Why Integrating Your Marketing Strategies Is A Must
July 22, 2014
Consolidating or integrating your marketing strategies is extremely important. Without it you can land yourself into a heap of trouble.
Imagine you are all set to buy that hot red, new barbeque. You can’t wait to sink your teeth into those big, juicy steaks but everything is neatly packaged up tight in a big cardboard box and stapled shut. What is the reason for this? Quite simply, there are more parts inside that box and each one has its own individual purpose.
Individually, these parts mean nothing at all, however when you piece them all together (with the help of the instructions and fancy diagrams of course), the end result will be an amazing barbeque identical to the one you saw as a demonstration in the store. However, if you do not use one of the required pieces, you could end up with a barbeque that doesn’t do what you intended it to do!
There is a commonality between your marketing strategies and that big box of barbeque parts. On one hand you want to explore "marketing" activities such as special events, print advertising, direct mail campaigns, website promotions, direct email campaigns, and maybe even a trade show attendance and speaking event. Individually, each marketing activity may drive sales, but when consolidated, they deliver a winning formula for all your marketing activities.
For example, let's say you want to bring more sales through your website. You may need to merge a traditional tool like direct mail to get to those people who aren't actively looking for your product or service on the Internet. By using direct mail as one part of your marketing strategies, you can lure them to your website which solves a particular problem that they might face.
On the other hand, if you only rely on your website to reel in potential prospects, you're missing those other leads that might have been acquired through this integrated approach.
Therefore, each marketing component in your marketing toolbox should deliver positive results to your bottom line and when jotted down on your marketing/promotions calendar, you can easily see the marketing mix you've created with all the winning components working together in synergy. It will also allow you to analyse your offer and stand out by creating a clear vision of your true value proposition. Then you can inform your customers, and they'll tell new customers, which in turn will bring in more leads to your business!
Creating structure is key to your success by consolidating all your marketing strategies in a calendar by planning out all your individual goals for each month in one place. By having all your strategies listed, it will allow you to tweak and refine the plan while it's in motion – you will see which activities are successful and re-adjust or remove those that simply are not delivering the goods.
Writing down all your marketing activities will also allow you to see where you can plug in some of your existing programs and see how they can all fit together to create one consolidated marketing campaign.
For example, if you're planning to launch a new product in December, do you want to organise a trade event in November? Perhaps not, but the calendar will let you see that launching a new product would make more sense before the trade event. In essence, this consolidated marketing/promotions calendar will let you to see the bigger picture of how you need to market your new product and when and then ensure that you track your costs and results for each one.
Put together a timeline for all your marketing activities in a calendar to ensure that your business is aligned for campaign success. By doing this, you will create a visual map to success.
Creating a marketing mix through calendar planning will also allow you to track your campaign and adjust/tweak strategies which do not support your overall marketing objectives. This will make it easier for you to consolidate all your marketing strategies listed in your marketing plan – and most of all make it easier to implement!
I'm busy working on my blog posts. Watch this space!