The message behind integrated marketing is as simple as it is effective: choose one personality for your company and stick to it on all marketing platforms. While your company may have a distinct brand and message, the secret ingredient to marketing success is rooted in both consistency and time. Bloomberg Business Week recently reported that companies who stick to long term marketing campaigns and integration can expect longer success, possibly at a lower cost. However, all the messaging and integration in the world will not be effective without the right strategy and an eye on the future. Successful integrated marketing can be broken down into three major rules: diversity, consistency, and time.
Integrated Marketing Rule #1: Don’t Put All Your Eggs in One Basket
The Problem: Because most consumers allow only 1-5 seconds before they shift their attention, modern marketing faces the challenge of getting a message across quickly. That means your marketing effort has at most, 5 seconds, to capture the attention of the right consumer. Furthermore, in the wide breadth of marketing messages being seen each day, your message has to be memorable.
The Solution: By covering a wide selection of marketing platforms, your message has more chances of being seen and more chances of converting into a lead. Integrated marketing for the modern company is taking the time to develop mirroring campaigns in multiple platforms like social media, automated marketing, direct mail, and so much more. This increases your exposure and allows for the familiarity that breeds repeat customers and brand recognition.
Integrated Marketing Rule #2: It takes a Big Idea + Consistency
The Problem: Often companies switch between marketing agencies and don’t allow for a unified voice to mark their advertising. Similarly, when the next big idea hits companies may leave their already active big ideas behind. When this happens, your brand gives consumers whiplash and it decreases brand awareness. Without consistency, you may be missing out on your ROI.
The Solution: Integrate your marketing voice into all aspects of your brand. A great example of a big idea paired with consistency is Starbucks. In all they do, you find advertising that really works. Every time you go to a Starbucks, you will get the exact same drink and great customer service. If you have a problem with the product they remake it and offer you a drink voucher. Not only does it create consistency in product, the drink voucher is branded to match their billboards, their emails, their drink cups. It all comes together. To get the most out of an integrated marketing strategy, it needs to permeate your entire business. Your customer service needs to be communicated in that personality. Your emails need to be written in that voice. You get the picture. Consistency makes a big idea work.
The Golden Rule of Integrated Marketing: Time
The Problem: Every company is results driven. Who could blame them for that? The problem is that often those results are set in the short term without an eye on the long-term. While one big push campaign will often drive results, it will fizzle out quickly and require a new big idea. Integrated marketing, with Admail West, means long term solutions rather than a quick fix. Without a long term goal, your strategy will lack the long term success had by leading companies.
The Solution: A long term strategy and brand centered on your long term goals makes a world of difference in the long haul. An example of great long term integrated marketing can be seen in Progressive’s insurance campaigns with Flo. Flo debuted in 2008 and has been an icon of the company ever since. Flo is personable, well put together and upbeat. In the creation of her persona, Progressive captured their customers not only as insurance clients but as a friendship based on social networks around Flo. While the scenario of Flo has changed and she offers new discounts in new ways, Flo is a constant. She is a pop culture icon, even featured in a Halloween costume. Flo is successful because she is consistent and long term. Now 8 years may seem like a long time to stick to one campaign, but when it comes to integrated marketing, it’s genius. Furthermore, the progressive campaigns are on all platforms. You can receive emails from Flo, there are landing pages, banner ads, direct mail pieces, commercials, and so much more. Even their customer service is branded with Flo. Effective Integrated marketing is using a big idea over and over again for continuous and long term success.
Why Admail West for Integrated Marketing?
Choosing a marketing agency is a lot like choosing a spouse. The relationship is intended to be long term and an agency should feel as invested in your success as you are. Admail West’s brand is growing businesses. Our marketing is client success. For us integrated marketing is teaching your company how to reach the right people in an effective way. Contact us today for a long term plan for your integrated marketing.