A talk on Integrated Marketing, given to non-profits at Community Connect, Riverside, CA, June 2012. Part of the "Crash Coarse in Marketing Secrets"

1. INTEGRATED MARKETING
@jonburgess

2. INTEGRATED MARKETING
Jon Burgess
@jonburgess

3. INTEGRATED MARKETING
Challenge
• 1,000 of advertisements/messages
• Mass Media, Digital Media, Social Media,
Direct Marketing, Mobile, Word of Mouth
• Competition, Innovation, Global Markets, New
Ideas
• Chief Marketing Officer – Ave. 22 months on
the job
SO, HOW DO YOU RISE ABOVE THE NOISE?
@jonburgess

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@jonburgess

5. INTEGRATED MARKETING
Marketing
DEFINITION OF BUSINESS
The purpose of business is to make a
customer.
Peter Druker
DEFINITION OF MARKETING
We believe: marketing is the “process” of
matching company core competencies to
customer wants and needs .
Ronald Burgess
@jonburgess

6. INTEGRATED MARKETING
Takeaways
• What is your Brand Value?
• Does your Organization your niche/crack?
• Creating a Marketing Process.
@jonburgess

7. INTEGRATED MARKETING
What is Brand?
A brand is a "Name, term, design, symbol, or any other
feature that identifies one seller's good or service as distinct
from those of other sellers.“ - Wikipedia
@jonburgess

8. INTEGRATED MARKETING
Relationships = Brand
Personal
{ 1. Hand Shake
2. Hand Shake + Surrogates
3. Hand Shake(s) + Surrogates + Channels = Branding
Communications, Aesthetics, People, Quality,
Monetary Value, Intrinsic Value, Service
@jonburgess

9. INTEGRATED MARKETING
Value
Economic Value - the amount (of money or goods or
services) that is considered to be a fair equivalent for
something else
Service + Quality + Price = Value
Emotional Value, Aesthetic Value, Intrinsic Value
Value only matters when you compare it to
something else.
@jonburgess

10. INTEGRATED MARKETING
Brand
Value
Burgess Value Diamond – Copyright 1995- 2012
@jonburgess

11. INTEGRATED MARKETING
Niche
Executing your branding, communications & resources to
your organization's marketing advantage, within a defined
market segment.
1. Knowing your Crack NICHE = CRACK
2. Finding a Crack
3. Creating a Crack
The word "niche" is derived from
the Middle French word nicher,
meaning to nest.
@jonburgess

12. INTEGRATED MARKETING
Who is in Your Niche?
@jonburgess

13. INTEGRATED MARKETING
Marketing
Process
@jonburgess

14. INTEGRATED MARKETING
Marketing Process
@jonburgess

15. INTEGRATED MARKETING
1. Positioning: is C-Level/Board Level
2. Top Down
3. What is your value?
4. Where is your niche?
5. Who is also in your niche?
1. Honest
2. Family
3. Health
4. Vertical Production & Delivery
@jonburgess

16. INTEGRATED MARKETING
Have you ever recommended LDF to a friend? How long have you been a customer?
40.0%
90.0% 2000
80.0% 35.0% 2005
2008
70.0% 30.0%
2011
60.0% 25.0%
50.0%
20.0%
40.0%
15.0%
30.0%
10.0%
20.0%
10.0% 5.0%
0.0% 0.0%
Yes 2011
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2008
O
Ye
Ye
Ye
Ye
Ye
Ye
Ye
No
an
2005
+
10
1
2
3
4
5
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10
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@jonburgess

17. INTEGRATED MARKETING
1. Planning: is Management Level
2. Campaign Planning
3. Communication Tracks
4. Creative Themes/Events/Message
@jonburgess

18. INTEGRATED MARKETING
@jonburgess

19. INTEGRATED MARKETING
1. Execute: is Management/Task Level
2. This is where you DO.
3. Hard Dates & Expectations
4. People have tasks as part of their job
description
@jonburgess

20. INTEGRATED MARKETING
@jonburgess

21. INTEGRATED MARKETING
@jonburgess

22. INTEGRATED MARKETING
Tools – Schedule, Re-Release
Hootsuite, TweetDeck
@jonburgess

23. INTEGRATED MARKETING
People
FACT:
No one person can execute all of the
marketing tasks.
• Designers are not Writers.
• Webmasters are not I.T.
• Editors are not Media Buyers
•Social Media is not Print Layout.
Don’t be afraid to outsource your tasks to agencies,
webmasters, copyrighters, designers.
@jonburgess

24. INTEGRATED MARKETING
1. Results? Management/Task Level
2. Report back up the chain
3. Think Measurements: ROI, Clicks,
Follows, List Growth, PR, etc.
4. ADJUST Positioning & Planning
@jonburgess

25. INTEGRATED MARKETING
Google Analytics
@jonburgess

26. INTEGRATED MARKETING
Google Analytics
@jonburgess

27. INTEGRATED MARKETING
Chart Beat
@jonburgess

28. INTEGRATED MARKETING
InlandEmpire.US
40-50k PV/mo.
@jonburgess

29. INTEGRATED MARKETING
SHARES
InlandEmpire.US
40-50k PV/mo.
@jonburgess

30. INTEGRATED MARKETING
Riverside Only Calls
0 5 10 15 20 25 30
Press Enterprise Count
Previous Customer Count
Web Count
Referral Count
Yellow Pages Count Media
P/C Customer Count
Saw Truck Count
Drive By Count
Employee Count
@jonburgess

31. INTEGRATED MARKETING
Email Statistics – Constant Contact
@jonburgess

32. INTEGRATED MARKETING
@jonburgess

33. INTEGRATED MARKETING
THANK YOU
J Burgess M .A
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@jonburgess

34. INTEGRATED MARKETING
@jonburgess