The Personal TouchSeptember 28, 2015 Want to take your social storytelling to a new level? Integrated Marketing Communication, known in the marketing world as IMC, is a great way to generate audience involvement with your product or brand. If you’ve seen Coca-Cola’s current “Share a Coke” campaign, this is a good example of a strong IMC campaign. In the case of the “Share a Coke” campaign, ideally the sequence of integrative marketing steps works like this: A person sees the “Share a Coke” commercial on television, the next day that same person may be in a store and on the Coke display see their name (or a friend’s name) printed on a bottle. That same person then purchases the Coke, posts a photo of their bottle of Coke to their social media account, and now the consumer instantly becomes an active member of the campaign’s integrated community. ![]() Though you may not work with campaigns of this caliber on a consistent basis, it shows us that people truly appreciate personalization in branding. So before you get started on your next campaign, have a peek at a few examples of dos and don’ts of IMC.
Incorporating social media into your IMC campaign allows the consumer to become personally involved with a brand or product which makes them feel a part of the conversation. You’ve probably heard us say, “Make your customers your best marketers.” Well, that’s exactly what Coke has done with their “Share a Coke” IMC campaign. Integrated Marketing Communications is a way of looking at the whole marketing process from the view point of the customer. ” ~ Philip Kotler CATEGORIES: Storytelling |
