There are four types of IMC, each of which helps to establish contact with the target audience:
Planned communications. This includes all traditional forms of advertising, PR, sales promotion and personal selling.
Unplanned messages. Information that is at odds with the image the company is trying to create among consumers and partners. This includes unprofessionalism of sales floor employees, breach of the company's obligations to contractors, and even the inconvenient location and poor condition of the office or stores.
Anticipated messages. Impressions mom database of a company that remain after learning about its HR policy, mission, and market experience.
Types of integrated communications
Supported messages. Information read by clients during communication with the organization's employees, as well as during the process of observing the atmosphere of internal communication of the company's employees.
All types of communication are equally important for creating a positive brand image. If the client is told in advertising about the competence and politeness of the sellers, but in practice he encounters their unprofessionalism and rudeness, it is impossible to form a positive brand image. All types of communication should work to achieve a single goal.
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4 IMC strategies
The integrated communications system can be used to implement one of four strategies: intensive development, extensive development, competitive and trusting relationships.
The first is also known as consumer growth policy and is used to increase secondary demand for a brand's product. As a result, sales intensity increases, demand for goods or services is maintained at a high level, and new ways of using them appear.
The strategy of extensive development solves the problem of increasing primary demand. The company's efforts are aimed at conquering new markets and involving other segments of the target audience.
The optimal conditions for using this strategy are weak saturation with goods (services) and general stagnation. As a result, the brand achieves growth in popularity and improvement of its image.
Competitive strategy is based on the analysis of the product of competitors in the market. Based on the results of the study, the company chooses a line of behavior in which it will encounter fewer obstacles from competitors.
A trust-based strategy involves focusing on continuing interactions with the existing customer base. This includes both retaining loyal consumers and attracting new consumers through them. Word of mouth is a proven and inexpensive method of promotion, but it is only effective if the brand has an impeccable image.
Case: VT-metall
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