Integrated marketing is a strategy that stresses the importance of a consistent, seamless, multi-dimensional brand experience for the consumer. This means that each branding effort across a wide variety of medias is presented in a similar way which is designed to reinforce the brand’s message.
OFFLINE, ONLINE, IT’S ALL THE SAME
For example, a Michigan company can have a brick-and-mortar store, have a presence inside other stores, such as grocers, host an official website and utilize social media and events to market its products. Regardless of the outlet, the company is focused on delivering a clear, concise and consistent message. This means the branding has to be spot on, with each medium displaying a recognizable “look” (design, color scheme and language), the company’s logo or tag line and anything else that makes up its official brand.
All product display and packaging, and any affiliate products, are made in the same image, so it is easy for a customer to instantly recognize the company is behind it.
Consider Starbucks’ integrated marketing plan. The company’s brand is hip and trendy, and its logo is instantly recognizable. Its shops offer a trendy feel with free Wi-Fi and comfy sofas for business professionals. They’re often located in hip and busy areas near shops, of even inside of retailers, where there’s likely to be a lot of foot traffic.
The brand has a trendy, high-end feel that makes it a “gotta-have” for the most stylish of coffee drinkers, so the company puts out specialty items and gift baskets ideal for the holidays. It also offers bagged coffee and Keurig cups at grocers. Every so often, Starbucks will come up with an innovative new drink and offer it for a limited time in an effort to cause a mad rush of sales. Starbucks’ branding and integrated marketing campaign work seamlessly together to maximize profits.