Integrated Marketing
Alexandra Heseltine Owner | Designer | Marketer
What is Integrated Marketing Integrated marketing blends mission, brand and strategy to reach, educate and engage consumers about offered products and services through efficient and effective use of technology and processes.
History - Silo Marketing The way we were . . . 5-10 years ago. TV Radio
Newspaper Magazine
Websites
Started 10 years ago
Mailers
Emails Letters
Sales Calls Cold Calling
Print was Predominate and Websites were a Luxury.
How Silos are Built Marketing was an after thought not part of the business plan. Limited or no budget. Add marketing as income allows. Lack marketing strategy. Lack marketing knowledge and skills. Don’t understand their target market. Lack mission, goals and direction.
Silo to Integrated Marketing
So ‌ How does a business move from Silo Marketing to Integrated Marketing? Define your Mission, Brand and Marketing Strategy.
Define your Mission What does your company offer for services or products that’s unique? How does your company serve your customers? How does your company serve the community? Why does your company exist beyond making money?
Mission Statement
Mission is about relationships and emotional connections. ◦ Know your target market like your best friend.
It’s the larger purpose in your life and in your company. Mission = The Human Connection.
A written mission statement helps define a company, its purpose and direction.
Why a Mission Statement? Mission = Core Values Core Values provide the foundation for business and marketing strategy. Ask yourself, “Who are you and why should other people care?” Talk with employees and customers. Ask them why they work/do business with your company.
What they say may surprise you!
Mission to Branding
As competition creates infinite choices, companies look for ways to connect emotionally with customers, become irreplaceable and create lifelong relationships.
A strong brand stands out in a densely crowded marketplace.
Mission to Branding People fall in love with brands, trust them, and believe in their superiority. How a brand is perceived affects its success, regardless of whether it’s a start-up, a nonprofit or a product.
Mission to Brand Deliver “WOW” through service. Embrace and drive change. Be adventurous, creative, and open-minded. Create fun and a little weirdness. Pursue growth and learning. Examples: Akari Salon, Portland Apple Store, Maine Mall
Mission to Brand Everything we do is inspired by our enduring mission: To Refresh the World... in body, mind, and spirit. To Inspire Moments of Optimism... through our brands and our actions. To Create Value and Make a Difference... everywhere we engage.
L.L. Bean Company Values Golden Rule: “Sell good merchandise at a reasonable profit; treat your customers like human beings and they will always come back for more.� - Leon Leonwood Bean
L.L. Bean Company Values Guaranteed to Lastsm Our products are guaranteed to give 100% satisfaction in every way. Return anything purchased from us at any time if it proves otherwise. We do not want you to have anything from L.L.Bean that is not completely satisfactory. From the L.L.Bean website
What is a Customer? A customer is the most important person ever in this company - in person or by mail. ď‚— A customer is not dependent on us; we are dependent on him. ď‚— A customer is not an interruption of our work; he is the purpose of it. ď‚—
From the L.L.Bean website
Woodard & Curran Mission Statement To develop and perpetuate an enjoyable, gratifying, and fulfilling place to work with the important objectives of growth, freedom, challenge, recognition, and reward. To deliver to our clients and the community a continually expanding range of high-quality consulting engineering, science, and operations services, and‌ In all endeavors of the company to act in a character of good faith and fairness, and at all times, hold protection of the environment in a regard superior to that of all other interests.
Well-Known Brands with a Mission “We've aligned the entire organization around one mission: to provide the best customer service possible. Internally, we call this our WOW philosophy.”
Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions. ◦ To refresh the world... ◦ To inspire moments of optimism and happiness... ◦ To create value and make a difference.
Well-Known Brands with a Mission
“We fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services in selected market segments� Harley-Davidson Inc.
Money is a by-product of living your mission well.
Mission, Brand, Marketing Integrated Marketing is the Physical Expression of Your Company‘s Mission and Brand.
Logo/Identity Business Cards/Brochures/Rack Cards Signage ◦ Car and Truck Wraps ◦ Building Signage
Mission, Brand, Marketing Website Why is a web presence is important? ◦ Provides information ◦ Supports reputation ◦ Builds credibility
Other goals for website? ◦ Sales channel – Lead generation ◦ Interactive – engagement with customers
Mission, Brand, Marketing Social Media Is it right for your business? Strategy ◦ ◦ ◦ ◦
Create Profile(s) Write Content Plan Streamline Content Reach Out/Connect to Others
Mission, Brand, Marketing PR/Community Outreach/News Press Releases ◦ Create and Distribute News
Public Relations ◦ Community Connection
Blogging White Papers Case Studies e-books
Mission, Brand, Marketing Traditional Advertising Print – Magazines, Newspapers, Trade Publications Online – Pay per Click, YouTube, Banner Ads, e-Zines Radio/TV – Local, Regional, National, Infomercials
Mission, Brand, Marketing Sales Collateral Sell Sheets Case Studies Brochures Handouts/Promotional Items
Mission, Brand, Marketing Trade Shows/Events ď‚— Booth/Display/Mobile Store ď‚— Open Houses, Like-Minded People Gatherings, etc.
Silo Marketing Today Where many businesses are now . . . Social Media Traditional Print Marketing
Websites CMS Blogging PR
Email Marketing
Client Relationship Mgmt
From Theory to Reality
Most businesses still market in silos. ◦ Website, social media, email marketing, CRM, lead generation, print, etc.
Analyze what has worked, not worked and make adjustments. Research and try new marketing channels – be creative and bold. Keep current on marketing trends and assess what might work for you.
Develop a Strategy Develop a marketing strategy that is unique to your business. Create an online marketing plan that you can manage on a daily/weekly basis. Print marketing should direct customers to online channels. Marketing is circular: one marketing channel points to another.
Develop a Strategy
Know your customers behaviors and meet them where they are. ◦ Face-to-Face – Service, Branding ◦ Online – Website, Social Media, Ads ◦ Traditional – Brochures, Signage
Marketing is about starting and continuing a conversation with prospective and current clients.
Integrating Mission, Brand & Marketing
Integrated Marketing Today’s technology enables integration. Social Media
Interactive Websites CMS Online Marketing Lead Generation
Traditional Print Marketing Email Marketing
Client Relationship Mgmt
Integrated Marketing Full integration of online platform. Social Media
Interactive Websites CMS Online Marketing Lead Generation
Traditional Print Marketing Email Marketing
Client Relationship Mgmt
Print now Support Websites and Social Media.
Case Study Two years ago: ď‚— Inconsistent branding and marketing messages across all channels. ď‚— Limited advertising, social media, lead generation, blogging. ď‚— Few leads generated from website.
Case Study Today: Consistent branding and messaging across all channels – brochures, stationery, signage, website, etc. Started advertising in top magazines. New Hubspot website with integrated online marketing tools and world-class training. Community noticed the difference in branding.
Case Study Problem: Business grew so much, the owner had to hire more staff and move to a larger building. See BrownMeyers.com
Take-A-Ways Define your mission. Develop a memorable brand. Be consistent with your message. Create a marketing strategy that can:
◦ Make your company appear bigger than it actually is. ◦ Creates credibility, a professional reputation and builds trust. ◦ Helps grow your bottom line.
Integrated Marketing Recommended Reading: Branding Basics for Small Business Emotional Branding The New Rules of Marketing & PR Trust Agents Engagement Marketing
Final Words “A company with a vision that has a higher purpose beyond just money, profits or being number 1 in a market is an important element of what separates a great company – in terms of long term financial performance – from a good one.” Tony Hsieh, Zappos
Amazon.com recently purchased Zappos for 10 million Amazon shares or $880 million.
Online Marketing Plan