ntegrated marketing sounds achieve a common goal. The "work
pretty scientific. Maybe together" part of that sentence
that's why up-and-coming is critical, and it prompts me to
marketers get a glazed look in come up with a definition of my
their eyes when the subject is own.
mentioned.
"Integrated" is past tense. It
Truth is, integrated marketing is suggests something that has
easy to understand. It can also happened once and will not happen
do wonders for your real estate again. It's not forward-thinking.
marketing program as a whole. My
goal with this article is to take
you beyond understanding So let's call it "cooperative
integrated marketing and well on marketing."
your way to practicing it.
Here's the key principle of
What is Integrated Marketing? cooperative marketing: The
individual parts cooperate to
Here's a definition I found on achieve more than they're capable
the Internet: "Integrated of achieving on their own. In
Marketing: The practice of other words, the whole is greater
blending different elements of than the sum of its parts.
the communication mix in mutually
reinforcing ways." Cooperative Marketing in Action:
Fair enough. But let's simplify Let's say you're an agent
it even more. Integrated targeting buyers. The goal of
marketing is when different your direct marketing campaign is
marketing channels (print, web, to generate phone calls and
email, etc.) work together to emails from prospective clients.
(An excellent goal, by the way, course, you've chosen the two
since surveys have shown that best pages for the excerpt). To
most people go with the first get the free kit, all they have
real estate professional they to do is call or email you ...
call). which, hopefully, they do.
To persuade your recipients to Better still, the information kit
contact you, you've decided to functions as a high-value
offer a free home-buyer's kit. business card, because you were
Here's how cooperative marketing wise enough to include your
might help you achieve your contact information in it. And if
objective: the recipient passes the kit
along to friends, you've just
You send a direct mail postcard extended your marketing reach and
to your farm area. The postcard your potential ROI, without any
highlights the free (and extra effort.
valuable) home-buyer's kit you've
created. It provides clear Now that's cooperative marketing.
instructions on how to obtain the
guide.
On its own, a marketing postcard
The postcard also has a thumbnail cannot convey much information.
image of the information kit's But when it entices the reader
cover (a further enticement) and with a promise of value, and then
directs the reader to a page of points the reader to a website
your website where they can view where that value can be gained in
an excerpt of the info kit. full, the postcard enjoys a whole
new level of effectiveness.
They read the excerpt and like Cooperative marketing has been
what they see (because, of achieved.
-- nor the opposite. Each channel
On its own, a website can contain is capable of generating
a lot of valuable information. responses on its own. They're
But your prospects will never just capable of a lot more when
know it's there, aside from they cooperate.
stumbling across it. The
marketing postcard puts the Direct marketing (and marketing
website in front of them and in general) is rarely a one-shot
gives them a specific reason to deal. The whole is more powerful
go there. Cooperative marketing than the individual parts. The
has been achieved. parts cooperate to achieve the
common goal.
Lastly, don't mistake the word
"cooperative" with "dependent." Integrated marketing is
The postcard doesn't necessarily cooperative marketing.
depend on the website for success
About the Author:
Brandon Cornett has worked as a marketing manager for a direct mail company serving the real estate industry since 1986. He now dedicates his time to helping real estate professionals improve their marketing. His "Modern Guide to Real Estate Marketing" and his free newsletter are available at: http://www.ArmingYourFarming.com
Source: www.isnare.com
