Monthly Archives: July 2010

Integrated Marketing – How do you work it?

It makes most sense for small business to employ an integrated approach to marketing their products.  Take the best traditional marketing and combine it with interactive marketing and you reach the greatest number with the best message, right?  The only question is, are they really compatible?

In an established business entity it poses some unique challenges.  The traditional marketers know the press, the print media, mass mailing, cold calling, and maybe shotgun email.  Push marketing to the max.  The messages are generally interruptive and are not well segmented or focused.  There is generally no empirical way to track the results. 

The interactive marketers are all about search marketing, optimization, targeting, testing, and metrics. 
Generally a younger crowd that spends more time on Facebook and twitter than on the telephone, they concentrate on marketing the awareness, not the need.  By blogging, webcasting , and providing tons of free content they establish a “top of mind” presence and rely on the fact that when you finally need something they provide, you will buy from them. 

It’s rare when the two camps go out for beers together.  The paradigm shift is forced when, say in a start-up, they end up being the same (one) person.  Due to limited budget and band-width the modern-day evangelist is forced to take what little they can do or get done from both disciplines and run like the wind.  The need for consulting and outsourcing is fostering a huge community of specialists available on retainer or contract.  The CMO in many cases is becoming more of a facilitator than a producer. 

In any case there are still advantages to an integrated approach.   How do you work it?


Push or pull?

More flags, more fun.

Be careful what you pray for, you might get it.  We all wanted to take the ads off tv, so we invented TiVo and Comcast cable and poof, we can now fast forward through anything and get back to the  program.  Well where did all the ads go?  They didn’t go away, that’s for sure.  I just visited a “theme” park in Vallejo with my kids and some other family members.  Hadn’t been there for years.  Didn’t realize what a perfect venue it has become for saturation advertising.

I thought we had seen everything when Candlestick Park became Monster Park at candlestick point and the Cotton Bowl became the Tostitos first quarter followed by the Victoria Secret second half.  Oh no.  This was the tip of the iceberg.  We now have the Hawaiian Airlines dolphin show (after we have shelled out $40 to get in and $15 to park) and the Johnny Rockets chicken parts stand at the front gate. 

“Marketing takeaway”  Since we have a captive audience we have installed 700 speakers and 150 big screen monitors throughout the park (including in the toilets) so there is literally no place you can go to hide from my message.  And the message targeting?  Not what I would have thought.  It’s not aimed just at the throngs of teens that ooze through the turnstiles like buttermilk through a cheesecloth, oh no!  We have ads for television shows, land rovers, and Hawaiian vacations.  By the way, if you take one of those vacations you might just find a TV monitor barking marketing propaganda at you while you wait in line.

Push marketing is not limited to pop-ups on mobile phones.  The question I pose is one of balance:  How much push can the marketplace take before it starts to push back?


It’s still a grand old flag

Last night I found myself overcome with an odd sense of patriotism.  Albeit the third glass of wine at the neighbors BBQ might have been a factor, I found myself in an oddly reflective mood regarding the events of the day and my life in America.  Here I sit having watched my good buddy Reba McIntyre singing up a storm of “beautiful for spacious skies” followed by an amazing display of fireworks on the capitol mall, masterfully orchestrated to the 1812 Overture.

Ah yes, this great land of opportunity “from sea to shining sea.”  Where else can the downtrodden find such tasteful pop-ups offering male enhancement and glorious offers of affection from Ukrainian pen pals who “have not in long time talked with the e-mail for you.”

I eagerly await my next offer of millions from an unknown person in Hong Kong who has died and left these monies for me to spend at my philanthropic discretion. 

Predatory marketing practices aside, to the rest of us who try to provide an honest value at an honest price and pride themselves in presenting decent content and service, I raise my glass.  Obama didn’t poke his head out of the White House for the expected photo-op, but he didn’t need to.  It still is after all a grand old flag, and this slightly hung over porcine protagonist is proud to be an American.


from my friend Jamsheed…

To the world you may be just one person, but to one person you may be the world.

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