Integrated Marketing Campaign: Using the Example of a Scientific Institute

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Projektarbeit aus dem Jahr 2010 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,7, Hanzehogeschool Groningen (International Business School), Sprache: Deutsch, Abstract: This report gives solutions on how a small sized research center (ALIFE), without established identity, can promote itself in the Business-to-Business market to successfully achieve the communication objectives of creating awareness, interest and preference among the target audience by integrating and employing several promotional tools. Promotional campaign for the research center ALIFE was created by interviewing existing clients, doing desk research on internet and applying theory from the course book throughout the report. Findings show that personal approach, cost effectiveness and applicability are the key qualities that the institute posses and consequently occupy the positioning claims. First, the company has to set an identity to be able to promote – logo, business card and poster examples are suggested and visualized. Nature of the service and doing business with organization narrows the target market, to the extent where the mass advertising would lead to overexposure and low return on investment. Thus, effective combination of highly selective promotional tools like telemarketing and direct mail, which would include activities like customer database creation, promotional material selection, advertising item purchase, is recommended. Together with being present on internet through homepage, blogs and business networks, and additional sales promotion support like relation days, tradeshows, exhibitions, and last but not least advertising in highly relevant editions on life sciences and food magazines is a suggested combination of promotional tools for ALIFE to make first steps to claim position in the food research market.

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