Integrated Marketing Communication

What to do in the downturn economy?

noreply@blogger.com (MarketingPro) — Sun, 10 May 2009 03:52:00 +0000

One of the most important things you can do in tough economy is keep up your marketing efforts.

Everyone is looking to cut costs. Many smaller and mid-sized businesses decide they can figure it out on their own without a Marketing pro. However, a "penny wise" theory is going to do two things:

1. Cost you more in mistakes.

It never fails that I meet a prospective client looking for a "brochure", a "website" or the like. They often don't have any idea where to start or in which direction to go. They just want some quotes to get something done. I always make them fast forward to six months later when they realize they just blew money on an ineffective marketing tool inconsistent with the direction of their business. Thus, requiring them to go back to the drawing board and reinvest in doing the job the "right way". An experienced Marketing pro can help navigate the most cost-effective ways to keep a strong marketing presence while minding the budget. In the end, the client not only has something useful, but didn't pay for it twice.

2. Hurt your sales revenue stream.

For the most part, Marketing has become a long-term investment. In other words, unless you are running an ad for a sale at your store this week, you need to keep at it for awhile to see results. Consistency over time is the name of the game. When you hit the brakes on Marketing efforts you may save some money--for the MOMENT. But shortly down the road you will start to see sales dip. If you don't have significant measures in place, everyone will stand around trying to figure out what happened. In reality, businesses need to INCREASE Marketing efforts in a tough economy. Of course they must do so in the most sensible and cost-effective way with an eye on ROI.

Finally, remember that Marketers have a vested interest in your businesses' success. When you make them a trusted advisor, everyone wins.

Back to Basics: Good Writing

noreply@blogger.com (MarketingPro) — Tue, 29 May 2007 16:04:00 +0000

One of the major sins of Marketing that I see time and time again is poor writing. We all get so carried away with technology and cool promotions that we forget the basics. If your bottom line is running away...stop! Take a look at the content you have out there. Is it well organized, compelling and concise? Is your message consistent? If not, you may be losing your audience after the first line. It sounds simple, but it works. Remember, without a good foundation, the rest of your Marketing Communication will crumble.

Big Business Going Boutique

noreply@blogger.com (MarketingPro) — Thu, 26 Apr 2007 19:29:00 +0000

If you live near a small town, you may have started to see the small, local businesses get replaced by chains and mega stores. No matter where you go you're bound to see a Starbucks, Staples, TGIF, Target and Barnes and Nobles within a few miles of each other. The advantage: convenience. The disadvantage: less personal and friendly service.

However, there may be a change in the way these retailers are appealing to customers. Perhaps it is consumer backlash to being a meaningless transaction to a clerk behind the counter. More than likely, you know that by next month it will be a new person helping you.

It seems we are seeing more marketing messages selling the friendly attributes of a big business. WAMU and Commerce Banks are a couple of examples that pop in my head. Apparently Office Max and Macy's are going in the same direction. These retailers are providing a more comfortable atmosphere for customers. From extended hours to serving free coffee, these mega-giants also are promoting this value-added service. In addition to making customers happy, the objective is to get shoppers to spend more time in the store. That translates into more spending.

Those who will successfully market these services will be sincere. If the employees and the overall atmosphere contradict the marketing message, then the programs will fail. The key will be duplicating the small mom and pop store both in service and in marketing.

http://www.post-gazette.com/pg/07116/780883-28.stm

PR Crisis: Imus Talks Too Much

noreply@blogger.com (MarketingPro) — Thu, 12 Apr 2007 12:17:00 +0000

Unless you live under a rock, I'm sure you've heard about the inflamatory statements of Imus on his radio and MSNBC talk shows. He first apologized for his remarks about the Rutger's Women Basketball team. Then it landed him a 2-week suspension. At that point he should have just moved on, but he didn't. He made the biggest PR mistake--he kept talking about it.

There is a fine balance between saying too little and saying too much when it comes to crisis PR. In Imus' case, his brash demeanor and sharp tongue make a case for saying less. If you look back at his initial statement, he seemed sincere and embarassed for his comments. However, in later interviews his tone and manner are less apologetic--really just part of his personality. That's why it is important for PR managers to carefully evaluate spokespeople and the situation. A matter-of-fact, straight shooter type can work in some situations. In this example, a more humble and gentle personality would have done better. Thus, pitting Imus against tough interviewers in a hostile environment is the worst thing a PR person could do.

noreply@blogger.com (MarketingPro) — Tue, 03 Apr 2007 14:08:00 +0000

According to a study by the Association of National Advertisers, Integrated Marketing Communication has become the number one hot item for 2007. One of the responders indicated the proliferation of media and new levels of accountability are a key driver of top marketers. Thus, the importance of IMC in ensuring the best communication and measurements techniques for the overall business, as well as a specific project.

As mentioned before on this blog, I often hear from clients that they just want one particular solution such as a web site or brochure. I can't drill this into their brains enough--don't make a short-term decision without looking at the whole picture. To be truly integrated you need to look at all your marketing and communication activities on a whole. As the ANA survey indicates, top marketers realize the importance of thinking on larger scale. Things aren't as simple as they were 10-15 years ago. A well-placed ad or one direct mail campaign is not going to get the results they once did a decade ago. The key is balancing the right strategies at the same time.

http://www.ana.net/news/2007/03_26_07.cfm

Marketing ROI: Why data is important

noreply@blogger.com (MarketingPro) — Tue, 20 Mar 2007 16:13:00 +0000

I can't tell you how many times I've worked on a project with bad data. It seems that no matter what size company, there are always gaps in the quality and level of data. Aren't we living in the information age?

The problem is that information is usually not tracked, updated or there is no sensible plan to manage it. Even my smallest clients seem to have a database. Unfortunately, time and time again it usually winds up being nothing more than an expensive Roladex. Under utilized and mismanaged, bad data management limits the ability to make sound Marketing decisions. Your sales team may have front line access to client needs, but can you back that up? A reliable database would help provide reporting to at least get you asking the right questions.

Another area that is problematic--tracking Marketing or PR programs. Do you know the lifetime value (LTV) of your client base? What is the response rate for the last campaing you ran? What is your definition of click thru? If you are not testing and tracking, you are wasting valuable time and money on a program.

Don't put your ROI at risk. Make a plan now.

An Old Story: Marketing or PR?

noreply@blogger.com (MarketingPro) — Tue, 13 Mar 2007 01:33:00 +0000

For the past 10-15 years, there has been a big merger of PR and Marketing. As this blog is entitled, "Integrated Marketing Communication" has evolved into a strong strategy for those who use it. Of course, there are still those organizations that STILL divide up PR and Marketing functions. They may barely even talk with one another, let alone coordinate efforts.

When I teach my PR class, I tell students about the benefits and trappings of integrating functions. Most of the time it is an advantage. Branding (Marketing) and image managment (PR) are a natural fit. Product launches or advertising can benefit from leveraging the PR side of the equation. Sales driven events often need PR support, as well. Now with the emergence of Web 2.0, blogs, streaming media and RSS feeds serve as both a PR and Marketing tool.

On the negative side, PR credibility and public interest can be watered down by Marketing efforts. So management must be reminded of the delicate nature of integrating functions.

http://adage.com/columns/article?article_id=115531

Branding: Who are you?

noreply@blogger.com (MarketingPro) — Thu, 08 Mar 2007 00:23:00 +0000

I always tell my clients to start with the Marketing basics. If you don't have a solid foundation, then anything you try to execute is going to crumble. With that said, branding is the essence of the organization. It starts with your corporate culture and mission. Then it extends into goals, communication, and visual identity. And, it extends to your employees and how they approach clients and deliver products or services.

Best Buy, Disney and Starbucks at some point have all had strong branding. There is an "experience" associated with them. That is the ultimate in brand gratification. However, the key is ensuring that it is lasting over time. Sometimes this brand "experience" gets pushed aside for the sake of growth, profitability or ego.

Small and mid-size businesses can benchmark these same strategies. In fact, once they develop a branding strategy, it may be easier for them to execute on it. Larger Fotune 500 organizations have so many layers that it often becomes a challenge to manage brand identity successfully.

Look at the recent problem at Starbucks. The CEO wrote a memo to employees that the brand had lost some of its appeal. His comments reminded staff that success is not an "entitlement." Good reminder to us all.

http://today.reuters.com/news/articlebusiness.aspx?type=ousiv&storyid=2007-02-23T221445Z_01_N23333341_RTRIDST_0_BUSINESSPRO-STARBUCKS-SCHULTZ-DC.XML&from=business

http://pqasb.pqarchiver.com/wsj/access/1222065041.html?dids=1222065041:1222065041&FMT=ABS&FMTS=ABS:FT&date=Feb+24%2C+2007&author=Janet+Adamy&pub=Wall+Street+Journal&edition=Eastern+edition&startpage=A.4&type=8_90&desc=Starbucks+Chairman+Says+Trouble+May+Be+Brewing

PR Online: Reputation Management

noreply@blogger.com (MarketingPro) — Tue, 06 Mar 2007 14:36:00 +0000

Web 2.0 is a major influence in Marketing and PR image management. From branding to crisis--blogs and other personal editorials on the Web have become a major issue for us Marketing folks.

One interesting turn of events is the online rumor mill. Yes, it sounds like high school, but the fact is people spread silly rumors which can impact the bottom line. One claim reported the P&G CEO went on TV and said he donated company profits to a Satanic organization. According to a Seattle Times article, one major source of correcting the problem was that the TV show stated the CEO never appeared on their broadcast. So, ultimately PR 101 works in the online world--with a twist. Get the truth out, but wait until the issue is becoming mainstream. No sense in publicizing something that only 12 people read. Use legitimate and credible sources to state your position. They may include websites, traditional media and even reliable bloggers.

Most of all, keep an eye out for what is being said about your organization online. You can't manage what you don't know. Surprises in reputation management are generally not positive.

http://seattletimes.nwsource.com/html/businesstechnology/2003599488_rumors04.html

Where is print headed?

noreply@blogger.com (MarketingPro) — Thu, 01 Mar 2007 22:12:00 +0000

Here is a thought. One I'm sure many of you have too. With the advent of mobile marketing, Web 2.0 and such...what is the fate of traditional Marketing Communication?

Newspaper readership is down. The children of today have grown up always knowing the Internet. More and more, companies direct potential clients to their websites instead of providing folders of Marketing materials. Yet, many of my clients still want traditional marketing materials. Junk mail is piling up in my mailbox. My recycling can has tons of paper in it.

For the short-term, I believe the Marketing mix will still contain plenty of collateral. The next 10-15 years may be a different story, however. While paper may not make a complete exit, it will most likely be reduced to a small percentage of Marketing efforts due to improving technologies, efficiency and environmental awareness.

Web 2.0: The New Face of the Web

noreply@blogger.com (MarketingPro) — Tue, 27 Feb 2007 17:33:00 +0000

If you haven't heard of Web 2.0n yet, you will. In the most simple terms, it is the next generation of the web. It is promising to be more social and interactive then ever.

The web is not just content anymore. It is filled with places to share ideas and discussions--to publish and share. Blogs, RSS feeds, networking sites, video publishing are a reality and will continue to refine and evolve, just as the web has over the last decade. Much like the growing pains we encountered previously, we will surely hit some bumps regarding issues such as copyrights laws, privacy, metrics and online safety. However, the new web will provide a much richer and productive experience than what we already know.

We already have seen such a dramatic change in the last year. The next five years will no doubt change marketing even more rapidly. Opportunities are abundant.

Marketing 101: Advice for Small Biz

noreply@blogger.com (MarketingPro) — Fri, 23 Feb 2007 17:26:00 +0000

If you've ever spent many years in large corporations, you would become accustomed to the vast resources available. Analysts, technology, subject-matter experts and sizeable budgets are all familiar. However, small business owners are wearing many hats and have limited amounts of money to throw at a problem.

The two major Marketing mistakes I see smaller businesses make is: 1. the lack of real attention to Marketing until business is slow; and 2. they buy into a quick fix that usually doesn't get the results they wanted. The result is a low ROI and a semi-failed project. In addition, their marketing is disjointed and confusing.

Would you get a prescription from the drug store before you go to the doctor? No. The same holds true for Marketing. You can't fix the problem without knowing what is wrong or which medicine is the right one for you. Good Marketing requires a great deal of diagnosis before execution--maybe even some tests.

What is the answer? If you are going to invest in Marketing, make it part of your regular business operations. Make sure you think about multiple strategies and don't just jump into a project without having the most essential elements in place. Finally, make sure that the cheaper solutions will not cost you more down the road.

RFID: Great Marketing or Invasion of Privacy?

noreply@blogger.com (MarketingPro) — Thu, 22 Feb 2007 14:08:00 +0000

RFID, or Radio Frequency Identification, is a technology used to track retail inventory. Much like a bar code it is used to identify an item. It also has a chip and antenna, which can send information via radio waves when activated. It is a great tool for retailers to: ensure shelves are stocked; track the delivery route; and assist in recalls. However, if left activated, it can track your use and whereabouts with the product when tied to a credit card or loyalty card transaction.

As a marketer, I'm a great believer is utilizing data, such as loyalty cards or CRM databases. It allows for better decision making and ROI. As a consumer, however, I am disturbed by the ability to abuse this technology.

The key difference between this technology and other forms of data collection is in customer choice. We have become more accustom over recent years to "opt-out" of being on a list. We have a choice to use a credit or loyalty card. However, technologies like RFID become instrusive when the customer does not have either the knowledge or ability to refuse being tracked. This is not only a privacy issue, but a marketing and PR issue. Sooner or later, the public will become tired of the intrusions in their life. Similiar to what has happened to direct marketing--telemarketing, "junk" direct mail and "spam" email--the consumer will rebel. In the end, a dissatisfied consumer will make it harder for marketers to do our jobs.

RFID and similiar technologies must stop at the transaction level and put the control back in the consumer's hands if we are to have long-term success.

http://www.nj1015.com/absolutenm/templates/?a=5817&z=2

More on JetBlue: Bill of Rights

noreply@blogger.com (MarketingPro) — Wed, 21 Feb 2007 16:32:00 +0000

JetBlue's crisis PR campaign is still going strong with an ad campaing and a customer "Bill of Rights." According to an analyst on the Fox 5 (NYC) news broadcast, JetBlue is positioning themselves as a leader in the industry for travler advocacy. He called the move a "homerun."

The Bill of Rights will allow for more open passenger communication, as well as refunds. The passengers may even be allowed to deplane if they are on the tarmac for five hours. Check out the Bill of Rights here http://www.foxnews.com/story/0,2933,253027,00.html.

On the JetBlue homepage they have a link to CEO David Neeleman's message to the public. Their new policies and a videotaped message appear. http://www.jetblue.com/about/ourcompany/promise/index.html?&intcmp=imgHPpromise20070219&

JetBlue's proactive position will surely win them back their customers and their reputation very soon.

PR Crisis: JetBlue

noreply@blogger.com (MarketingPro) — Tue, 20 Feb 2007 23:15:00 +0000

In this age of instant communication, any mistake a company makes is amplified even more than in the past. The recent issue with JetBlue is a great example.

It is no secret to the frequent travler that delays and hassles happen. But the 8 or so hours JetBlue passengers had to endure on the tarmac is pretty tough--even for the most experienced of us. What makes matters worse is the airline's excellent reputation for client service has set high expectations.

The fact is that bad news happens. There is always the possibility that an unforseen event can impact a business and/or its reputation. The key to riding out the storm--good PR.

According to cnn.com, the company stands to loose millions due the weather-related problems encountered by JetBlue. The good news in all of this, is that the founder and CEO David Neeleman is committed to fixing the problem. "I'm not focused on the first quarter. I'm focused on the second, third and fourth quarter and rebuilding our reputation in the eyes of our customers and crew members," he said.

Rebuilidng reputation is paramount to riding the wave of a crisis. Neeleman's recent actions including apologies, media blitz and revised policies is a great example of good crisis management.

We can all learn a lesson from the JetBlue crisis. Let's keep our eyes on Neeleman to see if he keeps up the good work!

http://money.cnn.com/2007/02/20/news/companies/jet_blue/index.htm?cnn=yes

Welcome!

noreply@blogger.com (MarketingPro) — Mon, 19 Feb 2007 22:32:00 +0000

Welcome to my blog. Many of you who read this may have knowledge or questions about Integrated Marketing Communication. This blog is intended to touch on some of those issues.

One major topic today is the Baby Boomer market. Most people have some knowledge of this group.They are an influential group born between 1946-1964. Their numbers are large--somewhere around the 76 million mark. And their impact is a great one for marketers. In particular, certain industries such as healthcare will be most impacted by the lifestages of this group.

Check out my firm's site for an overview. www.murphycommunication.com/News_and_Articles.aspx

How is your business preparing for the next great Boomer wave? Share your thoughts.