MKT 229 Module Five - Journal - Public Relations

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MKT 229 5-1 Journal: Public Relations Southern New Hampshire University November 25, 2023

After reviewing the case study “Snickers: You’re Not You When You’re Hungry” I have revealed that the public relations role played a significant role in the effectiveness and overall success of the marketing campaign. By evaluating and identifying the current brand equity of Snickers it was evident where the brand needed to be modified. Before the “You’re Not you When You’re Hungry” campaign, Snickers was generally perceived as a a chocolate bar for masculine personalities. Once the team conducted a full-on target market analysis, it revealed an area of extreme opportunity around the topic of mood change and starvation or hunger. Although the public relations and marketing teams are vastly different with separated obligations, goals, and responsibilities, they collaborated in tandem to achieve a message that was uniquely crafted and find itself embedded with people. It struck an emotional sensation among existing customers and captured the inquisitive side of potential patrons. It expanded at a global level and was highly successful. While the marketing team shepherds the overall communication and leverage of new customers, the public relations team extends its craft to reach both internal and external stakeholders to ensure the overall message is distributed in a cohesive manner. Had the team not gained the prior approval of the new hunger campaign, this may not have proved to be a successful approach for the organization and could have resulted in financial detriment to the organization for such a bold move. It was vital that the public relations team educated the internal teams to gain their approval and understanding of the broader approach. External stakeholders also needed to have the utmost belief and confidence in this approach to ensure it would return a positive profit margin, extreme global awareness, and overall equity in the brand. Had the public relations and marketing teams failed to enmesh their efforts in a collaborative approach, this campaign would not have resulted in a successful outcome.

The new campaign included a universal approach that provided community through flexibility and strategy. I suspect the outcome of a message in America coming from a well- known US actor may not have the same results in a third-world country because the missing component may be unfamiliarity. Using high-profile events known as a staple in the US, such as the Super Bowl, resulted in success. Commercials during the annual and long-awaited Super Bowl playoff game are something many organizations strive for and have budgeted and planned for many months in advance. Viewers online eagerly wait to see the commercial productions that organizations have prepared, as they are usually top-notch and full of entertainment. These commercials capture the attention of those who aren’t even interested in the football game itself. Had I been part of the Snickers marketing team, the first KPI I would choose to focus on is to increase revenue. This is an obvious target measured frequently. It will reveal if consumers are adopting the message through their spending habits. Following the organization’s social media profiles with interactive consumer engagement is another approach. People are generally not shy about posting positive and negative feedback on social media platforms blasted to the world. It’s an avenue people feel they have the power to share their thoughts and ideas, and you can track the reception from others through likes or clicks. Finally, I would create a study of various focus groups primarily regarding brand familiarity and increased brand awareness. Tracking social media or internet followers is an excellent opportunity to identify if a brand is expanding its footprint and traction in the ecosystem. The role of the marketing department is to focus on the customers or end users of the products. Public relations is primarily focused on internal and external stakeholders. “Public relations demand a different set of skills. For starters, it requires conciseness and clarity. It requires short sentences, fewer words, more precise words” (Carney & Lymer, 2015).

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“Marketing is about understanding the buyer behavior. It is about understanding target audiences and interacting with them in a way that benefits them and the company” (Carney & Lymer, 2015).

Reference: William Wray Carney, & Leah-Ann Lymer. (2015). Fundamentals of Public Relations and Marketing Communications in Canada: Vol. First electronic edition, 2015. Pica Pica Press.

Reference: Khan, F., & Khanum, N. (2021). Need Assessment through Animation in TV Food Advertisements: An Experimental Study. Journal of Behavioural Sciences, 31(2), 188– 213. U.S. Census Bureau. (2023). Boise, Idaho. Retrieved from: https://www.census.gov/quickfacts/fact/table/boisecitycityidaho/PST045222 U.S. Census Bureau. (2023). Bozeman, Montana. Retrieved from: https://www.census.gov/quickfacts/fact/table/bozemancitymontana/PST045222

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