Integrated Marketing for Start-ups and Small Businesses

Integrated Marketingfor Startups + Micro-Businesses #SMIATLIM
Integrated Marketing for Start-Ups and Micro-Businesses
by Jacqui Chew
@jacquichew/ @iFusionMktg
jacqui@ifusionmarketing.com

©2011 iFusion Marketing LLC
Concepts & Constructs
Case Studies
Questions

When it all started…

Better Brand Recognition
Photo credit: http://tomberenger.tumblr.com/post/1105728606/lookin-back-cheers-movie-star-tom-berenger

Better Brand Recognition
Photo credit: http://foreverdc.com/tag/gaga/

Better Brand
Credibility

Better Profitability

More Competitive

What is Integrated Marketing?

Marketing Tactics

Common Practice
Creative
Planning
3
Brand Identity/
Message Dev
2
Marketing Tactics
Goal Setting
based on
Unique Value
Proposition
1
Communication
Planning
2
Media
Planning
3

Or is it?
Consistent branding and messaging across tactics. Or is there more to it?

IMC = Customer-Centric Marketing
Creative
Planning
Competitors
Brand Identity/
Message Dev
Marketing Tactics
Customers
Goal Setting
based on
Unique Value
Proposition
Communication
Planning
Company
Media
Planning

Start with Developing Personas

Encourage the Right User Behavior
iPad ads focus on content consumption and very rarely show users typing.
Reason: typing is awkward and uncomfortable; a design flaw

Encourage the Right User Behavior
Lamborghini Gallardo
Base Price: $201,000

Match Persona to Channels
Advertising
OOH
Online
Marie Claire
Glamour
Promotions
Facebook
Brand
partnerships
Michelle B.
Single, 28 year-old paralegal in Minneapolis
Annual income: $49,000
Spends ~ $5,000/year on clothes
Fashion current
Prefers variety over quality
Enjoys bargain shopping with friends
Go-to fashion advisor
Price points: $25 - $75/piece
Active Facebook user; inclined to be vocal about customer service
Very tech savvy; watches no TV
PR
Similar
media list
Product
reviews
Social
Blogger
Outreach
Co-creation
via
Facebook
Mobile
Flash sales

Match Persona to Channels
Advertising
OOH
Print
Elle
Simple
(QR Code)
Promotions
Partner
w/ magazines
Brand
partnerships
Janet M.
42 year-old tax consultant in New York City
Mom w/ 2 kids
Annual income: $125,000
Spends ~ $7,000/year on clothes
Likes to be fashion current
Prefers quality over quantity
Buys a few pieces each season to update wardrobe
Price points: $50 - $100 per piece
Uses Facebook to connect with family
Watches certain TV dramas
Moderately tech savvy
PR
Similar
media list
Product
reviews
Social
Facebook
offers
Mobile
Mobile
coupons
QR code-centric
contests
in OOH

Customer-Centric IMC Virtuous Cycle
Ongoing Monitoring
Ongoing Monitoring

Case Studies

Case Study #1Direct Response w/ purl

Case Study: Nissan Dealership
Target Audience: 4850 customers (not visited dealership for > 24 months)
Objective: motivate customers to schedule service appointment
Offer: free oil change/discounted rates

Campaign Elements
1
4
Customers
3
2

The Postcard

The pURL

The Offer

The Results
Sent:
4850 (postcards)
3089 (emails)
Visited pURL: 161
Appointments made: 61 (first 2 weeks)
35.6% of those who visited pURL scheduled an appointment
Total revenue generated from parts/labor sales:
If last visit > 9 months - $27,878 (655% ROI)
If last visit >12 months - $19,882 (467% ROI)
Total ROI > 485%

Best Practices
Plan who, what channels, which offers + how to capture response
Relevant Message/Offer
Test different offers
Follow up reminder emails sent to non-responders 3 days after postcard drop
Track and Reporting response actions
Enhancements?

Add-Ons
Satisfaction survey sent after service visit
All who completed pURL but didn’t schedule visited should be invited via email to join social community, newsletter list etc.
All who completed pURL should be entered to a nurture campaign
What else?

Case study #2integrated digital

Target Audience: males 18 – 32 (hardcore – avid gamers w/ 10 – 25 hrs/wk); competitive, internet savvy and top 15% are content creators
Objective: increase traffic and sales conversions
Strategy: draft off game publishers’ media spend and utilize contest and promotions to build community + database

The 6-Month Game Plan

Results

Case study #3B2B Content Marketing

Target Audience: supply chain executives, plant managers
Objective:
Drive traffic, engagement and conversions
Strategy:content marketing

Content Marketing
1
engagement
content assets
influencers
channels
i
2
engagement
end users
economic buyers
online
offline
3
speaking engagements

Results

Connect with me:
@jacquichew @iFusionMktg
jacqui@ifusionmarketing.com
http://jacquichew.com
http://www.facebook.com/iFusionMarketing
http://www.linkedin.com/in/jacquichew
http://gplus.to/jacqui

Integrated Marketing for Start-ups and Small Businesses

by Jacqui Chew on Sep 18, 2011

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