• by Laurie Sullivan , November 21, 2007

The Promotions Marketing Association (PMA) has stepped up to lead marketers into the digital age, where in-store signage electronically transmits product information to cellular phones, and marketers experiment with giving consumers perks for engaging at online sites like Facebook.

Recently unveiled, the integrated marketing strategy ranges from brand identity and new logo to leadership program and educational classes. Bonnie Carlson, who stepped in as PMA interim president when Claire Rosenzweig left in March, will head the 96-year-old, non-profit organization.

"Consumers will integrate a brand into their lifestyle, choosing it against another brand, going to another store if they can't find it," she tells Marketing Daily. "Every marketer's dream is to have a consumer believe in their brand completely, but it doesn't happen until you've integrated the entire marketing strategy."

Carlson served as vice president of integrated marketing for ConAgra Foods until 2005, creating an integrated marketing plan and launching the shopper marketing program across all four divisions--a product range of approximately 70 brands, such as Hunt's, Peter Pan and Reddi-wip.

PMA revealed the association's positioning, logo and platform to more than 500 marketers and legal counsel who gathered in Chicago at the 29th Annual Promotion Marketing Law Conference last week. The group will hear the organization's direction on becoming the primary source for integrated marketing techniques by offering marketers in the tightly knit community a method to achieve measurable brand-building goals with resources, education and networking.

Jamie Tedford, founder and CEO at Brand Networks, who joined PMA about six years ago while at Arnold Worldwide, finds it encouraging that the organization is looking into ways to branch out past its core focus, sales promotions. "In the digital world, marketers now think about rewards but not rewards on purchases," he says. "We think about rewards on engagement, such as online communities, and I'm fascinated to see if this is an issue the PMA will put under its tent."

PMA's strategy creates five Centers of Excellence--Marketing Law, Experiential Marketing, Digital Marketing, Entertainment Marketing, and Shopper Marketing--guided by industry professionals, staff and volunteers. Each center provides members with research and education, and networking opportunities.

The programs offer a host of options to learn more about integrated marketing. They are: Consumer Promotion, Trade Promotion, Advertising, Public Relations, Database or Direct Marketing, Loyalty Marketing. Experiential Marketing, Sponsorships, Celebrity Endorsements/Product Spokespersons, Shopper Marketing, Cause-Related Marketing, Grass Roots Marketing, and Corporate Communications, such as incentive programs and employee communications.

Members also can take advantage of Digital Marketing, Package Design, In-Store Marketing, Market Research, and Branded Entertainment.