Integrated Marketing Communications:

Why, When, Where, What

presented by:

Judith E. Antisdel, PresidentAnne-Tisdale Direct

March 2011

He who has a thing to sell

And goes and whispers in a well

Is not so apt to get the dollars

As he who climbs a pole and hollers.

“Hollering” = communicating values, features, benefits +

call to action

to

“get the dollars” from donors

or purchasers of your product/service

“Hollering” to get the dollars from donors or purchasers

ismarketing communications

[ marcom]

Integrated marcom

Use of multiple tactics/forms of communication at the same time to increase response

Multiple tactics yield wider reach, more frequency

Know your audience – then “talk”

Marcom tactics

1. targeted direct mail

2. media advertising (paid)

3. publicity programs

4. Internet presence

5. social media

6. trade show exhibitions

7. sales/donor promotions

8. speeches/presentations

Tactics in trouble

lack of coherent, targeted message

not “all things to all people”

sloppy, ineffective, hyperbolic copy

copy not geared to the tactic you’re employing

misunderstanding “how it works”

insufficient lead time

ignorance of the “rules”

wasting the budget

“regular” versus “rush” charges

costly AAC’s (authors authorization change)

one-and-done vs. repeats

Tactic #1 - targeted direct mail

list

offer

enclosures (including reply device, if any)

AND

sufficient lead time for preparation, mailing, receipt and response before your deadline (if any)

Tactic #2 - media advertising (paid)

B-to-C … or … B-to-B?

media plan: horizontal … or … vertical media?

creative is key (only one idea per ad!)

reach vs. frequency (you need both!)

AND

sufficient lead time for copywriting, design, media buy (insertion orders) before publication’s or station’s “materials” date

Tactic #3 - publicity programs

releases, alerts, advisories

appropriate pitching

don’t paper the house

know the medium before you send the release or pitch

follow the format

a good idea: The Associated Press Style Book

inverted pyramid writing style

absolutely no link to paid advertising

AND

sufficient lead time for media outlet’s deadline

Tactic #4 - Internet presence

website

quick read, easy navigation

drive traffic to your site (blogs and other SEO aides)

track (and repeat what works)

e-bulletins/e-newsletters

grab e-mail addresses

use low-cost tools (Constant Contact, etc.)

AND

sufficient lead time for copy (and fact-checking and proofing!)

Tactic #5 - social media

which are appropriate? (who’s your audience?)

monitor the conversation

know what to do in crisis

loose lips sink career ships

Tactic #6 - trade show exhibitions

strategy

advance promotion

no chair, no gum (staffing rules)

collateral

follow-up after event

AND

sufficient lead time for exhibit development and manufacture … shipping … booth staff training … creation/printing of handouts in advance of set-up deadline

Tactic #7 - sales/donor promotions

patronage or referral rewards

special events

premium and ad specialty items

AND

sufficient lead time for program development (or creative and manufacture of items) before launch

Tactic #8 - speeches/presentations

speakers bureau

written presentations (ex.: whitepapers, byliners)

AND

sufficient lead time for research, development before launching the effort

… and in conclusion

marcom tactics should reflect organization’s business plan

tactics range from $ to $$$$

failure to allow lead time dooms efforts

get expert help if you’re not an expert

questions?