Integrated marketing communications (IMC) as defined by the text is, carefully integrating and coordinating the company’s many communications channels to deliver a clear, consistent, and compelling message about the organization and its products. The integrated marketing plan is a superior model for marketing communications because it creates synergy, provides internal focus, is an efficient and effective marketing communication program and has a greater impact than traditional fragmented marketing.
Guinness It’s alive inside:
The company I chose is Guinness. Guinness it’s alive inside campaign is a good example of an IMC by using one core idea across the communications mix. Sponsorship, advertising and promotional activities and channels communicated a consistent brand message meaning the campaign was integrated and effective. Examples include the TV commercials Dot, Music machine and Light show. They have been complemented with the new energetic work for the brands rugby and hurling sponsorships.
Inside “It’s alive inside”
As we learned in the beginning of the course, a company that doesn’t reinvent itself to include the younger generations will become irrelevant. The purpose of this campaign was to pull in the younger generation of beer drinkers. The company sought to really understand the twenty-something mind-set. A number of insights were revealed in this process. They discovered that twenty-something’s feel a heightened excitement about life and all of it’s possibilities. They combined this idea with the energy that is reflected in the Guinness product in the way it surges in the glass before eventually settling. This combination gave way to the idea that it is alive inside. This new brand positioning and the companies IMC strategy moves younger beer drinkers to select Guinness over other brands of beer.
The Appeal of Guinness
The first thing that comes to mind is it’s beer. The appeal of beer...