Our first IMC session was a memorable one. Immediately past the "getting to know you" warm up activities expected with each new course, we jumped right into a lively and passionate exchange about the fundamentals of Integrated Marketing Communications. It soon became clear that the messages and communications delivered to each stakeholder, employee, distribution channel, existing and potential customer, literally every possible recipient, needed to be thought out carefully and planned for consistency. And as Percy emphasizes, marketing communication opportunities come from identifying important touchpoints for how and when consumers make brand decisions.
One of the most amusing recent "all too real life" examples of a missed communications opporutunity which snowballed into a customer sat issue then went viral further damaging an already jaded company reputation can be found at: http://www.youtube.com/watch?v=5YGc4zOozo. Watch and learn how important every customer communication can indeed be.
