Integrated Marketing Communications Kitchen / Marketing communications

Integrated Marketing Communications Kitchen

Too often, small to mid-size B2B companies think that every marketing piece produced—including brochures, sales sheets, ads, websites and more—need to lead to a sale. Marketers are charged with putting in every bit of information in order to provide prospects with everything they need to make a purchasing decision.

There are several problems with this idea:

  • Most marketing pieces don’t lend themselves to relaying massive amounts of information.
  • Providing too much information can lead to information overload, potentially causing a prospect to flee in the opposite direction.
  • It can negate the process of making that all-important emotional connection, which is often necessary to the buying process.
  • It can short-circuit the Buyer Decision Process that a purchaser (whether consumer or business/organizational buyer) goes through before actually making the final purchase decision. The stages of the buyer decision process include:
  • The recognition of a problem that needs solving
  • The search for information about products/services that might solve the issue
  • The evaluation of all available alternatives
  • The selection of the final product/service and its supplier
  • By providing all the information a prospect needs to make a purchasing decision, there is no reason for the prospect to call the company. In other words, sales people and customer service reps are removed from the sales process.Leave OUT the kitchen sink picture The danger here is that many types of sales require sales force involvement.
  • A better way to communicate

    Integrated marketing communications campaigns are not necessarily meant for blasting one full and complete message via multiple mediums, and not all need the call to action (CTA) to be “Buy NOW!”

    Rather, different mediums can be used to communicate varying degrees of information, with different CTAs each step of the way. For instance, a small banner ad and/or mailed postcard might ask a prospect to:

  • “Call [number] for more info”
  • “Go to [website] to learn more”
  • “Go to the [retail outlet] nearest you”
  • “Click here to find out how…”
  • You get the idea.

    And once the person calls or clicks, he or she should be greeted with a well-coordinated communications—whether personal, digital, printed or a combination of the three—to provide additional information needed to address the ensuing steps of the buyer decision process.

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