Turning A Prospect
Into A Buying Customer
The frequency of your commercial message is
an important component in turning a prospective customer into a buying customer. Integrated
marketing is the way to do this. What is integrated marketing?
Simply put: it's taking your advertising message and placing it into a
number of other mediums. By integrating all your marketing messages -- that
is: your advertising (print and/or electronic media), sales promotion, telemarketing,
direct mail (regular or e-mail), outdoor billboards and publicity (PR) -- you can
strengthen the impact of each medium with the other(s). This reinforces your message
in the minds of potential consumers. But remember, even good media saturation of
your message takes time to have a significant impact on prospective buyers.
What can you do to better your odds of being heard or seen?
Again, it's called Integrated marketing communications. When you
integrate all your marketing messages, advertising, sales promotion, direct mail and
public relations - each message reinforces and increases the impact of the others.
To begin with, the colors, typefaces and design used in all
your materials should be consistent and complimentary. For example, your web site,
business card, letterhead, invoices, sales receipts and the sign on your door, trucks and
uniforms should be consistent in color, font, and relative sizes. In some cases it
may be necessary to start from scratch and re-design all these elements, but the
coordinated image that results will be worth the expense.
Let's say that you own a sporting goods chain of stores.
Your basic selling message is that your business was built by pleasing the customer
- asking them what they wanted and then giving it them. Your grandfather grew his
tiny store into a bigger one, your father built it into two stores and you have made it
into a chain. All of the company's growth has been based on customer service.
Your web site and your advertising says: "If you need
it, we have it - or we'll get it in 24 hours." Your direct mail, business card,
letterhead, invoices, sales receipts, signs, trade show booths, trucks and uniforms all
carry the same message. Your public relations program tells of the great lengths to
which you have gone to obtain hard to find sports equipment or accessories that your
customers have requested. Your sales promotion says "Ask us for something we
don't have or can't get in 48 hours and we'll give you $100 OFF any purchase in our
Your message is integrated into all
of your communications, both online and offline. And in this manner, all of your
communications have more impact.
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