Secrets of Integrated Marketing

The amazing part of this video is that it has been viewed over 700,000 times.

Imagine your business. You've got computers. You've got a cell phone with a web cam. Maybe even a staff member who's got a modern computer and has put a video on facebook or youtube. You may have even published a video of a wedding, a party, a hockey game yourself. You've got a marketing budget.  you know some of your traditional media works, but are questioning if your marketing mix is the best it can be. 

In my opinion, you've already got a couple of holes punched on your social media VIP coffee card. what you really have are... resources.

1. You understand that business is about relationships. 
2. you have the digital and human resources to build, connect to and create a social network of business connections
3. you have the ability to use radio and/or television as accelerators for your business & social networks

as of 2010, we know the average consumer spends their daily media time pretty evenly in an average day.  1/3 TV, 1/3 Radio, 1/3 internet.  In less than 10 years, (yes the same 10 years you plan on being in business)  the average 35-54 year old will probably be spend between 50-80% of their daily media time connected online.

TV and Radio are the best traditional media platforms to launch the next 10 year phase of your social  marketing & consumer communication plan.    use traditional media to as an accelerator to grow your social media network.

Here is why I think social media will be so great.  Social media allows you to broadcast yourself on 2 way communication platforms...in writing, on video, voice, or images.  Eventually, you could bypass paid traditional media platforms.  it allows anyone to selfpublish on a scale as big or bigger than a Superbowl, NBC, National Rogers Radio, The New York Times or the Calgary Herald.   A growing majority of consumers use social media platforms like Urbanspoon, rate mds or youtube to access content and reviews about virtually every single consumer choice on the planet.

Very soon, I will have access to the worlds collective knowledge in one hand.  Google has just launched a mindreading software application called instinct to make it easier & faster for me to find the exact information that i want.  any idea, thought, opinion, personality can be found on my iphone.  I can connect with any community for business.  Consumers like justin Beiber, the Julie & Julia girl, the shit My Dad says guy have created brands. In the reverse communication direction, the Old Spice guy connected the brand to consumers.

People like raywilliamjohnson,  mysteryguitarman and charlie will be next.  Wait, What, WHO?  tone is really hard to pick up in righting, so read this next sentence with as much attitude as you can muster.  seriously, who are they?

well, they all look like their around 25.  They all look like they make videos of themselves in their bedroom.   Combined they have over 630,000,000 views and 3 million subscribers.  And it looks like they all did that from their house.   Here's what I asked myself...Seriously?   all of us have those same tools.  the only real difference is that they are (what Seth Godin would call) doing marketing

Now back to me....I've got 2 tickets to that thing you wanted and NOW,  they're diamonds.

I want to talk to you....if you're interested.

Bink's personal views on marketing and media

Here's some random thoughts.  Let me know if you have ideas on how to better connect them together.

1. Many people hate marketing and Marketers
2. Advertising works
3. The history of advertising has been to interrupt people's entertainment 
4. The future of advertising is about connecting and contributing to communities on multiple platforms
5. Not all media is priced appropriately.  While I agree that that the Yellow Pages can work, the cost of advertising in it is ridiculously high for the number of people who actually use it.
6. Each media type offers a unique platform to communicate from.
7. These platforms are most effective when connected together by bridges (The USP)
8. The more senses (sight, taste, touch, hear, smell) you can communicate to, the more effective your message and therefore brand will become.
9. Marketing is the strategy and Advertising is the execution
10. Passion & Connection wins.  
11. The best marketing plan that I've seen is this...CARE
12. The second best marketing plan that I've seen aligned all resources to a multi platform plan according to useage
13. Marketers are not normal.  we turn up commercials.
14. Today, every person has the ability to my publish & broadcast themselves. 
15. Marketing is hard to measure. 
16. The consumer purchasing journey is normal.  trigger, initial consideration set, active evaluation to add more options, purchase, post-purchase evaluation, re-trigger, loyalty loop.
17. Every media type has a use. 

Yellow Pages - lumps your business services alongside your competition, in every category, to reach an older consumer who "needs it fixed right now".  Less than 5% of daily media time is spent here and shrinking.

Newsprint - allows you to visually display a brand alongside editorial content of yesterday's news.  has a aging demographic of "coupon clippers".  Seriously, I wonder what the adspace to content ratio is.  Accounts for about 10% of daily media time and shrinking.

Radio - The original real time communication platform.  at it's best, gives you the ability to target any demographic by audio in their minds eye.  At worst, it's an unmeasurable Johnny Fever pimpin' product.  With online streaming added in, about 30% of peoples daily media time is spent here.

Direct Mail -  visually interrupts a person at home with your product samples/logo/mesage in a postal code.  1% rate of return is optimistic.  Less than 1%

TV - Bruce said it....57 Channels and nothing on.  "the boss" is only partially right.  On my tv, it's more like 400 channels and something's on.  Mostly on my PVR.  TV is arguably the most powerful medium up until now.  I read somewhere that The Final Epsiode of I Love Lucy had 70% of the american audience watching it compared to 17% of the final episode of the current reigning champion...American Idol.   Average daily media time spent 30%

Internet - Real time platform 2.0.  If radio is the James Brown of media, then internet is the baby Huey.  Canadians already spend about 20% of our daily media time with this medium, but are limited to high speed access.  What happens when the internet is as pervasive as electricity?  The ways that we can communicate with eachother (email, text, social media, geotargeting, game play, consumer reviews)  changes almost as fast as the devices that we communicate with (commodore 64, desktop computers, sony walkman, Android, iPADs, google TV).   

Outdoor - Billboards, bus wraps, building signage.  To make an impact, it's either "power to the people" good or it's about size & locations...the more the better

one other amazing facts...

Did you know that some preying mantis' can catch and eat small mice?