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Integrated Marketing: Three Easy Steps To Do It Right

What?s a marketing professional to do? The world is filled with products, all vying for attention from your target audience. Research tells us that customers must see messages about seven times to really ?see? your message. Businesses need to break through the clutter and stand out in a customer?s mind. Integrated marketing assures your message will reach your customer by using a variety of methods targeted to gain awareness, interest, demand and then to a sale?IF your integrated marketing program is based on truly understanding your target customer.



1) Truly Understand Your Customer: To do integrated marketing most effectively, you must understand your customer?what is their day-to-day life like?so that you can choose the most effective marketing vehicles and programs. Understand what your audience reads, sees and does each day. An urban commuter is often on public transportation and driving to work?what do they see, read, notice. Soccer Moms are often in the car-what are they listening to, seeing, doing? By understanding your customer, you can build effective integrated marketing programs that reach them. If you don?t understand your customer, you won?t reach them no matter how many times you send your message out.



2) Identify the Right Combination of Communication Vehicles: By understanding your customer, you can then select the combination of communication vehicles to use to get to that ?seven? impressions metric. Integrated marketing means using a variety of marketing mechanisms, all which work together to deliver your message. Recently, Pitney Bowes wanted to target CEOs and change their brand perception of the company. For their integrated marketing approach to work, they needed to create a marketing program that matched the target market?s interests and lifestyle. Realizing that CEOs are often traveling, they used airport billboards as a key strategy. Understanding that CEOs want exclusive information to help their businesses grow, they arranged for a new book by a well-known business writer to be sent to their target list and invited them to exclusive meetings with the business writer. It doesn?t matter how well your marketing activities are integrated if they don?t match your prospects lifestyle.



3) Consistent Messages: You wouldn?t put the exact same communications on a billboard, radio, print ad, and email. However, each message needs to support your overall brand, position and benefits. Each communication needs to work together to provide the same compelling message that highlights your differentiation and benefits.



Action Steps to Take Now:



1) Evaluate each customer segment you target?do you understand what they do, read, see? What is their day-to-day life like?



2) Audit what you are currently doing--What is the best way to reach each target? Are there more effective, more cost-efficient ways to reach them?



3) Are your messages consistent in each communication? The specific wording and treatment may differ, but the bottom-line position of your company must come through to create the best synergy.

About the Author: Deborah Henken served as VP of Marketing at several Silicon Valley start-ups, quadrupling revenues in 18 months, and in senior marketing & channel positions at Hewlett Packard, Informix & BEA Systems. She and her team bring strategic marketing thinking and rapid implementation to assure increased sales revenue. Contact her at http://www.highlandteam.com

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Another Great online stock market trading Article
Cause-Related Marketing


Cause-Related Marketing

 by: Steven Van Yoder

Altruism. Corporate responsibility. Philanthropy. These are often used to describe cause-related marketing, an activity in which businesses join with charities or causes to market an image, product, or service for mutual benefit.

Embracing a cause makes good business sense. Nothing builds brand loyalty among today's increasingly hard-to-please consumers like a companys proven commitment to a worthy cause. Other things being equal, many consumers would rather do business with a company that stands for something beyond profits.

Powerful marketing edge

Cause-related marketing can become a cornerstone of your marketing plan. Your cause-related marketing activities should highlight your company's reputation within your target market. Cause-related marketing can positively differentiate your company from your competitors and provide an edge that delivers other tangible benefits, including:

• Increased sales

• Increased visibility

• Increased customer loyalty

• Enhanced company image

• Positive media coverage

By choosing a cause you are passionate about, cause-related marketing is emotionally fulfilling. It's a way to merge your profit center with your "passion center" and build a business that mirrors your personal values, beliefs and integrity. If your cause also resonates with your target market, your activities will generate tremendous goodwill and media attention can be its side effect.

Real-World Success Story

Cosmetic dentist Mark McMahon made himself a media mini-celebrity with a thriving practice due in part to his high-profile pro bono work in his community, a strategy that landed him radio and TV appearances in areas where he worked.

McMahon established partnerships with local charities, including a homeless shelter and a shelter for battered women, and offered free dental services to their members. Before each event, he contacted local media and let them know what he was up to. Several TV crews showed up, filmed him treating patients, and later aired the segments on the evening news.

"These events were surprisingly easy to arrange, and every year, they'd help us get press simply by doing these charitable promotions," McMahon says. "Local television news stations loved the emotional element. And it was obviously rewarding to see patients after we'd treated them who'd been in pain for months talking about how glad they were to be relieved of their toothaches."

Another project involved the Delancey Street Foundation, a residential education center for former substance abusers and ex-convicts. "I agreed to treat some of their members' acute dental needs," McMahon says. "I quickly appreciated the media appeal of transforming the appearance of these rough-looking guys with terrible smiles."

McMahon captured the event with before and after photos. "These guys had missing teeth and terrible smiles," he says. "So I had a professional photographer capture before pictures of these guys in street clothes with their snarling faces. After I fixed their teeth, we took more pictures, but this time dressed the guys in suits and ties, now looking like lawyers and accountants, with me sitting right in the middle. The media loved it, and it was great seeing these men looking like new."

McMahon's TV appearances created name recognition. "After I did the story on a local television show, I was recognized in my gym by a masseuse who had seen the show," McMahon recalls. "She said, 'I was thinking about you this morning while I was flossing my teeth.' She became a great source of referrals."

(Excerpted from the book Get Slightly Famous: Become a Celebrity in Your Field and Attract More Business with Less Effort, by Steven Van Yoder)

Getting Started

Cause-related marketing yields mutual benefit. Look for partners with a similar agenda whose goals can be better achieved by partnering with your business. Take inventory of the assets that make you an appealing partner in a cause-related venture.

There are many types of mutually beneficial relationships you can form with your cause-related partner, including special events, sales promotions and collection plans. An easy way to embrace a cause is to team up with a charity.

Whenever Johnny "Love" Metheny, a slightly famous nightclub owner in San Francisco, opens a new club, he shares the limelight with a local charity. "I have a history of including the Leukemia & Lymphoma Society in my grand openings," says Metheny, who was voted the society's Man of the Year in 1991. "It's not only something I feel good about, but it helps us market our businesses to the community and media at the same time."

Volunteer with an organization. When Eunice Azzani, an executive recruiter, volunteered to serve on the board of the San Francisco AIDS Foundation, she didn't anticipate that it would connect her with executives from Mervyn's, Bank of America, and Wells Fargo Bank, all of who eventually hired her to work for them.

"People don't hire a piece of paper or a process. They hire people they trust," Azzani says. "Volunteering for a position at a local organization makes you very trustworthy." She advises business owners to target causes they believe in. "If you're helping with a cause you believe in, people will see that you care. And they'll realize you will probably care as much about your work."

As your partnership takes shape, become ambassadors for each other. Talk about the charitable organization and have flyers available. Promote the organization (and your partnership) on your website and in your newsletters. Ask your partner to extend the same courtesies to you.

Never lose the marketing focus of your community partnership efforts. Even though the work is philanthropy, your cause should generate interest in your company and motivate people to buy from it. Select a cause that is important to your target market, and make sure your target market sees that connection.

About The Author Steven Van Yoder is author of Get Slightly Famous: Become a Celebrity in Your Field and Attract More Business with Less Effort. Visit http://www.getslightlyfamous.com to read the book and learn about 'slightly' famous teleclasses, workshops, and marketing materials to help small businesses and solo professionals attract more business. steven@getslightlyfamous.com

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Elvis - Aloha from Hawaii (Deluxe Edition DVD)

Elvis - Aloha from Hawaii (Deluxe Edition DVD)
Format: DVD VIDEO

Customer Review: The King Has Reentered The Building

I bought this for my mother for Christmas and found myself grooving to it more than she did. The sound is spectacular, the picture crisp, and the entire performance endearing, hilarious, and simply rockin'. You will not be making a mistake in buying this. I don't know what the VHS version sounded like, but this one is right on the money. Elvis is back!!

Customer Review: i hate being a lone voice here but...............?

well here i go,...I'm a fan of his concert period 69-70's...but in my mind this is not that great of a product!...i have a 1080p HDTV and a oppo 980h player and a real good sound system and I'm here to tell you this concert DVD kind of sucks....the pros: he looks great!...it's in beautiful Hawaii...hot looking Hawaiian chicks.....the cons: the picture quality just ain't there? and i don't know why?....the sound is not good and again i don't know why? it's not a deep, rich, separated and crisp sound?....even with the less than great sound he's not singing good!... it's almost like he's not even trying to most of the time?...the only song he seems to make the effort is American trilogy and with the sound being bad it just doesn't work!....i have a [Elvis on tour] concert DVD i ordered from overseas and the sound is good and he sings American trilogy and it sounds real good and he makes the effort to sing good and i also have the [that's the way it is] in Vegas concert DVD and again he sounds good and the DVD looks and sounds great!....so I'm sorry to be a lone wolf here but it's a bad concert DVD! bad video...bad sound ....and a not so good performance by Presley?...i bought this a couple of years ago and wish i didnt!...the only reason i don't give it away is that i grew up in the late 60's and early 70's and i like things from that period i guess?

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