Building and executing an Integrated Marketing Communications (IMC) is more important than ever for small businesses. Why? Do you have all the customers you need and want? Do all of your current and potential customers understand what you offer them, and why you are different? If not, your marketing communications can be improved.

As consumers and business professionals, we are bombarded with thousands of messages from thousands of different advertisers each day. It has become natural for us to filter out these messages that don’t appeal to a particular need or interest. On the other hand, as business owners/marketers, we need to ensure that we are doing everything we possibly can to reach these consumers at a time when they are interested in our value proposition. This means that our message has to be where the consumers are looking all the time.

Since the purpose of marketing is to generate revenue, increase market share, drive preference to purchase, and/or build brand awareness, businesses need to find ways to do this effectively; and embracing an IMC strategy is the first step. IMC is more than the coordination of a company’s outgoing message between different media and the consistency of the message throughout. As defined by The American Marketing Association, IMC is a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time. It captures and uses customer and market information in setting and tracking marketing strategy.

There are 8 easy steps to building an effective IMC plan. But it does take time and a concerted effort both of which will pay off in the long run.

Step 1: Develop a Business Plan.
Clearly define and identify goals for your business over the next 3-5 years. This business plan will be cast in “jello”—meaning it can (and will) change. This plan will help everyone involved with the company align with the direction. An IMC plan mapped to your business plan with the overall business goals.

Step 2: Identify Your Budget.
Depending what industry you are in, an IMC budget is typically 1-3% of gross revenues. This detailed financial component of the business plan guides the allocation of resources and provides a mechanism for identifying deviations of actual from desired performance so corrective action can be taken. A budget assigns a dollar figure to each revenue and expense related activity and is usually prepared for a period of one year by each component of an organization and provides both a guide for action and a means of assessing performance. Your budget will drive all IMC initiatives that are planned along with the penetration and longevity out in the marketplace.

Step 3: Gather Intelligence.
You know the old saying, “the person with the most information wins. “ Well, it’s true. GET SMART. Identify and understand your target audience. Who are the people that will buy your product or service? What are the demographics (age, location, occupation, sex and income) and psychographics (hobbies/interests) of these people? What are their pains and needs? What motivates them to take action? More than likely, you will have more than one customer-based target audience segment. If so, prioritize segments based on the following:

Who are your best or most profitable customers?
Which group of customers makes up the bulk of your business?
What do all these customers have in common?

You will also want to look at employees, media and other key influencers in your industry and understand their pains and needs so you can effectively communicate to them. If budget allows, you may consider hiring a 3rd party research firm to help you figure some of this vital information out. Complete a thorough competitive analysis. Know who your competition is, what they offer and how it differs from your offering. Here are some key questions to answer in regards to your competition:

Who are your primary competitors in the market?
How do they compete with you?
In what ways do they compete with you?
What are their strengths and weaknesses?
Are there profitable opportunities based on their weaknesses?
What is their market niche?
How do your competitors position themselves?
How do they communicate their services to the market?
Who are their customers?
How are they perceived by the market?
Who are the industry leaders?
What is their sales volume?
Where are they located?
Are they profitable?

Collect samples of your competitors’ marketing materials. Visit their web sites, call for brochures, read magazines and tear out their ads. Throw all of these materials on a table, and see which ones “stick.” Analyze them – why do they stand out to you? How can you use them as a model for your marketing efforts? Or, what have they done that you definitely want to avoid?

Step 4: Develop Positioning and Messaging.
After you’ve gathered all the appropriate intelligence, develop your positioning (how you want to be perceived by your target audiences) and messaging that differentiates you from your key competitors. What makes your business different, better, special? Make sure this messaging speaks to your target audiences identified in Step 3. Remember, not everyone is inside your business – so avoid acronyms, industry buzzwords and technical jargon. Use language that a 6th grader can understand. Make sure the messaging you develop in not only learned by your employees, but owned by them. Think about The Ritz-Carlton, their employees live and breathe their messaging, “Ladies and Gentlemen Serving Ladies and Gentlemen.”

Step 5: Build a Multi-tiered Communications Plan.
This is important. You’ll need to have communication elements that communicate both externally (to your prospects, media, key influencers, etc.) and internally (to employees, suppliers, investors, etc.). Why? Internally, your employees, suppliers and investors are your biggest brand advocates—they live and breathe the brand almost everyday. Everyone should be on board with current messaging and initiatives in order to communicate it effectively externally as well. A multi-tiered plan could include some of the following initiatives (based on budget) and the effectiveness to reach your target audiences:

Externally:
•Paid Media (Search Engine Optimization (SEO), print advertising, online advertising, radio, TV, Out of Home (OOH), etc.)
•Web
•Direct (offline and online)
•Opt-in eCommunications (eNewsletters, etc.)
•PR (media relations and events)

Internally:
•eCommunications
•Seminars (Lunch-n-learns, etc.)
•Contests/Promotions

Build a master communications calendar (nothing is going to happen if you do not have a deadline!). Map out when communication elements will be complete and when and where they will appear in the marketplace.

Step 6: Create & Implement Communications Materials.
Once positioning, messaging and tactics have been solidified, it’s time to start creating your communications pieces.
•Develop or refine your graphic identity (logo, business cards, letter head, etc.) if needed
•Negotiate and purchase paid media
•Build/update your web site
•Execute approved elements (print and online ads, direct pieces, etc.)
•Get them out in the marketplace

Step 7: Get Yourself & Company Involved.
Now that your internal team is on board and knows the messaging and goals of the business, encourage them to get involved. Look at associations that make sense for your business—either from a target audience perspective and a continuing education perspective or both. Use this involvement not only to hone your networking skills, but also to see what others are doing, what the buzz is in the marketplace, and then make it your own. Atlanta is teeming with industry organizations, like AMA, that were created solely for the purpose of providing a platform for networking and professional growth. Use that to your advantage and become involved.

Step 8: Measure and Track ROI.
Several key steps are necessary to integrate ROI measurements and tools for your business. The calculations and tracking procedures for both ROI and CLV should be standardized so decisions can be based on consistent and accurate information. Research, discussed in Step 3, is sometimes required to establish benchmark values that can be used in projection assumptions. You also may want to use your established budget as a guideline for allocating expenses such as development, brand advertising, or overhead costs. The most important step a small business must take, of course, is training employees to build their skills and create a buy-in to the value of “running the numbers” for ROI analyses. Financial measurements are not typically a key Strength or area of interest for marketers. With systems in place to handle the calculations, marketing employees can focus on using ROI to develop more effective strategies. Once they have first-hand experience, they’ll come to appreciate the greater performance benefits that ROI provides and help lead their team to a win.

Hiring a Consultant or Agency
If the 8 steps above completely overwhelm you, you can hire a marketing consultant or a full-service agency—based on what your needs are. So how do you cost effectively engage marketing help? Like most things in your business, your chances of success depend on two key factors – doing the right research, after thinking strategically.
First, strategically (and impartially) look at your businesses’ internal skills against the eight steps above, and honestly assess the areas you are weakest. If you think you do not fully understand your market – who your customers target is, how you may effectively differentiate from competition, focus your search for outside marketing support on consultants or full service agencies which can excel in shaping strategies and researching markets. If you feel that your key shortcomings are in executing effective marketing campaigns, invest your search (and your marketing dollars) in finding a great creative agency, perhaps with a specialty in an communications area (direct mail, internet) that is valuable for your target audience.

Next, do your homework in evaluating which agency/consultant will be the best fit for you and your team. With a clear idea of what your need is, seek out candidate marketing communication firms that have the desired experience, and make them prove themselves. Ask vendors, customers and industry groups (such as AMA Atlanta) for recommendations. Then make sure the consultant or agency will be dedicated and focused on your business goals. You want them to be part of your team, and a good marketing firm will have your best interests at the heart of their engagement. Atlanta is rife with marketing experts of all sizes and shapes that can fit within any budget. And, many agencies are willing to do trade out work. If you’re a photographer and you need a web site, offer to trade out your photography services with a web expert. If you develop web sites, but need some corporate photography for your own site or brochure, offer to do a photographer’s web site for free or at a reduced fee. At the end of the day, most professionals are willing to scratch your back if you scratch theirs.

Make It Happen
In conclusion, a well thought-out IMC plan is very important to small business success. Develop your business plan, identify your budget, develop your positioning and messaging, build a communications plan, create and implement communication elements accordingly, get involved, and measure. And if you need help making it all happen, it’s out there. Be sure to complete the 8 steps above in bite size pieces, try not to be overwhelmed and keep on top of your planning efforts (and refine as needed). No IMC plan can be successful without accountability and consistency.