Tuesday, January 7, 2014
Planning an Integrated Marketing Campaign for the New Year
Refining the brand message
Integrated marketing campaigns focus around building brand recognition. Take, for example, Apple. When someone views the Apple logo, they don't mistake it for an actual drawing of the fruit. They see the company associated with it and the crisp and clean nature of the technology it creates. The same goes for the Nike swoosh and the slogan "Just Do It." The logo actually inspires people to go out for a run. These brands have been immensely successful in determining their company message and sending it out uniformly across all channels.
It can seem overwhelming for a small business to compete with that level of success, but the key is to start simple. Determine what centralized message customers should draw from a commercial or ad. Summarize the top selling qualities of the business in just a few words.
Taking the message to the street
Remember that no one company can be everything to everyone. Instead, identify a central message and develop a targeted campaign that can be used across different advertising platforms. If a potential customer hears about your company on Facebook, they should come away with the same impression as someone who first heard your name on the radio. This will help them make the connection between the advertisements. Then, when they see a second ad on a bus while driving to work, they'll think, "Oh yeah, I've heard of those guys!" If the different ads had completely different messages, the odds of that prospect making the connection would be much smaller. For smaller and newer companies, this can be deadly.
Bring everything back
As you develop your message and the ads you want to use, remember to bring everything back to your website. For most companies, their website is a central point for attracting and engaging customers. This means that all advertising should work at steering people toward that site. Your website should provide contact information, more information about your products and services, and additional incentives to get prospects to buy from you.
Customers like things easy, though. Make sure your online ads provide a clear link that's easy, appealing, and straightforward. If customers have to look for it, chances are they won't. This part can be a bit more challenging with paper advertising, since few people are going to remember a long web address. To help these customers, consider adding a QR code or a simplified URL. Also try to keep the website address as catchy and easy to remember as possible.
Creating an integrated marketing campaign can be a fantastic business move. In the modern world, there are countless platforms for advertising and communicating with potential clients. A well-orchestrated campaign will not only reach a large audience, but it will also help increase brand recognition and drive people back to your website. The new year offers a perfect opportunity to get started with a bang by putting these marketing strategies to work for you.