Added: 07/20/2005 |
Integrated company imageIntegrated company image
The success of a brand and promotion of its products depends much on an integrated company image and its market image. The development of such image is carried out by the use of Integrated Marketing Communications (IMC). It is vital that the company's products and image promotion, at all levels and via all Media, can form this unique and integrated image, that all advertising and campaigns expand the effect. Such purposed promotion starts with the stage of elaborating products and ends in the shopping places. It takes a clear marketing and advertising strategy to be developed, which includes all activities, aimed to the products promotion.
However, advertising in different Media, the image of a company is affected by the customers' service. This is specially related to the companies, which manufacture and sell their products and it is even more important for the companies that sell services. The workers of such companies are a sort of Media that functions in the shopping places. In most cases, it depends on them, if the customer makes consequent purchases or demands further services, or if he recommends products or services to his friends and relatives.
No matter how integrated your advertising campaign might be, people, who directly sell your products or services may either harm or improve the company's image. Thus, successful brands are very diligent, when hiring workers and training them.
When people buy your products at specialized sales points or receive your services in your service centers, they definitely associate the quality and the service level with your product or company, increasing or decreasing its esteem for them.
Your personnel may be either a positive advertisement or promotion of your products or a bad ad, destroying the image you have developed with so many efforts.
Many consumers, when buying products that demand warranty service, may make the choice, based on availability and the level of the service.
It is interesting to watch the development of the new sale markets. One of such markets has become the post-Soviet market. Here, the level of service and training of the personnel and its accordance with the company's image has become a fundamental quality that helped some companies to differentiate and take over a certain market segment.
People will gladly pay more for the products of the same quality with a better service of the company's personnel.
The personnel have to be a significant part of the integrated marketing communications in order to build up an integrated image of the company and its products, bringing forth positive associations. Remember, your personnel are the face of your company. The human factor has always played an immeasurable part in the marketing and advertising.
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