How does an organization establish an IMC plan? What are some of the different stages that company goes through when developing their IMC strategy?
The goal of Integrated Marketing Communication (IMC) is to produce a unified promotional message that has the customer as its focus. All promotional activity such as media advertising, sales promotion, personal selling sponsorships, and public relations are geared to deliver a consistent uniform message.
There are many ways that an organization can establish an Integrated Marketing Communication plan. Many organizations want to set a strong foundation when establish an Integrated Marketing Communication plan. To do this they start by setting goals and objectives that the organization wants to meet. Laying the outline for who you want to target and what you want to say to the targets. If the organization has goals and objectives set then it is easier for the organization to follow. It is very helpful if the organization also establishes and plans out a budget for the integrated marketing communication plan. By doing so the organization has a set amount of money that they can spend.
Some of the different stages that a company goes through when developing their Integrated Marketing Communication strategy are finding the target market for the product or service. How the message will be said, who it will be said to and who will say the message all play a big role in the decisions that organizes will have to make. Different target markets will react differently to marketing. For example you wouldn't want to advertise make-up on the radio, it just wouldn't work. The organization also has to design a message and framework for the product/service. Once again different products/services will need different marketing communication. There are many different ways that the target markets react to message. Some consumers prefer emotional appeals and react better to emotional marketing. On the other hand some consumers prefer the rational appeal and react better to rational marketing.
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To establish an Integrated Marketing Communication (IMC) plan, an organization typically goes through several stages in developing their IMC strategy. Here are the steps involved:
1. Set Objectives: The first stage is to define clear and specific marketing objectives. These objectives should align with the overall business goals and help guide the IMC planning process.
2. Conduct Market Research: Market research is crucial to understanding your target audience, their preferences, needs, and behaviors. By gathering data on market trends, competitors, and customer insights, you can make informed decisions in designing your IMC plan.
3. Identify Target Audience: Define your target market by segmenting your audience based on demographic, geographic, psychographic, or behavioral characteristics. This helps tailor your messages and select appropriate channels to reach them effectively.
4. Develop Key Messaging: Create consistent and compelling messages that convey your brand's unique selling propositions (USPs) and resonate with your target audience. These messages should be crafted to be delivered across various communication channels.
5. Select Communication Channels: Determine the most suitable communication channels based on your target audience and objectives. This could include a mix of traditional media (TV, radio, print), digital media (websites, social media, email), outdoor advertising, events, and public relations.
6. Set Budget: Allocate financial resources for your IMC plan. The budget should be realistic, considering the costs associated with advertising, media buying, creative development, research, and other necessary activities.
7. Create a Media Plan: Develop a detailed media plan that outlines the timing, frequency, and placement of advertising messages across selected channels. Consider key factors like reach, frequency, cost, and the efficiency of each media option.
8. Implement the plan: Execute your IMC plan by producing creative content, launching advertising campaigns, managing social media accounts, organizing events, and engaging in other planned activities. Ensure consistent messaging across all channels.
9. Monitor and Evaluate: Regularly monitor the performance of your IMC activities, track key performance indicators (KPIs), and evaluate the effectiveness of your strategy. Analyze data, gather feedback, and make adjustments as needed.
10. Review and Refine: Periodically review your IMC plan, measure success against objectives, and refine your strategy based on market changes, customer feedback, and new marketing trends. Continuously optimize your plan to improve its efficiency and effectiveness.
By following these stages, an organization can develop a comprehensive and integrated IMC plan that aligns their messaging and delivers a consistent brand experience across various channels.