Integrated Message Paper

Integrated Message Paper

Eastman Kodak is using IMC tools to make the connection between consumers and their brands. A major advertiser, Kodak uses all the disciplines including advertising, sales promotion, electronic media, CRM and PR. Public relations (PR), has been a key measure at the corporate level to "help build brand reputation, communicate financial performance, and address public affairs issues that affect company success" (http://www.prfirms.org/docs/ 2006/2006ANA_Presentation.pdf). However, the flip side to PR is how it helps connect target audiences to build and position brands, change behavior, and move products off the shelves. To keep Kodak's products in consumer's minds, Kodak has geared up a multitude of movie-themed promotions and sweepstakes prizes using a variety of media outlets. For example, Kodak EasyShare Gallery offered consumers free movie tickets to Pirates of the Caribbean: Dead Man's Chest with a $20 purchase at KodakGallery.com. As well, an online sweepstakes asks consumers to participate in a photo treasure hunt for a chance to win Kodak products or a trip to Disneyland (Johannes, 2006). Our paper will explain our chosen IMC message; identify our target audience and how the message/message strategy will influence behavior, and the strategy we will use to ensure a consistence message in the marketplace.

IMC Message to Drive Target Audience to Purchase Kodak's Products

For Kodak digital cameras we would propose a message that builds on their strength. The chosen IMC message for team A is: Kodak. Your best shot. First time. Every time. Prime digital camera buyers are young affluent married with children. People shoot more pictures in the first year of their first child than in the rest of their life combined. "A recent study of online households indicates that parents of young children are far more likely than the general population to own digital cameras or scanners" (Shutterfly, 2005).

For instance, our chosen campaign would have both visual appeal and emotional appeal. The background would be something of awe-inspiring beauty like the beach at Carmel or the mountains in Colorado. In the foreground would be a baby on a silly carousel bunny, or a puppy playing with a child. On television the scene would unfold in film cutting back to Mother or Father taking in the scene, grabbing their Kodak camera, back to the scene till there was a climax, which would zoom in to a stop action shot--The puppy would be caught in mid-air. Various commercials could explore the individual features of the various cameras using the same theme.

Chosen Message and Supporting Message Strategy

While Kodak certainly provides exceptional technical elements of the photography process, i.e. high-quality digital pixels and state of the art home-development software, the underlying premise of this IMC campaign is that Kodak helps to "capture memories", and aims to tug at the heartstrings of current and potential Kodak customers as such. Much as the Michelin Man does for families with small children looking toward safety in their cars and tires, so too does Kodak deliver the element of a high-quality product as an end-means toward delivering nothing but the best when it comes to preserving the moments of life for their families and children, and as a result choosing the Kodak brand to do so.

The supporting strategy backing this IMC messaging is that, in combining both visual and emotional appeal, the delivery is two-fold, yet with one underlying trait that Kodak can deliver. In other words, when a potential customer thinks "I want what's best for my family", as most people do, the message is on two fronts: "I want what's best for my family" and capturing our moments of life together is a means to do so, and "I want what's best for my family" and in capturing these moments via photography only the best will do. This customer mindset allows an opportunity for Kodak to create a strategy that will deliver one message on both accounts.

Finally, this strategy allows for an optimal setting to convey both angles, calling upon stunning scenery to both deliver exceptional high-quality shots as well as setting the emotional appeal of family-time in stunning surroundings, i.e. vacation destinations. As the campaign continues, these stunning surroundings can be continued in their usage - creating consistency - to expand upon the products potential, incorporating action shots in the mountains or nature shots in the woods. In the end, Kodak has a strategy that will not only realize immediate impact in the short-term, but also allow for continued usage in the long-term.

Identify Target Audience and the Influential Message

Our team feels that our target audience will be families that would like to preserve special moments in their lives through photos. The IMC message reinforces the significance of using Kodak's digital cameras to capture those priceless moments in their lives. One of our team members uses the Kodak EasyShare camera and docking station religiously. She has a young daughter and in effort to capture her development and special moments, she uses the camera almost daily (especially during the summer). The photographs are important to her to preserve these memories and share them with family and friends. Another team member has children age 7 and 9 and takes pictures of them on the weekends. His 9 year-old takes advantage of the ease of use with the Kodak EasyShare camera to produce quality photographs.

The message: Kodak. Your best shot.