Here’s the thing. We’ve all heard of the term “Integrated Marketing Communications”, or IMC, for short. But what exactly is it? To put it simply, it’s all the promotional tools used by a company that ensures a clear linkage between communication and messages in a marketing campaign. So with that out of the way, why do some IMC campaigns succeed and some don’t?
A sudden breeze changing direction? Or did someone, somewhere, not get the memo, and followed through the campaign without knowing how it was to function? Regardless, I am of the opinion that some campaigns, ultimately fail due to an inherently flawed design.
According to Kaplan and Hein, there are 5 key pieces of advice when it comes to a successful viral marketing campaign, as shown above, and thus 5 key pieces of valuable information needed when building an IMC campaign. So, is there any consequences if these were not properly considered?
You’re absolutely right there is! A General Motors (GM) campaign for its Chevy Tahoe SUV well, didn’t cause a stir, when it allowed customers to market the vehicle themselves, using GM sponsored products. And then, BAM! Instant backfire when most of the videos filmed by the customers appeared to show the Chevy Tahoe as a totally unsafe product. Clearly, GM didn’t consider that their viral marketing campaign had to be backed up by traditional marketing methods of their own, which was one of the key pieces of advice that I mentioned earlier, and thus clearly, a flawed design had ultimately ruined their campaign. So then, what must be done, you may ask, in order for a campaign to go viral when planning and executing one?
I’M PICKLE RICK! Oh how I love Rick & Morty. Anyways, Rick and Morty is an ongoing adult-cartoon that referenced a McDonald’s product, the Szechua Sauce, in one of their episodes. Picking up on this, McDonald’s brought back the sauce and after it was unavailable in most of their US outlets, apologised and decided to ship another 20 million units of the sauce across all its US outlets. So what’s my point in mentioning all of this? It’s just to show how McDonald’s, capitalising on Rick & Morty’s status as one of the best cartoon as one of the most beloved cartoons of all time, brought back a product, that the show referenced, in order to reinforce their tagline of, “I’m Loving it,”. See the connection? One of the most “beloved” adult cartoons, and ‘I’m loving it”? Again, what this shows is how why it is hugely important to make sure tactics utilised are integrated with the overall brand strategy. It is no wonder at all why it has been noted that this particular campaign by McDonald’s , had the ability to not only reignite customer interest but boost business as well.
With all that I’ve mentioned, what exactly can help drive business? No. not a man. No, not a pickle, but a properly planned and thought-out IMC! So what do you readers think? Do drop a comment in the section below and share with me your thoughts!