Sandhu, Content and Social Media Coordinator at the IPM shares her journey on the
IPM Foundation Certificate through an ongoing series of diary entries.
March 2019 - Promotional Marketing and its Role in IMC
This was my first session on the IPM Foundation Certificate.
As someone new to the industry, and grasping the rails as the new Content and
Social Media Coordinator for the IPM, I was excited to get a deeper understanding
of brand activation.
The first session with Nic Sanders was full of invaluable
information that highlighted the basics of promotional marketing and its role
in integrated marketing communications. We talked through what brand marketing
is, the various ‘push and pull’ tactics brands use to get their products or
services identified, as well as a range of different aspects of promotional
marketing, and techniques used today. We then applied this knowledge to analyse
well-known brands, which I found really helpful in understanding the importance
of these techniques in brand marketing, and how they contribute to the wider
picture of presenting a positive brand reputation.
Nic was very engaging and welcoming with all the candidates.
He was careful to talk us through the assignment, explaining what each section in
the assignment brief was referring to, as well as giving us lots of tips and
advice on how to score well.
This was my first assignment for the IPM Foundation
Certificate. As an English Literature graduate, I am used to deeply analysing
texts and meaning in my assignments, however the first assignment was fairly
straightforward. We were asked to pick a FMCG company to pin-point it’s USP,
and the promotional techniques used in the marketing mix. The company I chose
to focus this on was Coca Cola, and it really was an enjoyable experience
learning about their internal marketing mechanisms and how these contributed to
making them as popular as they are today.
17th April 2019 - Understanding
Audiences and Channel
The second session of the IPM Foundation Certificate was
again led by Nic Sanders. It was an interesting session where we looked at the importance
of audience segmentation in helping to pinpoint the target. We looked at
characteristics and age groups of audiences to determine insights that can help
shape marketing campaigns.
One of the great things about this session was the
interactive element, which I found further developed my understanding of this module.
Understanding the concept of segmentation was challenging, so Nic used a case
study to demonstrate this. One of the examples he provided was of a major
supermarket who wanted to run a promotion aiming to increase children’s
activity and fitness levels. Nic gave us a list of different segments and asked
us to discuss who this promotion would best target. Often, a tutor will teach
you the mechanics of why understanding audiences is crucial to a campaign, but
you will only truly understand it when you it’s applied to a real-life case
study and discussed with fellow candidates.
For assignment 2, we had to demonstrate our understanding of
this module by looking at a case study. I chose the Deliveroo Secret Garden
Experience campaign that took place in Hoxton Square last summer. It was a
fantastic opportunity to do some research into Deliveroo and their previous
campaign news stories on our very own IPM Bitesize website, as well as on other
news story sites such as Campaign, Grocer etc.
This assignment tasked us to demonstrate what the message behind
the brand activation was, and how the location helped target its audience. We
also had to find a suitable alternative venue that Deliveroo could use for
future potential campaigns. It was a
very interesting project and I really enjoyed this assignment, especially when
learning more about this campaign; however, we will have to wait and see what
my marker says. Wish me Luck!
15th May 2019 – Legal Code Certification
This session was led by IPM Regulatory Affairs Manager, James
Wilkinson-Green, and we looked at the CAP codes used to regulate the
promotional marketing industry. What really fascinated me by this particular
session, was how the ASA was a self-regulated body that marketing agencies
anonymously invested in, and how well this body regulated the marketing industry.
James oversaw a small multiple-choice workshop session where
we looked at real ASA case studies, and were able to put what we learned into practise.
This session really helped put into perspective the importance of CAP Codes to
regulate a creative industry and how this is important to follow as any errors
can seriously adversely affect a brand.
to see how I do with assignment 3…