Integrated Marketing

What the AMA says it is

Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that will satisfy individual and organizational objectives.

What some people think it is

How I look at marketing

The process of profitably creating

and/or

meeting customer demand.

Fundamentals

Building the plan

Research

• Market assessment

– Definition

– Sizing

– Attributes

• Competitive analysis

– Strengths and Weaknesses

– Opportunities

• Customer validation

• Re-assess product/service

Branding

• It’s not just about a logo

• Carve out your position in the market place

• Understand what makes your company unique and better

• Be able to explain this in 10 seconds

• Validate with customers

• Brand elements (logo, colors, etc.) just reinforce brand identity

Key Messages

• What do your customers need to hear in order to choose your company?

• Develop 2-4 key messages

• Deploy across the company and all materials

Channels and Tactics

Where do your target customers go to get information? How do you work these channels effectively?

• Google

• Websites

• Social Media

• Print

• Radio

• Word of mouth

• Conferences/ Trade Shows

Measure and Adjust

• Measure everything

• Understand the data

• Adjust accordingly

– Tactics

– Messaging

– Products/services

– People

Putting it all together – a framework

Marketing and innovation

• Market research and customer validation identifies an opportunity

• Innovation creates the competitive advantage• Solve a problem, don’t sell a product – put your

customer’s needs first

Thank you.

Jeremy Bernard

jbernard@legendmarketing.ca

403-678-8513

www.legendmarketing.ca

@legendmarket