After defining your campaign goals, identifying your target audience and selecting the right marketing channels, the next step in building an integrated marketing campaign (IMC) is crafting an interesting, persuasive story.
Your story serves as the vehicle for delivering your marketing message. Sometimes, the story writes itself—like when you’re launching a product or announcing an event. But when your objective is to upsell or cross-sell, it’s not always straightforward. That’s where my three-spoked wheel comes in.
This tool helps me understand your audience by looking at three key insights: what sales reps are selling/not selling/want to sell more of, what customers are buying or expressing interest in and what those same customers are researching online. Gaining this complete picture can bridge the gap between what customers say they want and what they’re actually seeking or buying.
Why does this matter? Because building a story based on an incomplete view of your audience can make your marketing campaigns fall flat. Customers might say they want one thing but purchase something else entirely based on needs or budget. By seeing the full picture, you can ensure your story is relevant, engaging and positioned to deliver an ROI.
Of course, it’s not always possible to get the full picture—expertise, resources and time can be real life constraints. But that shouldn’t stop you from trying. Even partial insights bring you closer to understanding your audience than making assumptions or relying on outdated data. Think of it like piecing together a puzzle: you may not have every piece, but with each new insight, the larger picture becomes clearer.
Plus, the process of gathering data and feedback builds a culture of curiosity and adaptability. It positions your team to refine your story as new info emerges, making your messaging more timely and relevant. Striving for a complete understanding—even when you can’t get it all—can mean the difference between a campaign that meets expectations and a game-winning logo 3.