Many CPG organizations are still set in their old marketing ways. IMC is not always a mentality or common practice. One CPG that is paving the way with innovation in marketing is General Mills. Just yesterday, Mashable and AdWeek talked about how General Mills is getting the word out through MyBlogSpark - a network of bloggers (many of them mommy bloggers) who get access to new General Mills products and review them on their blogs.
In our Marketing Mix class, we got an insider perspective on how General Mills continues to innovate and expand their marketing efforts to meet consumer needs. Our class was also tasked with three projects: extending CRM to social media, online coupon yield management, and email subject and content optimization. The results and recommendations will be presented in June. VitaminIMC had a chance to sit down and chat with out guest speaker, IMC alum Geoff Johnson ('97), Director of Household Marketing at General Mills. Here are his thoughts.
Incorporating IMC at General Mills
It's easy to fall into the trap of 'what we want to do to the consumer' instead of focusing on the benefits to them. Understanding IMC helps maintain that consumer focus. From my degree I learned the importance of data and analysis. For example, the first time I encountered decile analysis was as a student at Medill. By using that tool to analyze the entire General Mills portfolio, I was able to uncover valuable insights.
Effect of the recession on marketing efforts at General Mills
Everyone has to eat, and the recession has forced people back into the home (instead of eating out). But consumers are still hurting. We're focusing on the value of our products for consumers by providing solutions such as helping to plan for leftovers, coupons, and turning meals into family time.
The post-recession marketer
You need to focus on goals and what works. It's also important to have break through ideas that differentiate you and connect with the consumer in a compelling way. There will probably be hyper competition post-recession and those that have their game on now will be able to create a long term advantage.
Advice for new IMC graduates
Be curious and don't be afraid to ask questions. Share your ideas and don't be part of the status quo. The people that are able to do this are the most successful in an organization.
-- Marina Molenda and Stacy Cohen
It's easy to fall into the trap of 'what we want to do to the consumer' instead of focusing on the benefits to them. Understanding IMC helps maintain that consumer focus. From my degree I learned the importance of data and analysis. For example, the first time I encountered decile analysis was as a student at Medill. By using that tool to analyze the entire General Mills portfolio, I was able to uncover valuable insights.
Effect of the recession on marketing efforts at General Mills
Everyone has to eat, and the recession has forced people back into the home (instead of eating out). But consumers are still hurting. We're focusing on the value of our products for consumers by providing solutions such as helping to plan for leftovers, coupons, and turning meals into family time.
The post-recession marketer
You need to focus on goals and what works. It's also important to have break through ideas that differentiate you and connect with the consumer in a compelling way. There will probably be hyper competition post-recession and those that have their game on now will be able to create a long term advantage.
Advice for new IMC graduates
Be curious and don't be afraid to ask questions. Share your ideas and don't be part of the status quo. The people that are able to do this are the most successful in an organization.
-- Marina Molenda and Stacy Cohen
