Trigger 2

Integrated Marketing Communication

(PBL session 3, closing trigger 2. 10.9.2014)

We read a case of a company trying to change consumers' perceptions on value and found out a problem and some learning objectives. 

How to implement Integrated Marketing Communication

1. What is IMC?

Integrated marketing strategies (Twylyfte)

"An approach to achieving the objectives of a marketing campaign, through well coordinated use of different promotional methods that are intended to reinforce each other."  (Business dictionary)

      What is the purpose?

IMC is "a management concept that is designed to make all aspects of marketing communication ... work together as a unified force, rather than permitting each to work in isolation". (about.com)

So, the purpose of IMC is to connect the different communication channels together and make the message clear, consistent and credible for the customer. Consistent images and relevant, useful, messages help nurture the long term relationships with customers. A good IMC plan can create competitive advantage, boost sales and profits, while saving money, time and stress. 

2. How does a company use IMC?

      What are the tools they use?

IMC

There are several different tools for IMC, including advertising, sales promotion, public relations, and direct marketing. The tools used can be anything from traditional media, print, TV and radio; to social media or outdoor promoting.
      
    What challenges do they face? 

Even though there are great benefits of IMC there are also some challanges. The resistance to change and problems with communication to several different target groups are not the only problems; functional silos, stifled creativity, time scale conflicts and lack of management know-how can be obstacles which restrict IMC, too.  

The structure of a organisation can be a barrier to IMC; if the sales department is not connected with PR department the communication is not consistent trough all the channels. IMC can also restrict creativity; the wild and wacky sales promotions  are restricted if the overall marketing communications strategy fights against that. Long-term strategies can also conflict with a short-term campaign which is created to boost quartely sales, for example.  (MMC learning, 2009)

Golden rules (MMC learning, 2009)

1.  Get Senior Management Support for the initiative by ensuring they understand the benefits of IMC.
(2) Integrate At Different Levels of management.

(3) Ensure the Design Manual is used to maintain common visual standards for the use of logos, type faces, colours and so on. 

(4) Focus on a clear marketing communications strategy. 

(5) Start from scratch. Build a new communications plan. Specify what you need to do in order to achieve your objectives.

(6) Think Customers First. 

(7) Build Relationships and Brand Values. All communications should help to develop stronger and stronger relationships with customers. 

(8) Develop a Good Marketing Information System which defines who needs what information when. 

(9) Share Artwork and Other Media. 

(10) Be prepared to change it all. Learn from experience.  
 

Sources 

About.com, About money, IMC definition. Accessed 8.9.2014

Business dictionary, IMC definition. Accessed: 8.9.2014 

MMC learning, Marketing communications - What is IMC? 2009.Accessed 9.9.2014