Integrated Marketing
What the AMA says it is
Marketing is the process of planning and
executing the
conception, pricing, promotion, and
distrib...
What some people think it is
How I look at marketing
The process of profitably creating
and/or
meeting customer demand.
Fundamentals
Building the plan
Research
• Market assessment
– Definition
– Sizing
– Attributes
• Competitive analysis
– Strengths and Weaknesses
– Opport...
Branding
• It’s not just about a logo
• Carve out your position in the market
place
• Understand what makes your company
u...
Key Messages
• What do your customers need to hear in order
to choose your company?
• Develop 2-4 key messages
• Deploy ac...
Channels and Tactics
Where do your target customers go to get
information? How do you work these channels
effectively?
• G...
Measure and Adjust
• Measure everything
• Understand the data
• Adjust accordingly
– Tactics
– Messaging
– Products/servic...
Putting it all together – a framework
Marketing and innovation
• Market research and customer validation identifies an
opportunity
• Innovation creates the comp...
Thank you.
Jeremy Bernard
jbernard@legendmarketing.ca
403-678-8513
www.legendmarketing.ca
@legendmarket
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Introduction to Integrated Marketing

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A high-level take on what integrated marketing means, and how to apply this approach across your business.

Published in: Marketing, Business
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Introduction to Integrated Marketing

  1. 1. Integrated Marketing
  2. 2. What the AMA says it is Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that will satisfy individual and organizational objectives.
  3. 3. What some people think it is
  4. 4. How I look at marketing The process of profitably creating and/or meeting customer demand.
  5. 5. Fundamentals
  6. 6. Building the plan
  7. 7. Research • Market assessment – Definition – Sizing – Attributes • Competitive analysis – Strengths and Weaknesses – Opportunities • Customer validation • Re-assess product/service
  8. 8. Branding • It’s not just about a logo • Carve out your position in the market place • Understand what makes your company unique and better • Be able to explain this in 10 seconds • Validate with customers • Brand elements (logo, colors, etc.) just reinforce brand identity
  9. 9. Key Messages • What do your customers need to hear in order to choose your company? • Develop 2-4 key messages • Deploy across the company and all materials
  10. 10. Channels and Tactics Where do your target customers go to get information? How do you work these channels effectively? • Google • Websites • Social Media • Print • Radio • Word of mouth • Conferences/ Trade Shows
  11. 11. Measure and Adjust • Measure everything • Understand the data • Adjust accordingly – Tactics – Messaging – Products/services – People
  12. 12. Putting it all together – a framework
  13. 13. Marketing and innovation • Market research and customer validation identifies an opportunity • Innovation creates the competitive advantage • Solve a problem, don’t sell a product – put your customer’s needs first
  14. 14. Thank you. Jeremy Bernard jbernard@legendmarketing.ca 403-678-8513 www.legendmarketing.ca @legendmarket

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