27 Feb The IMC Report Card
Posted at 09:06h in Integrated MarketingI've written about ways to determine whether you're truly doing integrated marketing communications, or IMC. Everyone says they're doing integrated marketing in some way or another. It's always a struggle, however, to determine where your priorities lie in terms of really diving into the practice. The IMC Report Card is a tool I created to help my clients and others figure out how to prioritize their strategies and tactics. It's a simple way to objectively review where you stand regarding the components that make up the critical success factors for IMC. Here's a quick primer to help you "grade" your brand or organization (or someone else's) on their IMC proficiency.
- The first questions ask about messaging. You must have a consistent message, but it also needs to be translated for every messaging channel. Do you see a lot of disparate, beautifully worded messages? That means the team was more focused on wordsmithing than on conveying simple ideas of what the brand does, why it does it, and for whom it does it. Sometimes the message is written so beautifully it doesn't resonate with the target audience. If you're selling to moms, are you talking to moms in a way that appeals to them? Or are you talking like an industry insider? These are all the kinds of questions I think about when I'm reviewing a company's messaging.
- Next, does it look like the company or brand understands how their customers buy? In other words, am I led down a path that clearly leads to a commitment or conversion when I go to social media, or the website, or any earned or owned media for that matter? Am I directed at all by the messaging?