Introduction to Integrated Marketing
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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.

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

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Introduction to Integrated Marketing Introduction to Integrated Marketing Presentation Transcript

  • Integrated Marketing
  • 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.
  • 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 – Opportunities • Customer validation • Re-assess product/service
  • 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
  • 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
  • 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
  • Measure and Adjust • Measure everything • Understand the data • Adjust accordingly – Tactics – Messaging – Products/services – People
  • Putting it all together – a framework
  • 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
  • Thank you. Jeremy Bernard jbernard@legendmarketing.ca 403-678-8513 www.legendmarketing.ca @legendmarket