The concept behind integrated marketing communication is to have a connection and linkage between all the communication channels. Chevy Traverse is known to be more attractive to the older audience. Thus, the big idea is to create an experience that will create a connection and consumers' loyalty through advertising in specific themes and media. Since the target audience is mainly older people, there is a need to integrate marketing communication directly. There will be sending direct emails to provide tangible pieces in the promotion campaign, the various deals, and incentives. The big plan will have E-newsletters that will portray the different exclusive deals of Chevy Traverse and relevant information to the subscribers concerning the product. There will be creating loyalty programs that will focus on providing incentives for repetitive deals and new business ventures.
The integrated marketing communication for Chevy Traverse will be possible through target market analysis. The bigger picture targets individuals between 18 and 34, whose net income is $50,000 and below. The vehicle is to be effective for those with and without families. The focus is on the green market that is growing so fast. There is market growth due to innovation and technological implications (Zupic and Giudici, 2018). More so, the bigger integrated marketing communication aims at having Chevy Traverse gain popularity among the consumers. The main aim is to create an experience that will make them tell a story of the brand. With integrated marketing communication, it will be possible to bridge the online and offline experiences gap. Each of the consumers in the different platforms will have a story to tell. The big picture will have the brand design authentic and high-performance to satisfy the consumer's utility.
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Marketing Communication Objectives
There are four main components in the AIDA marketing framework. The elements include awareness, interest, desire, and action. One of the marketing communication objectives for Chevy Traverse is to create awareness. The creation of awareness will be effective through the use of print and broadcast media. The interest of the objective is to attract a new audience other than the older adults. The interest is on the younger generation who are more interested in SUV cars. The desire is to increase its market penetration and gain a competitive advantage (Bigley, 2018). The action taken will be posting the car with a description of all the relevant social media platforms.
Another marketing communication objective is to gain a competitive advantage. The creation of awareness of the objective is through adverts and attracting a new audience (Balakrishna, 2017). The interest is to gain a competitive advantage by increasing sales and dominating the SUV markets. The desire is to have a monopolistic market where the Chevy Traverse brand will be in charge. The action taken to achieve the communication objectives is to venture into Buzz marketing and conduct various trade promotions. Venturing into outdoor media will only take place in the high traffic areas, enabling them to gain the needed competitive advantage.
The last marketing communication objective is to expand operations into oversee countries. The awareness will be created through sponsorships and partnerships with overseas companies (Jonsson and Foss, 2011). the strategy will make the brand to be known in other countries. The interest will be to penetrate new markets in the selected overseas countries. The interest will be in attainment through event marketing. They will host the event in the country to sell their brand. The desire is to have Chevy Traverse to be the top-selling brand, which will be in achievement by posing a fuel-efficient car. The action to be taken involves the manufacturing of effective automobiles.
Part 2
Promotion Mix
In the popularity of marketing communication objectives, the promotion tool to use is advertising. There are three levels of the tool that will be effective. One is the point-of-sale advertising. In the tool, the aim will be to put a Chevy Traverse brand at locations and environments that will provide the consumers with interactive engagement such as drive test. The other element of the tool is gorilla advertising, where the brand will be in unconventional environments to create high energy. The last element of the tool is mobile marketing. The tool entails the use of the search ending optimization strategy.
For the expansion of marketing communication objectives, the most effective tool to use is public relations. The tool will give room for monitoring the operations through agencies' appointment that will be key in protecting the brand. There is a need to participate in both green marketing and green sponsorship, which will be a side-by-side engagement in delivering messages and information (Dominici, 2009). The tool will call for the need to create partnerships with other corporate entities to promote the Chevy Traverse brand in the international market. There is also the inclusion of the news release, travel guides, and flyers as a promotion tool for the objective.
In the last objective of gaining competitive advantage, the tool of consumer interaction and new media will be essential. There is a leveraging of the internet as a platform for advertisement (Pan, Torres, and Zuniga, 2019). It will be possible to have interactive communication with consumers through various social media platforms such as Facebook, Twitter, and YouTube. There is a need to keep up with the trending media such as Spotify and iTunes. Lastly, the promotion tool will have micro-sites tailored towards the target markets that will make the Chevy Traverse gain the needed competitive advantage.
Media Strategy
One of the marketing strategies for Chevy Traverse is radio. The radio's role will be to generate leads and create awareness as it will be possible to reach a wide range of people. The strategy entails thirty ads on the hit stations that mainly target the younger audience. The same will apply to media sports such as iTunes and Pandora. In the strategy, there will be a purchase of sponsorships in the respective radio shows. The entire strategy will be to drive tariffs to respective microsites that are specifically targeting the millennials. Radio is an advertising platform that is very common among millennials in the 21st century. Deciding to use radio is essential as the message will reach the target population. The delivery of the message will be on time and point. The radio will have presented the Chevy Traverse brand and convinced the target online to visit some of the showcases and make a purchase on flexible terms.
Another marketing strategy is the print and online generated leads. The prints entail the magazines that are very common among the millennials as they are the target audience. Some of the magazines include the Forbes magazine Sports edition and cosmopolitan. The print lead includes banners placed on highways where everyone can see the message being passed across. For the online generated leads, platforms such as Facebook and Twitter will be of great help. There will be direct links on the various social media platforms that will redirect the users to the company's website to look at the Chevy Traverse brand.
References
Balakrishna, K. (2017). Strategic Marketing Issues for and Emerging Market Firm to go Global. International Business Research, 10(6): 35-45.
Bigley, J. (2018). A Tactical Framework for Market Penetration with a Multidimensional Organization. Research in Economics and Management 4(1): 1-31.
Dominici, G. (2009). "From Marketing Mix to E-Marketing Mix: A Literature Review," International Journal of Business and Management , 9(4), 17-24
Jonsson, A., & Foss, N. J. (2011). International expansion through flexible replication: Learning from the internationalization experience of IKEA. Journal of International Business Studies, 42 (9), 1079—1102 .
Pan, Y., Torres, I., & Zuniga, M. (2019). Social Media Communications and Marketing Strategy: A Taxonomical Review of Potential Explanatory Approaches. Journal of Internet Commerce, 18(1), 73-90.
Zupic, I. & Giudici, A. (2018). New Venture Growth: Current Findings and Future Challenges. SAGE Handbook in Small Businesses and Entrepreneurship, SAGE Publications. Pp. 191-219.
