Small Business Owners will learn to leverage their overall marketing budget by creating a common brand and consistent message across all advertising methods. The "Integrated Marketing Approach" is a powerful way to spread the word about your business.

1. Sigma Free
Presents…
Spread The Word!
Get the Most With Integrated Marketing
Provided by Sigma College of Small Business, Inc.

2. Agenda
Introductions
Keynote Topic
Spread The Word!
Get the Most With Integrated Marketing
Break – Refreshments and Networking
Ask
Keynote Conclusion
Questions
Any Time
Spread the Word!
Get the Most With Integrated Marketing
Spread the Word! Get the Most With Integrated Marketing 2
Copyright 2010 Sigma College of Small Business, Inc.

3. Integrated Marketing
• Multiple Audiences
Trust, Customer Service
• Multiple Media
• Multiple Messages
• Multiple Methods
Geico effectively communicates their message
Inexpensive, Best Value
using an Integrated Approach to Marketing
Save Money Ease of Transition
Spread the Word! Get the Most With Integrated Marketing
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Copyright 2010 Sigma College of Small Business, Inc.

4. Why Integrated Marketing
‐ selling to more than one person!
Customers are at different points in
the buying process
Our products and services have
value to a diverse audience
Spread the Word! Get the Most With Integrated Marketing 4
Copyright 2010 Sigma College of Small Business, Inc.

5. AIDA Model
Attention Interest Desire Action
Don’t know Aware of the Relate to the Research and
that you or the need and that need and make the
need exist products exist consider buying buying decision
• Awareness • Awareness • Attitude • Attitude
• Attitude • Behavior • Behavior
The Buying Process
An Integrated Marketing Approach develops a consistent, building
message to potential customers at each point in the buying process
Choosing the Right Advertising 5
Copyright 2010 Sigma College of Small Business, Inc.

6. Diverse Audience
Segment the Market • Geographic
• Demographic
• Psychographics
• Behavioral
Priorities and Needs • Need Awareness
• Individual Value
• Priority
Buying Behavior • Point in Process
• Type of Buying Decision
• Influencers
• Information source
Integrated Marketing creates a consistent, non‐conflicting,
but diverse messaging for each audience segment
Choosing the Right Advertising 6
Copyright 2010 Sigma College of Small Business, Inc.

7. Nissan Delivers. Ever driven over 600,000 potholes –
on purpose? We have. The Altima must withstand
Starting at $29,930. The sleek curves of the all‐new
more than 5,000 quality and durability tests to ensure
Nissan 370Z captivate you first. The feeling grows as
it delivers years of performance. It also has to be fuel
332 horsepower and precise control take you through
efficient, getting 32 hwy mpg. Of course, it must be fun
each thrilling turn. Even the lines of the well‐crafted
to drive. Sure, we’re hard on that car, but the Altima
interior inspire joy. Bliss, it seems, is found one curve at
can take it. On top of that, it won a Consumers digest
a time. Look Closer. Nissan Delivers at NissanUSA.com.
Best Buy Award. Starting at $19,900.
Choosing the Right Advertising 7
Copyright 2010 Sigma College of Small Business, Inc.

8. E*Trade Television
E*Trade isn’t
optimizing the baby
E*Trade Magazine campaign!
E*Trade Online
Spread the Word! Get the Most With Integrated Marketing
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Copyright 2010 Sigma College of Small Business, Inc.

9. 67 percent of search engine users are
driven to search by an offline channel.
39 percent convert. iProspect
Spread the Word! Get the Most With Integrated Marketing 9
Copyright 2010 Sigma College of Small Business, Inc.

10. Laying the Foundation
for Integrated Marketing
• Business Identity
– Know who you are as a company to ensure messages
are consistent
• Brand
• Products
• Vision, Mission and Objectives
• Target Audience
– Define the different segments
that you need to reach
• Segment
• Priorities and Needs
• Buying Behavior
Spread the Word! Get the Most With Integrated Marketing
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Copyright 2010 Sigma College of Small Business, Inc.

11. The Match Game
Brand____________________________
Products or Services Potential Customers
• _______________________ • _______________________
• _______________________ • _______________________
• _______________________ • _______________________
• _______________________ • _______________________
• _______________________ • _______________________
• _______________________ • _______________________
• _______________________ • _______________________
• _______________________ • _______________________
• _______________________ • _______________________
• _______________________ • _______________________
Spread the Word! Get the Most With Integrated Marketing 11
Copyright 2010 Sigma College of Small Business, Inc.

12. Radio Television Online
Print Sponsorships Trade
Shows Outdoor Direct Mail
Methods Newspaper Magazines
Banner Ads AdWords SEO
Product Placement Press
• Types Release Public Relations
– Advertising Social Networking
• Awareness and Attitude Partnerships Give‐Aways
• General Audience Networking Groups
– Direct Marketing Promotion Events Radio
Television Online Print
• Attitude and Behavior
Sponsorships Trade Shows
• More Targeted Audience
Outdoor Direct Mail
– Public Relations and Publicity Newspaper Magazines
• Awareness and Attitude Banner Ads AdWords SEO
• General Audience Product Placement Press
– Sales Release Public Relations
• Behavior Social Networking
• Specific Audience Partnerships Give‐Aways
Networking Groups
– Sales Promotion Promotion Events Radio
• Awareness, Attitude and Behavior Television Online Print
• Targeted Audience Sponsorships Trade Shows
Outdoor Direct Mail
Newspaper Magazines
Spread the Word! Get the Most With Integrated Marketing Banner Ads AdWords SEO12
Copyright 2010 Sigma College of Small Business, Inc. Product Placement Press

13. The Match Game (cont’d)
Product or Service_________________ Target Audience____________________
Message Methods Priority %
Attention
Interest
Desire
Action
Spread the Word! Get the Most With Integrated Marketing 13
Copyright 2010 Sigma College of Small Business, Inc.

14. Tricks and Techniques
• Center on Web Site
– Web site offers a great “common area” to pull together
advertising across multiple media
– Interactivity and depth
• Map out the Plan
– For each brand and product
– Discipline in consistency
and messaging
– Evaluate new tools against
the plan
• Target Audience
• Effectiveness in
communicating message
Spread the Word! Get the Most With Integrated Marketing
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Copyright 2010 Sigma College of Small Business, Inc.

15. Sigma College of Small Business
• Upcoming SigmaFree Classes Critical Business
– 4/6 – Build a Practical Business Plan Areas
– 4/13 – What’s In a Name? The Power of Strategy and Planning
Your Brand Marketing and Sales
• Focus Workshop Accounting and
Finance
– 3/30 – Leveraging the Online Social Operations and
Network Quality
• 10am – 2pm, $199 Leadership and
Administration
Technology and
Innovation
Dedicated to the Learning Needs of Small Business!
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Copyright 2010 Sigma College of Small Business, Inc.