Before talking about why IMC is important for companies like Domino's; first, let me explain what IMC is.
Integrated Marketing Communications (IMC) is a strategic, collaborative, and promotional business function through which a targeted audience senses consistent, persuasive, and reinforcing brand messaging.
It is vital for organizations to use an IMC approach focused on a brand message that is consistent across all media channels. Part of why IMC so important for companies is because once implemented correctly, it effectively reach consumers with the intended message which can create awareness and even achieve brand loyalty for the products or services of their brand. In addition, it is especially important for those particular companies who are struggling in performance such as a decline in sales or a decrease in market share.
There were many major companies such as Coca-Cola, Red Bull, Starbucks, Apple and American Express that undertook an IMC approach to achieve some type of marketing objective. But the one campaign that really stood out for me personally was the "AnyWare" campaign launched by Domino's in mid to late 2015.
The "AnyWare" campaign was designed to help people order food in more convenient ways. The innovative technology nowadays has enabled this business to prosper and to allow consumers to have easy access from various social platforms to order with a tweet, a text, Ford Sync, smart televisions and smart watches. The media throughout this campaign was mainly focused on targeting TV viewers. Domino's wanted to establish high amounts of weekly reach and frequency levels across all target audiences.
From implementing this, it drove awareness of digital ordering and Domino's further promoted their message of " Order your favorite oven-baked goodness on your favorite device" through other channels including mail and social media. I don't know about you guys but it has definitely caught my attention.
The campaign was a huge success in the end which lead to great results. Big reason why it was so successful is because the business followed the 4 C's of Integrated Communication:
Coherence: From television to mobile devices to radio, domino's message was connected across all media channels, simply just saying to order their pizza from any device.
Consistency: Whether if it was celebrities in their TV ads, or a bright display on a huge billboard, the communication across the channels used by Domino's still supported the main message.
Continuity: Domino's always stood with the same consistent message throughout the whole campaign, no matter what marketing strategy it was.
Complementary: Rather than one message in one go, Domino's ensured that the sum of all communication across every channel used resulted in a bigger effect.
According to the Shorty Awards, a social media awards show.
The AnyWare campaign generated 2 billion earned media impressions, including segments on Jimmy Fallon, Ellen and the Today Show.
The AnyWare website received more than 500,000 visits.
The AnyWare television campaign, generated 10.5 percent year-over-year sales growth.
The campaign helped Domino's achieve and exceed it's goal of having 50% of all orders be made digitally.
The success of Domino's campaign highlights how much of an impact the IMC approach can have on a business. The way companies decide to execute their IMC approaches really depends on what the business wants to achieve.
In Domino's case, their main goal was to make their ordering process quicker and easier for their customers and given how technology is evolving in this generation and for the future; it led to them trying to create the next idea which involved innovative technology. Hence why they gave their customers the option to purchase through many other different devices.
That was just one of the many examples that shows how much of an effect IMC can make to a brand.
What are your thoughts on this? Have you ever purchased Domino's through your smart TV or smart watch before?
Please let know in the comments.