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| 9/24/2002 | | | What is Integrated Marketing and what can it do for me? | |
MZInc's INTEGRATED MARKETING APPROACH
MZInc. uses an integrated marketing communications approach. We integrate all aspects of a company’s marketing and promotions, allowing us to present a consistent image for our clients within the marketplace.
MZInc.’s strength is to strategically integrate all communication functions, rather than having them operate separately (which can lead to cross-purposes). We coordinate all of our clients’ marketing communications with one point of view – our clients!
When a company’s communications functions operate separately, without a unified vision, the possibility of achieving synergy through strategic integration is lost. The sum of the parts can be less than the whole! MZInc.’s integrated marketing approach will maximize the return on your investment in marketing and promotions. You will:
* Avoid duplication
* Achieve efficiency in developing a marketing communications mix
* Best of all – you will get synergy from all of your communications tools
MZInc.’s integrated marketing communications approach offers new and creative twists: we use "offbeat" and nontraditional tools such as custom publishing, as well as more traditional tools such as media advertising, direct marketing, sales promotions, public relations. All of our tools are fully integrated with an internet presence and timed to achieve the most effective marketing communications mix.
At MZInc. we begin with the "big picture": what are out client’s most important goals? It’s only after we help you identify your "destination" that we decide on the most appropriate "road map" for getting you there. By using an integrated marketing communications approach to plan the marketing and promotional programs, and by coordinating the communications tools. MZInc. offers you a total marketing communications strategy, one that takes into account all of a firm's marketing activities (and not just promotions) to communicate with its customers, to troubleshoot when the economy is down, and to devise innovative ways of reaching the consumer.
Where do consumers' perceptions of a company (and its various brands) come from? From ALL of the messages a consumer receives (media advertisements, price, direct marketing efforts, publicity, sales promotions, and the type of retail outlet where the product is sold). In addition, to enhance our clients’ overall image, MZInc. recommends event planning with relevant charities.
MZInc. believes that due to ever-rising media costs, traditional media advertising has become too expensive and is no longer cost effective as a primary tool for reaching consumers.
(r) In the last decade, the national and world media markets have become fragmented, which has reduced the emphasis on mass media (such as network television) and highlighted the importance of smaller, targeted media alternatives (such as direct mail and event sponsorships).
(r) Marketplace power has shifted to retailers, and away from manufacturers. Recent consolidation in the retail sector has led to the replacement of small, local retailers with regional, national, and international chains and "superstores". These large retailers are using their clout within the overall marketplace to demand promotional fees and discounts from manufacturers. In turn, this siphons funds away from advertising budgets. Moreover, new technologies such as checkout scanners provide retailers with detailed information about the effectiveness of manufacturers' promotional programs. Many marketers have responded by shifting their focus to promotional tools that can produce short-term results, such as sales promotions.
(r) There has been rapid growth in and development of database marketing. At MZInc., we strongly believe in building a solid database, containing customers’ names, geographic, demographic, and psychographic profiles, their purchase patterns, media preferences; and credit ratings; as well as other characteristics that MZInc. identifies to our clients as playing a critical role in the integrated marketing campaign.
MZinc. Focuses on seeking cheaper alternatives to mass media advertising, which has become very expensive and will continue to become more so. From 1987 until today, our agency has responded to the need to reach synergy among the full array of promotional tools by offering turnkey solutions: one point of view (the client’s), under one roof : PR, sales promotion, custom publishing, direct marketing, catalog production, and then video/videologs, now replaced with interactive/web design and marketing as a growing part of overall core offering services.
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