IMC and the Google Challenge

The IMC process which has rapidly evolved since the 1980s is a fundamental ‘big picture’ approach on tweaking and implementing the Four Ps, in order to communicate a consistent message and target the most effective and efficient consumers while maximising ROI. Bob Lushey explicitly expressed his goals beyond the AdWords campaign to dominate the wetsuit market with the highest market share percentage, relative to Radiator’s competitors and accomplish this by only selling direct online.

How Radiator uses IMC -

• Radiator.net is a powerful medium that implements the ability to transact sales, creates mass customization by having a well-sized product line, maintains customer relationship management by providing a contact number for customer service whereby using personal selling techniques over the phone and also uses direct marketing to gain an immediate response from consumers.  

Possibilities with IMC -

• Customer Relationship Management strategies: By collecting a customer’s details when they purchase online; these details can be saved into a customer database whereby creative strategies involving interactive media (i.e. via text messages, emails etc) may be implemented to retain loyal customers and create superior customer value.
• Advertisement: This is the most cost-effective way to reach large audiences and create favourable and unique images and associations (Ling, 2009)
• Public Relations & Publicity: With public forums such as Soggybones or Aqua Bumps, Radiator has the opportunity to grasp publicity through the Google Challenge and coordinate public relations to maintain a strong, trustworthy image that consumers are confident with.

As market leaders in IMC have discovered, it is the integration of many types of communication strategies, all aligned, which create a strong brand identity with high consumer confidence.

The Radiator team is confident in setting the ‘wheels in motion’ and exposing Radiator to the powerful tools of IMC.

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