What company comes to mind when you think of great marketing? Maybe it's Coca-Cola. Or maybe it's Sony, Geico, or Apple. Although these companies are different, when it comes to marketing, these companies have one thing in common: good integrated marketing.
The Convention Industry Council defines integrated marketing as "[m]arketing activities with a common focus on the marketplace or a customer segment. The execution of each individual piece of the integrated marketing plan is consistent with, and supportive of, each of the other pieces of the plan."
If you're like most companies, you're always looking for ways to grow your business. One of the most effective ways to grow your business is to implement an integrated marketing strategy. Why integrated? Integrated marketing allows you to take advantage of a wide range of advertising vehicles, and you can leverage each advertising approach in ways that will benefit your company most.
Today, there are many different channels for integrated marketing, and each channel has multiple "sub-channels":
- Online media - blogging, e-mail, search engine ads, social media (Facebook, LinkedIn, Twitter, YouTube)
- "Non-traditional" media - airplane banners, inflatable displays, sidewalk graphics
- "Traditional" media - catalogs, direct mail, print ads, radio, television commercials, and trade shows
Most companies don't take advantage of integrated marketing, which is unfortunate. Integrated marketing is a very smart idea for multiple reasons:
- Exposure to a much wider audience
- Increased brand awareness
- A better idea of how effective your message is (It's much easier to gauge your target audience's response when the same message is used in multiple advertising channels, because your eggs aren't all in one basket).
- More opportunities for highly-targeted niche marketing
When employing an integrated marketing strategy, the most important thing a business can do is to make sure that its message and branding is clear and consistent in each marketing channel.
As the Greek philosopher Heraclitus once said, "The only constant is change." Nowhere is that statement truer than in the modern business world. Your target audience will continue to evolve. In order for your company to remain relevant and for your business to continue to grow and thrive, it's imperative that you evolve with your audience. If your company uses the integrated marketing approach, then you'll be able to see which advertising channels are working best with your respective audience.
In the trade show industry, companies whose marketing teams use an effective, integrated approach realize much greater returns from their shows. If your company is looking to get into trade shows as part of an integrated marketing program, contact Displayit, and we'll be glad to help you get started!