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For any product, service or concept you may be selling, our job is very simply defined: We're in business to help you sell it.
Back to the original question, What is IMC?
IMC is actually two elements joined: Integrated Communications and Marketing Communications. The best way we know to help you sell is to ensure that all of the ways you reach your customer carry the same effective messages and clearly ask for the same responses.
Integrated Communications says we will do all the work – writing
and design – as pieces of a unified whole. If the strategy calls for
an ad campaign, we will want to know how the campaign works
with the public relations and, consequently, how the public relations works with the events and how the events work with the Web site, and so on.
The Marketing Communications piece says that all of your organization's communications are connected in some way to your marketing engine. Peter Drucker has said of organizations, "Business has only two basic functions – marketing and innovation." What this means to us, and we assume to you, too, is that if something is worth saying about the company — its products or services, its people, its partners or anything else — it's worth saying as part of a creative, unified marketing message. |
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