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Planning is key to the success of any endeavour. Nowhere is planning more important than in business.

Many of the problems associated with failed businesses have their roots in poor planning. Marketing is one of the most important business functions and must be planned thoroughly. A comprehensive IMC defines the nature of the business, and outlines what it will do to fulfil its customers' needs in the marketplace.

Marketing is concerned with customers and meeting a need in the marketplace. Marketing is not selling -- it is creating the right environment so that making the sale is the appropriate next step.

What kind of results can your company expect from a marketing program? Here are nine ways to evaluate an IMC program:

1. An effective integrated marketing program will clearly differentiate your company from the competition.

With so many similar companies, a customer today faces a difficult decision in deciding what companies to do business with. In most instances, a customer's final decision is based on price, and price alone. Looking alike is a 'killer' in today's marketplace.

2. An effective integrated marketing program will create a continuing flow of quality leads.

Remember that leads precede sales, and leads develop from marketing.

3. An effective integrated marketing program will keep your company in the minds of the customers.

The business or company who comes readily to mind during a customer's decision-making process is a step ahead. Reinforcing awareness is an essential element of good marketing.

4. An effective integrated marketing program will give your company prominence in the marketplace.

Being recognized as a serious player in the industry is important to your future success. To be accurately perceived by customers and prospects, you must carefully and thoroughly plan, shape and foster a consistent image.

5. An effective integrated marketing program will communicate your company's experience and knowledge.

Too many companies fail to recognize or highlight their unique characteristics. Your special qualities attract customers and prospects, and make them want to do business with you. Your unique selling proposition (USP) will set you apart from the competition.

6. An effective integrated marketing program will give your company a long-term outlook.

You must plan and implement strategies to ensure that your customers will be your customers in the future. A solid marketing program will keep your business focused on implementing these plans so you are in business years down the road.

7. An effective integrated marketing program will be customer-oriented.

Customers are the heart of all businesses.

8. An effective integrated marketing program will retain customers.

Sometimes a company focuses so much on getting new business, or expanding, that the existing business is easily forgotten or taken for granted. It is a mistake to think that marketing simply means attracting new customers. Marketing means providing for present customers so they remain loyal.

9. An effective integrated marketing program is our business.

IMC has the experience, resources and technology for reaching local, national and international markets, along with intelligent, professional expertise in marketing and strategic planning. Call IMC and let us put together a plan to ensure your company's future success.