It’s really quite simple: Either your integrated marketing communications plan is delivering meaningful ROI or it just plain sucks. That may sound harsh, but integrated marketing guru Mark Stevens has been around the block enough to make such an in-your-face assertion.

In his book, Your Marketing Sucks (Crown Business), Stevens draws on his experiences consulting for clients that include Neiman Marcus and American Express. He provides several examples of integrated marketing programs that are innovative and well thought out and then others that, well, sucked from the get-go. Stevens says the key to business lies in “extreme marketing” — going for it, cutting to the chase, getting back every dollar you put into your integrated marketing plan. Here’s more insight gleaned from the book:

Think objectively. It’s not necessarily about what you believe but about what works. In Stevens’ mind, infomercials aren’t tacky; they can be highly effective.

Don’t be lazy. Stevens received a flood of direct mail from various CPA firms offering their services, and all of them committed the same major no-no: They asked him to call and set up an appointment.

Spread your wings. Don’t flood the same market as your competitors, because your efforts will only get lost (he recalls the similarities between car commercials).

Create symmetry. Your ads, brochures, Web site, and tradeshow booth should all have the same look and feel.

Recognize the difference between a schmoozer and a closer. The ability to schmooze does not a successful bottom line make. The only way a salesperson can be judged is on the ability to generate leads.

Take a hard look. If a portion of your integrated marketing communications program isn’t generating ROI, pull the plug. Winning ideas, he says, only win if they are executed brilliantly.

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