IMC

I picked the brand Bath & Body Works for my IMC assignment. I knew they’d be releasing new fragrances for the spring and summer soon, so I looked to their Instagram account first.

Their post introduced new fragrances that elude to summer & warmer weather. They kept the caption casual and personable. They then ended the post with a call-to-action: they asked followers to comment their ‘most-used blue emoji.’ This is helpful because it allows consumers to feel closer to the brand & want to share the brand with others.

After that, I looked to see if they introduced the new products on their website. Unsurprisingly, it was the first thing on the page when I pulled it up.

I liked that they used a different photo for the website. Although it’s a different image, it’s still a good way to vary what they’re showing consumers for the product launch.

Considering Bath & Body Works is one of my favorite and most-used brands, I am a member of their email list. I looked in my inbox next.

This was the email I received from them today. The first thing in the email was the new products. I enjoy getting emails from them because they often have coupons for candles. I liked that they put the new products at the top — it shows that they’re trying to get the product into the consumer’s knowledge.

The fourth thing that I would have done would be a pop-up shop [event] in some of their shops around the nation. I think consumers would enjoy a “little piece of paradise” in the dull winter. They could offer samples of the new products and allow consumers who go into the pop-up to have a discount on the new products that are being showcased. It would also be an opportunity for the consumers to post on their social media about the pop-up shops, which would gain them some publicity.