INTEGRATED MARKETING COMMUNICATION

It is common on the exam to have questions relating to Integrated Marketing Communication (IMC). Thankfully, there are a number of practical examples of programs and promotions IMC that can be cited to answer questions as the come. IMC can be said to be the contemporary way of reaching both prospective and actual customers. It is therefore important that students get it right beginning from the very start and I will here explain the meaning, by implication, of IMC and the core reasons for its use.

AN EXAMPLE...

Before Esther Phiri fought and beat Dudo in a boxing March in May 2010, a promotion was running on TV and radio. Members of the public were being invited to support Esther by sending a text message to enter into a competition. Take notice of the three media being used here, actually, four. These included radio/television, sales promotions and advertising. More than one media was being used to reach the target audience and despite this, each was well combined (integrated) within the overall communication plan so that the pre-determined objectives could be achieved. This is a very good example of integrated marketing communication. Let us consider another example, a hypothetical one this time because I have not seen what I am about to describe in Zambia. If you are an agent for a learning institution, conceptualise this and implement it, make a difference. (Hope you get management support, it seems so dull in Zambia especially at learning institutions)

ANOTHER EXAMPLE – Please try this...

Here is a hypothetical situation...

Swords College of Marketing (SWC) is a new institution that has only been in existence for the past two years. Only four semesters have so far run and not more 500 students have been trained by SCM. However, business prospects are high and one of the college’s objectives is to have trained 500 students within the next 3 years, culminating into its 5 year plan. For its marketing and promotion, SCM has an attractive and very interactive website which is integrated with a text messaging system. Also at swc.com a customer care and service chat room enabling a visitor to have real-time discussion/chat with a representative from the college. In addition to online media, SCW has employed sales representatives and lead generators who report to a Business Development Executive. These have territories where they set up temporal stands, prospecting and discussing with potential clients of study opportunities at SCM.

There are two uses for the text-messaging system at scm.com. The first one is for retention purposes and having a “sticky” element, allowing users and visitors to send up to ten (10) text messages for free. The second is to confirm successful subscription to a periodic ezines.

Another “sticky” features on the website include a how-to discussion forum with different sections each managed by respectively qualified tutors.

In a recent promotional campaign, SCM has adverts running on both radio and television. The audience are asked to send LEARN to 3556 through their mobile phones. When this is done, the sender gets a discount offer of 20% off the full tuition fees. Participants are also sent a code that can be used to create a workspace on the Swords College of Marketing (SWC) website which can later be activated once tuition fees are paid. A Client Representative can then be contacted and seen for completion of the offer.

You will notice from the above that the following media are used;

- Personal selling through the college representatives
- Advertising through radio and television
- Sales promotions through discounts

All tools utilised must be well integrated. They must be able to refer to one or the other in such a way that there is no overlap. Thus, do not refer comedy lovers to buy tickets for a show at Sounds Arcades when you have not yet concluded negotiating with that organisation or refer them to a website that is not yet ready for public access.

Coordination is also very important under IMC. Employees not in marketing must be aware of any promotion taking place. Despite not being under that department, each employee is an ambassador of the organisation to whomsoever they come across and regard must be given to the role that each plays. They must always be communicated to of any developments, especially those relating to customer offers since they may be asked at the work place itself or at their homes and in social places such as churches and parties.

Some of the main reasons of IMC are

- More individuals and organisations forming the target audience can be reached
- The target audience have different premises
- It is practically cheaper
- The company has much more control
- Broadens scope of evaluation control

With the above, you must now be able to answer any question relating to Integrated Marketing Communication (IMC). If there is a point I have missed out, please do kindly let me know. You are equally welcome to contact me if you need a personal assistance with your studies.