Tuesday, November 1, 2011

16. Integrated Marketing communications

Clinique is known for having an individualistic approach to consumers. By communicating directly with consumers, Clinique's salespeople can gather information about specific groups of people. They can find out information that is revelant for the company in order to design an appropriate marketing mix. This technique can be useful because the information is revelant and up to date. An individualistic aproach can also help create a positive image and increase customer loyalty. Clinique also uses internet surveys to find out about customers preferences.

Database marketing
Recently Clinique wanted to increase sales online. By using an e-mail questionnaire and registration form Clinique gathered substantial information about the visitors of their website.
Using the information that was gathered through the questionnaire, Clinique formed a database with all the users catalogued. What Clinique did was program the database to separate people who use Clinique products and those who were just visiting the site, and then sent them e-mails. Their strategy was to increase consumer loyalty of the people who already used their products and to persuade non-users to become users of Clinique products. They sent 22 000 non-users a e-mail newsletter requiring them to fill out a questionnaire and around 12 000 responded. The reason the response was so high is that Clinique offered an award for anyone who responded. The people were sent free Clinique products and an empty bottle that could be filled with Clinique foundation only at Clinique counters. This strategy brought many people in touch with their product range.

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