Posted by on Feb 21, 2014 in Advertising, Brand Strategy and Design, Digital Advertising, Integrated Marketing, Marketing Content, Marketing Strategy, Public Relations, Social Media, Tradeshows, Website Strategy | 0 comments

Marketing Integration: Several Channels—One Wheel

Marketing Integration is something we’ve all heard of but do we really know what it means?  According to it is a “Strategy aimed at unifying different marketing methods such as mass marketing, one-to-one marketing, and direct marketing. Its objective is to complement and reinforce the market impact of each method, and to employ the market data generated by these efforts in product development, pricing, distribution, customer service, etc.”

Okay so what does that mean?  Integration means delivering a consistent brand identity through each message and channel; then relating them all back to each other.   This isn’t as easy as you might think.  A good article on marketing integration is: Integrated Marketing: If You Knew It, You’d Do It

Putting this into practice takes an understanding of how each channel communicates.  Just copying and pasting your message throughout these diverse channels won’t work.  Each of them has their own way of speaking to their audiences.  For example: a “Tweet” is short and sweet, but a press release cannot be written like a tweet.  So finding different ways to convey your brand message, and keeping it consistent, is key here.

The Brandwidth Solutions MarCom Wheel demonstrates the different channels you should use when doing integrated marketing.  These different channels are:

  • Advertising
  • Social Media
  • Collateral
  • Public Relations
  • Conferences
  • E-MarketingMarCom Wheel sm

Each of these channels lead people back to your company via a website and/or microsite.  The next trick is knowing which channel to use, when and how to use it, and then relating it to the others.  For example: If you do a press release, you can promote it by using social media to let people know about it.  This is an example of how  Bare Minerals paired different forms of media for a campaign.

In this day and age attention spans are decreasing.  By integrating your marketing methods you are more likely to reach  your customer.  This is what will help make your brand stronger, and keep you present in the minds of your clients.

So stop spinning your marketing wheels and come spin ours !  If you’re at Pittcon in March drop by booth #1456 and spin our MarCom wheel to win a one-hour free marketing consultation!

How do you think integrating your marketing will help you?

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Posted by on Feb 4, 2014 in Digital Advertising, Integrated Marketing, Marketing Strategy | 0 comments

Technical Marketing Goes Mobile – in 3D!

A week or so ago, a company executive responded to my question about his currently-underwhelming marketing efforts with: “if it ain’t broke, don’t fix it.” He’s happy with his current marketing trajectory, even though it’s been eroded recently by his more technologically-oriented competition.


His problem – which he may be unaware of – is that technology is changing so rapidly that his tried and true methods of marketing just aren’t enough any more. While his traditional methods may still be effective, he’s reaching fewer potential customers than his competitors, who are using new tools like interactive applications to convince prospects why they need to purchase his lab equipment. Some of his competitors are using a holistic, multi-faceted marketing approach, and – over time – they will likely leave him in the dust.


Marketing is evolving – there’s no doubt about it. In fact, Brandwidth Solutions recently teamed up with Kaon Interactive to help bring an exciting new solution to clients: interactive 3D product models and interactive product storytelling that can be accessed on an iPad & Tablet, Touch Screen, Smartphone, Laptop & Desktop.


It’s sales & marketing tools such as Kaon’s that put the ‘ain’t broke, don’t fix it’ adage to rest.


(Note: If you’ll be attending Pittcon this year, Brandwidth Solutions and Kaon Interactive will be sharing a booth. Please stop by – we look forward to speaking with you.)

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