IMC or better known as Integrated Marketing Communications is a concept that ensures all forms of communications and messages are thoughtfully linked together. It means integrating all promotional tools to work together in harmony.
Traditional media, internet and social media provides opportunities for brands to reach out to their consumers in various ways. However, brand messages can be inconsistent and incoherent if there was no form of strategy.
There are many benefits to IMC such as:
• Builds trust - By keeping your messages consistent in your advertising, you build trust with your target audience.
• Develops effectiveness - When you communicate consistently through a variety of marketing channels, you are actually reinforcing your brand's message over and over again, making the message more powerful and effective.
• Clear vision - When your campaign comes together in a cohesive bundle with clear objectives and a simple message, customers will have a clearer view of your brand and will be more likely to react in the way you want them to.
Let's take a look at Fenty Beauty's inclusive campaign!
Fenty Beauty is a cosmetic brand founded by Rihanna a.k.a BadGalRiRi, in September 2017. The brand became the biggest beauty brand launch in YouTube history with 132 million views in the month that it was launched. It also drove huge success commercially and was named as one of Time Magazine's best inventions of 2017.
BUT HOW?
Rihanna was very clear from the beginning, that absolutely no one was to be excluded. "Beauty for All" was her vision and it became Fenty Beauty's marketing mission.
Fenty Beauty was the first brand that launched 40 shades of foundations (WOW?) because there wasn't a brand in the market that truly reached everyone from the lightest skin to the darkest. Even so, various undertones like olive were underserved in the beauty segment. Of course, inclusion was more than just the number of shades available.... It was the well-crafted subtle difference of every single shade within the range that served as a proof point, allowing many women to find themselves in the brand and feel included.
Moreover, the brand was made available to women around the world at the same time. Fenty Beauty was launched in 17 countries on the same day, at the same hour (regardless of time zones) and were ready to ship directly to 137 countries. Rihanna made sure that her brand reaches and serves all women of all cultures.
Fenty Beauty's approach to inclusion marketing was about showing and not telling. "Inclusive" is the word to describe Fenty Beauty however, this word came from the press and consumers. Fenty Beauty was defined as "inclusive" by the public and not by themselves.
Fenty Beauty's launch campaign was so carefully thought out. They were genuine in their advertising and made sure that all customers felt a real and personal connection with the brand. Every aspect of communications and message by the brand were in one voice every time, all the time and were centered on all the customers, which lead to the brand's success.
To end it off, remember these 4Cs when planning an IMC!
Coherence - Different communications are logically connected
Consistency - Multiple messages reinforces the message
Continuity - Communications are connected and consistent
Complementary - Every aspect is in synergy