Level up your marketing strategy with an IMC plan!
- zoepuskaric
- Sep 28, 2020
- 2 min read
One of the most important factors of appealing to your target audience is having a clear and consistent brand message. With the technological evolution introducing us to new platforms, it is essential to combine traditional and new media sources together to create a cohesive strategy to bring this message to life.
An integrated marketing communication (IMC) plan is:
“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.” - Business Dictionary 2020
According to Jennifer Lonoff Schiff, there are 7 ways to create a successful IMC campaign. Apple is an example of a company that has applied several of these tips into their marketing model to drive consumer engagement and retention. This is how they’ve implemented the first three steps.
Step 1: Have a clear understanding of who your target audience is.
Stand at the front of any university lecture and observe the iridescent glow of hundreds of apples looking back at you. Whilst Apple products appeal to all generations, the company has a strong influence in the student market. They understand the popularity and recognition of owning a mac and appeal to their target audience through education pricing and special promotional offers at the beginning of the semester. (Free beats, yes please!)
Step 2: Pick your channels
Apple employs an IMC approach by engaging in tv commercials, billboard and transit adverts, social media, and in store signage. This strategy creates multiple touchpoints for consumers and a greater synergy across the campaign. Apple also involves consumers in their advertisements through their ‘Shot on iPhone’ campaigns. People’s photos are plastered across billboards around the world promoting the latest iPhone and the extraordinary capabilities of the camera.
Step 3: Have a consistent look
Like Steve Jobs’ iconic turtleneck, Apple have created a strong brand and visual identity which remains consistent throughout all their promotional campaigns. Whether you’re watching a YouTube ad, observing a billboard on your daily commute, or scrolling through Instagram, all Apple advertisements provide the same minimalistic, consumer-centric and engaging material that has you hooked.
I’d love to know your thoughts on how a business has incorporated IMC into their strategy. Here are some suggestions: McDonalds, GoPro and Nike.
Hi Amy! I thought the example of Apple would help demonstrate the first few steps explained in Jennifer Lonoff Schiff's article. When the steps are broken down and analysed, they can seem simple. However, it's important to realise that even though they're basic, they cannot be overlooked when trying to produce an effective IMC plan. If we start at step 1 and a business does not correctly identify their target audience, the following steps of picking your channels and being consistent may be directed towards the wrong crowd. Thanks for your comment :) Look forward to checking out your post.
Another fantastic blog post Zoe. I love that you have broken the IMC process down to three easy steps. Steve Jobs with Apple is a great example of brand consistency!
- Amy Cooper (https://amydigitalmarketing.blogspot.com/2020/09/how-your-imc-strategy-can-build-brand.html)