Larry D. Lauer

My primary contribution to higher education and the nonprofit world has been to adapt core concepts of integrated marketing to be used as planning tools to strengthen the effectiveness of strategic communicators.  And so I frequently get asked: “Do these ideas apply to just any organization, including businesses?”  And my answer clearly is always, “Yes.”

But as a matter of clarity let me first point out that I still find people defining marketing as selling. It is not. To understand my formula you must see marketing as a way of thinking. And I also find people in the field defining the term “integrated marketing” differently than do I. So there seems to be no uniform definition. 

What follows, then, is my hard “lessons learned” fundamental formula, the core concepts that I think define IMC as a way of thinking. And the formula applies to all organizations, sometimes with transformational results:

1. The very first principle of IMC: Simultaneously consider product, price, distribution methods, and communication tactics, as a fundamental way of thinking about communication strategy. A weak product that is priced and/or distributed poorly cannot be communicated effectively. This  is equally true in the nonprofit, commercial, and public service sectors.

2. Treat the corporate brand as your most important product.  Brand attraction is what establishes trust and builds confidence  in the integrity of your entire enterprise.  It incorporates assumptions about core values and reliability.

3. Also concentrate on sub-brand clarification for the key product/program and service divisions of the organization. Sub-brands should position divisions appropriately to their function, but also advance the overall brand identity.  This requires a relentless passion about carefully crafted and compelling words, as well as creative and consistent design.

4. An essential ingredient is a firm belief in the power of group dynamics. Only “bad” meetings are a waste of time.  Task forces and small groups should be used to mobilize the troops, getting key people on the same page inspired to help tell the story inside and out.  Action teams composed of the best available writers, designers, and strategic thinkers should  be used to implement key reputation defining initiatives.

5. Select multi-platform media tactics based on individual audience and target market preferences.  Then launch these tactics simultaneously to converge intensively on each target.   This is the only way to break through the confusing information clutter of today’s digital media world.

6. Always prefer interactive media. Feedback and response over time is the only way to achieve any level of understanding. Comprehensive surveys can mislead.  But today’s interactive communication is a form of market research that keeps everyone current about what works and what doesn’t.

In the final analysis, integrated marketing brings a broader way of thinking and planning to the profession of strategic communication. Simply put, incorporating this “value-added” subject matter better qualifies strategic communication professionals to function more impressively as a member of the top executive team.