Question

Integrated marketing communications (IMC) refers to the careful coordination of all promotional messages for a product or a service to ensure the consistency of messages at every contact point at which a company meets the consumer.

Find a brand and analyze its IMC strategy. In particular, what communication vehicles does the brand use? To what extent do these communication vehicles speak the same voice?

Answer 1

For IMC strategy, lets take the Example of Dominos' where the brand launch the 'Anyware' campaign in 2015.

It involved national TV campaign which featured celebrities (with expertise in each platform) arguing that their way of ordering was indeed best. This campaign helped people to order food in a more convenient way. This campaign was set to help customers order pizza from anywhere. Domino’s AnyWare allowed customers in having easy access via various social platforms & devices and to order with a text, tweet, smart televisions, smart watches, voice ordering. This innovative technology allowed the business to thrive.

Throughout the campaign, the media was heavily focused on targeting the TV veiwers. Dominos' used 'mass scale pulsing' of tv to establish heavy reach (weekly) and frequency across all the target audiences.

They created and used the microsites to drive awareness about digital ordering. They also promoted the brand messages, experiences across variety of owned media channels (including mail & social).

Domino’s also deployed press releases, national television campaign & more to drive the customers to the campaign link, where they could learn about the new ways of ordering. This was a successful campaign and led to more than 500,000 visits on the AnyWare website with helping Domino’s achieve the goal of having half of the orders digitally.

Thanks !