Costs are anticipated to be extremely high as a commercial will need to be filmed, produced and then purchase run time from each individual network. (See Appendix 2, Image 7 : Mock-up commercial still- shot with Nokia Lumia 1020) MEDIA STRATEGIES Our IMC plan will employ five communication methods using a profile-matching strategy. These five media communications include: event sponsorship, social media, television 16
advertisement, experiential marketing, and personal selling. Combine, we plan on employing a year round campaign with the focus on our creative strategy #GetCloser. Our first media communication, event sponsorship will run seasonal during the summer months. We will be targeting festivals such as Osheaga, Coachella, and Banff Summer Arts Festival. The second communication, social media, will be employed year round. The goals of our social media efforts are to continually reinforce our creative strategy, keeping Nokia Lumia 1020’s target market updated with the latest information. The third communication medium, television advertisement will run on a bi-monthly skip schedule. The goal of our television advertisement is to refresh the Lumia in the consumers mind. Our fourth media strategy, experiential marketing, will start up slowly in the spring to build up hype for our sponsored festivals. The fifth communication method, personal selling, will incorporate a sales team into distribution centers such as Rogers, Telus and Blacks to educate consumers and persuade them into purchasing the Lumia 1020. ACTIVITY SCHEDULE 17
18 Plan Assessment and Closing Recommendations Our IMC plan aims to solve Nokia’s brand recognition problem by focusing on increasing its brand awareness and smartphone market share with the Lumia 1020. Our plan focuses on the strengths of the Lumia 1020, predominantly its powerful camera capabilities. Our IMC plan explores the opportunities that lay in the digital camera market, a niche no direct competitors have attempted to touch. In the process of pursing this opportunity, we plan to employ a series of marketing communication strategies with the central driving theme #GetCloser. In doing so, we will be able to increase brand awareness and smartphone market share with the Lumia 1020. With the greater demand for accountability by organizations we will use specific tests to determine if our results are on target. Testing will be split on the basis of traditional and non- traditional marketing communication techniques. Traditional media will be tested using a quasi- experimental pre-post test to determine the increase in brand awareness. Non-traditional media testing will focus on visit rates and the stickiness of our online communications to determine if our target market is engaged with #GetCloser.
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- Fall '13
- Nokia, Nokia Lumia