Creating an Integrated Marketing Campaign for Impact and Results
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-What is an integrated marketing campaign? -What are the foundational elements that must be addressed? -How do you know you've succeeded?
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Creating an Integrated Marketing Campaign for Impact and Results
- 1. Marketing to Engineers How To Create an Integrated Marketing Plan ….painlessly Maryanne Steidinger, Dir. Software Marketing, Schneider Electric
- 3. What I’ll Cover What is an integrated marketing campaign? What are the foundational elements? How do you know you’ve succeeded?
- 4. All aspects of getting your message/product to market Consistently Effectively Measurably Integrated Marketing Plan
- 5. Driving Guidance: the “4 P’s” of Marketing
- 6. Elements of an Integrated Marketing Plan (from 4P’s) • Establish the prices • Understand the product (positioning/value statements) • Who are your customers? • Develop or prepare your channels • Promote it! – Understand who your influencers are – Direct & indirect – Consistent look/feel/images throughout campaign
- 7. What are you selling & who are you selling it to? Understand your buyer: habits, info gathering Go there & create your materials to reach them Support the buying cycle
- 8. Prepare Your Channels • Pricing strategy • Packaging • How to sell • Education • Promotions • Over-communicate
- 9. Who can influence your sale? Be present Be active Use for thought leadership & promotional activities
- 10. How do you get your plan done? • Make it measurable • Socialize it • Get it bought off • EXECUTE WHILE YOU CAN things change • Iterate
- 11. What makes it “integrated” • Consistent look & feel across all venues • Consistent messaging & call to actions • Using all elements to build to goal Email signatures Banner ads Web ads Printed ads Sales decks Social
- 12. Social Media Imperative “Cheap” Simple Effort What you need: •Content experts •Social knowledge •Commitment to the process What you get: •Followers/Community •Dialogue •Thought leadership
- 13. Example: “Blog Central” Subject Matter Experts Separate Communities Share ideas, concepts Repost industry news with commentary
- 14. Have You Succeeded? • Sales are one measure • But what about…external – Thought leadership – ROI’s/RFP’s/inquiries – Invites by analysts/media/events – Social chatter – Becoming the norm • Internal – Sales force/s are educated & selling – Your “ecosystem” (partners, etc.) are engaged – Pipeline/mindshare is building – It becomes natural vs an afterthought to offer