What is Integrated Marketing Communications (IMC)?

In a nutshell, IMC ensures that everyone in your organization is working together to promote your business. Historically, relationships between various departments within an organization have been contentious, with sales, marketing and operations each working independently to reach their respective goals.

With a well-designed IMC plan, all departments are working together instead of in a vacuum to deliver consistent messaging through all communications outlets, from sales presentations and websites to display materials and advertising graphics. Other elements can include:

• Corporate identity pieces (letterhead, signage)
• Point-of-purchase
• Print collateral
• Direct marketing
• PR
• Sales promotion
• Events

Why is IMC Important?

Thanks to the Internet, we’ve seen a seismic shift in marketing over the past 20 years from a mass media, advertising-dominant approach to a targeted, one-to-one marketing focus. However, as opportunities for super-segmented marketing (and tracking) arise, it becomes even more important to ensure that the same core brand values are communicated across segments and that initiatives work together for maximum effectiveness. Additionally, a well-crafted IMC plan leads customers through the sales process by giving timely reminders, updated information and special offers designed to spur action and keep your business top-of-mind.

IMC in Action

Virtually every business can benefit from an integrated marketing communications plan. Whether you are a sole proprietor working from a home office or an international conglomerate, taking the time to plan your marketing communications may be one of the best investments you can make. A good IMC should include:

• Identification of all internal and external stakeholders and corresponding communications outlets for each
• Communication objectives for your business such as developing awareness, introducing a new product or service, increasing market share etc.
• Key messaging and branding standards to be used across all communications vehicles
• A communications budget
• Tactics designed to reach all target audiences through multiple, regularly-scheduled communications

At Signs By Tomorrow, we follow an IMC plan to schedule and produce frequent emails, media outreach, white papers and other communications vehicles designed not just to sell our products, but to reinforce our position as a valuable partner and resource for all your visual communications needs. 

So as the slower pace of summer approaches, now may be the perfect time to re-evaluate your company’s marketing plan and ensure that you have an integrated approach designed to deliver maximum results. And remember, Signs By Tomorrow of Winston-Salem is always available to help deliver consistency across all your marketing channels.

Call 336-771-2133 or click here for your free quote today!