Corporate Colors The Meyer corporate colors of black and white are consistently used in all media channels except sales staff. This is because some Meyer departments use contracted or franchised staff with no use of corporate colors; and other casual staff also do not consistently wear corporate colors. Message Strategy and thus shows low integration. Multiple Audiences Multiple audiences are considered as highly integrated only in the packaging Handel, the remainder being considered as only moderately integrated due to failure to use models from an African background.
Common Objectives Common objectives are highly integrated except for the internet/interactive and sales staff channels which focus more on relationship building rather than gaining awareness. Common Image All media channels have a common image of providing quality except for sales staff. This is because of inconsistent use of staff uniforms which can fail to promote an image of professionalism. Some sales staff also show problematic attitudes towards customer service and work ethics. Grid Key: The Meyer channel integration grid has identified strengths and weaknesses in the current communication approach of the Meyer organization.
The logo factor shows high integration in all media channels except for sales staff due to the lack of consistent logo depiction on uniforms and name tags, and the failure to demand all sales staff wear a standard Meyer uniform. The tagging factor is highly integrated in the print and direct mail channel. However, other channels are only moderately integrated due to the inconsistent use of the tagging within the engaging media channels. Corporate colors are highly integrated except for sales staff, some of which failed to use consistently use corporate colors on their sometimes nonstandard Meyer uniforms.
The message strategy is considered as showing low integration across all media channels as the use of the Meyer message strategy is inconsistent across all media channels. Multiple audiences are considered as only moderately integrated in all channels except packaging which relies on consistent colors rather than use of people. In all other channels, while there is use of people from other cultures in advertising, this is mainly from Asian or mixed origin/color backgrounds. There was not a single instance identified of any model from an African background.
The common objectives factor is highly integrated except for the internet and sales staff channels, which focus more on relationship building rather than awareness of the brand. The common image factor shows high integration of all channels except sales staff which is considered as moderate. This is due to the fact that staff show inconsistent wearing of uniforms; and some staff also demonstrate poor attitudes towards customer service.
