What? You don’t have an IMC plan?

To have a successful marketing campaign it is important to have an IMC plan.

IMC stands for Integrated Marketing Communications, this refers to a process of managing customer relationships based on the desire to create brand value. Ensuring all promotional tools work harmoniously.

In the 21st century it is important for businesses to have a consistent marketing strategy across their digital and traditional marketing platforms.

IMC focuses on both digital and traditional media platforms. As Jennifer Lonoff Schiff mentions it is important to have a clear understanding of your target audience in order to generate a clear message and choose the right platform to advertise on. Without the correct platform it is a wasted campaign.

For example, online clothing brand Beginning Boutique, their target audience is young females. They would need to select the correct platforms to use in order to reach their target audience. They would use social media, emails, internet banners, search engine optimisation and YouTube videos, rather than radio or newspaper and magazines.

IMC hasn’t always included both digital and traditional platforms, however like everyone else it has had to adapt to the changing needs of society.

As Tribus explains, it is important that an organisation consistently promotes their business, not just now and then. And when they do promote it is crucial that the message is consistent amongst all platforms and that they work cohesively. This can help consumers not only understand the message, but also remember it. With so many advertisement out there it is important that yours is heard.

For example, Specsavers do this well, they create a chain of advertisements for their products, and in each ad they have a consistent message; ‘Should’ve gone to Specsavers’ that makes is clear and easy for consumers to understand.

By having a strong IMC plan in place it can help a business stand out in amongst large growing industries.

Are there any cohesive advertising campaigns that stuck in your head?