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I’ve never been a fan of marketing jargon: value proposition, consumer experience, integrated campaign, synergistic whatever.
So, to some degree, my brain shuts off when I hear these terms thrown about. But then, every now and again I discover that something I’ve been doing has a sadly jargonistic name. And “integrated marketing campaign” is one of those terms.
Here’s the funny thing I’ve discovered about creating an integrated marketing campaign. It is way easier than creating what I guess could be called a disintegrated campaign.
Basically, each of your marketing components is inspired by all of the others. Advertisements and press releases are coordinated and then timed with trade shows or product events. Web sites look like, and are organized like, advertisements and catalogs. Catalogs refer to web sites, ads refer to web sites, pretty much everything refers back to a web site that is up to date and completes the story that is started by the catalog, ad or press release.
And all of this is done to get the product in front of the customer, when they are in the mood to buy.
In an integrated campaign, you get to create the whole thing once, rather than reinventing the wheel every time you need an ad or a press release or a web graphic. You get everybody on board once, rather than sending graphics, slogans or pictures around for approval every time something comes up.
