An Introduction – Part 1 of 16
It’s time to introduce my Integrative Marketing Fusion model. This is something I developed over the years and am breaking it down for you into 16 sections. Yep, that’s right. In part 1 I’m introducing the concept and the IMF model. So buckle up, you’re in for a marketing ride!
My philosophy has always been one of integrated marketing, meaning integrating the same visuals, messaging, tone, and feeling through multiple communication channels. This lends itself well to consistency, repetition, brand building and strengthening. On an average, it takes 7-9 times for a message to get through to someone, so why not build that methodology into your marketing program planning?
The term fusion, or the process of combining entities, is also at play through my marketing. How can I help evolve, connect, and inspire an organization, team or individual? This involves change management, network-building and creating brand ambassadors. So that’s where the term Integrative Marketing Fusion, or IMF, comes from and the meaning behind it.
Integrative Marketing Fusion
Integrative Marketing Defined
Kotler and Keller note integrative marketing as “mixing and matching marketing activities to maximize their individual and collective efforts.” Marketo notes it as “a strategy for delivering a unified, holistic message across all the marketing channels that your brand uses. Given the complexity of modern marketing channels, an integrated marketing doesn’t typically happen without focused planning and effort — but the investment is well worth it.”
I agree with both definitions, Marketo really gets to the level to truly understand the concept. In the introduction of A Whole New Mind by Daniel H. Pink, he states, “The last few decades have belonged to a certain kind of person with a certain kind of mind – computer programmers who could crank code, lawyers who could craft contracts, MBAs who could crunch numbers. But the keys to the kingdom are changing hands. The future belongs to a very creative career experience, a different kind of person with a very different kind of mind – creators and empathizers, pattern recognizers, and meaning makers. These people – artists, inventors, designers, storytellers, caregivers, consolers, big picture thinkers – will now reap society’s richest rewards and share its greatest joys.”
Pink supports and gives a momentous nod to the “fusion” part of IMF.
The Fusion Part Defined
The term fusion is the process of combining entities. My first introduction to this term was from my high school band teacher, Mr. Colley, and they introduction to the band Spyro Gyra. Funny name for a band, but regardless, they combined elements of jazz, R&B, funk, and pop/rock to create this new musical genre or musical fusion. I haven’t listened to them in years but remember their album Morning Dance playing non-stop for a period. Check it out if you’re interested.
Now back to IMF or Integrative Marketing Fusion. The marketing campaign built, defined, and communicated through an integrative approach, the addition of fusion brings aspects of evolve, connect, and inspire. This fusion of these new elements helps lead an organization, team or individual to find, maintain, and strengthen their “true core” or “optimal self.” This concept also drives empowerment and change as natural side-effects.
The Integrative Marketing Fusion model distilled
Let’s break down the IMF model and elaborate more on the non-marketing aspects that play into this – evolve, connect, and inspire, along with the empowerment and the change that this model brings about. These aspects are important and directly correlate to overall goal achievement.
This model shifts outside of traditional marketing boundaries. Elements of leadership, development, training, human resources, sales and beyond. All employees, suppliers, vendors, and affiliates will benefit from an IMF model as the brand or heart and soul of the organization is central. All other communications (internal and external), messaging, tone and voice are rooted in it as well as non-traditional marketing aspects. These ‘softer’ items involve people development, imploring creativity and innovative problem-solving while empowering employees to do what’s right for their department or the organization on a whole. This really implements the ‘whole is greater than the sum of their parts’ concept.
If employees, suppliers, venders, etc. are motivated, appreciated and empowered, the ‘parts’ will all become stronger and elevate the ‘whole’ or organization (brand) in a multitude of ways.
- Integrative (integrated) marketing – marketing principles and best practices using the same visuals, messaging, tone and feeling through multiple communication channels
- Evolve – The steps taken towards true change and the growth towards achieving a greater goal
- Connect – Developing relationships with key individuals and organizations to support change
- Inspire – An incentive that awakens and instills a desire to be open to change
- BONUS – Empowerment – Increasing individual or organizational strength through inspiration, respect, confidence, and choice
Here’s one way to look at the IMF model.
And another way to look at the IMF model.
The Integrative Marketing Fusion series outline
Here’s the current outline of the rest of the Integrative Marketing Fusion series (though it may change):
- The Brand/Heart/Soul – 2 of 16, The IMF Model Disassembled
- Strategy – 3 of 16, The IMF Model Disassembled
- Marketing Programs & Tactics – 4 of 16, The IMF Model Disassembled
- Marketing Metrics – 5 of 16, The IMF Model Disassembled
- Customers & Prospects – 6 of 16, The IMF Model Disassembled
- Brand/Heart/Soul Review – 7 of 16, The IMF Model Disassembled
- People Humanization – 8 of 16, The IMF Model Disassembled
- Evolve, Connect, & Inspire – 9 of 16, The IMF Model Disassembled
- Empowerment – 10 of 16, The IMF Model Disassembled
- Metrics – 11 of 16, The IMF Model Disassembled
- Training – 12 of 16, The IMF Model Disassembled
- Transparency – 13 of 16, The IMF Model Disassembled
- Respect – 14 of 16, The IMF Model Disassembled
- Empathy – 15 of 16, The IMF Model Disassembled
- Customers & Prospects – 16 of 16, The IMF Model Disassembled
Stay tuned for part 2.
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