Integrated Marketing
Why It Truly Works

By Kim Danielson

Without cheating, what color is Coca-Cola’s Web site? What company has the golden arches? Whose diamonds are forever? The reason most of you can answer these questions is because these companies know the importance of integrated marketing campaigns.

Our lives are becoming more hectic, we receive more mail and email than ever before, and are exposed to an increasing amount of advertisements and promotions. How, then, can companies make their messages stand out from the crowd to customers and prospective customers? The answer is through a strong integrated marketing campaign.

Explained simply, integrated marketing ensures that all communications put out by your company have a similar look, feel, and message. It comes down to consistency. We like to boil everything down to three key elements: challenge, a solution and a result.

Challenge
Your customers are not aware of all of the products or services you offer so they are going to other companies for services that you can provide.

Solution
Step 1: Develop a list of customers who may be able to benefit from an additional service you provide and determine what key messages you want to communicate to your target audience, in this case your current customers.

Step 2: Determine how you’re going to make your message matter. ®

Make sure to know your users. How do they like to be communicated with? Will they respond to an email from one of your top executives? Or are you more likely to grab their attention with a bill-stuffer or personalized letter? By understanding your audience, you can identify the best ways to reach them.

There are numerous options available to you and integrated marketing takes advantage of many of them. Maybe you decide to re-position yourself on the Web and create a new, more up-to-date image with increased interactivity. Next you may choose to have a direct mail campaign to drive prospects to your Web site, where they will see your new look and messaging. This direct mail piece should have the same look and feel as your Web site so your customers and prospects can identify the two as similar and begin to identify the look with your company.

Perhaps, there is an upcoming trade show and you want to make a splash with the prospective customers that are attending or exhibiting. Again, your booth and marketing materials should have a look and feel that is similar to your Web site so prospects and current customers recognize your company immediately.

While it sounds simple, even notecards or post-its should have a consistent look. If you have a tag line, it should be on everything. Your company URL should also appear on all materials. Publicize identifying traits and use them consistently.

Result
As mail, either direct or email, crosses your customer’s desks, they are able to quickly identify communications from you and sit up and take notice. If your messages have been made clear, chances are greater that they will take time to read your material, or visit your Web site for more information about additional services you can provide. The more you stay top of mind with your customers, the greater the chance they will remain customers or refer others. Your communications should emphasize a commitment to customer service as well.

Practicing what you preach is often easier said than done. But we do. We understand the need for consistency. After re-designing our Web site, we created our new corporate brochures and incorporated images from our Web site as well as the same color scheme. At the same time, we designed and produced our new business cards, again with a similar look.

The benefits of integrated marketing are clear and proven. After time, your customers and prospects will see your logo, or your colors, and will identify them with your company. Just as we all know what color Coca-Cola’s Web site is, your customers should be able to guess yours as well. It takes time and persistence, but it will pay off in the end.


back to top

 Email to a friend and share the knowledge! – click here

Follow us on: