Integrated Marketing: The Drive for Measurable Results

Rich ThompsonVice President of MarketingITW Welding North America

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

The Distress Example

A Sinking Boat

Integrated Marketing

Does Not Mean You Can Do Things on The Cheap!

Integrated Marketing

Maximizes The Volume of Your Message and the Effectiveness

of Your Results

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?

Congregations

They are on the grow only when you find the ways to make the

Connections

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…

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

“Directing is knowing where to place your focus.”

-Steven Spielberg

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…

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

Consistency

Congregations can be fully engaged when all your Connections are

completely Consistent

Consistency• ON Brand• ON Message• ON Target• ON Channel• ON Truth

“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”

Example of How NOT to Be “ON”

“Big Heart, Bad Delivery”

The cause is right.The thought is right.The heart is right.The message is wrong.The delivery is wrong. The results are disastrous.

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

“When I grow up, I still want to be a Marketer”

THANK YOU!