There are two ways that we can think about integrated marketing. There is the narrow perception and the expanded one. We can think of integrated marketing as a strategy to increase our exposure by using several advertising vehicles to deliver our message – combining TV and print ads say.
Or we can think about integrated marketing as a strategy to increase the impact of our message. This means varying the style of our message as well as the vehicle. We want to use the expanded definition.
Fly Fishing – Integrated Marketing
Let me explain it using an analogy that I know very well – fly fishing. I’m the one out in the river with hip waders. But it takes more than those flattering pants to catch a fish. I have to think it through and do a little planning. I know that I want to catch a fish, but I have to decide which one – and how.
The fish I’m trying to catch is going to determine the type of line and fly I choose. Just as in marketing we have to identify our target market because they are going to determine the type advertising vehicle and message that we use.
My fly line – like my advertising vehicle – does not catch the fish. The fly catches the fish. It’s the lines job to deliver the fly.
And different fly fishing lines are designed to overcome different barriers that separate you from your fish. Sometimes I’ll need a heavy line to reach my fish, sometimes an arrowhead taper will do it. It all depends on the fish – where they are and what they are like.
In the same way, your advertising vehicle brings your message – brings your fly – to your market.By integrating and varying your vehicle – using TV, using print, using the internet – you are changing your line to better reach your market. You are choosing the right vehicle to overcome the barriers between you and your customers.
Variety of Vehicles
Employing several advertising vehicles is certainly an important part of integrated marketing, but it isn’t the only one.
By considering the line I’m able to get my fly to the fish, but will it hit it? Only if I have the right message. Only if I have the right fly. Different fish have different motivators to strike. Some will strike at the nymph others won’t.
Within your target market different members will respond to different messages. Different messages will motivate them to purchase your product or hire your services. If I want to hit all the fish in my river, if I want to snag every type of customer in my market, I have to vary the vehicle, but I also have to vary the fly.
Variety of Message
That is why successful integrated marketing employs not only a variety of advertising vehicles, but also a variety of messages. Connected and integrated but a variety. Integrated marketing is successful because it uses different lines and different flies to catch all the fish in our river. It uses different vehicles and different messages to snag all the members of our target market.
It is successful because it provides maximum market coverage.
