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Integrated Marketing?

What the Heck is Integrated Marketing Anyway?

Integrated Marketing is not only online. It specifically targets, captures and grows engagement through consistent marketing messaging strategies, streamlined through multiple channels: in-person experience, branding, visuals, signage, website, social media, multi-media advertising, SEO (Google), relationships, email marketing, video, blogging, promos, print material..

Really, it’s all about building relationships with everything you do, say and put ‘out there’ …. yes, IT’S EVERYTHING, everywhere!

Let’s talk about Integrated Marketing Messaging to increase sales, profile and awareness.

What really works is transparent ‘Real People Speak’ answering the question, ‘What’s in it for me?’, ‘How will I feel?’, ‘Will it make my life better?’ and the sharing of information. It’s fine and dandy to get discovered and we work hard on getting our client’s found on the likes of Google, with excellent results too.

But… let’s face it. You’ve got 3 SECONDS to capture people once they’ve found you. You’ve got competition and you’ve got to be unique.

Tweak My Speak!
What are you saying? Do you have a strategy?

Sometimes it’s hard to see the forest through the trees. Need another set of eyes for ideas and content? Let us Tweak Your Speak. Drop us a line or give us a call 613.771.0090


The Engine Team

6 Marketing Questions to Ask Yourself:

What are you saying? After branding, a user-friendly interactive website is likely one of the most important tools that you need for your business or organization. Your online messages including Social Media postings, along with cohesive marketing collateral, make a big difference for increasing your business. To help you get started in the thought process, here are 6 Marketing Questions you should ask yourself:

1. If I’ve never heard of my business, is it absolutely clear ‘WHAT IT IS?’ that I do?
2. Do my messages immediately identify the ‘WHAT’S IN IT FOR ME?’ question?
3. Am I consistent in my branding across ALL print, logo, tagline, ad, POP item, website and Social Media?
4. Do I have a UNIQUE printed piece that I could give to my clients that encourage repeat business?
5. Does everything I do include my website ADDRESS?

6. Most important of all? Do I tell people what it is that I want them to do? Everything needs a CTA (Call to Action) Read about CTA’s here >

A special thank you!

We thought we would take a moment to show our appreciation to you, our clients. To us, it’s all about relationships. Thank you for including Engine Communications in your marketing success.

Here’s to a great Fall season! Need Help? We’re here for you. Let’s Chat!

~ Your Engine Communications Team


Want the Best Website?

Start With the Answer!

It’s not about you. People are so busy today, they’re either surfing the net or have landed on your #website via #Search Engines or connection recommendations because they’re looking for answers to their questions or problems.

It may be to learn, for entertainment, to connect, to increase their business or to find help for themselves, family or friends, but basically they’re looking for answers. They’re looking for content that provides VALUE, solving their needs, essentially answering the question:

‘What’s in it for me?’
People are too busy today, have too many choices and things to do. You have 3-5 seconds for users to decide if they are in fact on the right website, the best solution that answers their quest. So, your site better give them what they want, NOW.

Who Are They?
When you start with the answer, make sure you’re addressing the right people. No matter how big or small your business or organization is, the truth of the matter is that you are ‘speaking’ with ONE person when they’re on your website. It’s just one person and their computer or other electronic device.

That one person may indeed be and likely is, part of a larger group, whether it’s business or personal connections. The one thing you can be sure of, is, when you’ve answered their questions properly, they will let others know.

Who might they be?
This is where you must know the answer to ‘Who is my target market and demographic anyway?’.  Knowing who you’re ‘talking to’, helps you to make sure you answer the right questions, for the right people.

Content, design, navigation and functionality. A website strategist plans what your website will DO for users, long before the pretty colours and pictures are in place.

When we know what your website will DO for people, the answers come, in turn, answering the ‘What’s in it for me? question. This in then translated into the website structure for navigation, functionality and ultimately, the look and feel of the design.


One of the biggest mistakes made on websites is the failure to tell people what you want them to do with the information that you are providing. Tell them with  ‘Call to Action’ text, images, navigation and buttons.

Think About It
Here’s some questions to help you to get started with the answers:

1. What makes me so great?
This is where you turn your features and benefits into the answer to their problems. What’s your USP (unique selling point)?

2. What are my readers really looking for?
Solve their problems. Know your target market, learn their needs and give them what they want.

3. What action do I want users to take?
Do you want them to sign up, buy now, read on, learn more, contact someone, share with friends or comment? Tell them!

4. Do they need the whole enchilada?
You’ve heard the saying less is more? Way to often, websites have so much text, content, generally speaking, that it actually drives people away from websites. How much ‘So, who cares?’ info do you have on your site?

Grab users with content that matters to them. Show them you ARE the answer. You will be rewarded in spades.
Discover Engine Communications online and offline marketing solutions here. 

Are Your Staff Marketing for the Competition?

Sometimes it really doesn’t matter what you do when it comes to advertising and marketing if your front-line staff aren’t clued into how important they are to your business.

Today’s point of interest:

So, hankering for a burger, I drive up to a popular fast food window.

Me: ‘I’ll have a burger with everything except pickles and tomatoes’
Girl: ‘Do you want cheese on that?’
Me: ‘Oh, no thank-you’

I drive up to pay.

Window opens.

Girl talking to fellow employee: ‘I think I’ll go to McDonalds.’

I’m not at McDonalds.

Girl to me: ‘Debit?’
Me: ‘Yes’

Passes me machine.

Fellow Employee: ‘I had their new chicken sandwich’
Girl talking to fellow employee: ‘Oh ya? Is it better than ours?’
Me: Trying to hear answer. Missed it. Lol
Fellow Employee: ‘It’s that new one. Really good!’

Girl to me: ‘Here’s your drink’
Girl talking to fellow employee: ‘I think I’ll go get fries and nuggets’
Girl to me: ‘Thanks’ (hands me my burger)

I drive away, shaking my head. Open my burger with 2 slices of cheese on it. Eat it anyway cuz I was starving.

Will I go back? Yes, I like the burgers, but seriously? Who’s minding the store??

Do you include the importance of customer service, being ‘present’ and share your marketing messages in your staff training?

These are the types of things that we investigate when we’re working on #Marketing Strategies for our clients.
It’s about looking at the Big Picture. Ask us how we can help your business or organization.

~ Laura Brasseur
Marketing Director p: 613.771.0090 tf:1.855.571.0090

How can I increase my open rate on enewsletters?

There are a ton of elements you can vary to try to entice more of your subscribers to open up your emails. Here are just a few things you could try:

  • Experiment with your subject lines: Try including details about the content of the email right in the subject line, instead of using your standard subject.
  • Send on a different day: Are your subscribers too busy on a Wednesday morning to read your email, leaving it languishing down the inbox? Maybe a Tuesday afternoon email would be welcomed.
  • Get the important content up the top: Remember that many people will see a preview of your email before deciding to open it or ignore it. Make sure your email is recognizable, and that your key points are in the top third.

Get custom designed enews templates and systems from Engine Communications >

Gift Cards a Win for Non-Profits!

It’s funny how one idea leads into another. Being in the creative field, that’s often how it works. We brainstorm, research and throw ideas around all the time. Sometimes we begin leaning towards one direction, but then, more ideas come to mind that lead is into another. The end result is a culmination of all of our wacky, and at times, pretty clever thoughts and ideas.

That’s how we ended up with the idea of helping local community agencies.

While creating business Christmas gift certificates for our marketing services, we were going through the details on what could be done and how it should be redeemed, and all of a sudden, we realized that non-profits could use some help too.

And so, the birth of the gift card for non-profits came to fruition. While this is late in the season, we decided to go ahead anyway, with the aim of expanding the concept further in the future.

Then we thought, ‘Hey we would like to help too!’ Why not create a contest for the agency that receives the most donations in gift cards? We looked in our pocketbook and our production schedule and decided that we could donate $5000 worth of free services to the winner.

So, if you’re looking for a new idea for giving this Christmas, something that counts to make a difference in your community, you can now give the gift of professional marketing, consulting and creative campaigns to your favourite local charity or not-for-profit organization!

Contest closes January 31st, 2012. We hope you can participate, spread the word and we certainly also hope you like the idea. Wonder what we’ll think of next!

Gift Card for Marketing
Click here to check it out>

Great Campaigns Produce Great Results

As a fan of the Song of Ice and Fire series of books by George R. R. Martin, I have been watching the development and promotion of the new TV series: Game of Thrones, with a keen eye.

HBO’s promotional campaign is great example of a successful integrated marketing campaign. From seizing the throne, to free bicycle throne rides events and then integrating it with a Facebook, blog and Twitter campaign, HBO had a great promotional campaign.


They placed giant throne replicas around major cities like New York, San Francisco and Los Angeles. Then, people got their picture taken which were then posted on Facebook and Twitter as “seizing the throne.”

This strategy is great for many reasons. First, giant thrones in a major public area will create attention and buzz from traditional media and word-of-mouth. Second, posting the pictures on Facebook gets people to spread the word to family and friends which further promotes the new TV show. Third, people will then post and talk about these events occurring (such as this blog!)

These promotions were highly successful judging by the 4.2 million viewers who tuned into the first episode.

Although HBO had a large budget, they used it efficiently. By showing these events across all possible mediums, they used their dollars wisely. Make sure you do the same when planning and promoting your events.

Brand that Facebook Page!

Recently I read an article from Techipedia about “Building the Perfect Facebook Page for 2011.” This article breaks down and simplifies the page layout. It is a great resource for companies, small businesses and not-for-profits.

Normally, the a page looks like an extension of Facebook with your logo on it; however, customizing your page will easily create brand awareness and continuity. Many people realize the importance of a great looking website, but underestimate the importance of a great looking fan page.

Having an underwhelming fan page will get you an underwhelming response. Companies such as Pepsi, Red Bull, and McDonald’s realize the potential opportunity and have created a page that is consistent with their image and looks fantastic.

Creating a branded, stylistic Facebook page will entice customers to check out your company. You will get your message out, not Facebook’s. Talk with us today and we can help your brand successfully use Facebook Pages.

Physically Represent your Brand

As we say on our website “a brand is a powerful collection of perceptions in the mind of a consumer.” Although your brand image depends on what your consumer thinks, you can do many things to help foster a positive brand image.

A relatively easy way is to start from where you do business. Whether you are a manufacturer, small business, multinational or creative business, your location can make a lasting impression. A great location will convince people of your mission and your passion.

A great example is the BMW headquarters (seen in the YouTube video). The tower was designed in the shape of four-cylinders, which alludes to a four-cylinder car engine.

Also, as I begin interning here at Engine, the first thing I noticed is that they take their mission to heart. Positioned at a railway station, the constant rumbling, horn-blasting and bell-ringing remind me that we are here to drive businesses toward success.

It really makes a lasting and great first impression on both consumers and employees. Take a look at your business, or your place of employment. Does the location reflect your mission?

Troy is currently interning at Engine Communications as part of his Loyalist Post-Grad PR Program.  He likes anything to do with PR, social media and technology.  A UWO graduate, he is always looking at new ways of doing things. His blog can be found at: