This is a great question. One that many of our clients have asked. So let’s see if we can understand it.
First, let’s talk about the basics of marketing. You must have a unique product/service with a clear core message that is laser-focused on a specific target market. You have that, right? (if not, let’s accelerate the steps to changing that!)
An integrated marketing approach is an all-out marketing and communication effort to make sure your target market hears the message and takes action on it! You will choose from print, online, radio, TV, Facebook, YouTube, and a host of other tools to find a way to reach this audience. And you will make sure that there is a consistent message in every marketing medium that also reinforces all the other tools you’ve chosen to use.
So, let me ask you: do you use an integrated marketing approach?
At its core, Duct Tape Marketing is the best marketing system for small businesses who want integrated marketing. Without a comprehensive marketing system in place, how do expect to achieve marketing success? The ultimate goal is influencing consumer behavior, enhancing your brand and driving traffic and sales!
Sounds expensive? Larger advertising agencies can achieve success when they have a large budget to work with. But like most of the clients with whom we’ve worked, your small business marketing budget is probably very lean (if there’s one at all). And you are likely regretting some of the money you’ve spent on various tools and tactics you were told would work.
Integrated marketing is the combination of marketing tactics to help deliver one marketing strategy and more quickly build know, like and trust.
In this sense then an integrated marketing approach is not a strategy, it’s the tactical delivery of a marketing strategy. I think that distinction is critical, because without the right strategy, no amount talk about integrating multiple platforms and mediums makes much sense. In fact, in may instances integration is simply interpreted as doing “more kinds of stuff.” The problem with more “stuff” is that “stuff”, without a central strategy, can actually cause one “stuff” to combat and conflict with some other “stuff.”
I absolutely believe the real integration opportunity, and way from most small business owners to blow their competition out of the water, is the intentional blending of online and offline tools and tactics around a single marketing strategy.
Let’s say you are an architect that learns what your clients really appreciate is your firm’s knack for getting deals through city hall, cutting through the red tape. While it make be tempting to focus on your pretty buildings, the real strategy opportunity may be in shouting from the top of city hall how you solve the red tape issues that stop buildings from being built and contractors from getting paid.
A marketing strategy around your red tape cutting, with an integrated tactical approach, might include:
- A red tape icon of some sort as a branding element
- A blog focused on municipal regulations and zoning requirements
- A localized feasibility action plan workshop
- A podcast series of interviews with key regulators and officials
- Contractor and developer “navigating City Hall” lunch and learns
- Networking opportunities with local officials
- Newsletter following regulatory changes and decisions
- A building feasibility service priced at $499
- Encouraging an employee or two to sit on local planning committees
- Advertising promoting your red tape seminars in print, Facebook, and direct mail
While none of the items mentioned above directly talk about selling architectural services, every single one of them works in tandem to do just that. An approach like the imagined one above would cement this firm as the go to firm for tough projects, land this firm on page one for any search terms surrounding design regulations, and take discussions about fees way down the list on many projects. The education of the prospect to the point they feel they would have little reason to look elsewhere for what they want is the true measure of an integration to drive home a marketing strategy.
(excerpt from John Jantsch, Duct Tape Marketing blog, “What the Heck is Integrated Marketing?“)
So, could you use an integrated marketing approach in your business? As marketing consultants, we come alongside you to install a system that integrates your core marketing message with every marketing tool available to reach your targeted audience. We’d love the opportunity to help you. Complete the form below for a FREE 30-minute phone consultation and we will set up an appointment to talk about how we can help set up an integrated marketing approach for your business.
Randy & Donny Vaughn, The Marketing Twins at 1429 Creative