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Sigma FreePresents…
Provided by Sigma College of Small Business, Inc.
Spread The Word!Get the Most With Integrated Marketing
Copyright 2010 Sigma College of Small Business, Inc.2
Introductions
Keynote Topic
Spread The Word!Get the Most With Integrated Marketing
Keynote Conclusion
Spread the Word!Get the Most With Integrated Marketing
Break – Refreshments and Networking
Ask Questions Any Time
Agenda
Spread the Word! Get the Most With Integrated Marketing
Copyright 2010 Sigma College of Small Business, Inc.
Integrated Marketing
• Multiple Audiences
• Multiple Media
• Multiple Messages
• Multiple Methods
3
Trust, Customer Service
Ease of Transition
Inexpensive, Best Value
Save Money
Geico effectively communicates their message using an Integrated Approach to Marketing
Spread the Word! Get the Most With Integrated Marketing
Copyright 2010 Sigma College of Small Business, Inc.
Why Integrated Marketing‐ selling to more than one person!
Customers are at different points in the buying process
Our products and services have value to a diverse audience
4Spread the Word! Get the Most With Integrated Marketing
Copyright 2010 Sigma College of Small Business, Inc.
The Buying Process
An Integrated Marketing Approach develops a consistent, building message to potential customers at each point in the buying process
5Choosing the Right Advertising
Attention Interest Desire Action
AIDA Model
Don’t know that you or the need exist
• Awareness
Aware of the need and that products exist
• Awareness• Attitude
Relate to the need and
consider buying• Attitude• Behavior
Research and make the
buying decision• Attitude• Behavior
Copyright 2010 Sigma College of Small Business, Inc.
Diverse AudienceSegment the Market • Geographic
• Demographic• Psychographics• Behavioral
Priorities and Needs • Need Awareness• Individual Value• Priority
Buying Behavior • Point in Process• Type of Buying Decision• Influencers• Information source
Integrated Marketing creates a consistent, non‐conflicting, but diverse messaging for each audience segment
6Choosing the Right Advertising
Copyright 2010 Sigma College of Small Business, Inc.7Choosing the Right Advertising
Starting at $29,930. The sleek curves of the all‐new Nissan 370Z captivate you first. The feeling grows as 332 horsepower and precise control take you through each thrilling turn. Even the lines of the well‐crafted interior inspire joy. Bliss, it seems, is found one curve at a time. Look Closer. Nissan Delivers at NissanUSA.com.
Nissan Delivers. Ever driven over 600,000 potholes –on purpose? We have. The Altima must withstand more than 5,000 quality and durability tests to ensure it delivers years of performance. It also has to be fuel efficient, getting 32 hwy mpg. Of course, it must be funto drive. Sure, we’re hard on that car, but the Altimacan take it. On top of that, it won a Consumers digest Best Buy Award. Starting at $19,900.
Copyright 2010 Sigma College of Small Business, Inc.8
E*Trade Online
E*Trade Magazine
E*Trade Television
E*Trade isn’t optimizing the baby campaign!
Spread the Word! Get the Most With Integrated Marketing
Copyright 2010 Sigma College of Small Business, Inc.9Spread the Word! Get the Most With Integrated Marketing
67 percent of search engine users are driven to search by an offline channel. 39 percent convert. iProspect
Copyright 2010 Sigma College of Small Business, Inc.
Laying the Foundationfor Integrated Marketing
• Business Identity– Know who you are as a company to ensure messages are consistent
• Brand• Products• Vision, Mission and Objectives
• Target Audience– Define the different segmentsthat you need to reach
• Segment• Priorities and Needs• Buying Behavior
10Spread the Word! Get the Most With Integrated Marketing
Copyright 2010 Sigma College of Small Business, Inc.
The Match Game
Products or Services• _______________________• _______________________• _______________________• _______________________• _______________________• _______________________• _______________________• _______________________• _______________________• _______________________
Potential Customers• _______________________• _______________________• _______________________• _______________________• _______________________• _______________________• _______________________• _______________________• _______________________• _______________________
11Spread the Word! Get the Most With Integrated Marketing
Brand____________________________
Copyright 2010 Sigma College of Small Business, Inc.
Methods• Types
– Advertising• Awareness and Attitude• General Audience
– Direct Marketing• Attitude and Behavior• More Targeted Audience
– Public Relations and Publicity• Awareness and Attitude• General Audience
– Sales• Behavior• Specific Audience
– Sales Promotion• Awareness, Attitude and Behavior• Targeted Audience
12
Radio Television OnlinePrint Sponsorships Trade
Shows Outdoor Direct Mail Newspaper Magazines
Banner Ads AdWords SEOProduct Placement Press Release Public Relations
Social NetworkingPartnerships Give‐Aways
Networking GroupsPromotion Events Radio Television Online Print
Sponsorships Trade Shows Outdoor Direct Mail
Newspaper MagazinesBanner Ads AdWords SEO
Product Placement Press Release Public Relations
Social NetworkingPartnerships Give‐Aways
Networking GroupsPromotion Events Radio Television Online Print
Sponsorships Trade Shows Outdoor Direct Mail
Newspaper MagazinesBanner Ads AdWords SEO
Product Placement PressSpread the Word! Get the Most With Integrated Marketing
Copyright 2010 Sigma College of Small Business, Inc.
The Match Game (cont’d)
13Spread the Word! Get the Most With Integrated Marketing
Product or Service_________________ Target Audience____________________
Attention
InterestDesire
Action
Message Methods Priority %
Copyright 2010 Sigma College of Small Business, Inc.
Tricks and Techniques
• Center on Web Site– Web site offers a great “common area” to pull together advertising across multiple media
– Interactivity and depth
14Spread the Word! Get the Most With Integrated Marketing
• Map out the Plan– For each brand and product– Discipline in consistency and messaging
– Evaluate new tools against the plan
• Target Audience• Effectiveness in communicating message
Copyright 2010 Sigma College of Small Business, Inc.
Critical Business Areas
Strategy and Planning
Marketing and Sales
Accounting and Finance
Operations and Quality
Leadership and Administration
Technology and Innovation
Sigma College of Small Business
• Upcoming SigmaFree Classes– 4/6 – Build a Practical Business Plan
– 4/13 – What’s In a Name? The Power of Your Brand
• Focus Workshop– 3/30 – Leveraging the Online Social Network
• 10am – 2pm, $199
15Dedicated to the Learning Needs of Small Business!