How Bondi Sands created a successful integrated marketing campaign

As we all know (maybe more girls than anything)- Bondi Sands is the best for self-tanning. Just a few years ago, Melbourne mates Shaun Wilson and Blair James noticed a gap in the beauty market — and pounced. This tan creates a perfect glow to your skin without looking fake for all year round. You have different shades to choose from- as well as express or everyday graduals tanners to suit what you like best. They also offer professional salon solutions for people who own salons.

Bondi Sands is tipped to turn over up to $80 million in the 2018-19 financial year and the brand aims to be stocked in 20,000 stores across the globe by this time next year.

One thing they have done particularly well is their IMC plans. Their advertising is always spot on and hit’s the target market with a hype. Below we run through 7 ways to create a successful integrated marketing campaign.

Step 1: Have a clear understanding of who your target audience is

Bondi Sands knew from day dot who their target market was- Young Australian women who wanted the perfect tan without having to pay crazy amounts at the salon getting them done professionally all year long.

“The brand represents ‘lifestyle’ and people buy into that. We really want to sell that to customers, For them, it’s like being part of Australia.”

They didn’t want consumers just buying a ‘tan’- they wanted them to buy the lifestyle of being a part of Australia, and something easy and simple they could do to make them feel confident and beautiful.

Step 2: Pick your channels

Bondi Sands heavily used Social Media and digital advertising as their channel sources. They knew this was the most cost effective way to reach so many people, especially given how digital we are today. They made use of ambassadors they would have for Bondi Sands and got them to post, do Youtube videos and ads to get their brand out there. Since then Bondi Sands has flourished and now have many influencers, brand ambassadors and customers who post their Bondi Sands look on a daily basis.

Step 3: Have a consistent look

Bondi Sands has always had the same look: Sand Sun and Sea and the Lifestyle that goes with it. All of their pictures represent this and everyone knows when they hear Bondi Sands their branding colours and vision.

Step 4: Create clear, consistent content that can be easily adapted or repurposed to suit different media or channels

Bondi Sands content is always eye-catching, bright, happy, summer filled and has a clear message. These messages are easily adapted to suit any channel they use: their website, Youtube, Instagram, Facebook etc…

Step 5: Ensure that your messaging is integrated

Each element of Bondi Sands marketing is fully integrated with clear, dynamic messages. Everything is linked and set up to drive traffic to their ultimate target market.

Step 6: Make sure your marketing teams/agencies are working in sync

Bondi Sands Marketing teams are absolute guns! They are constantly finding new ways to market the product and working together to smash their goals.

Step 7: Don’t forget to track your campaigns and coupons

Bondi Sands consistency track all of their campaigns and specials to see their effectiveness (they haven’t really had one unsuccessful campaign). This allows them to see what consumers are liking and what they could improve on for next time. Great tool they use as their market research.

After reading these 7 Steps to a successful IMC, do you believe that these are a great guide for businesses in creating their own IMC plans to ensure they cover off each aspect?