The IMC strategy communicates the brand message internally with each employee knowing how their daily work should be conducted in a brand focus approach.Now I challenge you, to create or enhance your current brand strategy and add IMC using IBM’s internal training approach to achieve new levels of success for your company.Hopefully, after reading this, you can see the power of IMC to achieve meaningful results in your organization. The IBM (IT Services) brand valuation has featured in one brand ranking, the best IT Services brands. Artificial Intelligence and Cloud Services boost IBM and TCS brand value. IBM uses this management system to guide individuals to make the correct decisions for the business based on the brand.A top of mind presence with the consumer is achieved with a well-defined media plan when it comes time to make a purchase.As you can see from the IBM example when you have an excellent brand strategy powered by IMC the sky is the limit. (2014, February 2). The company began in 1911, founded in Endicott, New York, as the Computing-Tabulating-Recording Company (CTR) and was renamed "International Business Machines" in 1924. Retrieved from http://www.forbes.com/sites/allenadamson/2014/02/12/a-former-ibmer-reflects-on-building-a-smarter-brand/The employees are the core component communicating the IBM brand using the brand messages communicated in the media plan. A Former IBMer Reflects on Building a Smarter Brand. I recommend reviewing your brand strategy, and then as you make your FY18 strategy plans include IMC.“The strategic coordination of all messages and media used by an organization to influence its perceived brand value” – Tom DuncanLeadership support and internal training provided the method to energize IBM’s employees into brand champions that differentiate the company and allow them to outperform the competition.Listed below are two definitions of IMC from two of the leading authorities in marketing.IMC at the customer level results in an increased ability to effect positive change. The training platform was the key element, shifting IBM’s organizational culture from a push culture to a pull marketing culture throughout the enterprise. For example, the media plan communicates this in every brand message across all channels. Published on 22.01.2020. Utilizing an effective media plan to reach the target consumer at the right time is a powerful approach optimizing a company’s resources.At the market and position level, IMC can decrease the rate of defection, increase market position, sales, and sales growth.After the brand building elements are selected, the IMC coordinates and manages the marketing communications. IMC can unlock the potential of an excellent brand strategy and be the platform for marketing success. IBM’s fundamental belief in the IMC approach centers on a brand message of a globally integrated enterprise with integrated solutions. IMC, when executed well, can enable your organization to outperform the competition regardless of the industry or organization type (B2B, B2C, or even non-profit).Consistent messaging avoids confusion and reinforces the brand with consumers over time and builds greater trust and awareness making a brand top of mind when it comes time to purchase.The IMC strategy planning process using the zero-based campaign approach, includes:IMC effects the financial level with increased ability to achieve higher sales, sales growth, profitability, return on investment (ROI), and return on brand investment (ROBI) than the competition.The training consisted of how the company presents itself in all communication channels (visual, sound, and perception) in its daily work across all businesses, not just communications and marketing. IBM has seen quite a few ups and downs in its global brand value since 2012.
At the customer level, IMC positively impacts consumer awareness, customer attitudes, and customer experiences at every touch point.At the brand performance level, IMC provides clarity and consistency to brand messages to create brand loyal customers.Lings, Ian, Greeley, g. (2009) “The impact of internal and external market orientations on firm performance,” Journal of Strategic Marketing 17 1 41-53.A well thought out brand strategy provides the basis for a successful IMC strategy. Brand Finance IT Services 25 2020. The key takeaway is the that IBM did not have a one-time speech from executive leadership or one workshop. IMC ensures consistent brand messages are used in every internal and external communication and promotes collaboration amongst all stakeholders.At the campaign level, IMC creates synergy with the communications mix providing a higher return on campaign investment than the competition.A clearly defined IMC media plan provides a cost-effective combination of media to attain the company’s media objectives.