Developing an Integrated Marketing Plan

                What exactly is Integrated Marketing? For this answer I will use the most technical term as possible, “Integrated Marketing is an approach to creating a unified and seamless experience for consumers to interact with the brand/enterprise; it attempts to meld all aspects of marketing communication such as advertising, sales promotion, public relations, direct marketing, and social media, through their respective mix of tactics, methods, channels, media, and activities, so that all work together as a unified force. It is a process designed to ensure that all messaging and communications strategies are consistent across all channels and are centered on the customer (Thedma.org).”

                You may be a small business and thinking that this Integrated approach does not apply to you. In fact, this approach applies to all businesses small and large. To give an example I will discuss the first few months of owning the Athletic Club. T the first people that come through the door when you open a business is sales people. Therefore, really the first type of business that we do is through them, Radio, newspaper, mailers, maybe even television if its in our budget. Because most of us that open our own businesses are technicians of our skill/craft and not wise to the ways of marketing, when usually spend tons of money on Direct marketing. Many times, with very small return. While there is definitely a place for direct marketing such as this, I would suggest divvying up your marketing expense to create a more holistic and integrated approach.

                Why the athletic club was able to grow at a face pace when we finally got the kinks out of our marketing plan and developed an integrated approach. We had direct marketing with radio ads, reached out to local papers to write articles, started a fund raising 5k, donated to local sports teams, had a float in the local parade, strong social media presence, paid advertising on social media, handed out business cards and was part of as many local marketing groups as possible. This plan was an integrated approach. Through our marketing activities we were able to not only spread our message of why you should be our customer, but also made loyal and emotional connections but actually providing for our community.

                If your starting a business, or have a business currently, I implore you to consider a well thought out Integrated Marketing Plan. If you need help creating one, please reach out to me and I will be glad to help

Thank you,

Jason St Clair