BLOG: mARKETING TIPS
 Our new division marketing speaker author has started a blog. Jeanne Frazer and guest authors offer marketing tips and best practices to all readers. Check it out today! You can sign up for e-mail alerts when new content is added (scroll to the bottom to add your e-mail), forward valuable content to your friends, or pass it along via social media.
The best part of blogging is hearing what you have to say about the topics on the blog. So, don't be shy, we’d love to have you comment and/or give feedback on any articles you find interesting. Happy reading and we look forward to hearing from you!
make your MARKETING explode
Remember the really cool science experiment to make a volcano? You use simple ingredients, baking soda and vinegar. On their own they work for baking and cleaning, no wow factor. But when you combine the two you get a volcano eruption. Pretty cool.
Marketing works in much the same way. If only one channel or technique is used to promote the business, firm, or product, many find they get so-so results and come to the conclusion that whatever channel or technique they used didn’t work. Unfortunately, this happens all too frequently and some marketing gets a bum rap.
The marketing magic happens when you take an integrated marketing approach. Much like our volcano experiment, when you combine the right ingredients (marketing channel or technique) you’ll see an eruption in your results. Research shows that consumers must be exposed to your message multiple times before they notice you. It also helps to reach people in more than one way, as integrated marketing’s use of various channels and means to deliver your message also helps to reach people who have different learning styles. Someone may see an ad and have it barely register in their subconscious, but when they see a detailed description or recommendation through another source it clicks. Somehow they remember hearing about the product so they know it and now they have another message that hits them to ignite the volcano. Magic.
What does this mean? When you are working on your strategic marketing plan, you must expand your horizons. Look closely at the channels used by your current customers and those you would like to be customers. Even though integrated marketing requires multiple channels, you should only include as many channels as you can do well and consistently. This will vary based on whether you are a B2B or B2C company. The demographics of your customer base will also have an impact, with younger age groups more likely to respond to social media and mobile marketing channels.
Plan campaigns that will touch each person a minimum of 4-6 times and use more than one channel. Many people run to the web, social media, TV, direct mail, newspaper, and radio first. These are all good options depending on who you are trying to reach. But don’t neglect to have a strong, consistent Customer Relationship Management & Marketing (CRM&M) campaign, it is one of the most cost efficient marketing tools to increasing business. If your business is referral based, also include a Professional Relationship Management & Marketing (PRM&M) campaign.
Be consistent with your branding and message. To make magic, your message and brand must be recognizable from channel to channel so people can make the connection in their minds. Monitor campaign effectiveness; don’t be afraid to adjust campaigns that are not working as well as you’d like. Converting new customers is frequently a numbers game—it all comes down to planning and effectively executing on those integrated marketing plans. Think how can I use this to help my marketing achieve better results? Click here to share your ideas or to ask questions.
August Profile: Kathy Horn
 Kathy joined vitalink part-time in January 2010 after acting as a consultant during 2009. Kathy handles much of the SEO, SEM and analytics work, as well as writing web and blog content, brochure copy, white papers, articles and ghostwriting books for clients. “A lot of what I do is heavy on the research and analysis side, but I love being pulled into brainstorming sessions where I can put more of my creative side to work,” says Kathy. “I enjoy working as part of the team to provide value to our clients and move them to the next level.”
Outside of work, Kathy is a Board member for the Charlotte Business Professionals networking group and serves on the Board of her homeowner’s association. She enjoys spending time with her family, walking and reading.
Summer's last hurrah
Well here we are at the end of another summer. Many of us are looking at September and wondering how we managed to spend the entire summer (again) working! There is still some time left to get out there with friends and family for a last warm-weather “hurrah”.
Here are some fun things to close to home:
Play a round of Frisbee golf | Go canoeing or kayaking with the kids | Support the local food bank or donate blood | Take a trail ride at a local equestrian center | Go to a dollar movie—or find an outdoor showing one evening | Have cold soup for dinner (gazpacho, anyone?) | Try something you’ve never done before (Ride a zip line? Go parasailing?) | Invite the neighbors over for a cookout | Set up a wading pool in the backyard for your dog | Set up a hummingbirds feeder outside your window | Play miniature golf | Go bowling | Visit a local park for a walk | Play horseshoes or badminton | Have a water balloon fight | Make the time to get out with your family and friends and have some fun!
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