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!