Chapter 11: Developing an IMC Plan
Integrate and Coordinate Across Channels
In marketing, integrating and coordinating across different channels is like conducting an orchestra. Each instrument (or marketing channel) plays its part, but they all need to work together harmoniously to create a beautiful piece of music (a consistent brand message).
Ensuring Integration Across Channels
Integration means making sure that all your marketing efforts, whether on social media, TV, or in print, are unified and present a consistent message about your brand.
Consistent Brand Message: Imagine if McDonald's used a fun, playful tone in their TV commercials but a very formal, serious tone on their social media. It would be confusing, right? Instead, McDonald's maintains a friendly and approachable tone across all channels, reinforcing its image as a family-friendly restaurant.
Visual Consistency: This includes using the same colors, logos, and visual style across all marketing materials. For example, Nike consistently uses its famous swoosh logo and the "Just Do It" slogan, making its marketing materials instantly recognizable across different platforms.
Unified Strategy: All channels should work towards the same goals. If a clothing store is having a sale, it should be promoted cohesively across their website, social media, and in-store signage.
Consistent Brand Message
A consistent brand message means that no matter where a customer encounters your brand—whether it’s on Instagram, a TV commercial, or a magazine ad—they receive the same core message about what your brand stands for. This consistency is essential for several reasons:
Building Trust and Credibility: When a brand consistently delivers the same message across all channels, it builds trust with its audience. For example, Red Bull is known for its tagline, "Red Bull gives you wings." This message is seen in their TV ads, social media posts, and even their sponsored events like extreme sports competitions. This reliability helps customers feel confident about what to expect from the brand.
Easier Recognition: A unified message makes it easier for customers to recognize your brand across different platforms. For instance, LEGO uses its iconic logo and bright colors in all its marketing materials. Whether you see a LEGO commercial on TV or a sponsored post on Instagram, the consistent use of colors and logos makes it immediately recognizable.
Stronger Emotional Connection: Consistent messaging helps create a strong emotional connection with your audience. For example, Disney emphasizes themes of magic and happiness in all its marketing. Whether it’s a trailer for a new movie, an ad for Disneyland, or a social media post, Disney’s message of bringing joy and magic to families remains the same, fostering a deep emotional connection with its audience.
Practical Steps to Ensure Integration
To ensure integration across channels, marketers need to focus on a few key areas:
Unified Visuals and Tone: Use the same colors, fonts, logos, and tone of voice in all your marketing materials. For instance, the outdoor gear company Patagonia uses a consistent color scheme, logo, and tone that emphasizes environmental sustainability across its website, ads, and product tags. This uniformity helps customers immediately identify Patagonia products and marketing materials.
Centralized Strategy and Planning: Develop a central marketing strategy that outlines the core message and values you want to convey. All marketing campaigns should stem from this strategy. For example, TOMS Shoes has a core message of social responsibility and giving back. This message is clear in their website content, social media posts, and advertisements, where they highlight how purchasing their shoes helps provide footwear to those in need.
Regular Communication Across Teams: Ensure that all marketing teams, whether they handle social media, print ads, or TV commercials, communicate regularly to stay on the same page. This coordination can be seen in brands like Adidas, where their in-store promotions, app notifications, and social media posts all reflect the same promotions and seasonal themes.
Use of Technology: Utilize marketing automation tools to schedule and manage your campaigns across different channels. For example, HubSpot uses sophisticated tools to ensure their email marketing, social media posts, and blog content all align with their core message of inbound marketing and helping businesses grow.
Real-World Examples
Red Bull: Red Bull’s “Gives You Wings” campaign is a great example of integration. The campaign emphasizes energy and adventure, whether it’s in their TV commercials, social media posts, or sponsorship of extreme sports events. This consistent message helps reinforce Red Bull’s brand identity.
LEGO: LEGO’s marketing campaigns always use their iconic logo and bright colors, whether it’s a TV commercial, a YouTube video, or a print ad. This consistent visual identity makes LEGO easily recognizable and reinforces their brand message of creativity and fun.
Disney: Disney’s consistent message of magic and happiness is seen across all their marketing efforts. From movie trailers to Disneyland ads to social media posts, Disney ensures that their brand message remains the same, creating a strong emotional connection with their audience.
Conclusion
Ensuring integration across channels is essential for building a strong and recognizable brand. By maintaining a consistent brand message, companies can build trust, enhance recognition, and create a stronger emotional connection with their audience. Through unified visuals, centralized strategy, regular team communication, and the use of technology, brands like Red Bull, LEGO, and Disney have successfully implemented integrated marketing, setting excellent examples for others to follow.
