@jonburgess

INTEGRATED MARKETING

August 24th – Shoestring Marketing, Riverside Chamber

Jon BurgessINTEGRATED MARKETING

@jonburgess

Marketing

The purpose of business is to make a customer.

Peter Druker

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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

INTEGRATED MARKETING

Executing your branding, communications & resources to your organization's marketing advantage, within a defined market segment.

@jonburgess

NICHE = CRACK1. Know your Crack

2. Find a Crack

3. Create a Crack

Niche

The word "niche" is derived from the Middle French word

nicher, meaning to nest.

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

BrandValue

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Burgess Value Diamond – Copyright 1995- 2012

“Positioning focuses on the perceptions of the prospect not on the reality of the brand.” - Al Reis

We believe, “small companies can much more materially position themselves: in a physical way, innovative way and more strategic way.” – Ron Burgess

1. Positioning

Al Ries – www.ries.com

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2. Marketing/Brand Emplacement

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We define emplacement as the “process of placing your company between your customers and your competition.”

This is in a more physical and less mental sense. The smaller your niche, the fewer competitors you will likely have.

EmplacementINTEGRATED MARKETING

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Emplacing in your Niche?

3.Marketing Process

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Marketing ProcessINTEGRATED MARKETING

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Excel – QuickBooks – CRMs – Sales Force – ZoHo – Work Etc. – Infusion Soft – Hub Spot – Constant

Contact – Google Analytics – Chart Beat – Brandify - & more…

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@jonburgess

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4. Content & Context

"Content is where I expect much of the real money will be made on the Internet, just as it was in broadcasting. - Bill Gates 1/3/1996

Content Is King

Context is Queen

Where is your content? How is it being used within the media? What is your goal? Are you leveraging it?

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5. ReputationHonest – Authentic - Transparent

Perception

Brand

Actions & Value

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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.

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THANK YOU

Jon Burgess M.B.A.Senior Consultant

RedFusion Media, Inc.909-798-7092

Twitter: @jonburgessLinked In:

LinkedIn.com/in/jonburgess