I was in New York City last week and saw an excellent example of fully-integrated marketing: the Citi Bike program, which is sponsored by the consumer banking company, Citibank. For those not familiar with Citibank, they refer to themselves through their logo and marketing messages as: “Citi.”
How much for just a single grape?
There is a scene in the movie I’m Gonna Git You Sucka where Chris Rock plays a down on his luck fella who goes into a BBQ restaurant and attempts to order just 1 rib. He then proceeds to order just a sip of soda. While this is obviously meant to get a laugh (especially after he tries to pay with a $100 bill), there are people in marketing who take this same approach.
For businesses big and small, creating an effective marketing strategy isn’t an easy task. Every successful business needs a unique marketing plan that is tailored to its specific needs and goals. And every marketing plan requires the right marketing mix in order to be successful. However, finding the correct marketing mix for your Washington DC area business can be a difficult task considering how many options you have to choose from.
My drug dealer gives me a taste for free.
I would bet that anyone who works in any kind of advertising sales in the Washington DC area has experienced a statement similar to this: “We are planning on spending a lot of money, we just want to run a little test for free. If it works, we will spend A LOT of money with you.”
“Integrated Marketing Strategy” is a phrase that is tossed around in many discussions about marketing and advertising. But what does “integrated marketing” really mean?
Creating an effective marketing strategy in the Washington DC metro area is no simple task. That’s why we have been writing and publishing articles that will help you with not only your overall marketing strategy, but other more specific marketing-related topics.
The phone must be broken
Marketing takes time. Phones don’t ring off the hook the minute your first ad runs. There won’t be lines out the door and you don’t need to hire a phone bank of operators to handle the call volume. That isn’t to say those things won’t happen. But unless you are giving away free gold bouillons, your advertising will build on itself and your success will be gradual.
Enough about you, let’s talk about me.
There is no room for ego in your marketing. Many of the worst marketing decisions are the result of a big ego. There are only certain situations where highlighting yourself is a good marketing decision. If you are interested in your 15 minutes of fame, try YouTube. If you want to sell your product or service, let the professionals do it for you. For every Men’s Warehouse success there are dozens of low budget, clichéd and ineffective car dealer and mattress commercials (think cable TV). The point of your marketing is to demonstrate YOUR product or service’s benefit to the customer. Your face or hearing your voice doesn’t necessarily demonstrate benefits.
As social media continues to play an important role in reaching your target audience in the Washington DC area, every business needs an effective social media marketing strategy. However, just having a company page on a few popular social media sites like Facebook, LinkedIn and Twitter isn’t enough. It is important to keep your social media pages updated, to continually engage your audience and to attract new followers that fit your target demographic.
Did you know that there are 400 million tweets sent in a day? Or that 72% of adult internet users are now active on at least one social network (which is up from 67% last year and 8% in 2005)? Or that 4 billion videos are viewed on You Tube every day. Or that there are 166 million Facebook users in the United States alone, which is well over half of the entire US population?
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