An integrated marketing communication plan is an inside-out method that aims to unify your brand's message across all communication channels and departments. In ensuring that your departments are working in concert, you can present your customers with a consistent brand and a more powerful message.
Consistent Messaging
One of the most important strategies of integrated marketing communication is consistent messaging. As you develop a marketing message, create a basic script that can be used by anyone in your company. Train every member of your staff, from the janitor to the CEO, in the established company message so that they can tailor it to the individual situation. Work it into your website copy, brochures, advertisements, public relations statements, sales pitches and company meetings. By presenting a united front to your audience, you can ensure that customers will hear a similar message from all points of entry.
Internal Integration
To ensure that your marketing is helping all parts of your company, work on internal integration. Start a program that encourages data sharing across all departments so that everyone is working with the same information. When your staff knows about projects and initiatives in other departments, they can help suggest refinements and use the information as part of their own marketing efforts. With an overview of the company's internal workings, you can better create campaigns that support departmental and company-wide initiatives by adjusting scheduling, writing new copy or pushing different products or features.
Relationship Building
Integrated marketing communication relies on strong relationships with customers, and adjusts strategies based on their needs. By seeing customers as people and building relationships that allow them to provide feedback, you can help your brand react to changes in the market. As part of your marketing program, work in time to talk directly to your customers. When you take their advice, follow up on questions, and implement the changes they need, you can strengthen the relationship and reinforce the quality of your brand.
Build Brand
A strong brand can be a powerful marketing tool, and part of integrated marketing communication involves creating a consistent, unified brand identity. Work with each part of your company to build a brand that lets customers know who you are. Across each part of your company, from the physical office space to the website, ensure consistency of colors, visual elements, photography style, fonts, and representative imagery. Each thing that a customer interacts with, from a business card to a delivery truck sighting, should look and feel the same. In doing so, you can create name recognition and an immediately identifiable brand.
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