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Integrated Marketing
for optimum results and profits
Integrated Marketing Visual Communications — What is it and what is its value to your business?
Integrated Marketing is a tactical approach to get the maximum value from each advertising dollar. Integrated Marketing is a process by which your message is communicated in a coordinated and combined effort - with "one voice." All marketing communications media (brochure, ads, web site, business cards - everything) combines and coordinates to reinforce the same core message. All communications pistons, as it were, are firing as a team to powerfully drive home your message.
The core message is communicated through both your words and your "look-and-feel". This consistent messaging results into a powerful voice — a powerful brand that cuts through to all levels of your target audience.
Normal light is a mish mash of frequencies. But when all the light is integrated — being one frequency with power, we call it a laser. A laser is to light as integrated marketing is to your profits.
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Let Covenant Designs tackle the toughest marketplace, the most crowded communications arena and the murkiest business plan by applying integrated marketing to cut through the noise with powerful results. |
At the heart lies a well-defined message. A message voiced with a clear purpose.
- What is your business?
- Who are your stakeholders?
- What is your distinctive edge?
- What do you want your brand and message to say to them?
- If there were three things that you wanted your stakeholders to take home about your business, what would they be?
Many times, the answers to these questions do not line up - mainly because of assumptions that the answers are already known or a lack of time to provide this definition. This is a common deadly mistake that fosters disparate communications. And the result of the mishmash of messages is haphazard business profits. Don't send mixed messages or because your bank account will reflect that ambivalence.
In a very sophisticated world that is bombarded with information, your message may not be received or trusted without a consistent approach. Definition provides clarity.
Imperative to crafting this well-defined and integrated message is a thorough understanding of your business and its ideal customer.
Achieving an understanding begins with significant market research and regular evaluation. What is believed to be understood about your business – in essence a brand – may not always be true. What you think you are saying is not what your audience is hearing. You have an identity to your brand whether you define it or stakeholders define it for you.
Stakeholders may include your consumers, your employees, your investors, your analysts or any group or element whose relationship with your business markedly impacts your company performance. Remember, only two things in your business actually generate the money -- innovation and marketing.
Integrated Marketing asks:
- How do your stakeholders perceive your business?
- What motivates or affects these stakeholders?
- Now that you have the right message that reflects your brand, how does this message connect with your stakeholders?
The most effective approach to sending your message takes the right mix
of advertising and marketing. Today, that starts with your business web
site. Utilizing more than one vehicle of communication broadens your reach,
maximizes its impact and lays the foundation for building relationships
with your stakeholders.
A balanced IMC campaign results in increased brand awareness, solidified market positioning and credibility. But whether you communicate in formats ranging from print to broadcast to digital, your message needs to be clear and synchronized with the overall strategic direction of the company.
An ongoing, consistent IMC campaign builds relationships with stakeholders. That is value! These stakeholders, in turn, show a commitment to your brand, which delivers results at the bottom line. A powerful voice results in a powerful brand.
You define success by results; so do we. So turn to Covenant Designs for integrated marketing results.
Come explore how Covenant Designs can develop an integrated message to position you for success!
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