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Integrated Marketing: The Drive for Measurable Results
Rich ThompsonVice President of MarketingITW Welding North America
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What is Integrated Marketing?• More than just the latest catch phrase• It’s how people are connected to your
brand• …and how YOU connect them to your
brand• Congregation-Connections-
Consistency
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The Distress Example
A Sinking Boat
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Integrated Marketing
Does Not Mean You Can Do Things on The Cheap!
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Integrated Marketing
Maximizes The Volume of Your Message and the Effectiveness
of Your Results
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Congregations• They’re your customers, your audience• Your targets• Do you know your Congregation?
– Small? Large?– Happy? Upset?– Growing? Shrinking?– Loyal? Looking for better options?
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Congregations
They are on the grow only when you find the ways to make the
Connections
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Connections• Connections are made through multiple channels
of messaging and communication to your Congregations– Print– Online– Social– Direct Mail– Trade Shows– Traditional and Non Traditional– And More…
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Why?• Your Congregation MAY be present there!• Yet….how do you know that?• FIND OUT FIRST….INVEST!• Research IS KEY
– Trends– Demographics– Behaviors– Information Consumption– Developing FOCUS
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“Directing is knowing where to place your focus.”
-Steven Spielberg
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Connections• GO where they really are and want to be…• DON’T GO where you THINK or FEEL or
BELIEVE they are• It’s like a urgent phone call to a
disconnected number…
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Consistency• No long term Connection works without
Consistency• Think of your last cell phone call in a rural
wooded area…– Breaks– Static– Lost Words– Misunderstanding of words
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Consistency
Congregations can be fully engaged when all your Connections are
completely Consistent
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Consistency• ON Brand• ON Message• ON Target• ON Channel• ON Truth
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“A brand is a set of differentiating promises that link a product to its customers.The brand assures the customer of consistent quality plus a superior value(both functional and emotional) for which the customer is willing to give loyalty to and pay a price that brings a reasonable return to the brand, business and it’s shareholders.”- RT
A Definition of “Brand”
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Example of How NOT to Be “ON”
“Big Heart, Bad Delivery”
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The cause is right.The thought is right.The heart is right.The message is wrong.The delivery is wrong. The results are disastrous.
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Recap• Know your Congregation
– Invest in Research!!• Leverage message across Connections
– Understand how many, what they are, which ones, and how to use them
• Drive Consistency of your message– ON Brand, Message, Target, Channel, and Truth
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“When I grow up, I still want to be a Marketer”
THANK YOU!