Ch.15 Marketing Communications

The promotional mix is such an important tool to utilize when trying to build and maintain a company. This mix includes things like advertising, public relations, sales promotion, personal selling and social media. As I stated in a previous post MK did lots and lots of promotion for his brand to get it to its' current status. He used advertising via newspapers, magazines and more importantly by having famous actors, actresses, singers etc wear his products and just mention the brand when doing interviews. He also was a judge on a popular television show called "Project Runway". These avenues were explored to bring awareness to his brand.

To maintain his current status MK (along with most companies) turned to social media to stay relevant. They created a Twitter page when Twitter exploded on the scene. They have 2.81 million followers. They also have a Facebook page which currently has 16.25 million followers and a Instagram page with 4.1 million followers. With social media companies can now reach out and almost "touch" consumers. It has opened an almost direct line of communication where companies can now see and hear responses and feedback from consumers about their products. With the amount of followers MK has, they receive enough information to know when a handbag isn't doing well in the market or which handbags are doing extremely well. As long as social media has a strong hold on everyone, this channel will be one that Michael Kors consistently uses to stay ahead of the game.