Sigma                             Free
                                        Presents…
Spread The Word!
Get the Most Wit...
Agenda
               Introductions

                          Keynote Topic
                     Spread The Word!
       ...
Integrated Marketing
  •   Multiple Audiences
                                                                            ...
Why Integrated Marketing
       ‐ selling to more than one person!




Customers are at different points in 
        the b...
AIDA Model




   Attention           Interest                       Desire                 Action

   Don’t know       Aw...
Diverse Audience
Segment the Market                        •   Geographic
                                          •   De...
Nissan Delivers.  Ever driven over 600,000 potholes –
                                                                    ...
E*Trade Television


                                                                          E*Trade isn’t 
            ...
67 percent of search engine users are 
driven to search by an offline channel.            
39 percent convert. iProspect

...
Laying the Foundation
for Integrated Marketing
• Business Identity
   – Know who you are as a company to ensure messages 
...
The Match Game
Brand____________________________
Products or Services                              Potential Customers
•  ...
Radio  Television  Online
                                                                                 Print  Sponsors...
The Match Game (cont’d)
Product or Service_________________ Target Audience____________________
                   Message...
Tricks and Techniques
• Center on Web Site
   – Web site offers a great “common area” to pull together 
     advertising a...
Sigma College of Small Business
• Upcoming SigmaFree Classes                                            Critical Business ...
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Spread The Word With Integrated Marketing 03232010

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Small Business Owners will learn to leverage their overall marketing budget by creating a common brand and consistent message across all advertising methods. The "Integrated Marketing Approach" is a powerful way to spread the word about your business.

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Spread The Word With Integrated Marketing 03232010

  1. 1. Sigma Free Presents… Spread The Word! Get the Most With Integrated Marketing Provided by Sigma College of Small Business, Inc.
  2. 2. Agenda Introductions Keynote Topic Spread The Word! Get the Most With Integrated Marketing Break – Refreshments and Networking Ask  Keynote Conclusion Questions  Any Time Spread the Word! Get the Most With Integrated Marketing Spread the Word! Get the Most With Integrated Marketing 2 Copyright 2010 Sigma College of Small Business, Inc.
  3. 3. Integrated Marketing • Multiple Audiences Trust, Customer Service • Multiple Media • Multiple Messages • Multiple Methods Geico effectively communicates their message  Inexpensive, Best Value using an Integrated Approach to Marketing Save Money Ease of Transition Spread the Word! Get the Most With Integrated Marketing 3 Copyright 2010 Sigma College of Small Business, Inc.
  4. 4. Why Integrated Marketing ‐ selling to more than one person! Customers are at different points in  the buying process Our products and services have  value to a diverse audience Spread the Word! Get the Most With Integrated Marketing 4 Copyright 2010 Sigma College of Small Business, Inc.
  5. 5. AIDA Model Attention Interest Desire Action Don’t know  Aware of the  Relate to the  Research and  that you or the  need and that  need and  make the  need exist products exist consider buying buying decision • Awareness • Awareness • Attitude • Attitude • Attitude • Behavior • Behavior The Buying Process An Integrated Marketing Approach develops a consistent, building  message to potential customers at each point in the buying process Choosing the Right Advertising 5 Copyright 2010 Sigma College of Small Business, Inc.
  6. 6. Diverse Audience Segment the Market • Geographic • Demographic • Psychographics • Behavioral Priorities and Needs • Need Awareness • Individual Value • Priority Buying Behavior • Point in Process • Type of Buying Decision • Influencers • Information source Integrated Marketing creates a consistent, non‐conflicting,  but diverse messaging for each audience segment Choosing the Right Advertising 6 Copyright 2010 Sigma College of Small Business, Inc.
  7. 7. Nissan Delivers.  Ever driven over 600,000 potholes – on purpose? We have. The Altima must withstand  Starting at $29,930. The sleek curves of the all‐new  more than 5,000 quality and durability tests to ensure  Nissan 370Z captivate you first. The feeling grows as  it delivers years of performance.  It also has to be fuel  332 horsepower and precise control take you through  efficient, getting 32 hwy mpg. Of course, it must be fun each thrilling turn.  Even the lines of the well‐crafted  to drive. Sure, we’re hard on that car, but the Altima interior inspire joy. Bliss, it seems, is found one curve at  can take it. On top of that, it won a Consumers digest  a time. Look Closer. Nissan Delivers at NissanUSA.com. Best Buy Award.  Starting at $19,900. Choosing the Right Advertising 7 Copyright 2010 Sigma College of Small Business, Inc.
  8. 8. E*Trade Television E*Trade isn’t  optimizing the baby  E*Trade Magazine campaign! E*Trade Online Spread the Word! Get the Most With Integrated Marketing 8 Copyright 2010 Sigma College of Small Business, Inc.
  9. 9. 67 percent of search engine users are  driven to search by an offline channel.             39 percent convert. iProspect Spread the Word! Get the Most With Integrated Marketing 9 Copyright 2010 Sigma College of Small Business, Inc.
  10. 10. Laying the Foundation for Integrated Marketing • Business Identity – Know who you are as a company to ensure messages  are consistent • Brand • Products • Vision, Mission and Objectives • Target Audience – Define the different segments that you need to reach • Segment • Priorities and Needs • Buying Behavior Spread the Word! Get the Most With Integrated Marketing 10 Copyright 2010 Sigma College of Small Business, Inc.
  11. 11. The Match Game Brand____________________________ Products or Services Potential Customers • _______________________ • _______________________ • _______________________ • _______________________ • _______________________ • _______________________ • _______________________ • _______________________ • _______________________ • _______________________ • _______________________ • _______________________ • _______________________ • _______________________ • _______________________ • _______________________ • _______________________ • _______________________ • _______________________ • _______________________ Spread the Word! Get the Most With Integrated Marketing 11 Copyright 2010 Sigma College of Small Business, Inc.
  12. 12. Radio  Television  Online Print  Sponsorships  Trade  Shows  Outdoor  Direct Mail  Methods Newspaper Magazines Banner Ads AdWords SEO Product Placement Press  • Types Release Public Relations – Advertising Social Networking • Awareness and Attitude Partnerships Give‐Aways • General Audience Networking Groups – Direct Marketing Promotion Events Radio  Television  Online Print  • Attitude and Behavior Sponsorships  Trade Shows  • More Targeted Audience Outdoor  Direct Mail  – Public Relations and Publicity Newspaper Magazines • Awareness and Attitude Banner Ads AdWords SEO • General Audience Product Placement Press  – Sales Release Public Relations • Behavior Social Networking • Specific Audience Partnerships Give‐Aways Networking Groups – Sales Promotion Promotion Events  Radio  • Awareness, Attitude and Behavior Television  Online Print  • Targeted Audience Sponsorships  Trade Shows  Outdoor  Direct Mail  Newspaper Magazines Spread the Word! Get the Most With Integrated Marketing Banner Ads AdWords SEO12 Copyright 2010 Sigma College of Small Business, Inc. Product Placement Press
  13. 13. The Match Game (cont’d) Product or Service_________________ Target Audience____________________ Message Methods Priority % Attention Interest Desire Action Spread the Word! Get the Most With Integrated Marketing 13 Copyright 2010 Sigma College of Small Business, Inc.
  14. 14. Tricks and Techniques • Center on Web Site – Web site offers a great “common area” to pull together  advertising across multiple media – Interactivity and depth • Map out the Plan – For each brand and product – Discipline in consistency  and messaging – Evaluate new tools against  the plan • Target Audience • Effectiveness in  communicating message Spread the Word! Get the Most With Integrated Marketing 14 Copyright 2010 Sigma College of Small Business, Inc.
  15. 15. Sigma College of Small Business • Upcoming SigmaFree Classes Critical Business  – 4/6 – Build a Practical Business Plan Areas – 4/13 – What’s In a Name?  The Power of  Strategy and Planning Your Brand Marketing and Sales • Focus Workshop Accounting and  Finance – 3/30 – Leveraging the Online Social  Operations and  Network Quality • 10am – 2pm, $199 Leadership and  Administration Technology and  Innovation Dedicated to the Learning Needs of Small Business! 15 Copyright 2010 Sigma College of Small Business, Inc.
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