Tangalooma PR Marketing
What Is Corporate Communication?
Corporate Advertising: Ads designed to build awareness of
a company such as Tangalooma Island Units and explain what
it does or believes
Green Advertising
Relationship between product and environment
Promote a green lifestyle on the island.
Corporate responsibility
Green Advertising addresses the biophysical environment of
Tangalooma Island.
Tangalooma Advocacy Advertising
Advocacy advertising is the propagation of ideas and explanation
of controversial social issues of public importance in a manner
that supports the interests of the sponsor.
Reputation and Relationships
IMC programs that contribute to positive relationships move
beyond image advertising and seek to affect reputation through
credible brand messages.
Good citizenship or social responsibility is also an important
part of a reputation program.
Consumers will change their buying habits to support companies
they perceive as being socially responsible.
Final Note:
Experiential Contact: Events & Sponsorships
Event Marketing
Events and Sponsorships: The Experience Builders
The IMC opportunities
Three primary way in which companies use events for IMC:
(1) Creating them
(2) Participating in them
(3) Sponsoring them
Participating in Tangalooma events
Events created by other organisations that have:
Similarity to a brand’s target audience
Availability of space and adequate visitation to warrant IMC
expense
Can include exhibitions, trade shows or fairs (B2B but also
consumers)
Trade Shows The B to B medium
Trade shows are second only to personal selling as a BtB
IMC medium
- They reinforce relationships with current customers and
create qualified leads for new customers.
Trade Shows – Strengths and Objectives
Trade shows are important as a BtB marketing communication
tool because:
On average, 83% of trade show attendees have not seen a salesperson
from their suppliers within the last 12 months.
Over 80% of those who attend trade shows have buying authority
or heavily influence brand choices.
Trade-show-created leads costs 70% less than other leads.
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