Developing an Integrated Marketing Plan
Consumer & Business

MM522
You Decide –Week6
Prof. Hsu

For Graves Enterprises, the most cost effective marketing communication campaign would be integrated, with both the consumer and the commercial business using the same advertising and media buying agencies. For an integrated marketing campaign to work, all communication tools used by Graves, must maximize the impact on consumers and other end users at a minimal cost.
Using a single media campaign, usually doesn’t reach all the potential customers because it doesn’t sink in on the first attempt. Others may have it in their head for later review, but never get to it. So for most, the more the public is reminded, the better the chance they are at remembering the product or service. To get and keep their attention, Graves needs to deliver a strong message using multiple media services.
Some of the steps Graves can utilize include cross-selling to existing customers, where they can encourage current customers to buy related products. Direct Sales, where clients are encouraged to buy now, rather than later. Branding the products, increasing the awareness of the products (new and current) the company sells in the market. And nurturing the existing customers, by communicating with customers and reinstating the value of the products provided.
Graves Enterprises has proposed a variety of marketing techniques to increase profit. Some of the techniques, I support are advertising on an end cap display. Although the cost is roughly $1 million, there is a large rate of return expected. For consumers, when they walk into a store, the items on the end cap are what catch their attention first. There are so many items in a location, that particular item, chances being overlooked if not on an end cap. The entire idea of the end cap display is to attract customers who didn’t