synergy Tag

01 Sep Synergy is the secret sauce in IMC

Although most marketers accept that integrating marketing communications is a powerful approach, campaigns today seldom realize the full power of the methodology commonly known as IMC. Most of us  synchronize our earned and owned media in some way.  Many of us have learned empirically the right combinations of tactics that lead to the most engagement, or the highest landing page traffic. What’s often missing in campaigns is the ability to plan, manage and measure the synergy that occurs as a result of powerful IMC strategies and strong linked tactics.  It’s the acceleration caused by this synergy – the combination of marketing efforts that add up to more than the sum of their parts – that provides the best results. Synergy looks and feels different in every IMC campaign. The good news is there are common elements to successful IMC campaigns that result in increased synergy.  The first is message alignment. IMC requires a persistent, consistent messaging strategy across channels. A core, or integrated, strategy statement should drive every campaign message. This statement is rarely shared with an audience. It is simple, to the point, and states what we’re doing and why we’re doing it.  For a healthcare practice, it might be something like “We’re here to provide the best care in a safe environment.” An organic food company might use “Delivering the healthiest products to families.” Every single message should be aligned with this basic message. Another important ingredient to powerful IMC campaigns is of course to choose the best combination of messaging channels.  Most people understand the importance of selecting channels that are right for the target audience.  However, it is crucial to select a set of secondary channels that boost the performance of the overall campaign.  If you think about it, you know which messaging channels complement each other. It can be as simple as automatically linking your Instagram account to Facebook, or as complicated as buying digital billboards to supplement a PSA. The selection of channels is part of creating a strong IMC strategy.  Too many projects are defined with only goals and tactics, without the strategies that provide the bridge in between. A good strategy  should be a consistent, long-term part of an IMC plan. A good strategy allows for changing tactics that are not working, without losing the direction of the campaign. Part of the beauty of IMC is that