Spend less and get more with true integrated marketing
2. Find out what each target market wants by asking them, through multiple channels. While engaging a market research firm is the most formal of research methods, don’t overlook other ways to learn about target markets. Your Sales team can ask customers and prospects what they think and track the results. Corporate Communications should be able to easily survey employees. Your methodology doesn’t have to be perfect. The key takeaway is that you should ask your customers, internal and external, what they think and act accordingly.
3. Develop a consistent message and require that each department live by it. Be vigilant about message integrity and consistency but also be flexible. For example, your sales team isn’t going to use the slogan from your advertising all the time. Tweak the messaging accordingly for each target market but ensure that the overall theme and key message points are still being conveyed. Consider secret shopping so that you are more aware of what your customers are really seeing and hearing.
4. Work with each department or vendor on clearly defining their goals and the market forces that impact their ability to achieve those goals. Develop a summary of each department or vendor’s specific roles and their strengths. Then, convey these key points to everyone involved. The goal is to increase the level of understanding and respect across functions.
5. Instill a Corporate-Wide Marketing ROI focus. Challenge your marketing and messaging professionals to provide rationale in terms of Marketing ROI Success Metrics. Ask them to work in conjunction with Finance to build the metrics. Then, report the success metrics to leaders and managers throughout the organization. The more everyone understands the marketing, selling and messaging goals and processes, the better.
Developing a true Integrated Marketing, PR and Selling program doesn’t just happen. But once you invest the time and effort, you will reap the benefits of a positive Marketing ROI.
David M. Mastovich, MBA is President of MASSolutions, Inc. With a core philosophy of integrated marketing, MASSolutions focuses on improving the bottom line for clients through creative selling, messaging and PR solutions. In his recent book, "Get Where You Want To Go: How to Achieve Personal and Professional Growth Through Marketing, Selling and Story Telling," Mastovich offers strategies to improve sales and generate new customers; management and leadership approaches; and creative marketing, PR and communications ideas. For more information, please visit massolutions.biz.