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Integrated Marketing

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A talk on Integrated Marketing, given to non-profits at Community Connect, Riverside, CA, June 2012. Part of the "Crash Coarse in Marketing Secrets"

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Integrated Marketing

  1. 1. INTEGRATED MARKETING @jonburgess
  2. 2. INTEGRATED MARKETING Jon Burgess @jonburgess
  3. 3. INTEGRATED MARKETING Challenge• 1,000 of advertisements/messages• Mass Media, Digital Media, Social Media, Direct Marketing, Mobile, Word of Mouth• Competition, Innovation, Global Markets, New Ideas• Chief Marketing Officer – Ave. 22 months on the job SO, HOW DO YOU RISE ABOVE THE NOISE? @jonburgess
  4. 4. eoslny cnuac th p/ oslnyo / /o/ 12ht :/cnuac.cm s l 1 0- t e t ub g 0@jonburgess
  5. 5. INTEGRATED MARKETING MarketingDEFINITION OF BUSINESS The purpose of business is to make a customer. Peter Druker DEFINITION OF MARKETING We believe: marketing is the “process” of matching company core competencies to customer wants and needs . Ronald Burgess @jonburgess
  6. 6. INTEGRATED MARKETING Takeaways • What is your Brand Value? • Does your Organization your niche/crack? • Creating a Marketing Process. @jonburgess
  7. 7. INTEGRATED MARKETING What is Brand? A brand is a "Name, term, design, symbol, or any otherfeature that identifies one sellers good or service as distinct from those of other sellers.“ - Wikipedia @jonburgess
  8. 8. INTEGRATED MARKETING Relationships = BrandPersonal { 1. Hand Shake 2. Hand Shake + Surrogates 3. Hand Shake(s) + Surrogates + Channels = Branding Communications, Aesthetics, People, Quality, Monetary Value, Intrinsic Value, Service @jonburgess
  9. 9. INTEGRATED MARKETING Value Economic Value - the amount (of money or goods or services) that is considered to be a fair equivalent for something elseService + Quality + Price = ValueEmotional Value, Aesthetic Value, Intrinsic Value Value only matters when you compare it to something else. @jonburgess
  10. 10. INTEGRATED MARKETING Brand Value Burgess Value Diamond – Copyright 1995- 2012 @jonburgess
  11. 11. INTEGRATED MARKETING Niche Executing your branding, communications & resources to your organizations marketing advantage, within a defined market segment. 1. Knowing your Crack NICHE = CRACK 2. Finding a Crack 3. Creating a Crack The word "niche" is derived from the Middle French word nicher, meaning to nest. @jonburgess
  12. 12. INTEGRATED MARKETING Who is in Your Niche? @jonburgess
  13. 13. INTEGRATED MARKETINGMarketingProcess @jonburgess
  14. 14. INTEGRATED MARKETING Marketing Process @jonburgess
  15. 15. INTEGRATED MARKETING 1. Positioning: is C-Level/Board Level 2. Top Down 3. What is your value? 4. Where is your niche? 5. Who is also in your niche? 1. Honest 2. Family 3. Health 4. Vertical Production & Delivery @jonburgess
  16. 16. INTEGRATED MARKETINGHave you ever recommended LDF to a friend? How long have you been a customer? 40.0% 90.0% 2000 80.0% 35.0% 2005 2008 70.0% 30.0% 2011 60.0% 25.0% 50.0% 20.0% 40.0% 15.0% 30.0% 10.0% 20.0% 10.0% 5.0% 0.0% 0.0% Yes 2011 ne s s s s s s s ar ar ar ar ar ar ar 2008 O Ye Ye Ye Ye Ye Ye Ye No an 2005 + 10 1 2 3 4 5 th 10 6- 2000 ss Le @jonburgess
  17. 17. INTEGRATED MARKETING 1. Planning: is Management Level 2. Campaign Planning 3. Communication Tracks 4. Creative Themes/Events/Message @jonburgess
  18. 18. INTEGRATED MARKETING @jonburgess
  19. 19. INTEGRATED MARKETING 1. Execute: is Management/Task Level 2. This is where you DO. 3. Hard Dates & Expectations 4. People have tasks as part of their job description @jonburgess
  20. 20. INTEGRATED MARKETING @jonburgess
  21. 21. INTEGRATED MARKETING @jonburgess
  22. 22. INTEGRATED MARKETING Tools – Schedule, Re-Release Hootsuite, TweetDeck @jonburgess
  23. 23. INTEGRATED MARKETING People FACT: No one person can execute all of the marketing tasks. • Designers are not Writers. • Webmasters are not I.T. • Editors are not Media Buyers •Social Media is not Print Layout. Don’t be afraid to outsource your tasks to agencies, webmasters, copyrighters, designers. @jonburgess
  24. 24. INTEGRATED MARKETING 1. Results? Management/Task Level 2. Report back up the chain 3. Think Measurements: ROI, Clicks, Follows, List Growth, PR, etc. 4. ADJUST Positioning & Planning @jonburgess
  25. 25. INTEGRATED MARKETING Google Analytics @jonburgess
  26. 26. INTEGRATED MARKETINGGoogle Analytics @jonburgess
  27. 27. INTEGRATED MARKETING Chart Beat @jonburgess
  28. 28. INTEGRATED MARKETINGInlandEmpire.US 40-50k PV/mo. @jonburgess
  29. 29. INTEGRATED MARKETING SHARESInlandEmpire.US 40-50k PV/mo. @jonburgess
  30. 30. INTEGRATED MARKETING Riverside Only Calls 0 5 10 15 20 25 30 Press Enterprise Count Previous Customer Count Web Count Referral Count Yellow Pages Count Media P/C Customer Count Saw Truck Count Drive By Count Employee Count @jonburgess
  31. 31. INTEGRATED MARKETING Email Statistics – Constant Contact @jonburgess
  32. 32. INTEGRATED MARKETING @jonburgess
  33. 33. INTEGRATED MARKETING THANK YOU J Burgess M .A on .B . Sn r igaC nuat G nr Mngr eio D it osln / ee l aae l t a R duio Md , I . eFs n eia n c 99 9- 02 0- 8 9 7 7 T it r j br s wt : @o ug s e n e L kdn//nugs ine I inobr s : j e @jonburgess
  34. 34. INTEGRATED MARKETING @jonburgess

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