Integrated Marketing Leads to Cost Savings

Steve Burns, Gage Marketing, spoke to ACC attendees about making better use of marketing dollars through integrated information. Burns said that strategy, development and execution are the three steps to a successful integrated marketing plan.

However, if you integrate all three phases, the company saves money and increases effectiveness.

First, Burns gave a review of the stages. In the strategy stage, the client and agency define the program objectives, strategy, targets, potential problems and needs and expectations.

During development, the client and agency collaborate on tactical promotion program planning, program concept development, creative design and production, and program analysis and refinement.

The execution phase is when the plan is carried out, and the agency carries out ancillary services, including distribution, fulfillment, information management, teleservice, administrative services and program management.

Linking the stages increases sales and return on investment, connects multiple customer touchpoints, and reduces cost. Burns then gave several examples of companies saving time and money through integrated marketing, including Goodyear, Taco Bell and Ford.

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