{"id":928,"date":"2011-06-04T10:26:55","date_gmt":"2011-06-04T14:26:55","guid":{"rendered":"http:\/\/blog.fitnyc.edu\/hottopicsinsider\/?p=928"},"modified":"2020-01-21T18:11:02","modified_gmt":"2020-01-21T22:11:02","slug":"integration","status":"publish","type":"post","link":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/2011\/06\/04\/integration\/","title":{"rendered":"Integration"},"content":{"rendered":"<p>And diversity. No, I\u2019m not talking about school busing.\u00a0 I\u2019m talking about your marketing mix \u2026 or lack thereof \u2026.<\/p>\n<p>So many startups and entrepreneurs are trying to do it on the cheap \u2026 so they say, \u201cI only need a website\u201d \u2026. Or, \u201cI need to do PR first\u201d.\u00a0 Wrong.\u00a0 So here\u2019s some questions\u00a0to think about in response to your comments:<\/p>\n<ul>\n<li>If you are only putting up a website or doing PR, what\u2019s your value proposition?<\/li>\n<li>What\u2019s your messaging platform?<\/li>\n<li>Have you established a brand?<\/li>\n<li>Do you know who your audiences are?<\/li>\n<li>Do you have a logo?<\/li>\n<li>A name for your company?<\/li>\n<li>Are they trademarked?<\/li>\n<\/ul>\n<p>A PR folder\/press kit?<\/p>\n<p>Are you starting to get my point?<\/p>\n<p>No one way of promoting your company is \u201cTHE ANSWER\u201d.\u00a0 In the 90\u2019s the big ad agencies and companies had Branding departments.\u00a0 Branding was the answer. It\u2019s not. It\u2019s part of the marketing mix.\u00a0 Then it was PR. Because it\u2019s cheaper than advertising (allegedly).\u00a0 Also part of the marketing mix.\u00a0 Now it\u2019s social media.\u00a0 Also part of the marketing mix.<\/p>\n<p>None of these efforts can produce results if it lives in a vacuum. They must all be part of one integrated marketing plan, no matter how small your company is (even if it\u2019s only you).\u00a0 And a lot of it can be done at no cost or cheaply \u2026 like social media \u2013 Linked In, Facebook, Twitter.\u00a0 And don\u2019t forget keeping your website up to date \u2013 it\u2019s your first impression and if it\u2019s old and has out-of-date stuff on it, it\u2019s not good.<\/p>\n<p>So remember, you can create an integrated marketing program for yourself \u2013 remember the messaging and branding need to be consistent. And that way you will actually be saving money and getting more impact for the dollars you\u00a0<span style=\"text-decoration: underline\">do<\/span> spend.<\/p>\n<p><em><strong>Sandra Holtzman teaches <a href=\"http:\/\/www.fitnyc.edu\/3064.asp\" target=\"_blank\" rel=\"noopener noreferrer\">CEO 035: Licensing<\/a>.<\/strong><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>And diversity. No, I\u2019m not talking about school busing.\u00a0 I\u2019m talking about your marketing mix \u2026 or lack thereof \u2026. So many startups and entrepreneurs are trying to do it on the cheap \u2026 so they say, \u201cI only need a website\u201d \u2026. Or, \u201cI [&hellip;]<\/p>\n","protected":false},"author":266,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"post-templates\/post-middle-column.php","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[8577],"tags":[8598,8582,8576,38568],"class_list":["post-928","post","type-post","status-publish","format-standard","hentry","category-small-business","tag-branding","tag-business-tips","tag-entrepreneurs","tag-small-business"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p1v7EM-eY","_links":{"self":[{"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/posts\/928","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/users\/266"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/comments?post=928"}],"version-history":[{"count":0,"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/posts\/928\/revisions"}],"wp:attachment":[{"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/media?parent=928"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/categories?post=928"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.fitnyc.edu\/hottopicsinsider\/wp-json\/wp\/v2\/tags?post=928"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}