Chapter 16. Nokia IMC

Integrated Marketing Communications (IMC) - is a careful coordination of all promotional messages for a product or a service to assure the consistency of messages at every contact point where a company meets the consumer.

Lets talk about Nokia's latest product release in terms of IMC. Nokia Lumia was introduced to the world as a first Windows phone and a first of a kind result of the Nokia/Microsoft partnership. The pre-introduction stage started long before the new phone was launched. Right after the announcement of the partnership both companies used series of media conferences and press releases to engage into a communication about the new smartphone. Stephen Elopes interviews left everyone wondering since little to nothing was said about the particular features of the devise. The purpose was to keep the public wondering and the press to make educated assumptions about the future of the Nokia. The public relations move sure made everyone excited and created great expectations in hearts of many customers. 

On October 26th, 2011 the introduction of the Nokia Lumia finally unwrapped the mystery. The audience was informed about the details on the design, features and durability of a new phone. The next stage took its start - company launched the new adds, the blogs appeared on the web featuring Lumia 800 and now the phone is everywhere. All of the promotional messages cary the same idea - Nokia Lumia is easy, fast and fun to use and this principle applies to everything: business apps, office and mail, contact list, surfing the web, navigation tools etc.

"Conversations by Nokia" (http://conversations.nokia.com/) - is a website that was created this year to inform public of innovations and news in Nokia world. It is companies greatest marketing promotional and public relations tool. The potential consumer does not only read the posts, he or she is also encouraged to engage into a conversation with the staff. "We want to create stories you want to comment on and share with other people. We’re always listening to your ideas, opinions and, yes, any complaints. Keep the feedback coming. It helps us do things better" - quote of the website developers. And of course, the website features all the introductory videos of a new Windows 7 Phone (http://conversations.nokia.com/2011/11/04/nokia-lumia-800-video-review-round-up/). It has a user's diary that presents a more personalized look at the product.

Nokia Lumia is still at its introductory stage, the videos had hit the YouTube and you can already like its Facebook page powered by Wikipedia. So far it is a number one selling smartphone in France.