June 11, 2009

What is Integrated Marketing To You?

Yesterday we discussed strategic business plans. Thanks for the excellent emails, keep them coming. Let me know how I can help. Send them here.

Another key part of your business is integrated marketing.

Marketing has become a universally acceptable and often misused catch-all. The distinction here is integration of all that you do.

Years ago I worked with a guy who honestly felt that very little effort and a big “marketing campaign” was the way to build a business. He thought that “they” (that’s us, the public, the ‘great unwashed’) would get “hooked” by a slick campaign. Yawn.

Perhaps that's why the most used form of advertising remains direct mail – because there are enough suckers out there to make it worth your while?

Step Away From The Photoshop

Long before you design pamphlets or transit shelters, devise radio advertising campaigns or social networking strategies, you must have a healthy culture in your company. That may sound obvious but how are things where you work?

This is not about charts and graphs, execution cannot happen through a formula or mandate and put aside the logos and the slogans.

Integration In Action

If you want to know what integration sounds like - have a listen to Hot 89.9 in Ottawa tomorrow(Fri Jun 12) for their annual Pay For Play campaign. All proceeds go to two area hospitals and they will play anything - for real.

They are not a client, they just do this stuff right. Everyone (in and out of the building) gets it, everyone (staff, client, listeners) is in on the co-creation and it's a great example of how to loosen up and stop trying to "market" to people.

This wonderful initiative would never happen without everyone involved.

What is integrated marketing to you?

Tomorrow: How Can Social Media Help?


photo credit: www.hiff.org

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