2014-03-11 23:14:09 - In January of 2014, the merger between IMC and Vibrant Nation was formalized, and IMC’s services expanded to deliver consumer insights, generate trial of new products, and support full-scale content marketing campaigns. With the addition of two full-time staffers to supplement existing resources in its program management division, IMC can now deliver turnkey management of new product innovation, from strategy, to product development, retail distribution, and influencer marketing.
Louisville, KY – As influencer marketing reshapes the way businesses market and sell their products, IMC is pleased to announce the launch of its own influencer marketing division, built on the platform established by its sister company, Vibrant Nation, in 2007.
“Consumers have always influenced each other’s purchase decisions says IMC Chairman Stephen Reily. “But thanks to social media, that influence has exploded over the past ten years. Whether we like it or not, consumers are now managing brands, too. That’s why companies have to treat consumers as partners
“When we first began observing this shift in the marketplace years ago, we immediately asked ourselves, ‘How do we help our partners participate in the conversation — to cut through the digital noise
and get their customers to listen to what they have to say” says Reily. “The answer began to emerge as we observed customers organically influencing one another’s purchases on our sister company Vibrant Nation, the leading online community for women 45+.
Successful influencer marketing campaigns with a variety of global iconic brands in food, pharmaceuticals and cosmetics soon followed, as IMC’s partners leveraged Vibrant Nation’s powerful network of bloggers and social media users poised to amplify their messages.
“We now offer our clients access to our own established and rapidly growing network of bloggers and influencers who reach 6 million other consumers each month says IMC CEO Carla Dearing. “And we partner with other networks to reach tens of millions more. In addition, Vibrant Nation’s online community, with 100,000 active members, acts as a deeply integrated promotional channel, amplifying our clients’ brand messages and providing a powerful engagement engine for their programs
The launch of IMC’s influencer marketing division is part of broader growth strategy for IMC that includes acquisitions of new capabilities that help clients compete in today’s ever-changing marketplace. “What is the one thing most likely to make us remember and try a new product or brand says Reily. “It is hearing about it from someone we trust. In today’s marketplace, launching a new product means making sure consumers are already talking about them. That’s why IMC can’t make great products happen without it
IMC is a full-service agency that works with global consumer brands to develop great new products through brand licensing and other partnerships – then gets consumers talking about them. We offer world-class brand strategy, research and analysis, a wealth of potential strategic partners, creative licensing and sourcing deal expertise, comprehensive program management, and digital marketing experience to help you make great products happen. IMC has worked with companies like 3M, Kraft, Sunkist, TABASCO, General Mills, and AT&T. For more information, please visit www.imcpartnerships.com.