"discover the power of integration."
Lots of marketing efforts focus on the creation of materials to support specific marketing objectives, new websites
are designed, media campaigns put into place, and independent campaigns are launched. These initiatives may reap
some benefits for you. But at what cost? It could be dollars spent on a great creative campaign that creates some
buzz but doesn’t get you as far ahead as you hoped. Or it could be the cost of the missed opportunity of launching
from an integrated mindset that both sets you up for all follow on marketing efforts and the right message from the start.
We always start with our knowledge and experience of integration. We specialize in creating the strategic platform that will ensure your initial marketing communications and all supporting initiatives work in tandem to support the outcomes you are looking for. The aim is to ensure consistency of message and the complementary use of resources and media. Strategy integration depends on superior message development.
The integration concept for us includes the environment in which the initiative is to be launched and all the factors that may have impact. It starts with your business goals and marketing goals, and an analysis of competitors, market features and the results of past efforts.
It also considers online and offline marketing channels. Online marketing channels include any e-marketing campaigns or programs, from search engine optimization (SEO), pay-per-click, affiliate, email, banner to latest web related channels for webinar, blog, micro-blogging, RSS, podcast, and Internet TV. Offline marketing channels are traditional print (newspaper, magazine), mail order, public relations, industry relations, billboard, radio, and television. We will develop the integrated approach considering all the elements that best fit your goals along with a Alidade’s contemporary approach to the traditional marketing mix (product, price, place, and promotion).
You may be asking, does integration cost more because we need to get the platform in place to link all marketing efforts from the positioning and strategic platform? Our experience has proven time over time that it ends up not only being more effective based on outcomes, but that it is more cost effective. Our approach sets the stage for making the right right marketing decisions and choices for your marketing investment. We don’t want you to get excited by a big idea campaign if that isn’t the best use of your resources.
To capture attention, create awareness, change behaviour and secure market and mindshare, an integrated approach supported by a phased in execution will reap the most effective long term benefits. It isn’t rocket science, but it can seem like it if you aren’t starting from a very strong strategic position. The rocket science is in sorting through all the research to determine the strategic approach and positioning your audiences need and the right messages, and in making the best tactical choices based on your goals.