Integrated Marketing …€” Out of the Closet
June 13th, 2007 by Chief NutA new client of ours, Closet Place in Wolfeboro, is winding down their brand strategy development, is hip-deep in web site design (new site to go live in a week or two) and has started some creative marketing pieces…. Their first piece is a coupon where they offer a free report - a Closet Planning Guide…. The recipient would be given a web page address where they can provide their name and email address to get the report for free.
During a phone consultation this morning, we were talking about other creative ideas on how to integrate traditional marketing strategies…. During the conversation, off the cuff, I outlined a series of steps that they could use in a marketing campaign…. Three goals in almost all of their marketing would be to;
- Connect with people directly … after they identify who they want to target
- DON’T sell! … Connect!
- Have the campaign be content oriented
After they stated they wanted to target new home buyers that have recently moved into a new, local housing development, here’s the quickie campaign I outlined :
- Contact a local contractor who would also like to reach this same target market…. Offer to do the design, production and distribution of a marketing piece if they pay for the printing…. A local window installer would be a good choice here…. A good, low-cost piece would be a “door hanger”.
- Hire a local teenager to distribute the door hangers on the door knobs of the entire housing development.
- The copy on the piece will refer to a free offer of the Closet Planning Guide.
- It will also provide a URL for a landing page that “squeezes” the visitors name and email address.
- Set up an autoresponder that lets the visitor know right away how to download the Guide.
- Set up another autoresponder that follows up in two weeks to find out if the person had any questions…. In this same email, give them another freebie report … maybe something like “top 10 closet organization mistakes.”… Tell them when your next tradeshow will be so they can meet you in person…. Maybe provide links to discount coupons.
- Repeat these steps with similar campaigns but different high-value reports and information. In the next autoresponder, ask if they’d like to sign up for your free e-newsletter.
So, what have we done?… … We’ve created a campaign that is EXTREMELY low cost (less than $300-$400), is content oriented (not salesy), and establishes multiple direct contacts with people who are somewhat interested in what you have to sell…. More importantly, we’ve integrated seven different marketing strategies; door hangers, landing page, special report, auto-responder, tradeshow, coupons, and e-newsletter.
It’s this final step of marketing integration that allows the user to be enticed into a long term relationship where you provide a steady stream of high-value information…. Indeed, they will eventually buy from you OR will have you at the top of their mind when the topic of your services comes up in conversation.
