Book Giveaway: Marketing in the Round: How To Develop An Integrated Marketing Campaign | Beth’s Blog

Book Giveaway: Marketing in the Round: How To Develop An Integrated Marketing Campaign

Books

Book Giveaway:   I’ll buy a copy of Marketing in the Round for the commentor who answers this question:  ”How could Marketing in the Round help your nonprofit get more out of its marketing efforts?”

So, read on to learn more about the ideas in the book and leave a comment below.    Winner will be selected on Friday.

Marketing in the Round is a new book by colleague Geoff Livingston and co-author Gini Dietrich that explores how to develop an integrated marketing campaign in an age of social media and mobile.  This is something that many are grappling with – from large Fortune 500 companies to nonprofits.   How does an organization plan, coordinate, and implement flawless marketing across channels and get results?

The book describes how companies can tear down those silos between different departments or job functions – and work towards the best way to serve your company’s customers who probably sees a mosaic of media throughout their day.   Rarely does is one media channel strong enough to form a full impression on the consumer and move them to action – a purchase, a change of opinion about your brand or product, or simply knowing about your company.

The book describes “marketing in the round” as working in a hub and spoke model as illustrated above.   As identified in the book, the principles of marketing in the round are:

  • All departments work together and no single spoke becomes an island
  • No more one-off campaigns or channel focused thinking.     Marketing in the round is like a fireworks display, continuing bursting and popping
  • Integration also means optimizing and distinguishing your messaging appropriately.
  • All of the marketing departments/function are not separated from operations, product develop or other areas.
  • Information flows in many directions, but is measured in a disciplined way
  • The focus is on being as efficient as possible to the end result

The first section of book gives advice on how to prepare to do marketing in the round.   This begins with a focus the issues of change management and how difficult it is to change the behavior of many people in a company or organization.   The advice is to get senior leadership buy-in and to deliver the vision of marketing in the round to others in the company.   The next step is setting up SMARTer goals, a dashboard, and benchmarks. The book provides a step-by-step guide to understanding stakeholders and the competitive landscape in the context of marketing in the round.    The guide discussions how to use research in different categories to develop your SWOT analysis.

 

The book offers some great frameworks and tips about marketing in the round tactics, tools, sequencing, and timing.  It describes four different approaches to selecting tactics:

Top Down Influence Approaches:   This approach is where events, PR, some advertising campaigns, and well-known influencers are used to inform the market place about new products.
The Groundswell:   This approach is having your customers spread the word about your company or product on your behalf by fostering word of mouth.
Flanking Techniques:   This approach can be used when there isn’t a customer base or media engagement is negative.   The flanking techniques include advertising, content marketing, and search engine optimization as primary tools
Direct:  Using email, mail, social, mobile and other channels to speak directly to customers.

The book offers some terrific advice and guidance for figuring out when to take a direct approach and using tactics like direct mail, email, social media, mobile, and events.    It gives the pros and cons of the direct approach and good assessment questions:

Do we have a list?
Does it include addresses, email, mobile numbers and social media handles?
Given how our stakeholders use media, what are the most likely ways to achieve our desired outcome?
What can we afford to do?
What are our competitors doing?
Are there events where we can meet our customers face-to-face?

The marketing approach is selected by these criteria:

  • Key performance indicators
  • Marketing objectives – lead generation, branding, or both
  • Stakeholders and how your company communicates with them
  • Capacity to market, budget and staffing

The book drills down into each approach, devoting a chapter on the specific tools, tactics, and how to measure.   The book includes lot worksheets and checklists for marketers plotting out their marketing in the round strategy.

All in all, the book is a practical guide and checklist to be successful in integrated marketing campaigns.  While the book is mainly speaking to larger corporations,  there are takeaways for nonprofits, especially larger ones will find useful.  You can win a free book by leaving a comment below or  order your copy today!

 

42 Responses

  1. Oh wow. I am so humbled that you did this. Thank you, Beth. This means so much to me, you have no idea. Love you. Geoff

  2. Beth says:

    Congrats on the book!

  3. J.C. Bouvier says:

    May be helpful to educate our less savvy teams on basic integration philosophy…getting there currently is slow goings, this might provide acceleration towards an ah ha moment…Cheers, J.C.

  4. steve heye says:

    We have completed our website redesign, implemented a new email blast solution, solidified our social media presence, fine tuning our google adwords and are working on our mobile app\website. We have a new VP of Marketing and are beginning the process of deciding our content direction, staff needs and deciding where to focus. A key to this is to understand how to integrate all of our marketing, financial development, operations and other business needs into our efforts. oy.
    We understand all of the different elements, but how do you bring them all together?

  5. Hi Beth, in regards to your question and opportunity to win a copy of the book here is my answer. I’m helping a non-profit (Metro Relief) with the website and have created some of their marketing pieces, however since it’s fairly new it’s self funded staff and volunteers so knowledge like what this book covers is low. I have some background but have to admit that new to the social media side. Having the worksheets and checklists I believe would be especially helpful. I know you said it would be good for larger ones but I believe one starting out could be good as well. Thanks!

  6. Hi Beth, earlier this week I started working for the Center for Women’s Justice, who is dedicated to defending and protecting the rights of women in Israel to equality, dignity and justice in Jewish law.
    It is a small-team organization, and I feel their decision to hire an Internet oriented person for communications and media is brave and initiative.
    This book will help us to combine efforts and leverage our work and assets into effective campaigns. It will also inspire a lot the designing of our next website. Thanks!

  7. Jason Arnold says:

    As a younger team member of a very well respected, national non profit, I find myself in the position of articulating a coherent social media policy to senior leadership. I have not dropped huge amounts of marketing related content into senior leaders’ email inbox, preferring to wait instead until the right moment to articulate what I have been learning. As recognized thought leaders in the field of community development, the leadership has what it takes to drive a powerful campaign, IF we get the pieces right. I believe Marketing in the Round may have the kind of presentation that can translate smoothly for a socially driven, non-profit enterprise, I would love to present these ideas to the leadership.

    Sincerely,
    Jason N Arnold
    NeighborWorks America

  8. Frank Strong says:

    Beth: I have a bunch of these books. Offer: I’ll mail you five of them to give a way if you’d like. Would just need a mailing address!

    Frank

  9. Kris collett says:

    We tend to approach our marketing efforts in silos, despite our best intentions to better integrate. I think this book would give me some tools and practical steps to use to be more successful in building AND executing an integrated marketing strategy.

    I find your blog so readable and helpful. Thank you.

  10. Seems like a great book. I had the pleasure of hearing Geoff speak at Inogive this Spring. I’m sure this would help a new nonprofit like ours.

  11. I LOVE this idea, Beth! Thank you for not only reviewing the book, but also giving people an opportunity to participate in a fabulous question. I’m going to be reading all of the comments. Good luck all!

  12. Matt Higgs says:

    I work for a small non-profit which has just gone through a re-branding and strategic planning process involving an agency, board of directors, staff and of course executive director. With a launch of this forthcoming, we’re working towards better brand recognition in the community to increase volunteerism, donations and participation in programs. Our marketing efforts in the past have been very program specific and not focused on the organization as a whole. This book appears to address many of our challenges and could stimulate some new thinking in the area of marketing–something that is badly needed. As we move into new territory trying to reach new people in an increasingly tough and competitive non-profit world, we need all the new ideas and help we can get.

  13. Beth says:

    Gini: Congrats on the book!

  14. Hey Michael! Waving from the ethernet, thanks for the Innogive shout out. Also good to see Matt Higgs here, too. So many good answers. Tough call, Beth!

  15. Matt Sarre says:

    This books sounds great. Almost too good to be true.
    As to why should I win the book … well that’s easy, HUMANITARIAN GROUNDS.
    We facing seemingly endless hours of torture and pain wrestling with these questions. As a canacer charity working in both the fundraising and health promotion spaces, marketing is about both getting funds in and life-saving messages out. To be able to do this in an integrated way across our org seems almost utopian right now.
    Giving us the book will help to end this uneccessary torture. Please help end the pain :-)

  16. Michelle says:

    Winning a copy of this book would at least be a step in the right direction. Getting buy-in from leadership would be next. I work for one of the largest rescue missions in the country. We serve the homeless in our community and offer life recovery programs to those who are struggling with addiction. I believe this book would provide me with valuable information which could substantiate some changes in our structure. Much like many others have described we too operate like solos. The team I’m a part of is small so we wear lots of hats. We recently hired a new CEO who is definitely on board in terms of technology. Having a copy of this book would help provide direction in areas where we are weak and lacking. Thank you.

  17. Jed Daughtry says:

    How could it help our nonprofit? It gives us a place to start and gives us an outline on what to do next.

    Starting a paradigm shift is difficult. Having a place to start and an outline to follow is wonderful. Someone has already done my thinking for me. WOW!

    Yeah! I may have to get a copy of this for my daughter. She is starting a new business. Having a pre-made marketing plan allows anyone to concentrate on their core which is never marketing.

  18. Robin Mohr says:

    I am now the head of a very small denomination’s international association of churches. Our members are very active in social justice issues and actions around the world, but not very good at sharing their good news.

    My work is to help bring them together to learn from one another and coordinate the communications inside and outside our denomination.

    Marketing in the Round would help me to articulate what we’re trying to do to the wide range of volunteers across the US and internationally so that we can all be more effective, with a common language and a coordinated effort, not flailing away at cross-purposes or paralyzed by the overwhelming possibilities.

  19. Sonya Montoya says:

    What a wonderful giveaway! One of the things that exites me about a book like this is the myriad of applications that I think the concepts can apply to. Our non-profit relies heavily on marketing from a more traditional standpoint – ex: word-of-mouth, fliers, etc. It works, but it needs to become more effective when we think of the possibilities with other stakeholders,and even potential new staff. I would love to see if those same practices could also be applied to staff training & engagement. Those things could take any non-profit into a whole new realm especially in a time of needing increased efficiency, effectives with less funding. Thanks for the opportunity.

  20. Amanda Byrne says:

    Beth,

    Marketing in the Round could benefit our nonprofit wildcat sanctuary’s campaigns because the book’s timing is perfect.

    1. We have an active Facebook community (6800 fans) a newsletter distribution of 10,000, and an e-newsletter distribution of 8200. Or Google Adwords account is successful- we score well on Marketing in the Round’s assessment questions.
    3. Our new database is designed to show how an integrated marketing campaign performs. Responses to our campaign have infrastructure for donors to clarify what prompted their response.
    4. We are attempting integrated campaigns already- we just need to know how to be effective!

    5. And most importantly- we provide lifelong sanctuary to 70 wildcats that touch 11,000+ visitors each year, helping to change the culture of private exotic animal ownership that resulted in 50 animals killed in Zanesville, OH last year.

    Carolina Tiger Rescue is primed to Market in the Round!

  21. Beth says:

    Hmm .. this is going to be difficult to pick a winner … great responses so far

  22. Nicholas Dragon says:

    The concept of integrated marketing isn’t really new, so it surprises me to see non profits struggling to add social media/digital marketing to the mix.
    Marketing in the Round will help your organization to stay on message. Not only that, it will also force you to identify an end goal rather than just marketing to create a “brand identity hit.”
    To do this right, make sure you know what success looks like. If you want to sell tables at a fund raiser or spots in a golf tournament, that is your goal. Everything you then do in social media, traditional and digital marketing, newspapers, radio, etc., should all be driven to that one end goal.
    Define success, identify audience, develop message specific to audience, define KPI, develop campaign, launch, measure EVERYTHING!
    It’s not easy, but it produces results. Give it a try.

  23. Jan Hayne says:

    Would love to see how these concepts and strategies can be applied to a small, statewide, 1-staff nonprofit with a limited budget and a very helpful 9-person board of directors.

  24. Here is quote I try to keep in mind for marketing and fund raising purposes.

    “Current marketing theory says that people need to hear or see a message a minimum of seven times before they take action.” Yvon Prehn, Ministry Marketing Made Easy.

    This “Marketing in the Round” model of the spokes and hub fits right in. The more of these media opportunities we use, the more people will see our name out there and the more results we are likely to see.

    Thanks for the encouragement.

  25. I work with non-profits on health and gender equity issues. The tools and strategies offered in his book will help my non-profit clients build cohesive, multi-channel communication platforms to listen better to their audiences, raise public awareness of the issues they are working on. By fostering more 2-way communications, they will weave better networks across multiple disciplines, and create a more transparent and accountable organization culture. By making communication a core org strategy, and having all departments take ownership to utilize social media technology effectively, my non-profit partners will improve their ability to scale their impact for affecting social change.

  26. Alfonzo Robinson says:

    Repetition, Regression, and Reality…Marketing In the Round approaches these three things I believe most all long-standing membership organizations face. Repetition, in that the diverse means of getting out your message will impact multiple senses of the individual, thus leading to a greater likelihood of recall and personal buy-in to the marketed product. Regression occurs as individuals who are given the choice between change and continuation in a familiar way have a tendency to revert back to a familiar state of operating, thus dragging out and delaying the process of embracing alternative ways of information delivery. Reality, in that there is eventual progression into new areas of change, in spite of the resistance, as the older ways of operating are less and less supported or it becomes extremely cost burdensome to continue to operate in the manner seemingly antiquated.

  27. Andrea Weathers says:

    This book would help us create better momentum with our online and social campaigns by learning how to do it the correct way. As a nonprofit, we came to build a campaign for one of our clients out of the “this would be great,” notion. However, we aren’t maximizing our opportunities. We have a plan, but it’s half-baked, at best. This book would help us truly integrate everything from direct mail to email to our social media sites in a more cohesive way. Rather than working in silos, we’d have the information to improve all our angles and integrate them into a more cohesive, powerful, well-thought-out plan and purpose.

  28. Travis Simms says:

    I believe this book will inform non-profits on how to use resources to develop an iron-clad marketing campaign and how to use a checklist system to reach their bottom-line.

  29. Randy Hurt says:

    Helli Beth, I can’t wait for the book! Even the excepts given me ideas! Thank you and good luck with the offering.

  30. sandi says:

    as a small non-profit with a big mission having this book would be hugely helpful in designing our marketing plans! We provide and train service dogs for our troops & veterans injuried in the Iraq & Afghasnistan wars, we do this at no charge to our warriors. 95% of the canines in our program come from local resuce shelters so we are a 2 for 1 non-profit with donor dollars, rescuing shelter dogs & helping our troops & veterans.

  31. Pat Colton says:

    As all Citizens Advice are self funding and as we are afraid to market ourselves as we may not be able to meet client expectation anything that outlines how marketing can be done in the non profit sector would be so welcomed.

  32. Rod Malloy says:

    Jeff’s new book appears to carry the keys to successful non-profit organization struggles with silos, strong relationship development and critical follow-up. In an economic environment best summarized by change, exhaustion and fear for millions of Americans and thousands of Solano County, California residents, non profits need a simple guide to bring their limited resources together into a cohesive marketing strategy. The non-profit competition for limited corporate and civic grants has reached a high water mark in our County where schools are closing, cutting sports and summer programs and large cities are bankrupt

  33. Rod Malloy says:

    Correction: Gini & Geoff’s new book!

  34. Janet Anderson says:

    Hi Beth,

    You have made a very generous offer. Marketing in the Round could help my chosen nonprofit,the Reading Enrichment Programme (for children which are behind for their age)in secondary schools to get more out of its marketing efforts by helping us to promote to schools that need it and helping us get books for the students to read.

  35. Greetings Beth. I am the CEO of an Intermediate-size Jewish Federation and was happy to find your article in this morning’s eJewishPhilanthropy. As a former advertising agency executive, it is critical that an integrated marketing campaign is embraced from the top-down. Without pro/lay leadership buy-in, even the best efforts will be futile. It is also critically important to implement from the inside-out. Every member of the organization/team (all departments) must also take an active role in message integration and implementation. I often use the term “Brand Evangelists” a term I modified from Jackie Huba’s “Creating Customer Evangelists” that can refer to both internal/external audiences. Having a loyal and passionate tribe (thanks Seth Godin), we can build the foundation for success and leverage our loyalists to assist in articulating a consistent message throughout all communication channels. How we answer the phones, email signature, correspondence, online/offline communications must all speak in “ONE VOICE”. Easy to say but very difficult to achieve without constantly monitoring and assessing (aka “The Brand Police”)…something I live and breathe every day. Thanks for the great article! Best -

  36. Howard Gilbey says:

    Is the offer still open? I guess the book and its ideas will help me in trying to attract favorable clientele and my target market. Also, I would serve as a checklist for my marketing activities.

  37. Beth says:

    Howard: Sorry – the offer came and went!~

  38. Hey There. I discovered your weblog the usage of msn. This is a really neatly written article. I will be sure to bookmark it and return to read more of your helpful info. Thanks for the post. I will definitely return.

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  41. Nami says:

    I’m student of Ohio University and taking Marketing classes. In one of my marketing classes, I am using “Marketing In The Round” as one of our text books. also I had an assignment to write on a blog about how I can use the this I learned from this book to make my personal brand. ( Making personal brand is one of goals from this class.)

    I want to say thank you for your summary.
    Your explanations helped me a lot to understand about this book.