Integrate Your Marketing to Maximize Your Dollar

Simply put, traditional marketing isn’t enough today.

I’ve had businesses in the past call me to help put out a direct mail piece. “All I want is to say I’ll help fix their snowblower for winter”…. So I ask some more detailed questions, “Who is it going to?” “What message do you want to send?” “Where will it take them?” “What is the call to action?”. Sometimes the response was, “Huh, I didn’t think of that.” Most of the time they didn’t care about those questions and wanted to send it to EVERYone. That’s like pointing a shotgun in the opposite direction of your target and hoping some of the shot meet the target. Not happening.

I’m sure we’ve heard or done this ourselves; “I created a Facebook page, had no strategy, I don’t engage it much and no one is liking it! I put a sign out front that we have a Facebook page! Social Media doesn’t work!” Yeah, I see why.

If you want your business to grow these days, you have to create a strategy with your marketing. Oh, there are those rare businesses that open their doors and the business comes streaming in, but that is the exception. Your strategy can’t surround your 13 year old son because he’s “good at Facebook and good with computers.” Seriously, I know a business that is using that strategy. Your strategy also can’t be done on the cheap. There are plenty of things you can do within a budget.

Maximize your budget by using integrated marketing communications

In order to maximize your dollar and get the most exposure is using what is called integrated marketing. Put simply, it is combining every form of advertising and communication into one strategy, spread across various forms of media. It’s no longer enough just to “get the name out there” and hope for the best. There needs to be consistency, targeted messaging, a plan and an end goal to a marketing plan.

Here is an example. A widget maker creates a video that happens to go viral which has an embedded link to an online survey. There is an incentive given to complete the survey (maybe a gift certificate or a percentage off an order of widgets). The widget maker analyzes the data to determine who is most likely to purchase their product. They then create a new marketing campaign targeted to who their data said was their most likely buyer. Profits grow, bells ring, angels sing. It’s not always that easy, but you get the idea. It does take a risk and an investment. Sometimes it won’t work as planned. Sometimes the campaign needs to be tweaked and done again. Ultimately, the right combination of media will work and there will be a sweet spot of engagement, growth, understanding and attention given to your company’s brand.

So, what can you do now to try and integrate your marketing?

  • Send out a direct mail piece by purchasing a targeted list of individuals or businesses. Use that piece to drive traffic to a social media account. Be prepared, however to begin to engage with the new followers. No one remembers a company or brand if they’re not actively engaging their followers
  • Create a viral video to direct viewers to a landing page on your website. Create some funky, creative campaign that rewards the user somehow
  • If you have a new product coming out, try getting the entire company involved by handing out cards or little trinkets that create buzz in the community about “something BIG is coming”
  • At a trade show or expo? Create a hashtag contest over Twitter and make the prize something really cool that the winner will want to tell everyone about
  • Use augmented reality in some paper advertising to spread a message to mobile device users

Those are just a few examples of integrated marketing techniques you can use to get the message out about your company. What else can you think of? Leave your comments below.

Jeff Howell
Jeff Howell is the Sales and Marketing Manager for Newton International, a specialized staffing, business consulting, and managed solutions company based in Flint, Michigan. Jeff's education and career started in the printing industry but has, over time, moved into specializing in marketing consulting. Jeff is a leader in inbound and outbound marketing, developing customized solutions for measurable growth.
Jeff Howell

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  1. gettysburgfamilysmiles says:

    Great point Jeff, can't tell you how many times I have prospective clients call me and say "I need a Facebook page". Only to realize after we talk for a while that that is not their best or most productive option. They so often think, I need social media, get a facebook page and start posting stuff and the right people will see it and start buying all my inventory…Nicely done and thanks for sharing with us…

    • Jeff Howell says:

      Thanks Gerry.
      Integration isn't always easy and the approach should be customized for each situation. It's a shame that there are "marketers" that are preying on businesses that don't know any better… or even people that take marketing jobs in companies who don't know any better either.
      I appreciate you commenting!

  2. Good guide Jeff hitting great key points

  3. Mallie Hart says:

    Great post. I know I'm getting something special out of a blog post or article when it fires something in my brain calling for me to dig a little deeper – perhaps even sparking an idea for a blog post of my own. This one did just that. I'll give you a shout out as the "spark" for that post!

    No marketing measure is that impactful that it can stand on its own. Even the big names know that sound marketing has to be a multi-targeted endeavor.

    • Jeff Howell says:

      Hi Mallie,
      I'm glad that I helped generate an idea. That's always my goal when writing or presenting. If what I say doesn't impact someone, then what is the point? I appreciate the future shout-out. :)

      There used to be a time where one measure could stand alone. But this isn't Mad-Men anymore. In order to spread the unique selling proposition (what sets a company apart from the competition), the message must be shared in multiple ways,

      Thank you for stopping by to comment! Looking forward to reading your new post.

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