Putting the C in IMC

When it comes to getting your business out there IMC (Integrated Marketing Communications) is what makes or breaks consumers choosing you, but what is it?

Essentially, IMC is just ensuring that all of your promotional tools are blended and combined in order to work together.

In the technology age we are living in, a key element in an IMC is the use of digital media.

Digital media includes a wide range of channels, and listing them all would take up my whole word count, so some of MY favourites are:

-          Social Media Marketing (arguably the most impactful today)

-          Email Marketing (annoying? Sure, but if you pay attention, you can get some good deals)

-          Website (probably the most important platform for any business)

-          Search Engine Optimisation (works hand in hand with your website)

-          Blogging (how could I NOT include this in a blog post!?)

These are all more effective when using an integrated approach.

But how do you know you’re on the right track? Well, it all comes down to the four C’s, coherence, consistency, continuity, and complementary.

First up you have coherence: different communications are all logically connected.

Next consistency: although having multiple messages will support and reinforce how people look at your business it is critical nothing contradicts one another.

Then you have continuity: all your communications are connected with each other but are also consistent through time.

And last but not least, complementary: all your posts, design choices, comments, colours, products, name, etc. has a greater impact as a whole than individually.

A brand who I think nails the four C’s to a t (and I follow personally) is The Volt! (No not sponsored)

The Volt is an online clothing business based in Brisbane that creates fun, handmade clothes!

Relatively new to the scene, with their first Instagram post being dated back in July of 2018, The Volt has managed to amass a following of over 17 thousand on Instagram!

They follow the C’s as they’re coherent (all their communication strategies mesh together well), consistent (message of fun, festival style yet also accessible clothing is clear across all platforms), have continuity (frequent posts and shop updates when new collections drop), and complementary (for lack of a better term, their whole vibe just works).

So, what’s a brand you think checks all the boxes? Do you have a favourite digital platform? Let me know any and all other opinions below! 😊