Integrated Marketing Communication or IMC is the process of using many ways to communicate with a customer. Instead of relying just on advertising or PR, finding ways to use advertising, PR, sales and promotion (and now social media) to all work together in a coordinated fashion to talk to customers at different touchpoints in a way that the customer will know is a coordinated message that is speaking to her.
Some brands do this better than others. Companies used to have different staffs developing different messages in advertising vs. PR. Now, truly integrated brands carry the same message through all channels so that we feel like they are saying the same thing to us in many different ways.
One way to check this is to start with one channel and go to another. If you look at your favorite brands magazine ad, can you then go to their website and see the same message? Or, will you see the same or similar message on TV? What about the brand's in-store presence? Does that look the same, too? If so, then the brand is working to integrate its message across all channels.
What brand does this well?
i don't really shop at this particular store/brand but i feel like a brand that works to integrate its message across all channels of communication is:
ReplyDeleteOLD NAVY
i feel like from the commercials to the website to the ads i see in magazines, when they have a certain promo going you see it everywhere... and it is very consistent...
I took the favorite I had picked from a magazine: Sherwin Williams. It reminded me of the ads I see on TV, things made from paint chips. I always thought these commericals were so cool and wondered why I didn't think of that. My magazine has a paint can with a champagne bottle emerging. It co-brands with HGTV Home.
ReplyDeletehttp://www.youtube.com/watch?v=ouzYC2vufyc is one of the Sherwin Williams paint commercials. It ties in very well with the magazine ad. SW "brings things to life with color." I find SW has created a great campaign and has done a fabulous job integrating its message through different advertising mediums.
http://www.youtube.com/watch?v=Di-UC1y-oyY&NR=1 co-brands SW with HGTV.
However I go to the SW website, and while it's very well done, it doesn't match the magazine or television ads.
I am a Benjamin Moore paint user unless I want to save a little money in the short run. Then I go to Home Depot for Behr. I haven't ever been in a Sherwin Williams paint store. I am curious because of the ads, so for my next paint job, I just might explore a new store.
I would have to agree, Old Navy is really consistent in their advertising. Their magazine ads, commercials and presence on the web all give the same message.
ReplyDeleteI think Macy's does really good at practicing IMC. Macy's is usually consistent with all of their marketing, especially when they have a sale. When there is a Macy's sale I get e-mails from Macy's, coupons in the mail, see ads & coupons in the newspaper, see TV commercials, see it on their website and sometimes they put it on their Facebook and Twitter page. They do a really good job at getting the word out in all of the different areas to reach people. Another cool thing I found out they have a new Twitter account called Macy's Sales & Deals which has all the info on the latest sales at Macy's. http://twitter.com/#!/macyssale.
ReplyDeleteApple is a brand that almost everyone globally can recognize. Whether it is their website, stores, print ads, etc. they come across with the same white background with a silver or black apple symbol. I believe that IMC branding has been highly influential in the corporation that Steve Jobs has made today. The idea that their products are the best is powerful through their advertising. The clean cut display of their message is what sells me. I believe that the reason this brand came to mind first was because the first time I remember seeing an apple advertisement is very similar to one I have seen recently. If I was in the marketing world I would study this idea of macintosh' as they have created a highly lucrative business.
ReplyDeleteI agree that OLD NAVY is really good with IMC. Their ads, commercials, and even store all relate the same theme and topic.
ReplyDeleteThe Children's Place Clothing also does this. Their website and their store always coordinate. The outfits are displayed. I think this is a great idea because it gives you an idea of this different ways to match up the clothing. This is a really good store for seasonal items, such as, Christmas clothing or school uniforms.
ReplyDeleteThe first brand that came to mind was Victoria's Secret. The pink and white logo, stripes, etc. is everywhere. You find this motif in the store (window, displays, checkout desk), on the catalog, website, and even their fashion show. They also use the same models in all areas of advertising so that people are even able to recognize a Victoria Secret model.
ReplyDeleteI think JCPenney's does a really good job practicing IMC. They have tons of different commercials and send magizine's out in the mail all the time. They also have tons of coupons in their magazines, and even if you forget your coupon at home, they have a wall of magazines you can go through in their store or they will just give you one at the check out counter. Most of their ads look generally the same so it is easy to identify that it is them. They even give costomers who spend certain amout of money coupons for like $15 off purchase of $15 or more. You pretty much get something for free. They always promote the savings you can receive amd make you feel like a special customer.
ReplyDeleteI agree that Victoria's Secret does a great job with IMC. Their catalogue, website, emails and store displays all tend to match up very well. Their commercials are always the same-- woman with Australian accent talking about the upcoming semi-annual sale and the models just standing their in underwear with the wind blowing their hair.
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