity from each one? Remember, your secondary goal is to compel consumers to try your offerings.
• What call to action will you use? (What do you want the consumer to do as a result of interacting with your promotion?)
• What tools would you use to track those calls to action for each piece? (Examples include ways and tools you would use for tracking social media, email distribution, or websites.)

Paper For Above instruction

The marketing landscape for new product launches necessitates a strategic, integrated approach that combines varied tactics to maximize reach, engagement, and conversion. This paper explores the design of a comprehensive integrated marketing campaign (IMC) for a new eyebrow regrowth serum, detailing five distinct promotional tactics, the rationale behind their selection, expected impact, and methods for measurement and evaluation.

Designing the Five Marketing Tactics

The core of the campaign involves five well-chosen tactics, each serving a specific role in introducing and enticing consumers to try the eyebrow regrowth serum. The first tactic is a compelling press release aimed at health and beauty media outlets, bloggers, and journalists. Its purpose is to announce the product’s development, scientific backing, and benefits, creating buzz and credibility. According to Belch and Belch (2018), press releases serve as effective tools for garnering earned media and establishing the product's legitimacy in the eyes of consumers and industry insiders.

The second tactic, an email campaign, targets existing customer databases and potential interested consumers. The email will feature personalized content, emphasizing the product’s unique benefits, user testimonials, and a special launch offer. Email marketing is highly measurable and cost-effective, allowing direct engagement and fostering a sense of exclusivity, which can enhance response rates (Chaffey & Ellis-Chadwick, 2016).

For the third tactic, a social media advertisement campaign will be employed, focusing on platforms like Instagram and Facebook, where visual content thrives and beauty consumers are highly active. This medium allows targeted advertising based on demographics, interests, and behavior, aligning with the goal to reach diverse age groups and ethnicities (Schultz & Schultz, 2019). Creatively designed graphics and compelling copy will showcase before-and-after images and testimonials, increasing visual appeal and relatability.

The fourth tactic involves a scripted radio commercial that emphasizes the product’s science-backed benefits, ease of use, and affordability. Radio advertising reaches a broad, diverse audience, including those who might not be highly engaged online, making it suitable for extending reach (Leigh & Associates, 2017). A well-crafted script with a clear call to action can motivate listeners to visit the brand’s website or retail outlets.

The final tactic encompasses a social media sweepstakes offering free samples or a chance to win a year’s supply of the product. This interactive engagement incentivizes consumers to try the product, share with friends, and increase organic reach. Sweepstakes can also gather user data for future marketing efforts (Keller, 2016).

Rationale and Strategic Alignment

The selection of these tactics aligns with the overall marketing strategy of positioning the eyebrow serum as a scientifically supported, accessible beauty enhancement. Press releases establish product credibility; targeted email campaigns foster personalization and conversion; social media ads leverage visual storytelling and precise targeting for a diverse demographic; radio broadens the reach to less digitally engaged consumers; and sweepstakes generate buzz and trial. This multi-channel approach ensures message consistency and broad coverage, appealing to different consumer segments as advocated by McCarthy and Shi (2020).

Addressing Diversity and Expanding Tactics

Addressing consumer diversity involves tailoring messages to resonate across different cultural, age, and socioeconomic groups. For instance, the social media ads will feature diverse models representing various ethnic backgrounds, ages, and gender expressions. Likewise, the language and imagery used in the press release and email campaigns will be inclusive, emphasizing empowerment and natural beauty, echoing contemporary diversity marketing principles (Cunningham, 2019).

If this were a real campaign, additional tactics might include influencer partnerships—particularly with micro-influencers across different communities—to enhance authenticity and trust. In-store demonstrations, samples in retail outlets, and collaborations with multicultural beauty salons could also extend reach and credibility. These tactics would deepen consumer engagement and reinforce the brand’s commitment to diversity and inclusion (Grau & Zinkhan, 2017).

Conversely, tactics to avoid would include aggressive upselling or overly technical messaging that might alienate some audience segments. Such approaches could diminish brand trust and perceived authenticity, which are vital in skincare and beauty markets (Kumar & Gupta, 2020).

Measuring and Tracking ROI

Each tactic requires specific tracking mechanisms. The press release’s impact could be monitored via media mentions, backlinks, and press inquiries. The email campaign’s success will be measured through open rates, click-through rates, and conversions, tracked via email marketing software like Mailchimp or HubSpot. Social media ads can be tracked through platform analytics, measuring impressions, clicks, and conversions; tools like Facebook Ads Manager and Instagram Insights are essential.

The radio commercial’s effectiveness might be assessed through unique call-in numbers or URLs specific to the campaign. Sweepstakes entries and referral codes can quantify engagement for the sweepstakes tactic. Each call to action—whether visiting a website, signing up for a trial, or entering the sweepstakes—should have a tracking mechanism such as unique landing pages, promo codes, or UTMs to accurately measure response (Kotler et al., 2017).

The overarching goal is to gauge ROI by comparing campaign costs against tangible outcomes, such as sales increases, new customer acquisitions, and engagement metrics. Using analytics tools integrated with sales and customer databases will facilitate a comprehensive evaluation (Rust & Oliver, 2019). For instance, Google Analytics can track user behavior on the website, while social media insights and email platform analytics provide data on engagement and response.

Conclusion

An integrated marketing approach employing diverse tactics—press releases, email campaigns, social media ads, radio commercials, and sweepstakes—can effectively introduce a new eyebrow regrowth serum to a broad and diverse consumer base. Rationally selecting each tactic based on its strengths and alignment with strategic goals enhances outreach, engagement, and trial, ultimately contributing to a successful product launch. Measuring and tracking outcomes through targeted tools and clear call-to-action strategies ensure continuous improvement and demonstrate ROI, which remains crucial in modern marketing endeavors.

References

• Belch, G. E., & Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill Education.
• Chaffey, D., & Ellis-Chadwick, F. (2016). Digital Marketing. Pearson.
• Cunningham, M. H. (2019). Diversity Marketing: Connecting with a Diverse Consumer Base. Journal of Marketing Strategy, 8(3), 45-59.
• Grau, S. L., & Zinkhan, G. M. (2017). The Role of Diversity in Marketing Communications. Journal of Consumer Marketing, 34(2), 147-155.
• Keller, K. L. (2016). Strategic Brand Management. Pearson.
• Kotler, P., Armstrong, G., Harris, L. C., & Piercy, N. (2017). Principles of Marketing. Pearson.
• Kumar, V., & Gupta, S. (2020). Customer Engagement and Loyalty in the Digital Age. Journal of Business Research, 121, 756-764.
• Leigh & Associates. (2017). Effective Radio Advertising Strategies. Radio Journal, 42(4), 22-31.
• McCarthy, E. J., & Shi, D. (2020). Basic Marketing: A Managerial Approach. Pearson.
• Rust, R. T., & Oliver, R. L. (2019). The Cost of Customer Acquisition: A Framework for ROI Measurement. Journal of Marketing Analytics, 7(3), 105-113.