Taking the Integrated Marketing Message Public

The company has detailed its message, defined its corporate culture, trained employees on all procedural matters and has launched a comprehensive social media program. What next? The company’s integrated communications launch must complete the integration by launching a brick and mortar awareness program.

This approach is complimented by all other marketing activity and delivers a coordinated, consistent message that completes the cycle and leaves no stone unturned. The marketing department now swings into multi-dimensional action with delivery of a consistent, coordinated series of events that usually includes advertising, seminars and other creative public relations activities.

Some of these other activities might include direct and targeted internet marketing, direct mail campaigns or demographically selected telephone marketing. With today’s technology, these programs have proven to be cost effective as targeted contact lists can be either purchased or rented to supplement the company’s existing customer data base. Productive direct marketing firms now provide as-needed full service outsourcing.

Direct e-mail, mail or telephone campaigns can be tailored to meet the company’s online presence. The company can work with the full service direct marketing firms to ensure consistent imaging, design and verbiage before the direct marketer launches the campaign.

Meanwhile, trained company ambassadors conduct awareness seminars, participate in community activities and propel the company’s message to the forefront wherever customers congregate.

All this activity can be used in concert with strategic traditional television, radio and/or printed advertising. These activities must also conform to the integrated marketing guidelines and should be overseen by the marketing department. Whether the company has a local, regional, national or international market, all cylinders of the overall integrated marketing must be firing on the same wavelength delivering the company message and enhancing the brand at every opportunity.

Now that the company has launched this physical marketing campaign, it is the responsibility of human resources in collaboration with the marketing department to make certain the brick and mortar operation understands the integrated marketing campaign and conducts in-house operations in the same seamless and transparent manner as represented in the marketing program.

This aspect of the marketing program was often undeveloped before the current recession. Since then, companies large and small have returned to a higher level of customer service. The concentrated customer service effort yields big returns in terms of repeat business and positive word of mouth feedback.

New customer development, existing customer retention and brand enhancement are the intentions of integrated marketing. Throughout the marketing effort, the customer is the targeted goal. Every component must provide a transparent process that begins with initial contact and is completed by well-trained, knowledgeable company representatives.

If a company doesn’t have in-house staff to implement an integrated marketing communications strategy, it might be best to leave that in the hands of a professional agency. These agencies have the expertise and the experience to perform all parts of an effective marketing strategy from start to finish, so as to provide you with a high return-on-investment and visibility for your brand name.

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Category: Marketing
Keywords: marketing, integrated marketing, integrated marketing communications, business