Internal Consistency for IMC Success

For some reason, I am logged in as WNYLocals, my profile for my personal blog, http://www.wnylocals.com/. I'm not sure how to switch it, so I'll sign my posts at the end until I figure it out.

I was intrigued by the concept that IMC requires both internal and external consistency to be completely successful. This means that internal newsletters, intranet, blogs, etc. should all reflect the company's brand to ensure that the brand stays rooted in employees' minds. How far does this extend? Should phone lists, memos, break room signage, bulletin boards, etc. all be based on the same brand elements? I can definitely see the importance of reinforcing the brand internally, but I wonder if it can be taken too far, or, if not taken far enough, if it loses its impact and simply confuses employees.

How consistent does a company need to be internally?

As an aside, I am not a fan of NASCAR. I prefer NHL.

Erin Caldwell

A little strategy in your IMC

There are parts of Integrated Marketing Communications that are easy to understand. Advertising and PR are fundamentally part of every marketers job. But remembering that every single communication about a company from every employee is part of IMC as word-of-mouth advertising and PR is important. Whether it is conversations over heard in the check out line between two cashiers, or Uncle Bob venting about his job at a family BBQ, each make an impact on what we think about their companies. Truly they may be neither positive or negative, but their is an impression that is made even if it only scratches the surface. The first scratch may not mean much, but how many scratches does it take before the pain of of those impressions are too much to bear. Screening employees is difficult, and of course you can't exactly control what your employees say, especially on their own time, so how do you add strategy to those parts of IMC. Understand human nature, keep your employees happy, and let them know when exciting new products/services are coming before the outside world knows. How many employees will then go home with the exciting news and tell their friends and families the positive news. Consider adding a little strategy to your entire IMC plan, instead of just part of it.