How to communicate value by integrated marketing communication? (PBL 2)

Once again we discussed a trigger in class and did some brainstorming. This time the issue was related to Integrated Marketing Communication (IMC) and we found a problem as well as a few subquestion that you can find above. 

How to communicate value by integrated marketing communication (IMC)?

1. What does IMC mean?

2. How to integrate value proposition /methods to different audiences?

Key words: IMC, value proposition & audience

So how do we define IMC? 

Integrated as a word is defined as “organized or structured so that constituent units function cooperatively” (Dictionary.com, LLC 2015). This in Marketing Communication means that all of the tools used are supporting each other to consistently reinforce a unified message to the customer. Each element of the used communication mix, a mix of tools for a marketer, is integrated with other elements to function properly. Take for example a sales promotion campaign. There is no use of the promotion if no one hears out about it. Therefore PR or advertising must also support the campaign so that it gets visibility and the goal set can be achieved.   (Smith & Taylor 2004, 14-16.)

Marketing expert Laura Lake expresses Integrated Marketing Communication (IMC) as following:
“A management concept that is designed to make all aspects of marketing communication -- work together as a unified force, rather than permitting each to work in isolation.” (About.com 2015.) 

Benefits and barriers to use IMC

Using the IMC helps the companies to guarantee a clear and a solid message delivered to the customer via different communication tools. Many different messages and distinction between them might only confuse the customer and create distance between them and the brand. Whereas sending out a consistent message via several communication tools, the companies are helping the people to go through various steps of the buying process without mixed messages. (Smith, P.R. & Taylor, J 2004, 16-17.) 

Properly planned and implemented IMC saves both time and money as well as unifies the company image. In cooperation the departments can share their expertise and benefit from the same resources, for example graphics and ideas. This obviously means that the job doesn’t have to be done twice and the staff has time to fulfill other tasks. This can boost up the sales and give the company a highly significant competitive advantage when it comes to efficiency.  (Smith, P.R. & Taylor, J 2004, 16-17.)

When talking about the benefits of the IMC it must be also noted that there are some barriers to this way of business. Always when working together with many departments and communication tools there might be problems with communicating with each other. As we all know internal communication can be a puzzle. Also separate sections work differently and suddenly combining these might cause so called “internal power battles”. Who decides and what as well as who gets the credit? Sharing the ideas or a budget isn’t always so straightforward and there might be arguments related to these issues while practicing the IMC. However according to Smith and Taylor understanding the barriers is the first step in successfully implementing IMC.

 (Smith, P.R. & Taylor, J 2004, 17-19.)

Rules to implement IMC

In addition to understanding the benefits and the barrier the companies need to focus on the following to be able to implement IMC: 

• Detailed plan created from scratch
• Everybody needs to be on board! (Management support etc.)
• Common understanding on the objectives and method 
• Integrating the managers from different levels 
• Common visual guidelines (logos, color etc.) 
• Continual monitoring of the implementation
• Ability to change the plan highly important! 

To become a successful IMC executor the company needs to have a clear picture planned before they start the action. This plan needs to take into consideration all the parties and their roles in the process. It’s extremely important that everybody has a crystal clear image of the objectives and how they can benefit from each other. This in my opinion reduced the risk of creating power battles between the departments. The managers from different levels need to be integrated and brought to a common understanding so that the message can be passed as clearly as possible via them to all the section of the company. Like in business in general the ability to change and learn from the experiences becomes highly important. Things need to be monitored and developed if necessary. Without it the ship will start sinking as soon as it has a whole. (Smith, P.R. & Taylor, J 2004, 19-20.)

Integrating value proposition to different audience

How to make people appreciate the value and feel the need to have the product/service due to the value proposition provided to them? Traditionally value is seen as the comparison between the benefit obtained from the product /service and the resources used to create it. (Viitala & Jylhä 2010, 98-99,379). However I recently read a book from Prahalad and Ramaswamy called: “The Future of Competition” and came across the term co-creation. According to this term value itself isn’t considered related to a tangible product at all but seen more as the experience created between the customer and the company. Keep in mind that this experience can also include a product, but isn’t necessarily attached to it. (Prahalad & Ramaswamy 2004, 122)

If value can be any of these two mentioned above, what is a value proposition? In a nutshell value proposition is considered to be: “A positioning statement that explains what benefit you provide for who and how you do it uniquely well.” (Michael Skok 2013).

To communicate your value proposition properly and effectively you need to take into consideration the following areas:

• Target customer
• The problem you intend to solve & the proof behind it
• What are the benefits of solving the problem 
•  What you got to offer (company’s approach)
• Showing the competitive advantage

Knowing your target customer helps you to define the value proposition directly to them. This will help you to differentiate from the competitors. Knowing the problems that you will solve as well as having proof to mention while communicating the value will give a clear idea to the customer on how you will support them when needed. To make the message stronger you should also understand what kind of benefits, both rational & emotional the customer obtains when solving the problem with your help. You also need to have a clear idea what your company wants to offer. What kind of approach, service and values you want to guarantee the customer. By showing the competitive advantage you want to differentiate yourself in the competition. It is very important that you know and are able to highlight clearly how your company is distinct from the others. Combining this knowledge you will be able to make your proposition effective to a specific customer base. (Michael Skok 2013.)

By integrated marketing communication and following the rules to implement it each department as well as individual in the company should have a clear image of the values and the value proposition of the company. This way the company's value proposition presented to the audience will be unified and reinforced via different channels. Here I am talking a lot about how to use IMC internally in a corporate level, but keep in mind that this can also be done externally. Check out Tribus Youtube video: "What is integrated marketing?" to see how intergrated marketing can help to build your brand via different channels:

(https://www.youtube.com/watch?v=k6WF0O1Mnvk)

References: 

About.com 2015. Integrated Marketing Communication (IMC). URL: http://marketing.about.com/od/marketingglossary/g/imcdef.htm. Accessed: 03.02.2015.

Dictionary.com, LLC 2015. Dictionary: Integrated. URL: http://dictionary.reference.com/browse/integrated. Accessed: 03.02.2015.

Marketing Made Simple 2015. Push and pull marketing strategies. URL: http://www.marketing-made-simple.com/articles/push-pull-strategy.htm#.VNG2vC6m3Ds. Accessed: 04.02.2015. 

Michael Skok 6/14/2013. 4 Steps To Building A Compelling Value Proposition. Forbes. URL: http://www.forbes.com/sites/michaelskok/2013/06/14/4-steps-to-building-a-compelling-value-proposition/.  Accessed: 04.02.2015. 

Prahalad, C.K. & Ramaswamy, V. 2004. The Future of Competition. Harvard Business School Publishing. Massachusetts.

Schultz, M. & Doerr, J 2011. Building Blocks for communicating your value proposition. URL: Accessed: 04.02.2015.

Smith, P.R. & Taylor, J 2004. Marketing Communications: An Integrated Approach. 4th edition.