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In this video we offer a short introduction to the principle of integrated marketing. By implementing a considered strategy and costeffective marketing mix, small to medium sized businesses can reach new markets, win customers, make more sales, and build brand equity.

Transcript [VO]:
You want your business to grow you want to win more customers and make more sales.
But how do you do that when budgets are tight, and your time is limited?

Some of your competitors have plenty of cash to throw around and make a noise. They can run expensive TV ads, or buy fullpage spreads in the national newspapers to build their brands.

So how can you the smaller business owner compete? The answer lies in integrated marketing.

Meet Tom. He owns Tom's Tours an independent travel company. Tom creates oneofakind travel packages for his customers.

He's not competing directly with the big holiday companies, but in the past he has struggled to get his voice heard.

He used Facebook and Twitter when he had the time, and every now and then took out adverts in newspapers and magazines.

The problem was his marketing was irregular, and his messaging inconsistent.

His brand didn't build up any momentum. Then he adopted Integrated Marketing.

For a fixed monthly budget, Tom's Tours now publishes a weekly blog post with travel ideas and tips.

The posts are then promoted through social media and a monthly email newsletter.

The newsletter also features content from the Tom's Tours YouTube channel, where customers are encouraged to upload videos from their holidays.

In the peak holiday booking periods, the company runs print, online and radio ads, and in the quieter months, special offers and promotions.

And once or twice a year he publishes a survey and report that gets him free media coverage in newspapers and magazines.

Now, a potential customer experiences a consistent message across a multitude of marketing channels.

And because each element of marketing is no longer working in isolation, they serve to amplify each other.

Tom's voice is now being heard.

But it doesn't stop there because that voice begins to resonate with other people.
They become fans on Facebook, followers on Twitter, subscribers on YouTube, commenters in forums and on blog posts.

They're no longer just customers, they're advocates and ambassadors. In fact, they act like a tribe, echoing Tom's message to a wider audience. The result?

Tom's Tours wins more customers, and makes more sales.

So, if you want your business to grow, try integrated marketing. You'll be amazed at how effectively it will build your brand.