When working with new customers/clients, we like to first look at ways they can work smarter instead of working harder – especially when it doesn’t cost any more money. “Integrated marketing communications” or IMC, includes the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program in order to maximize the impact on end users at a minimal cost. Or in other words, shoot everything at the same target! Your coupon offers, events, etc. should work together and should be promoted across all platforms in which you participate – the web, social media, email marketing, etc.
It is important to take this communication one step further, and that is into your print-based media. If you run ads, produce flyers, or do direct mail, these pieces should communicate the same information you have on your technology-based media. Offers on the web may vary slightly, but should work in sync with your print. Even a promotional calendar can support your web efforts. Make the monthly coupons on a calendar the same ones you offer online. Print the dates your sales circulars are available, or your actual sale or store event dates right onto the calendar. If you have special events held at your store, take photos and include them as the image for that month on next year’s calendar. Include a map, store hours and locations and phone numbers on each month.
Think about your integration like a triangle – print, technology-based efforts and social media all work together and support each other.
