Perspectives

Integrated Marketing Communication (IMC) has been around for almost two decades. It developed in response to global clients' demand for increased advertising ROI and fragmentation of media channels.

Keith Reinhard, chairman of DDB Needham Worldwide and the creator of the famous 'You deserve a break today' McDonald's campaign once said, "When I began as a copywriter, you could reach most of the people you were interested in by advertising through a couple of the three networks that existed, seven major magazines and some radio stations... we asked only two questions: 'What should we say?' and 'How should we say it?' We never bothered... with the media question 'When and where am I most likely to find my prospect in a mood where he or she is most likely to be open to suggestion?' Fast forward to today when we have multiplied the choices exponentially for the consumer and we have armed the consumer with TiVo. What that means to me is that we have to be either so entertaining or so informative that people choose to watch and engage."

Reinhard was right. Times have changed. IMC was developed two decades ago in response to fragmentation of media channels and global clients' demand for increased marketing ROI. It explicitly recognizes the plethora of media alternatives available to increase the chances of catching people in the right mood and engaging them: TV, cable, radio, magazines, newspapers, billboards, internet, direct mail, product placements, etc.

What continues to amaze me is how little attention is paid to two aspects of the IMC portfolio where you are virtually guaranteed to find the consumer open to suggestion.

Packaging and on-shelf presence of Progressive International, Corp.

This is the point when they are standing at the shelf and inspecting the package. I'm talking about package design and shelf presentation, two crucial elements of a comprehensive integrated marketing communications portfolio.

These elements, which are so vital to the success of a product, are often overlooked. Consider this: traditional advertising agencies have merged into global behemoths and acquired PR agencies, sales promotion firms, designers, event marketing practices and other communication firms. Ideally, agencies can consider all communication options simultaneously, thereby avoiding waste and duplication and increasing synergies between marketing channels. Product and packaging design firms have not been included in these acquisitions, even though it is imperative that they share the same branding and messaging.

Package design and shelf presentation are located at the point where marketers have the undivided attention of the consumer and where they can communicate their product's features both visually and verbally. Understanding this can mean the difference between successful merchandising and a product that gets lost on the shelf. Product design and shelf presentation must be given considerable attention as part of an IMC for a product to be successful through the retail journey.

1. Outside the Store
     ATTRACT
     ENTRANCE DISPLAY
2. At the Entrance
     WELCOME
     INFORMATION
3. In the Aisle
     LOCATE
     DIRECTIONAL SIGNAGE
4. On the Shelf
     INFORM
     MERCHANDISER
5. On the Product
     COMPARE
     PACKAGING
6. At the Checkout
     DECIDE
     PROMOTION
7. At the Exit
     REASSURE
     GUARANTEE

Customer Retail Experience

Stephen J. Hoch
Principal Consultant
Retail Brand Strategy, Proteus Design

Chairperson, Marketing Department, Wharton School, University of Pennsylvania

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