Integrated Marketing Communications: Why, When, Where, What presented by: Judith E. Antisdel, President Anne-Tisdale Direct March 2011

He who has a thing to sell And goes and whispers in a well Is not so apt to get the dollars As he who climbs a pole and hollers.

“Hollering” = communicating values, features, benefits + call to action to “get the dollars” from donors or purchasers of your product/service

“Hollering” to get the dollars from donors or purchasers is marketing communications [ marcom]

Integrated marcom Use of multiple tactics/forms of communication at the same time to increase response Multiple tactics yield wider reach, more frequency Know your audience – then “talk”

Marcom tactics 1. targeted direct mail 2. media advertising (paid) 3. publicity programs 4. Internet presence 5. social media 6. trade show exhibitions 7. sales/donor promotions 8. speeches/presentations

Tactics in trouble lack of coherent, targeted message not “all things to all people” sloppy, ineffective, hyperbolic copy copy not geared to the tactic you’re employing misunderstanding “how it works” insufficient lead time ignorance of the “rules” wasting the budget “regular” versus “rush” charges costly AAC’s (authors authorization change) one-and-done vs. repeats

Tactic #1 - targeted direct mail list offer enclosures (including reply device, if any) AND sufficient lead time for preparation, mailing, receipt and response before your deadline (if any)

Tactic #2 - media advertising (paid) B-to-C … or … B-to-B? media plan: horizontal … or … vertical media? creative is key (only one idea per ad!) reach vs. frequency (you need both!) AND sufficient lead time for copywriting, design, media buy (insertion orders) before publication’s or station’s “materials” date

Tactic #3 - publicity programs releases, alerts, advisories appropriate pitching don’t paper the house know the medium before you send the release or pitch follow the format a good idea: The Associated Press Style Book inverted pyramid writing style absolutely no link to paid advertising AND sufficient lead time for media outlet’s deadline

Tactic #4 - Internet presence website quick read, easy navigation drive traffic to your site (blogs and other SEO aides) track (and repeat what works) e-bulletins/e-newsletters grab addresses use low-cost tools (Constant Contact, etc.) AND sufficient lead time for copy (and fact-checking and proofing!)

Tactic #5 - social media which are appropriate? (who’s your audience?) monitor the conversation know what to do in crisis loose lips sink career ships

Tactic #6 - trade show exhibitions strategy advance promotion no chair, no gum (staffing rules) collateral follow-up after event AND sufficient lead time for exhibit development and manufacture … shipping … booth staff training … creation/printing of handouts in advance of set-up deadline

Tactic #7 - sales/donor promotions patronage or referral rewards special events premium and ad specialty items AND sufficient lead time for program development (or creative and manufacture of items) before launch

Tactic #8 - speeches/presentations speakers bureau written presentations (ex.: whitepapers, byliners) AND sufficient lead time for research, development before launching the effort

… and in conclusion marcom tactics should reflect organization’s business plan tactics range from $ to $$$$ failure to allow lead time dooms efforts get expert help if you’re not an expert questions?