IntegratedMarketing Communication of Method Products Inc.
Theintegrated marketing communication involves brand messaging and mediaor advertising promotion to the company’s products throughdifferent marketing channels. This application is used by MethodProducts Inc. to be a successful competitor of large soap companiessuch as Unilever and Proctor and Gamble. The Integrated marketingcommunication approach made the Method’s natural cleaning productsa choice for many consumers. Eric Ryan who is a designer and AdamLowry who is a Chemical Engineer started the Method Products Inc. in2001. The company focuses on green natural products and successfulintegrated marketing communication approach which led to its creativemethod to be recognized. Their creativity allows the Method ProductsInc. promote their products against large cleaning product companies.(Carlson, 2008)
IntegratedMarketing Communication Analysis
TheUnique Consumer Experience of IMC approach by Method
Initially,the product design of Method causes aesthetic value to the productwhich adds to its functionality and appeal. Method products aredesign to be displayed although their function is to have a clean andenvironment friendly cleaning products. The consumers experienceelegance to the purchased Method product and add to the cleanliness,groom and aesthetic value of the bathroom in which they aredisplayed. Its design could become an advertising medium rather thanthe brand name which are used by most large cleaning productcompanies. (Gugajew, 2008)
Anotherfactor for the unique consumer experience of the Method cleaningproducts is the fragrance. The fragrance of the cleaning productsadds to the elegance and groom of the product user. Instead ofcleaning materials and bathroom with gloves and brush, the productspromote elegant cleaning using the fragrance that it advertises. Thecombination of the fragrance and the packaging design made the Methodcleaning product a disruptive brand and remove it from the commonbrand advertising and functionality. (Gugajew, 2008)
Thethird disruptive factor for the Method cleaning products is itsnatural ingredients which are non-toxic. Most of the cleaningproducts especially the ones used in the large cleaning productcompanies use toxic substances. The difference with the MethodProduct Company is that it promotes environment and user friendlysubstances. The Method products are also biodegradable and mostly arerecyclable which characterizes its safeness. These disruptiveelements create a holistic communication with the consumers bychanging the functionality and simplicity of the common cleaningprocess. The advertising process of the Method Company also adds tothe holistic experience by the consumers by promoting cleansubstances in cleaning process. (Gugajew, 2008)
StorytellingIMC approaches of Method Product Inc.
Theadvertising slogans of Method use anecdotes and short stories topromote their products. The slogans may come from the packaging andadvertising campaigns of the company. The success of this approachmay come from the characteristic of human to listen and read stories.This may also add to the unique experience of the consumers bytouching their lives through the anecdotes and share moral lessonsand points to the readers while using their products. Their campaignalso improved their advertising when their anecdotes appear in themagazines for home and cleaning products which increase their sales.The advertisement in the magazines not only increased their sales butalso increased their consumer communication. The company receivedlarge quantity of emails and calls which also promoted their productsand improved quality. (Gugajew, 2008)
Thecreative pictures and images in the advertising campaign of thestorytelling approach of the Method Products Inc. also help in theincrease in consumer satisfaction. These images are used by thecompany to enhance consumer connection with their lives to thepromoted product. The fun images also could call the attention ofthe readers. These methods also help in their unique way ofadvertising. The storytelling and the fun images promotes andintimate interaction of the company to the consumers by expressingthe common feelings and experiences of the users. In this method, thecompany also educates the consumers and the readers about theirobjectives and work philosophy. (Gugajew, 2008)
IntegratedMarketing Communication Application
Roleand Objective of Marketing Communication
Therole of the management communication is to promote and persuade theconsumers to purchase their products through advertisement campaignor the product design values. In the industry of cleaning products,it is not easy to differentiate the products by functionality andeffectiveness. Most of the companies use Brand names to promote whileother companies use other marketing communication to promote theirproducts. The marketing communication is a successful approach forthe Method Product Inc. Method’s marketing role is to competitivelypromote their product against the common and large cleaning productcompanies. One strategy for the marketing communication is being adifferentiator among the common cleaning product companies. (Kwong,2010)
Theobjective of the marketing communication in the Method Product Inc.is to differentiate the company from the common and large cleaningproducts company. The usual method of advertising by the commoncompany is the brand name campaign. The Method cleaning productsfocuses on product design and storytelling advertising campaign astheir promotion approach which is different from the commonadvertising campaign. The difference may be the cause of theingredient used by the company which is significantly different fromthe common cleaning products. The Method cleaning products iscomposed of safe, recyclable and natural substances which can promotehealthy cleaning process. The healthy cleaning approach of the MethodProducts Inc. was accompanied by the unique storytelling advertisingcampaign which helps increase in their consumer communication andproduct sales. (Kwong, 2010)
Theapproach of the Method Company is a combination of healthy and funexperience for the consumers. The marketing communication approachwas effective since most of the people are concerned about the safetyof the cleaning products they purchased. The major concern of theparents is the safety of the cleaning products when it comes tohandling children. The non-toxic characteristic of the Methodcleaning products is the most effective way of assuring productsafety. The characteristic was accompanied by the clean and safeproduct advertising campaign which is effective in luring consumersto purchase their product. In order to satisfy and effectivelypromote the idea of non-toxic cleaning process of the Method ProductsInc. the marketing communication approach was used in the process ofstorytelling and product design.
Tocontinue the advocacy and philosophy of the Method Product Inc. asbeing the organization that creates a unique consumer experience,they communicate with them personally. The great effort comes fromthe public relations management of the organization. The approach ofthe company is centered at their consumers so most of the businessdecisions come from the costumer evaluation and feedback. The publicrelation management and the center for consumer service play acritical role in the organization communication advocacy that iscontrolling the Method Products Inc. (Gugajew, 2008)
Thepublic relation management is effective in placing the company intelevisions and magazines. The storytelling advertising campaign issuccessful due to the magazine appearance of the anecdotes. Thecompany promotes the product in a non-traditional way which isrelying on the consumer life experiences that are incorporated intheir anecdotes and product designs. The center for consumer servicecontrolled their communication in a more personal way. The marketingteam are the ones that response to every calls and e-mails of theconsumer or any of the stakeholders of the company. They also usedthese communications to promote their products through pictures ofthe consumers with the Method cleaning products. (Gugajew, 2008)
Theconsumer feedbacks and evaluation also serves as the source ofquality improvement for the products. In this way, the consumercommunication becomes the priority for the quality improvement andIMC communication. Other communication ways are also developing inMethod such as Web and internet advertising. Other from thetraditional way of communication, the company may become ready forlarger consumer communication which is an essential way for buildinglarger Method integrated marketing communication. (Gugajew, 2008)
Thecreativity approach of the company is responsible for its growth.However, the approach may have difficulties for the company which isgrowing larger. The communication approach of the company is focusedon personal communication. The company must be creative in handlingmore and more consumers from its growth. The company can also usemore personal communication approach and technological advancementscan be applied. The company should also focus on the balancedmarketing communication strategies for their products. The promotionof the products of the company relies on product design which ismethod of the integrated marketing communication. (Gugajew, 2008)
Carlson,D. (2008). Integrated Marketing Communications. Retrieved fromhttp://www.dynotech.com/articles/marketingcommunications.shtml.
Gugajew,S. (2008). A Method to the Creative Madness: From chore toexperience, a cleaning brand’s meteoric rise to fame. Journal ofIntegrated Marketing Communication.
Kwong,J. (2010). Keeping Your Home Clean and ‘Green’. Retrieved fromhttp://www.forbes.com/2010/03/08/method-clorox-green-technology-ecotech-cleaning.html.