Maximizing Efficiency Through Integrated Marketing Auto dealers are aggressive advertisers, but because much of their revenue comes from sources other than just vehicle sales (service, financing, customer satisfaction), it’s more critical than every that communications channels work together. For Ray Varner Ford, Colloredo and Associates has integrated a number of communications tools so they work more efficiently together–and get customers to come back to the dealership routinely for service as well as new vehicle sales. Elements include content for an all-new website, an ongoing blogging and social media program, new literature to promote service, and radio/TV campaigns that reinforce key messages.
In An Integrated Marketing Program, Even The Smallest Details Matter GoGlamous is a blow dry bar—it doesn’t cut hair, it provides unique styling for special occasions. The concept is popular in major cities, but we were tasked with helping introduce it into Knoxville. We began by announcing the coming business, and explaining the blow dry bar concept through public relations, pre-opening advertising, direct mail, and social media. This integrated approach helped sell in the new business well before the owners opened the doors. We also developed the store’s tagline: “Make Every Day A Great Hair Day.” But we didn’t stop there. We helped fashion many of the environmental materials used every day by the stylists–the look book, signage, and store design. Everything was designed to work together to make clients feel special and pampered. Store graphics were also designed with line expansions in mind–GoGlamorous also offers manicures and makeup. We even helped store managers discuss with employees how to answer the phone so the brand would be reinforced with each client contact, and made sure all employees knew about the business mission so they could explain it consistently to people who weren’t familiar with GoGlamorous. Because in an integrated marketing campaign, all details matter. The launch culminated with a preview party, where local officials other salon owners were invited (GoGlamorous gets referrals from other salons, who’d rather focus the business on more profitable hair cutting), then with an aggressive media campaign to get the business off to a strong start.
Integrated Marketing generally means all elements of communications are working together. On the surface, all the words, graphics, design, mood, vibe, everything are working in a clear, concise and consistent voice. It’s common sense. But, for marketing, it’s not easy. Generally, if you’re message is not consistent, the trust you have built in the market through hard work is diminished. And trust is a difficult thing to earn. Colloredo & Associates uses an integrated marketing approach in everything we do. For Drs. Campbell, Cunningham, Taylor & Haun, that means that we’re assembling the messages of some 6 different marketing entities, in multiple market platforms and consistently branding each and every message. Our Ophthalmology websites, our Ophthalmology brochures, our Ophthalmology radio, television, newspaper and billboards are all working together. They are all telling the same story, just in a different medium. The result is a successful, cohesive program. Built for patient recruitment.