Solo Design is a small, personal design and marketing communications agency with the philosophy that a brand is much more than just identification. Brand creates awareness, reputation and prominence, which differentiate the goods and services from those of its competition. We pride ourselves on our solid roots in design and technology and our commitment to treating every client with equal respect and dedication. We are small enough to create strong relationships with our clients, but large enough to accommodate most requests from complex CMS websites and full services marketing strategies.
We have over 10 years experience in developing brands and marketing communication across a variety of industries and thrive on assisting companies in meeting their full potential.
We have a simple philosophy
We believe strongly in the principles of IMC 'Integrated Marketing Communications' and recognise its importance in effective marketing. The growing trend for expenditure is to move away from mass media advertising where the message is diluted due to the fragmentation of media channels and consumer tastes, e.g. vast number of television channels and publications via print and internet. We understand the impact of the rapid developments in technology that has facilitated access to consumer databases. This has allowed us and fellow marketing professionals to target more effectively through consumer profiling. An example of this is Tesco Clubcard providing Tesco with consumer buying trends, an invaluable source of information for effective IMC.
Organisations can now target audiences more accurately, creating relationship marketing where consumers feel valued and in touch with the brand. The idea of integrated marketing has underpinned marketing for many years, but previously little or no effort was channelled into developing the concept.
Marketing communication components need to be coordinated more closely to maximise the concept of integration and synergy.
- The primary goal of IMC is to affect behaviour through directed communication.
- The process should start with the customer or prospect and then work backwards to the brand communicator.
- IMC should use all forms of communication and all sources of brand or company contacts as prospective message delivery channels.
- The need for synergy is paramount with coordination helping to achieve a strong brand image.
- IMC dictates that successful marketing communication needs to build a relationship between the brand and the consumer.
The concept of the communication process is frequently attributed to Schramm (1960) as being the original modeling of the communication loop with the four key components, sender, message, media and receiver. We work with our clients to keep these in mind when we create any marketing project.
The communication loop is affected by the macro and micro-environments. These are important factors to take into consideration when creating a brand message to be sent to a receiver. With every product or service, a sender has to evaluate the effectiveness of the message in fulfilling its desired objective. To make the message effective, it has to eradicate as many of the interference factors as possible. One of the best ways to analysis the environment that effects the communication would be to create something like a SWOT analysis. This works towards developing an effective plan that would take into consideration the strengths, weaknesses, opportunities and threats to the product or service.
An important element is IMC planning is an important stage in any proposed campaign. It is important to identify the target audience and research how to get the message through to them as well as taking into account the communication context and the importance of the brand equity. It is vital to keep a consistent and synergized approach to any campaign. The larger the organisation, the more important the brand equity. If the brand equity is damaged by a misunderstanding in the message, it can affect stakeholders, customers and staff.
We always like speaking to people who have similar interests to us and if you feel we can assist you in any future projects please feel free to contact us.
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