Dean Evans & Web Marketing

As we discuss the benefits of integrated marketing communication (IMC), we have to include the asset of credibility. If a customer is able to read your ad in the newspaper, they should expect to be able to find you online. Likewise, ads on television should also lead consumers back to your website. Nothing steals credibility like a dead end. If a consumer searches for you and can’t find you, they are not likely to trust you. On the other hand, if a customer catches the end of your television ad and remembers just the name of your dealership, it adds to your credibility when they’re able to quickly find more information online. When your message is unwavering, it builds trust and helps you portray an air of professionalism and consistency.

If you run a special and only advertise it in the newspaper, when consumers look for details online and find nothing, they may think they missed the special or feel angry that you haven’t provided more information. Sure they could call, but studies show that calling a dealership is not the preferred means of contact. Using IMC means giving the consumers what they want and making sure they know a) who you are b) where they can find you and c) that they can trust you.

Technorati Tags: credibility, IMC, internet marketing communication

We’ve already discussed the overall importance of Integrated Marketing Communication for your dealership. Now, let’s get into some of the specific value that this integration can bring to your dealership.

IMC is valuable in many capacities, but three of the top reasons are:

1.) brand recognition and consistency,
2.) credibility and
3.) magnified power of individual marketing efforts.

Let’s talk specifically about brand recognition.

Repetition is key when advertising/marketing your dealership. You can easily increase the power of a message through repetition. For instance, your slogan becomes associated with your dealership and with your customers’ feelings about your dealership. When that slogan is used in every effort- whether online, on television or on the pages of a newspaper- it becomes more powerful. When your target market hears your slogan regularly, sees it online, etc., they will remember it. Then when they are ready to buy, now or in the future, they will think of your dealership. And this, my friends, is the true power of IMC.

For inspiration and a great look at the best taglines and jingles over the years visit Most Influential Taglines from Tagline Guru.

Technorati Tags: brand recognition, IMC, integrated marketing communications

In our ongoing talk about death to the concept of “Internet marketing and/or Internet customers,” let’s talk about “IMC.” You have probably heard the term “Integrated Marketing Communications” (IMC) before. Though the lengthy title may be momentarily intimidating, chances are you’vealready engaged in the idea, and you should probably be doing more of it.

IMC is simply connecting all of your advertising/marketing dots. For example, your ads should connect to each other and drive traffic to your website. IMC is very much grounded in the concept of a network– emphasis on the net. Any television, radio or newspaper ads you run should mention your website. Conversely, your Internet advertising should make use of the same slogans and promotions prevalent in your offline advertising. There should be one central location for information and all of your marketing should point to that location.

IMC is a simple, important concept (with a long title), all too often overlooked. Don’t allow dead ends in your marketing plan. Ads that go nowhere will be far less successful than ads that lead consumers back to your online showroom and, eventually, to your physical showroom and their next car.

Technorati Tags: IMC, integrated marketing communications, website traffic