Integration

No business can survive off either digital or traditional marketing strategies alone. They must be used together to create a strong integrated marketing plan. The Lawton Ridge Winery needs to use multiple mediums to create the best marketing mix possible.

Print advertising should link to online advertising. Every piece of print advertising that the winery puts out should have the web address of the winery printed on it. This allows consumers to easily continue to gain information on the winery.

Once on the Lawton Ridge Winery website, it should be simple for consumers to sign up for both e-newsletters, and print direct mail advertisements. Once again this is just integrating all of the different aspects of their marketing plan together.

Using a proper combination of both traditional and digital strategies it should be possible for the Lawton Ridge Winery to develop a strong marketing plan, and significantly increase sales.