In today’s competitive marketplace, long-term success depends on a powerful brand.
An integrated approach is especially effective for smaller companies with limited resources. Consistency makes each marketing dollar work harder.
Integrated communications programs take a global approach to coordinating interactions with customers and publics. Companies use a variety of channels and media to deliver uniform messages to targeted audiences.
An integrated approach is especially effective for smaller companies with limited resources. Consistency makes each marketing dollar work harder.
Common components of an integrated marketing program include:
- Benchmark research helps to establish existing customer attitudes, experiences and expectations, providing a framework for identifying themes and messages.
- A strategic marketing plan examines the company’s competitive position, identifies target markets, sets sales and awareness goals, and recommends tactics to achieve the goals.
- A unique and creative brand name stands out in a customer’s mind and implicitly communicates the brand promise.
- The positioning statement or slogan stakes out a competitive position in a few powerful words.
- A brief selling message defines the company’s unique selling proposition. By training employees in delivering this message, companies ensure that prospects and customers receive consistent information.
- Structured selling programs give sales teams messages, training and promotional tools to meet quotas and solidify client relationships.
- An eye-catching corporate logo captures the brand promise in a potent symbol.
- Consistent logo placement and use of corporate colors, fonts and other graphic identity elements in all internal and external communications promotes brand recognition.
- Corporate letterhead, business cards, brochures, proposal systems, selling sheets, direct-mail pieces and other print collateral reinforce the brand identity with a consistent look, feel and message.
- A corporate Web site that reflects brand personality with the right content, graphic identity elements and navigation helps to create a positive customer experience.
- Print, direct mail, broadcast and electronic advertising add a targeted and broader media reach to the marketing mix.
- A structured media relations or publicity program adds third-party credibility by winning positive news coverage in business and trade publications.
- Newsletters, and e-mail promotions build relationships with existing clients by keeping them informed of company developments, industry trends, new products and sales events.
Many companies start with a few core elements and add to the program over time as sales increase. The most successful programs mobilize the entire company so that all employees understand what the company stands for and how they can add value to the customer experience.