Tuesday, July 08, 2008

Pitching Integrated Marketing

I have gone through a Masters program in Integrated Marketing Communications (IMC) at Emerson College and I still have a hard time wrapping my arms around IMC. I think my main problem has been that IMC falls under the "all things to all people" rule. When companies use IMC to promote themselves it always looks like they are saying that they can provide expertise in all areas of communication. I have held jobs in advertising, PR, branding, graphic design and social media and I would say that while I have experience in all these disciplines, my talent lies in strategy and branding. However, I am challenged as how I should position myself to new clients. I think this something that I will be exploring as I start up IMC Society, a new network for communication professionals that are interested in Integrated Marketing Communications. (www.imcsociety.wordpress.com)

What problems do you face when pitching IMC to your potential clients?

1 comment:

Michael Durwin said...

I too am a multi-disciplinary marketer. I began as a web designer, added branding, broadcast and developed a knack for copy. SoMe immediately became part of my arsenal. When pitching a client I look past their request (usually an email campaign and microsite) to focus on their goal, then use my expertise and all of the tools at my disposal to help my client reach them. Of course clients aren't always willing to add additional channels to their campaign whether due to budget, time, even short-sightedness.
As they say, you can lead a horse to water but you can't make him drink. Of course you should remind the horse that if he doesn't drink he might end up as glue, jello, and dog food!