Having a great product is important of course, but what's the point if consumers don't know about it?
This is where IMC comes in- IMC is the process of combining a variety of different communication tools and strategies to deliver a message and make a desired impact on consumers perceptions and behaviour.
Not only are we thinking about a single sale here, but also brand awareness and repeat purchase.
These days there are more channels and vehicles for communication than ever, thus making it fundamental for businesses to cut through and not only deli
ver the best message, but use the best tool to do so, in harmony.
So let's take a look at the benefits of an Integrated Marketing approach at every level:
Financial level – noticeably increases the ability to achieve higher sales, company profitability, ROI, and return on brand investment compared to the competition
Brand level –creates brand loyal customers by providing clarity and consistency to brand messages
Market level – increases market position while decreasing the rate of defection. also increases sales, and sales growth
Customer level – positively impacts awareness, customer attitudes, and customer experiences at each touch point
Campaign level – IMC creates harmony with the communications mix and provides a higher return on campaign investment as compared to competition
There are 7 steps companies should follow to create a successful IMC.
1: Have a clear understanding of who your target audience is
2: Pick your channels
3: Have a consistent look
4: Create clear, consistent content that can easily be adapted or repurposed to suit different media or channels
5: Ensure that your messaging is integrated
6: Make sure your marketing teams/agencies are working in sync.
7: Don't forget to track your campaigns - and coupons.
But, what really makes a good IMC strategy?
•Coherence: different communications are logically connected
•Consistency: multiple messages support and reinforce, and are not contradictory
•Continuity: Communications are connected and consistent through time
•Complementary: synergistic, sum of parts is greater than the whole
After a little research I found the perfect example of effective use of IMC, Nike
Nike is renowned for their extensive use of IMC, with the beginning of their success being their 1988 'Just do it' campaign. Since it's launch Nike has continued to use this same campaign to strengthen brand awarenes
s across a variety of online and offline communication channels. By consistently using this one campaign across these channels it has created coherence and continuity as well as Vargo & Lusch’s concept of multidimensionality. This concept is essentially the idea that brands use different digital and traditional channels to become multidimensional- i.e. TV, Sponsorships, Print, Digital, all used together
Nike has fierce competition in the market, with brands like Adidas, Reebok, however, no other competing brad has been able to keep up with nikes consistent brand message.
In 2010 Nike released the "Write the future" campaign during the FIFA World cup, their aim was to ultimately overtake Adidas as the official sponsor of FIFA and generate growth and revenue. The campaign featured a 3 minute film that included success as well as failure from some of the best players in the league like Cristiano Ronaldo, Wayne Rooney, Didier Drogba and many others. The ad was spread around Facebook, TV, stadiums, billboards, Print as well as Xbox 360 in order to reach their target consumers.
During the campaign the Nike Facebook page went from 1.1m to 4.8m fans and Nike had achieved their goal of ambushing Adidas and generating more buzz than the official sponsor of the world cup.
So what do you think of Nike's cheeky ambush strategy? And do you think they are the market leaders? Or is there another brand that really sticks out to you?
Also what do you think is the most effective promotional tool for brands to use these days?
Personally, I believe brands should be spending far less on TV and way more on social media/ digital promotional tools
Thanks for reading!
Great blog, I absolutely love Nike, I always have. I love their consistency, it's always been the same, quality, product and their marketing. Sometimes less is more and I think they do that pretty well, they're able to change up their ads and be creative, but at the end of the day they're still sticking to their motto that everyone knows and love "Just Do it". They've definitely done an amazing job staying at the top of their game.
There is a reason behind why Nike is considered one of the most valuable global apparel brand, its branding resonates with a lot of people, put a cleverly put IMC plan, it's no wonder Nike still stands strong amongst its competitors. I agree with that, however I do think there is still a place for TV used as a promotional tool as it targets an older target market who happen to watch far more tv than the younger generation.
First of all great post! I really like the ads you have used as examples! The only issue is that I think that Walt Stack needs to get Nike to give him a t-shirt! I think Nike are brand leaders in the sports apparel industry in most parts of the world but there is just so much competition, off the top of my head you have Adidas, Under Armour, Reebok, New Balance and many more all competing with Nike but really Nike and Adidas have the largest market share and I think they are the two main competitors. - Alex Carey