Promotion IMC/ATL/BTL

Razer is the world's leading brand in gaming. Its tagline:

has to be reflected in each of its promotion strategies and integrated marketing communication.

IMC Components

• The Foundation - is based on a strategic understanding of the product and market. This includes changes in technology, buyer attitudes and behaviour and anticipated moves by competitors.
• The Corporate Culture - increasingly brands are seen as indivisible from the vision, capabilities, personality and culture of the corporation.
• The Brand Focus - is the logo, corporate identity, tagline, style and core message of the brand.
• Consumer Experience - includes the design of the product and its packaging, the product experience (for instance in a retail store) and service.
• Communications Tools - includes all modes of advertising, direct marketing and online communications including social media.
• Promotional Tools - trade promotions; consumer promotions; personal selling, database marketing, and customer relations management; public relations and sponsorship programs.
• Integration Tools - software that enables the tracking of customer behaviour and campaign effectiveness. This includes customer relationship management (CRM) software, web analytics, marketing automation and inbound marketing software.

Razer instills this via their TV comercials:

via its facebook page:

by showing their wares in exhibitions:

and by way of their PR strategies and in interviews with their President:

And even though Razer does not do celebrity endorsements, it has gone a long way to instill the name of Razer amongst the minds of aspiring and professional gamer alike.