"Integrated Marketing...It's Not an Ugly 4-Letter Word" by Bev Burger, Big 5 Marketing & Chris...

Integrated Marketing… (it’s not an ugly 4-letter word)

Who We Are: Moquin Press •  Established in 1985, we were founded in the Bay Area as a small

family-run business •  We have grown into a multi-million dollar print and TECHNOLOGY

organization with approximately 100 employees (and yes, we are still family-run!)

•  We offer a complete array of print technology from traditional offset, to digital to large format (with a complete compliment of finishing and bindery).

Who We Are: Big 5 Marketing •  We specialize in working with companies related to the print

industry to develop their marketing and business strategies (including concept, design and implementation)

•  The 5 in our name stands for our 5 services: –  Market Analysis –  Marketing Services –  Design Services –  Events & Speaking –  Training & Coaching

Reality (doesn’t have to) bite… This session will explore •  Exactly what Integrated Marketing is •  Why it’s important for your business strategy •  A real-world case study of a campaign •  And 7easy steps for you to start your next campaign •  Need help?

Integrated Marketing: Official Definition BusinessDictionary.com defines Integrated Marketing as: Strategy aimed at unifying different marketing methods such as mass marketing, one-to-one marketing, and direct marketing. Its objective is to complement and reinforce the market impact of each method, and to employ the market data generated by these efforts in product development, pricing, distribution, customer service, etc.

Integrated Marketing…in the real world In the real world we need to work with: • Marketers • Creative directors/Designers/Printers • Copy-writers • Budgets • ….and DATA! And we find ourselves wondering, if it’s really worth the effort, the energy, the dollars… and the loss of hair!

Marketers Challenges •  Getting your customers to pay

attention to you and buy your widget

•  The ability to measure results

The good ol’ days…

How do you stand out?

Marketers Challenges •  Getting your customers to

pay attention to you and buy your widget

•  The ability to measure results

Solutions •  Do something interesting with

your brand •  Create visually impactful pieces •  Create trackable elements

through the utilization of an Integrated Marketing Strategy

What it really is

What it really is •  It’s a way for you to:

–  Communicate who you are –  Engage with a new market –  Show off what you do!

Most importantly (when executed correctly) it’s a way for your customers to invite you into their organization!

The KEY to a SUCCESSFUL integrated marketing strategy is: Develop a message with a purpose (and stick to it) Develop a CTA (call-to-action) Use multiple touches with multiple mediums

What it really is

Let’s talk “mediums” (and not the ghostly kind)

Printers…print? We use e-mail because it’s cost effective…but we have no emotional connection to it

In the beginning…

Mediums 1.  Print 2.  Telephone 3.  E-mail

And then a few more choices came along…still fun, still manageable

Mediums 1.  Print 2.  Telephone 3.  E-mail 4.  Social media outlets

And now there’s just too darn much!

(cue drama*c music)

Mediums 1.  Print 2.  Telephone 3.  E-mail 4.  Social media outlets 5.  Text messaging 6.  Mobile app

WHICH SHOULD YOU

USE?

What is, all of them?

WAGER: GROWTH!

Mediums Challenge •  Deliver a message to encourage a younger demographic to return to the stores Results •  Personalized based on shopping behaviors (Name, Location, Launguage, Gender and Brands)•  Individual, on-demand newspapers were created using already available data on

buying habits

•  117,000 newspapers •  70,000 Facebook fans (59.82% response) •  Shop local – don’t ignore marketing to the younger generation

Proof is in the puddin’ (and the results taste great!)

Why we needed it •  Event that we were hosting, and we needed to drive attendance

to the event •  Demonstrate our new technology capabilities •  Drive new opportunities

1.  Developed our theme (Super secret Technology coming to the market)

2.  Developed a clear CTA (To attend the event and get educated) 3.  Using the technology we have, we developed our campaign that

incorporated print, e-mail, signatures, and web-based interactions

What we did

Created aDM piece

FOR THOSE THAT

ENGAGEDThose that registered

Received a customized

sampleReminder @

Dropped in the Mail

FOR THOSE THAT DID

NOT

For those that didnt

register

Hit thelanding page

Hit thelanding page

Follow-up with an @

DID NOThit the

landing page

DID NOThit the

landing page

Hit thelanding page

DID NOThit the

landing page

TY @ TY @Received a follow-up @

PRE-

SHOW

COM

MUN

UCAI

TONS

“LAS

T DR

IVE”

COM

MUN

UCAI

TONS

AT T

HE E

VENT

How we executed

Direct Mail -  Themed DM piece


We used TECHNOLOGY: -  White Ink -  Die-cutting


We used TECHNOLOGY: -  White Ink -  Die-cutting -  Personalization


We used TECHNOLOGY: -  White Ink -  Die-cutting -  Personalization -  CTA with a landing page

Created aDM piece

FOR THOSE THAT

ENGAGEDThose that registered

Received a customized

sampleReminder @

Dropped in the Mail

FOR THOSE THAT DID

NOT

For those that didnt

register

Hit thelanding page

Hit thelanding page

Follow-up with an @

DID NOThit the

landing page

DID NOThit the

landing page

Hit thelanding page

DID NOThit the

landing page

TY @ TY @Received a follow-up @

PRE-

SHOW

COM

MUN

UCAI

TONS

“LAS

T DR

IVE”

COM

MUN

UCAI

TONS

AT T

HE E

VENT

How we executed

The Event -  Three awesome speakers

from GMG Consulting, Hewlett-Packard and Heidelberg.

-  A guided tour of Moquin Press

-  A chance to meet the designer responsible for the incredible sample kit!

-  PACKED house! -  Amazing feedback!

-  BEAUTIFUL Sample Kit that demonstrated our new technology capabilities!

Results MATTER! •  We developed a TARGETED list and mailed 175 QUALIFIED personalized pieces •  Assuming a typical response rate for personalized DM around 15-25%, we were

expecting around 27-44 people •  Well………we had a 45% response rate resulting in 78 registered guests •  100% of the people showed up!! (We even had a few non-registrants attend!!)

Bringing home the bacon… (Where do I begin?)

Where do I begin? 1.  Research your targeted audience 2.  Bridge the gap between generations 3.  Decide on the mediums you’d like to use and present a strong

brand identity across all platforms 4.  Create print marketing worth sharing 5.  Cultivate testimonials 6.  Develop a call to action 7.  Track the effectiveness of ALL your media

moquinpress.com/GrowWithMoquin

Need help?

Need help? Need help in getting stared? • Contact Chris Cullen at [email protected] • Contact Bev Burger at [email protected]

Thank you! Bev Burger e: [email protected] c: 773-822-7293

Chris Cullen e: [email protected]

w: 650-592.0575

"Integrated Marketing...It's Not an Ugly 4-Letter Word" by Bev Burger, Big 5 Marketing & Chris...

Marketing

Transcript of "Integrated Marketing...It's Not an Ugly 4-Letter Word" by Bev Burger, Big 5 Marketing & Chris...