"Integrated Marketing...It's Not an Ugly 4-Letter Word" by Bev Burger, Big 5 Marketing & Chris Cullen, Moquin Press at the 2014 imarketingSF Conference.
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This document discusses integrated marketing and provides steps for implementing an integrated marketing campaign. It describes a case study where a company used various marketing mediums including direct mail, email, social media, and an event to promote a technology showcase. Their targeted campaign had a 45% response rate and all registrants attended the event, achieving their goals of driving attendance and new opportunities. The document recommends researching audiences, using multiple consistent brand-building mediums, creating sharable print marketing, cultivating testimonials, having a clear call to action, and tracking effectiveness across all media.
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"Integrated Marketing...It's Not an Ugly 4-Letter Word" by Bev Burger, Big 5 Marketing & Chris Cullen, Moquin Press at the 2014 imarketingSF Conference.
- 1. Integrated Marketing… (it’s not an ugly 4-letter word)
- 2. Who We Are: Moquin Press • Established in 1985, we were founded in the Bay Area as a small family-run business • We have grown into a multi-million dollar print and TECHNOLOGY organization with approximately 100 employees (and yes, we are still family-run!) • We offer a complete array of print technology from traditional offset, to digital to large format (with a complete compliment of finishing and bindery).
- 3. Who We Are: Big 5 Marketing • We specialize in working with companies related to the print industry to develop their marketing and business strategies (including concept, design and implementation) • The 5 in our name stands for our 5 services: – Market Analysis – Marketing Services – Design Services – Events & Speaking – Training & Coaching
- 4. Reality (doesn’t have to) bite… This session will explore • Exactly what Integrated Marketing is • Why it’s important for your business strategy • A real-world case study of a campaign • And 7easy steps for you to start your next campaign • Need help?
- 5. Integrated Marketing: Official Definition BusinessDictionary.com defines Integrated Marketing as: Strategy aimed at unifying different marketing methods such as mass marketing, one-to-one marketing, and direct marketing. Its objective is to complement and reinforce the market impact of each method, and to employ the market data generated by these efforts in product development, pricing, distribution, customer service, etc.
- 6. Integrated Marketing…in the real world In the real world we need to work with: • Marketers • Creative directors/Designers/Printers • Copy-writers • Budgets • ….and DATA! And we find ourselves wondering, if it’s really worth the effort, the energy, the dollars… and the loss of hair!
- 7. Marketers Challenges • Getting your customers to pay attention to you and buy your widget • The ability to measure results
- 8. The good ol’ days…
- 9. 3,000
- 10. How do you stand out?
- 11. Marketers Challenges • Getting your customers to pay attention to you and buy your widget • The ability to measure results Solutions • Do something interesting with your brand • Create visually impactful pieces • Create trackable elements through the utilization of an Integrated Marketing Strategy
- 12. What it really is
- 13. What it really is • It’s a way for you to: – Communicate who you are – Engage with a new market – Show off what you do! Most importantly (when executed correctly) it’s a way for your customers to invite you into their organization!
- 14. What it really is The KEY to a SUCCESSFUL integrated marketing strategy is: Develop a message with a purpose (and stick to it) Develop a CTA (call-to-action) Use multiple touches with multiple mediums
- 15. Let’s talk “mediums” (and not the ghostly kind)
- 16. Printers…print? We use e-mail because it’s cost effective…but we have no emotional connection to it
- 18. Mediums 1. Print 2. Telephone 3. E-mail
- 19. And then a few more choices came along…still fun, still manageable
- 20. Mediums 1. Print 2. Telephone 3. E-mail 4. Social media outlets
- 21. (cue drama*c music) And now there’s just too darn much!
- 22. Mediums 1. Print 2. Telephone 3. E-mail 4. Social media outlets 5. Text messaging 6. Mobile app WHICH SHOULD YOU USE? What is, all of them? WAGER: GROWTH!
- 23. Mediums Challenge • Deliver a message to encourage a younger demographic to return to the stores Results • Personalized based on shopping behaviors (Name, Location, Launguage, Gender and Brands) • Individual, on-demand newspapers were created using already available data on buying habits • 117,000 newspapers • 70,000 Facebook fans (59.82% response) • Shop local – don’t ignore marketing to the younger generation
- 24. Proof is in the puddin’ (and the results taste great!)
- 25. Why we needed it • Event that we were hosting, and we needed to drive attendance to the event • Demonstrate our new technology capabilities • Drive new opportunities
- 26. What we did 1. Developed our theme (Super secret Technology coming to the market) 2. Developed a clear CTA (To attend the event and get educated) 3. Using the technology we have, we developed our campaign that incorporated print, e-mail, signatures, and web-based interactions
- 27. Created a DM piece FOR THOSE THAT ENGAGED Those that registered Received a customized sample Reminder @ Dropped in the Mail FOR THOSE THAT DID NOT For those that didnt register Hit the landing page Hit the landing page Follow-up with an @ DID NOT hit the landing page DID NOT hit the landing page TY @ Received a TY @ follow-up @ Hit the landing page DID NOT hit the landing page PRE-SHOW COMMUNUCAITONS “LAST DRIVE” COMMUNUCAITONS AT THE EVENT How we executed
- 28. Created a DM piece FOR THOSE THAT ENGAGED Those that registered Received a customized sample Reminder @ Dropped in the Mail FOR THOSE THAT DID NOT For those that didnt register Hit the landing page Hit the landing page Follow-up with an @ DID NOT hit the landing page DID NOT hit the landing page TY @ Received a TY @ follow-up @ Hit the landing page DID NOT hit the landing page PRE-SHOW COMMUNUCAITONS “LAST DRIVE” COMMUNUCAITONS AT THE EVENT How we executed
- 29. Direct Mail - Themed DM piece
- 30. Direct Mail - Themed DM piece We used TECHNOLOGY: - White Ink - Die-cutting
- 31. Direct Mail - Themed DM piece We used TECHNOLOGY: - White Ink - Die-cutting - Personalization
- 32. Direct Mail - Themed DM piece We used TECHNOLOGY: - White Ink - Die-cutting - Personalization - CTA with a landing page
- 33. Created a DM piece FOR THOSE THAT ENGAGED Those that registered Received a customized sample Reminder @ Dropped in the Mail FOR THOSE THAT DID NOT For those that didnt register Hit the landing page Hit the landing page Follow-up with an @ DID NOT hit the landing page DID NOT hit the landing page TY @ Received a TY @ follow-up @ Hit the landing page DID NOT hit the landing page PRE-SHOW COMMUNUCAITONS “LAST DRIVE” COMMUNUCAITONS AT THE EVENT How we executed
- 34. Created a DM piece FOR THOSE THAT ENGAGED Those that registered Received a customized sample Reminder @ Dropped in the Mail FOR THOSE THAT DID NOT For those that didnt register Hit the landing page Hit the landing page Follow-up with an @ DID NOT hit the landing page DID NOT hit the landing page TY @ Received a TY @ follow-up @ Hit the landing page DID NOT hit the landing page PRE-SHOW COMMUNUCAITONS “LAST DRIVE” COMMUNUCAITONS AT THE EVENT How we executed
- 35. The Event - Three awesome speakers from GMG Consulting, Hewlett-Packard and Heidelberg. - A guided tour of Moquin Press - A chance to meet the designer responsible for the incredible sample kit! - PACKED house! - Amazing feedback! - BEAUTIFUL Sample Kit that demonstrated our new technology capabilities!
- 36. The Event - Three awesome speakers from GMG Consulting, Hewlett-Packard and Heidelberg. - A guided tour of Moquin Press - A chance to meet the designer responsible for the incredible sample kit! - PACKED house! - Amazing feedback! - BEAUTIFUL Sample Kit that demonstrated our new technology capabilities!
- 37. Results MATTER! • We developed a TARGETED list and mailed 175 QUALIFIED personalized pieces • Assuming a typical response rate for personalized DM around 15-25%, we were expecting around 27-44 people • Well………we had a 45% response rate resulting in 78 registered guests • 100% of the people showed up!! (We even had a few non-registrants attend!!)
- 38. Bringing home the bacon… (Where do I begin?)
- 39. Where do I begin? 1. Research your targeted audience 2. Bridge the gap between generations 3. Decide on the mediums you’d like to use and present a strong brand identity across all platforms 4. Create print marketing worth sharing 5. Cultivate testimonials 6. Develop a call to action 7. Track the effectiveness of ALL your media moquinpress.com/GrowWithMoquin
- 40. Need help?
- 41. Need help? Need help in getting stared? • Contact Chris Cullen at chriscullen@moquinpress.com • Contact Bev Burger at bev@big5marketing.com
- 42. Thank you! Bev Burger e: bev@big5marketing.com c: 773-822-7293 Chris Cullen e: chriscullen@moquinpress.com w: 650-592.0575