A high-level take on what integrated marketing means, and how to apply this approach across your business.

1. Integrated Marketing

2. What the AMA says it is
Marketing is the process of planning and
executing the
conception, pricing, promotion, and
distribution of ideas, goods, and services to
create exchanges that will satisfy individual
and organizational
objectives.

3. What some people think it is

4. How I look at marketing
The process of profitably creating
and/or
meeting customer demand.

5. Fundamentals

6. Building the plan

7. Research
• Market assessment
– Definition
– Sizing
– Attributes
• Competitive analysis
– Strengths and Weaknesses
– Opportunities
• Customer validation
• Re-assess product/service

8. Branding
• It’s not just about a logo
• Carve out your position in the market
place
• Understand what makes your company
unique and better
• Be able to explain this in 10 seconds
• Validate with customers
• Brand elements (logo, colors, etc.) just
reinforce brand identity

9. Key Messages
• What do your customers need to hear in order
to choose your company?
• Develop 2-4 key messages
• Deploy across the company and all materials

10. Channels and Tactics
Where do your target customers go to get
information? How do you work these channels
effectively?
• Google
• Websites
• Social Media
• Print
• Radio
• Word of mouth
• Conferences/ Trade Shows

11. Measure and Adjust
• Measure everything
• Understand the data
• Adjust accordingly
– Tactics
– Messaging
– Products/services
– People

12. Putting it all together – a framework

13. Marketing and innovation
• Market research and customer validation identifies an
opportunity
• Innovation creates the competitive advantage
• Solve a problem, don’t sell a product – put your
customer’s needs first

14. Thank you.
Jeremy Bernard
jbernard@legendmarketing.ca
403-678-8513
www.legendmarketing.ca
@legendmarket