The Power of Integrated Marketing Campaigns
Build the Brand Across Your Organization and Partnerships
We live in a fragmented marketplace. People receive more bombardment from marketing efforts than ever before. How you connect with your target audience is getting more challenging. Programs must be designed with in depth intelligence on how your audience wants to receive information. There are more tactics and channels to choose from than ever before. There’s more market research. There’s more customer data available. Integrated strategies provide a powerful approach that drums a consistent message to your target in a variety of ways. Powerful brands take commitment from the entire company to achieve, not just marketing. Some are beginning to argue that your key stakeholders—customers, partners—also play a role in building powerful brands. The payoff is tremendous, but it’s not easy.
Cross-Disciplinary Teams & Departments
It takes a cross disciplinary team of people, which is the very rationale for why Brand Fever’s own team has a broad array of experts in interactive, strategy, creative, print, direct mail, social media, messaging, and branding to serve as an extension of our clients’ marketing teams. It also takes persistence. Most truly integrated campaigns require teamwork from multiple departments within an organization to work, not just marketing. Strategic, integrated campaigns carry a broad influence of the brand into other departments.
Take CSM Bakery’s lead generation campaign as an example. Marketing’s objective was to facilitate increased sales from new customers. A box with a single cookie inside was mailed to key prospects with a card that prompted them to visit a microsite that also had a mobile version. If the prospect went online to register, they would receive a bigger box with more cookies to sample free of charge. The campaign received SEVEN TIMES the typical response rates. Crazy success. However, without the CSM delivery team to fulfill the order for the box of samples and the sales team to follow up and build a relationship with the contact, the integrated campaign would have had far less impact. Integrated campaigns can get even more complex when multiple partners are involved.
The Complexity of Multiple Partners
The Unisource/Neenah Paper Paper Makes It Real campaign coordinated efforts between not just these two companies, but the local printers pricing the paper from the end target prospect, creative agencies. Because the paper industry has scaled back on field sales recently, new, integrated marketing solutions were needed to reach the target audience directly and create demand for the product. A beautifully executed direct mail piece using Neenah Paper was designed to catch the prospect’s attention. The mail piece drove them to a 2-page microsite that had mobile capabilities. They could instantly redeem a $5 gift card by giving us their email. However, this campaign didn’t stop there.
If they provided us with detailed information such as an upcoming job they intended to spec on Neenah paper, the printer they intended to use, and the name of the printer’s rep, they were entered into a drawing for registration and airline tickets to the HOW DESIGN conference. All participants began receiving a follow-up educational eblast series that promoted tools that Neenah already had in place for designers. All the collected lead information was programmed to populate into Neenah’s Eloquas sales database instantly. In turn, their sales team could follow up with the local printer rep who likely already had an existing relationship with the designer to cinch the deal.
Increasing Market Share with Your Brand
Successful integrated marketing campaigns often touch multiple marketing disciplines, teams, and partners. You need the right mix of direct mail, microsite, eblast to connect with the target market. Smartly intertwining champions from other departments, even other partners, to support these complex campaigns is all part of marketing’s role in building powerful brands and creating ultimate success. Integrated marketing, hitting targets consistently with a singular message in a variety of ways, are critical to today’s landscape. They build market share, create impact, and achieve end goals, but they’re challenging because they require broad teams to successfully implement them. Successful implementation results in measurable return on investment and increased brand value. Make 2013 a game changing year for your department.