Integrated marketing comunications

1. What is IMC and what does it mean for a company to follow IMC (is it a strategic or an operational tool)?

Integrated advertising promotion and marketing communications Kenneth Clow, Donald Baack.

Integrated marketing communications is the coordination and integration of all marketing communication tools, avenues, and sources in a company into a seamless program designed to maximize the impact on customers and other stakeholders. 

The picture shows a traditional approach to promotion. A complete IMC plan reaches to every element of a marketing mix :product, price, place and promotions. 

The foundation for IMC is a careful review for an existing companies image, the buyers to be served and the markets in which the buyers are located. Advertising programs are built on this foundation as are the other elements of the promotional mix. 

steps of marketing plan
Current situation analysis
swot analysis 
Marketing objectives
target market
marketing strategies
marketing tactics
implementation
evaluation of perforamnce


Business Dictionary 

An approach to achieving the objectives of a marketing campaign, through a well coordinated use of different promotional methods that are intended to reinforce each other.
As defined by the American Association of Advertising Agencies, integrated marketing communications " ... recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines advertising, public relations, personal selling, and sales promotion and combines them to provide clarity, consistency, and maximum communication impact."

http://www.businessdictionary.com

http://www.stephenzoeller.com/imcbenefits/

The benefits of an IMC approach based on a comprehensive and well-developed brand strategy include:

Operations

At the operational level, IMC reduces transaction costs, interdepartmental conflict, and duplication of effort.

Internal IMC Training the Key to Success

IBM’s training curriculum consisted of how the company presents itself in all communication channels (visual, sound, and perception) in its daily work across all businesses, not just communications and marketing. IBM uses this management system to guide individuals to make the correct decisions for the business based on the brand.

The employees are the core component communicating the IBM brand using the brand messages communicated in the media plan. IBM recognizes that the employees are the most critical communication channel and medium to convey the brand message.

The IMC strategy communicates the brand message internally with each employee conducting their daily work using a brand focus approach. Internal training was a key component of the IMC strategy implemented by IBM. IBM has energized its workforce using Internal training as the mechanism turning IBM’s employees into brand champions. Training has been the key element used to differentiate the company from the competitors with a significant distinction.

2    Who are in charge of IMC? What are the roles of the company and the different agencies
    (such as marketing/brand/communication/advertising/media/research agencies)?

Forbes Seven steps to a better IMC

Having an integrated marketing communications strategy is the process of resisting a smaller yet immediate connection in order to receive a stronger or more enduring relationship later. Marketing is like a game of chess, which isn’t won in a single move; strategy and circumstance also contribute to the outcome. Outlined below are the seven steps that we have adopted at Twistlab Marketing:

1. Identify campaign goals and potential limitations. Which part of the marketing funnel are you addressing, and what resources do you have access to? Is the purpose of your campaign to boost consumer loyalty or are you looking to build awareness for customers who don’t know about your brand? Decide exactly what you want to accomplish with your efforts.
2. Define the target audience. Always ask yourself, "If I would be charged a dollar for every person who would watch my ad, who would I choose to show it to?" Remember, a large slice of the market is better than bits and pieces of the full pie. In the words of Whitney Wilkinson, assistant professor of marketing at Salt Lake Community College, “Selecting a target audience is similar to the choice faced by Goldilocks. The most effective target audiences are not too big, as to lose focus and spread resources too thin, and not too small, limiting potential market size. Defining target audiences who are; accessible, receptive and profitable – is just right. This can be achieved by using consumer insights uncovered in the research process, thinking strategically, and using a data-driven approach."
3. Gain some insight. One of the best ways to do this is with a SWOT analysis. Analyze your strengths, weaknesses, opportunities and threats from the perspective of your target audience. In other words, do your best to answer these questions: What makes you special from your consumer’s perspective? What doesn’t? What are some external factors and trends that could help or threaten your business?
4. Understand your competition and identify your competitive edge. Perform a SWOT analysis on the competition from the perspective of your target audience. Note that a good competitive advantage has a high barrier of entry. The harder it is to duplicate what sets you apart, the better off you are.
5. Get creative. Creativity is a hard thing to define. People look at it as something you either have or you don’t. I honestly don’t think that’s the case. Creativity is the process of brainstorming a strategy after being well informed about the contributing factors. Emma Farr, marketing specialist at Utah Food Services, said it best: “Creativity is a riddle, and oftentimes the solution is sitting right in front of your face. It’s important to remember while in the brainstorming phase that there are no bad ideas. Try not to protect your idea to the point you become inflexible. The more you’re willing to dig deep and challenge why an idea will work or not, the faster you are to finding your big idea.” Combine things, be adventurous, and have fun with the process.
6. Check your “big idea.” Once you come up with your big idea, double check it. Ask yourself, does this appeal to my audience and fit my strategy? Does it set me apart from my competition and does it have a lasting impact? Would it be hard for my competitors to duplicate? If you answer yes to these, you’re probably in good shape.
7. Communicate. Consider how you can tailor your idea through different mediums while maintaining the original message. In other words, how would you address your Twitter and Instagram followers differently? Creatively think of ways to communicate and present your idea through different mediums while maintaining the original message. Is the message being clearly communicated across your channels? Is your message consistently communicated across all platforms? Are your employees and colleagues aware of and communicating your message? Consistency is key, and your employees aren’t exempt from this; your message is the voice of your company and should be communicated throughout every department.

3    How does/should the client company follow IMC? What are the roles of its different agencies?