The 5 Building Blocks of an Integrated Marketing Plan

Having an integrated marketing plan has not only proven to make your "marketing life" so much easier, but this day-in-age it is a necessity. Integrated marketing gives your marketing initiative a method to its madness. It focuses on the customer, and on the basics while including the multi-faceted aspects of today's marketing channels. 

{Enter the golden era of advertising and the explosion of Mad Men creativity. As Don Draper puts it in the renowned AMC television series, “If you don’t like what’s being said, change the conversation.”}

So you can still keep that vibrant creativity, but you also need to remember your customers. What keeps them coming back for more? What problems do they have that you can fix? 

We’ve developed a five-step program to create an integrated marketing plan that will simplify your marketing planning, help you develop the skills you need to deliver an integrated marketing plan and have a positive impact on the sales and success of your company. 

1. Define the problem.
   The first thing you have to do is figure out what kind of problems or problem your customer is experiencing. The key is not over complicating exactly what you think their problems are. You can do this by asking existing customers, and revisiting the reasons why you started to sell your product, or offer your service in the first place.

2. Provide answer sources.
   Next, you need to find out where your typical customer goes to find the solution to their problem. Currently there are many multi faceted channels that consumers and businesses can use to research what they need. One of the most important is the Internet. You need to make sure that you have a very strong online presence.

3. Give tangible “carrots.”
   This is the fun part! Give your customers a physical piece of your business. Make sure that you always have some promotional giveaways on hand. You never know when it will come in handy for them, and in turn be a friendly reminder about your business or service. A cheaper option could also be to offer a special eBook, or create an engaging contest.
   

4. Offer the solution.
   There IS a time and place to discuss those all-important features and benefits of your products and services. In spite of all the customer focus, we do still need to inform and educate customers about products.  The place to do this may be on your company website, or trade show displays. Even when discussing features and benefits, you should always be mindful of the customer. Keep that customer in the back of your mind at all times to ensure that your marketing activities are aligning with the communication needs of the customer.

5. Follow up with fabulous customer service.
   This can mean many different things depending on your business. Is it a birthday gift card?  Is it as simple as a follow-up phone call, or maybe a handwritten note? Know your customer acquisition costs and bear in mind how expensive it can be to lose a customer.

So What? 

Following our simple integrated marketing plan will help you to have a positive impact on your customers, and therefore the total success of your company.