integrated marketing
DESCRIPTION
A talk on Integrated Marketing, given to non-profits at Community Connect, Riverside, CA, June 2012. Part of the "Crash Coarse in Marketing Secrets"TRANSCRIPT
@jonburgess
INTEGRATED MARKETING
Jon BurgessINTEGRATED MARKETING
@jonburgess
Challenge•1,000 of advertisements/messages
•Mass Media, Digital Media, Social Media, Direct Marketing, Mobile, Word of Mouth
•Competition, Innovation, Global Markets, New Ideas
•Chief Marketing Officer – Ave. 22 months on the job
INTEGRATED MARKETING
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SO, HOW DO YOU RISE ABOVE THE NOISE?
@jonburgess
http://econsultancy.com/us/blog/10102-how-much-data-is-generated-every-minute-infographic
econsultancy
Marketing
The purpose of business is to make a customer.
Peter Druker
INTEGRATED MARKETING
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DEFINITION OF BUSINESS
DEFINITION OF MARKETING
We believe: marketing is the “process” of matching company core competencies to
customer wants and needs.Ronald Burgess
Takeaways
•What is your Brand Value?
•Does your Organization your niche/crack?
•Creating a Marketing Process.
INTEGRATED MARKETING
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What is Brand?INTEGRATED MARKETING
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A brand is a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers.“ -
Wikipedia
Relationships = BrandINTEGRATED MARKETING
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1. Hand Shake
2. Hand Shake + Surrogates
3. Hand Shake(s) + Surrogates + Channels = Branding
{Personal
Communications, Aesthetics, People, Quality,
Monetary Value, Intrinsic Value, Service
ValueINTEGRATED MARKETING
@jonburgess
Economic Value - the amount (of money or goods or services) that is considered to be a fair
equivalent for something else
Service + Quality + Price = Value
Emotional Value, Aesthetic Value, Intrinsic Value
Value only matters when you compare it to something else.
BrandValue
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Burgess Value Diamond – Copyright 1995- 2012
INTEGRATED MARKETING
Executing your branding, communications & resources to your organization's marketing advantage, within a defined market segment.
@jonburgess
NICHE = CRACK1. Knowing your Crack
2. Finding a Crack
3. Creating a Crack
Niche
The word "niche" is derived from the Middle French word
nicher, meaning to nest.
INTEGRATED MARKETING
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Who is in Your Niche?
Marketing Process
INTEGRATED MARKETING
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Marketing ProcessINTEGRATED MARKETING
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INTEGRATED MARKETING
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1. Positioning: is C-Level/Board Level2. Top Down3. What is your value?4. Where is your niche?5. Who is also in your niche?
1. Honest
2. Family
3. Health
4. Vertical Production & Delivery
INTEGRATED MARKETING
@jonburgess
20112008
2005
2000
Yes
No
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
Have you ever recommended LDF to a friend?
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
Less
than
One
1 Yea
rs
2 Yea
rs
3 Yea
rs
4 Yea
rs
5 Yea
rs
6-10
Yea
rs
10+
Years
2000
2005
2008
2011
How long have you been a customer?
INTEGRATED MARKETING
@jonburgess
1. Planning: is Management Level2. Campaign Planning3. Communication Tracks4. Creative Themes/Events/Message
INTEGRATED MARKETING
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INTEGRATED MARKETING
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1. Execute: is Management/Task Level
2. This is where you DO.3. Hard Dates & Expectations4. People have tasks as part of their
job description
INTEGRATED MARKETING
@jonburgess
INTEGRATED MARKETING
@jonburgess
INTEGRATED MARKETING
@jonburgess
Tools – Schedule, Re-Release
Hootsuite, TweetDeck
INTEGRATED MARKETING
@jonburgess
FACT:No one person can execute all of the marketing tasks.
People
• Designers are not Writers.• Webmasters are not I.T. • Editors are not Media Buyers •Social Media is not Print Layout.
Don’t be afraid to outsource your tasks to agencies, webmasters, copyrighters, designers.
INTEGRATED MARKETING
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1. Results? Management/Task Level2. Report back up the chain3. Think Measurements: ROI, Clicks,
Follows, List Growth, PR, etc.4. ADJUST Positioning & Planning
INTEGRATED MARKETING
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Google Analytics
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Google Analytics
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Chart Beat
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InlandEmpire.US
40-50k PV/mo.
INTEGRATED MARKETING
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InlandEmpire.US
40-50k PV/mo.
SHARES
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Riverside Only Calls
0 5 10 15 20 25 30
Press Enterprise Count
Previous Customer Count
Web Count
Referral Count
Yellow Pages Count
P/C Customer Count
Saw Truck Count
Drive By Count
Employee Count
Media
INTEGRATED MARKETING
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Email Statistics – Constant Contact
INTEGRATED MARKETING
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INTEGRATED MARKETING
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THANK YOU
Jon Burgess M.B.A.Senior Digital Consultant / General Manager
RedFusion Media, Inc.909-798-7092
Twitter: @jonburgessLinked In: /in/jonburgess
INTEGRATED MARKETING
@jonburgess