The Five I’s of ME+YOU
Click an arrow to learn more about each “I.”
Intentions
One basic tenet of our ME+YOU approach is that the initial focus should be on the brand (ME), not the consumer (YOU). After all, the brand must know its authentic self – its purpose – before it can engage in a sustainable relationship with people.
imc² works with brands to help them uncover purpose (why does the brand exist?) and intentions toward stakeholders: society, customers, employees and others. As brands get clear on their purposes and intentions, they speak with a more authentic and trustworthy voice.
Insights
Now it’s time to focus on both ME and YOU, the brand and the consumer. Our Strategy Team works to develop insights about the brand – its positioning, its personality, its perceived reputation – and those who might interact with the brand, particularly customers. The goal is to understand both brand and the potential customer deeply, to help identify winning opportunities.
We use a variety of research methods to dig under the surface statistics. One such method imc² is pioneering is social ethnography – the use of social networks for ethnographic research – to uncover hidden insights about customer wants and needs.
Ideas
At the heart of the ME+YOU approach beats a brilliant idea just waiting to burst out. To find it, our Creative Teams work from the Engagement Brief to develop creative platforms that inform, attract and inspire people to join with the brand. Using a variety of creative brainstorming approaches, our teams then create campaign ideas that drive deep, personal, authentic relationships between brand and individual.
Whether it’s a platform idea, a campaign that falls under it or a tactical execution of the campaign, everything we do is judged by how well it will move people to trust and transact.
Ingenuity
This is where ME and YOU come together. Literally. That’s why it’s so important to work with an agency that can plan it and build it. At imc², we maintain an in-house Technology and Development Team that doesn’t know the word impossible. Plus, we have equilibria™ – the imc² partner network, to extend our capabilities into all channels.
Our heritage as a digital company provides us deep expertise in managing multidisciplinary teams, the kind of teams needed today to build engaging, multichannel messages that continually sustain the brand relationship.
Improvement
How well are we doing in bringing ME closer to YOU? Our measurement plans track behavior and attitudes throughout an engagement, often developing near real-time dashboards to report ongoing levels of engagement. This kind of quick feedback often allows us to optimize campaigns on the fly.
Additionally, our Analytics Team manages customer databases, mines the data for insights and helps develop solid segmentation strategies that deliver transactions and build trust. Our predictive modeling capabilities also allow us to predict what kinds of engagement opportunities will return the best results.
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