Target has a well-rounded approach to IMC. In addition to its social media channels, Facebook, Instagram, Twitter, Google +, Pinterest, YouTube, Snapchat and Periscope, Target also has an App for Tablets, iPhone and Android. On the main website users can signup for a newsletter and to receive emails. Target also uses traditional advertising channels to promote the brand, such as its main website, print ads, TV commercials, banner ads and a printed ad section in the newspaper. Target also advertises OOH with billboards, on the sides of buildings, bus stops and buses, to pretty much any place you can stick a sign on. They are very thorough with their branding.
Messaging and Imagery
Target keeps a consistent message through its channels, the message of saving money. Their brand message is: expect more. pay less. Right now they are promoting Gwen Stefani’s music video on Twitter, Facebook, Google + and even on You Tube. If you buy the new album at Target, you will get 4 bonus tracks. The imagery is always consistent across all advertising channels keeping with the iconic red bulls-eye, which is synonymous with the Target brand.
Target definitely keeps the content up to date. Right on the homepage there is a promotion for a Presidents Day sale, which ends on 2/20. This sale is encouraging users to shop online, offering 25% off of home items available through the website.
The main social channels are updated on a fairly regular basis. For example, Twitter is updated about once a day. Facebook and Instagram are updated about once a week. Target is also up to date on the newest social media channels. They are currently using Periscope to live stream broadcasts and they have a Snapchat account:@target. Both of these channels are up and coming and popular with the youth demographic.
On the main Target website, they have social share buttons that take you right to social media pages. Facebook has an astounding 23,187,123 likes. On Facebook, Target posts articles with links that take you to other pages for more information.
Also on their Facebook, Target mainly posts about recipes, which I thought was interesting. When I think of Target, I don’t associate them with recipes. They have a website dedicated to Target recipes, made by the Target Test Kitchen. On each recipe there is a link to easily share recipes on social media for Facebook, Pinterest, Twitter, and Google+. You can also click to email or simply print it out.
Target regularly uses hashtags. On their Twitter page all the posts include hashtags linking to outside pages. They also use hashtags in their posts on Facebook, including #MoreMusic, which links you to a page promoting Gwen Stefani’s new song.
Target also has a mobile app called Cartwheel, where you can digitally save coupons and scan at the store for even more savings. This is connected to social media because you can sign in using your Facebook or Google account.
McDonald’s is very brand oriented and likes to advertise in and on every type of media possible. McDonald’s has social media channels like Facebook, Instagram, Twitter, Spotify, YouTube, Tumblr, Google + and Pinterest. Although the McDonald’s company doesn’t have a dedicated U.S. blog, they do have a blog in India.
They also use traditional marketing channels, such as websites, OOH, radio, TV, email and a newsletter signup.
Their TV commercials incorporate Twitter posts and hashtags.
McDonald’s, in keeping up with the times, also has Periscope and Snapchat.
Bus stop signs
Messaging and Imagery
McDonald’s restaurants can be spotted from far away with its classic red and yellow building and iconic “Golden Arches”, which are used in most advertising pieces. The imagery has been consistent since 1968 when the Golden Arches were born. These arches are highly recognizable all over the world. McDonald’s currently has restaurants in 118 countries.
McDonald’s current campaign message “i’m lovin’ it,” which Justin Timberlake originally recorded, has been around since 2003. There is even a slogan jingle that goes with it and I’m certain as you read, “i’m lovin’ it”, you sang along.
McDonald’s also has cross promotions with several other major business entities, including: the NBA, NFL, NASCAR, FIFA, Indy Car, Rolex Sports Car and the Olympics. It seems that McDonald’s logos are on just about everything. As you can see there isn’t a shortage of exposure.
Content for all of McDonald’s is updated as the promotions change. Their current promotion is for the long awaited all day breakfast menu. I, for one, was very happy to see this finally happen. Now that they have added their most delicious hash brown patties to the all day menu, I can’t stay away. McDonald’s is capitalizing on this current promotion and putting the message on all of the advertising (examples above).
McDonald’ s does link its social channels from the main website. It has social buttons for Facebook, Twitter, Instagram, YouTube, Spotify and Tumblr. If you link to any of these sites there aren’t links to other social channels, just the main site. However the India version of the blog links to all the Indian social media channels.
McDonald’s does use hashtags, but primarily on Twitter and Pinterest. They use them a lot for the current campaign of #AllDayBreakfast. They also use them sporadically on Facebook to post things for “Throwback Thursday” or #tbt
McDonald’s has numerous websites for its different target markets. It has a separate website for About McDonald’s, Happy Meals, Tweens, Ronald McDonald House Charities, Asian Culture, African-American culture and a Spanish site.
Also, since McDonald’s is such a global brand it has a website for each region of the world and individual websites for larger countries. For example, McDonald’s Latin America has 23 separate websites. Most of these also have a Facebook, Twitter and YouTube specific to that country. Venezuela has all three of these social channels and a Venezuelan website.
Urban Outfitters’ marketing strategy is not a complete IMC mix. The only print advertising they do is a mail order catalog. Although they do have some digital advertising elements, like a website, blog, email and newsletter signup, their strategy mostly focuses on social media channels. Urban Outfitters or UO has a Facebook, Instagram, Twitter, Google +, Pinterest, Spotify, YouTube and Vine.
Messaging and Imagery
Urban Outfitters has been consistent with its imagery since the brand was launched in 1970. It has been classified as the vintage, retro, hipster look, but in 1970 that was the style. Urban Outfitters uses models in ads that portray this free flowing style and the products sold in the store and online are reminiscent of that ‘70’s vibe. These ads are meant to look like vintage photos that mirror Instagram photos.
UO’s messaging is that it’s a “lifestyle brand” targeted to tech savvy, creative types. Urban Outfitters offers a product that is compelling and distinctive so that the consumers feel empathic towards the brand.
Most of the social channels are updated on a regular basis. For example, Instagram and Twitter are updated several times a day. Facebook is updated about once a week. However, the Vine social channel has not been updated in a year. Its hard to tell if the main website has been recently updated because they don’t really advertise sales and the messaging has remained the same since 2014.
The Urban Outfitters’ main website has social share buttons for all of its primary social channels. There is one for Instagram, Pinterest, Twitter, Facebook, Spotify, YouTube, Google + and Tumblr. The only link that UO’s Facebook, Google + and Twitter have on it to the main website. YouTube is the only site linked to the other social channels, including, Twitter, Instagram, Pinterest, Facebook, Google +, as well as, urbanoutfitters.com. They also have two separate Instagram accounts, one for the store and one for music.
Urban Outfitters loves hashtags. In fact they have s few suggestions right on their community tab of the website. They are: #UOonYou, #UOMens, #UOAroundYou, #UOBeauty and #UOLive
Even though UO encourages consumers to post with the aforementioned hashtags, it seems that the only website they regularly use them on is Instagram. One would think if they wanted them everywhere, they should be incorporating hashtags in Tweets and other social media.
- https://www.instagram.com/urbanoutfittersmusic/?cm_re=HOMEPAGE-_-WEEK_7_POSITION_1-_-FOLLOW_US_NOW https://vine.co/UrbanOutfitters
- https://www.facebook.com/urbanoutfitters https://twitter.com/UrbanOutfitters
- https://open.spotify.com/user/urbanoutfitters https://www.youtube.com/user/uotv