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| Integrated Marketing |
Integrated Marketing Strategies for IAQ & Environmental Businesses
Here's a typical morning for many of us, as the alarm clock radio goes off we hear commercials. As we sit down for our morning coffee and open the newspaper we see advertisements while the television, on in the background, plays more commercials. We then get in our car to drive to work and hear additional commercials on the radio and see them on billboards, signs and even on vehicles and trucks around us - and this all occurred in the first hour of being awake.
So how does an indoor air quality or environmental business stand out and not get lost in the clutter? Well there are two key points:
1. Have a quality message (this is a point for another article)
2. Utilize integrated marketing techniques
Savvy marketing professionals make a business and their messages stand out by utilizing integrated marketing techniques. This technique surrounds consumers and potential consumers with branded marketing messages and experiences.
For example, a company that offers IAQ or environmental services may use online advertising, radio or television ads, print ads, social media, online videos, website promotions, point-of-sale collateral, electronic newsletters, press releases and a host of other ways to reach their customer base from a multitude of marketing channels. If that same company only utilizes print advertising it will likely take them much longer to be noticed or they may never be noticed at all.
Marketing professionals understand that consistency and persistent is essential. Many marketing text books claim a message may have to be seen 7 times or more before it is even noticed. Through consistent integrated marketing a message is more likely to connect with the consumer and this process can be greatly accelerated. The end result is brand awareness, new customers and increased loyalty.
Integrated marketing interlinks all the different marketing channels available to enhance their effectiveness and increase return on investment (ROI).
Here are a couple simple examples:
- Promote the company's website through the company's electronic newsletter. Likewise, promote the newsletter and allow for easy online registration when people visit the company's webpage. At the company website promote the social media the company uses and offer additional information with downloads and online videos.
- Encourage people to visit the company website for more information about a product or service (or perhaps to download a coupon) mentioned on a print advertisement. When the consumer reaches the website have mechanisms in place to encourage them to follow the company's social media accounts for updates on the product or service of interest that got them to the website in the first place.
- Send a post service (or sale) customer survey to the company's customers. In the survey ask the customer about their experience with the company, but don't leave it at that. Within the survey promote the company's electronic newsletter, any web specials and information and deals that can be found by following the company's social media.
It should be stated that the goals and strategies of a company's integrated marketing efforts must be clearly translated to the company sales force so they too can capitalize on the marketing efforts. A company's sales force is also often a great resource for ideas for these marketing efforts.
Cochrane & Associates, LLC, the environmental, mold, HVAC and indoor air quality industries' only dedicated marketing, public relations and business development consulting firm works with clients to develop ways to maximize their marketing efforts and ROI. We hope you give integrated marketing strategies a prominent role in your company's marketing efforts. We also invite you to visit our newest venture, the IAQ Video Network www.IAQTV.com and submit any videos you may have for inclusion on the website.
For more information about how Cochrane & Associates can help your business, contact us at:
info@cochraneassoc.com
602-510-3179
