Integrated Marketing Communications
Integrated Marketing Communications (IMC) is a business discipline designed to ensure a high-value brand experience for your customers by communicating your company’s benefits and values consistently and accurately at every touch point in the customer life cycle. Your brand is the psychological impression your customer experiences as a result of communication. Each interaction with a customer, whether through your website, brochure, advertisement, sales/service call, automated phone system or using your product or service has an impact. It is how a customer feels after each of these experiences that defines your brand and determines whether or not they will pursue your products or services any further. Projecting different messages causes consumers to question authenticity and diminishes consumer confidence. Ultimately, consumers purchase products and services they feel comfortable with.
At silver, we begin by asking new clients a lot of questions and pouring over sales data, competitive analysis and market research. We interview your sales team, service team and customers to get an in-depth understanding of current market data, competitive analysis and market research. We interview your sales team, service team and customers to get an in-depth understanding of current market trends, issues and customer needs. We use this information to help you forge a market-driven brand platform, which will be the foundation of all your marketing communications moving forward. For those clients who already have a well established and defined identity, we use this process as a confirmation and as a tool to help us learn the nuances of your business. When clients have a fragmented or misaligned brand, we use this process to help them reposition the brand based on the demands of the market.
Creative Development
We then work towards integrating all of your marketing efforts. The creative development phase of IMC involves both the visual elements of your plan as well as strategic campaign development, and may entail changing some of your current practices. When implementing your marketing plan, it is vitally important to maximize the effectiveness of your budget by integrating coinciding projects. Each element in your campaign plays a specific role in leading the customer through the sales cycle. You will realize maximum ROI when all campaign elements are in tune with each other, carrying consistent messages and working together to close the sale.
The key is to integrate all facets of your marketing plan, including every customer touch point, so they are working together to communicate a consistent and valuable brand to your customers. A well-branded campaign will help you maximize the effectiveness of every dollar you spend, ultimately helping you grow your business by increasing your customer base and earning loyalty from current customers. Click here to contact silver and learn more about how we might be able to help you reach your goals.
