Community Contribution: October 2008 Archives

This is a subtle yet very effective use of integration marketing. FedEx gets to put up a logo and link, and they're just part of the ordering process for musicians on the Sweetwater site.

It's not in your face, yet it's right there in front of your face. And their logo sort of "burns" into your memory banks.

With the shipping options out there, they made a good decision to "link up" with a great musical equipment company and got some "free" ads in the process.

Tony Funderburk
http://www.tonywrites.com

The Integration Point:

Our desktop application (Sandvox), a web-publishing program, at the point they may need to find an internet hosting provider. I would categorize this as a transaction stream.

The UMV:

Direct, affiliate links from our web-publishing application to partner Internet Service Providers.

Why:

Most integration points I have seen have been on websites or email messages. This is an example of integration marketing directly within a desktop application, with the integration point being at the moment when the user may need to choose an internet hosting provider.

Dan Wood
http://www.karelia.com/

An upscale dry cleaner in Memphis, Tennessee, Bensinger's Fine Cleaners wanted to boost its shirt laundry service and pick up and delivery service. They printed personalized gift certificates with the names of 3 prominent high end men's clothing stores, offering 2 free dry cleanings when they purchased a shirt from the retailer. The retailer benefits by giving a value added service for the purchase of the shirt, and the dry cleaner benefits by picking up new customers in its high end target market.

Allan Katz
http://addictiveentrepreneurship.com/index.html