I have a son who at a young age wanted to start a business painting 911 curb addresses in the neighborhood. We lived in an area where the snow plows regularly scraped the numbers off. His startup wasn’t a bad idea. He just wasn’t sure of how to close the sale. He had stencils; he had the pre-requisite black and white cans of spray paint. He beta tested his process on our curb and on the neighbors’. He had practiced all his techniques but his “elevator speech.” His father pressed him to try and “sell” him a painted curb. My son inhaled and began with a stammer, followed by a stutter, and then a long string of “ahhhs and uhhhs.” His dad asked him, “Do you know what you want to tell me?” Long pause followed by a deep inhale and a sob. His dad asked him, “What are you selling? Why do people need to buy what you are selling? Why are you the one to hire for this service?” My son paused for a minute and then said through the curtain of frustrated tears, “Dad, I don’t know why they should hire me. I guess ’cause I do a good job.” Shrugging his shoulders he turned to walk away. His dad stopped him, “Boy! Are you a man or a mouse?” My son without missing a beat said, “I don’t know dad, but I sure like cheese!” He had no clue what his message was or how to get it out effectively…he just knew he liked money.
Integrated marketing is about building and maintaining brand awareness and identity. Good integrated marketing sends a coordinated series of different but related messages through different kinds of media thus increasing the chance or reaching and persuading the target audience. Perhaps the most critical part of an integrated marketing campaign is to maintain a consistent theme in your message.