Integrate
So we’ve had our great idea - the first part of the process is done. Get the next part wrong and it’ll have all been a waste of time, effort and money. We’ve worked out how to throw the ‘buy’ switch in the minds of our target audience; we now have to ensure that message gets out there with precision and accuracy.Elsewhere on the site we talked of the bewildering array of media jostling and vying for the attention of marketers. Well it’s not bewildering to us. We make our living not just by getting the message 100% spot on, but by getting the media choices equally unerring. Sometimes it’s in a conventional but well managed way; other times it’s by doing something lateral and unexpected. We always ensure that the message is thoroughly integrated in complimentary channels that prize the absolute maximum from your budget and garner the absolute maximum in results.
Integration is about consistency, exposure and accuracy. It’s about making a loud noise and winning market share. It’s about making sure your customers see you, notice you and buy you at every turn.
Real integration is about convincing, coordinated communication of the message; and not just to the external world, i.e. the marketplace, but the internal world of our clients’ company and culture. To us, this is not just an after thought, but as essential as any part of the process.