Integrated Marketing Campaign for De Pappilon All-Inclusive Events Services - Case Study Example

Name Course Lecturer Institution Date Integrated Marketing Campaign Brand identity Brand name The brand name that will be used in the marketing campaign is De Pappilon All-Inclusive Events Services. The reason why this name was chosen is because it not only tells the customers the kind of services that are being offered by the company, but also the uniqueness of the services. The use of the term ‘All-Inclusive’ is the focal point of the brand name. There are countless companies in Abu Dhabi, UAE offering events services, thus using a name like De Pappilon Events Services does not create any difference for a customer who is looking for unique events’ planning services. In deciding the kind of brand name to use in marketing the company’s events planning services, the company wanted a name that will draw the attention of the customer easily as well as make the customer curious. De Pappilon is convinced that, when a customer sees the name, ‘De Pappilon All-Inclusive Events Services’, he or she will be curious to know what kind of services or products he or she will get by choosing to have his or her event planned by De Pappilon. Brand logo De Pappilon All-Inclusive Events Services The above picture represents the brand logo that will be used to carry out De Pappilon’s integrated marketing campaign for its events’ planning services. According to McKaskill (54), putting the correct message in the correct place is important in helping a firm to engage with its future customers. Moreover, having the correct message is central in the sales and marketing process. Through its brand logo, De Pappilon intends to ensure that it conveys the correct message to its target customers. De Pappilon is the company’s name, while All-Inclusive Events Services acts as the tag line for the marketing campaign and means that the company offers a wide range of products and services under its events’ planning services. The tag line ought to be more definitive to enable customers to identify the company’s products or services with their needs (McKaskill: 59). Moreover, an entrepreneur should be willing to assume calculated risks (Cowdrey: 12). Providing all-inclusive events services is a new and risky business idea but De Pappilon is ready to try it out. The picture of a van in the logo means that De Pappilon provides transportation services; the flower represents decorations; while the folk represents catering services. The logo could not include all the services and products being offered since it would make it crowded and unappealing. Transportation, decorations and catering were chosen because they form the key services in any event. The phrase at the bottom of the logo echoes De Pappilon’s mission statement of making every event exceptional to the people celebrating it. It means that the company offers customized events’ planning services that specifically match the needs of every customer. Drawing from Volker (32), successful ventures normally aim at making products that are needed by someone instead of looking for buyers after making the products. Accordingly, De Pappilon’s logo conveys the message that, its services target customers who need unique and all-inclusive events’ services. Creative idea in each medium The marketing budget for De Pappilon is only AED 250,000 and thus, the company aims at using advertising media that will help it reach a large number of its target audience with the minimum cost possible. The company will use TV commercials to promote its events services. The main idea behind the use of this medium is that, TV is a mass medium and most young people spend a lot of time on it and thus the company will be able to reach its target audience. Moreover, several channels are available and thus De Pappilon has an opportunity to choose the channels that are mostly watched by people aged between 28 and 35. De Pappilon will also use its website to advertise its services. The company website will provide details on the list of products and services being offered under the All-Inclusive events services and prices. It will also include contact details for the company for making bookings. In addition, De Pappilon will post video clips of previous events on YouTube to give customers a hint of the kind of services and products offered. Furthermore, the company will engage in event marketing activities. It will sponsor activities such as Sports, Rally Car competitions and Health campaigns within the city of Abu Dhabi, UAE. The main idea behind the use of event marketing is to show concern and interest for community welfare and initiatives. Brief creative rationale for each campaign to be implemented De Pappilon has chosen the TV as an advertising medium due to several reasons. First, TV commercials in the UAE are affordable because of the existence of several TV channels. The company will be able to get quotations from different channels and choose the ones that match its budget. Moreover, most people aged between 28 and 35 have preference for certain channels and programs. For instance, men like watching football, wrestling and movies, while ladies like watching soap operas. Thus, De Pappilon will put its commercials in the channels that broadcast such programs in order to reach its target audience. Pavel (22) maintains that, Cable TV is affordable and a company should consider the channels watched by its target audience, the shows they like, and how much money it can afford to use on TV commercials. The company website was chosen as an advertising medium in order to give customers an opportunity to make bookings as well as provide an overview of the company’s products and services. Moreover, YouTube is becoming a common social media that most young people are using to watch movies and music clips. Thus, it presents De Pappilon with a great opportunity to convey its message about its events services. Besides, unlike the company website, potential customers will have the opportunity to watch clips of some of the events organized by the company and assess whether they match their events’ needs. Furthermore, events such as health campaigns and sports will help the company to interact with members of the community to whom it targets its services. Young people especially men are fans of sports, while every community member cares about health. This makes events marketing an ideal advertising medium for De Pappilon. Overall IMC strategy statement Integrated Marketing Campaign refers to an idea of marketing planning that acknowledges the additional value of a plan that incorporates four strategic disciplines, including general advertising, sales promotion, public relations and direct response. Through such incorporation, the plan is able to provide consistency, clarity and optimal communication impact on potential customers. General advertising strengthens brands and facilitates brand equity, while sales promotion offers interim buying incentives to both the trade and consumers. Direct marketing establishes dialogue and relationships and provide ways of closing sales, while public relations, especially publicity, gives third-party support and additional back up for the advertising messages that are paid for (Jones: 3). Jones (3) further asserts that, out of the four elements of integrated marketing campaign, none of them is inherently inferior or superior. Each of them plays an important role in the campaign. Thus, an effective integrated marketing campaign should concentrate on a graphic image and a great idea that incorporates the four elements. This is because; it increases the possibility of consumers of receiving the messages. It also ensures that the message is emphasized and layered in the minds of customers without cognitive disagreements that stems from inconsistent graphic elements or mixed messages. Integrated marketing campaign is beneficial to a company and an effective marketing strategy because it enables it to reach more potential customers who might have been left out if a single advertising medium was used. Work Cited Cowdrey, Roger. Creating an Entrepreneurial Mindset: Failure is an Option. London: Ventus Publishing ApS, 2012. Jones, Susan K. "Creative Strategy in Integrated Marketing Communications." 2009. 26 June 2013 . McKaskill, Tom. Marketing for High Growth Ventures. Windsor: Breakthrough Publications, 2012. Pavel, Daniela. "TV advertising: Thanks to Cable TV, maybe you can afford it." Master of Entrepreneurship Program. 2009. Volker, Michael C. Making the Business Case. London: P.Eng. & Ventus Publishing Aps, 2012. Read More