Reaching more customers with the right message and for less budget requires joined up thinking, especially when it comes to communication channels.
In an age when the list of communication channels seems to be getting longer by the day, it can be a job to know which routes to take and how. By joining the dots between the channels strategically you can take consumers on a rewarding journey of exposure to your products. It is this journey that is key to how consumers align themselves with your brand. This relationship happens when they receive the right persuasive messaging:
- It's better than the product they own
- It has a place in their life
- There's an overriding desire to own the product
For a successful marketing plan you need a thorough understanding of these three key stages:
1. Who is the real audience we're trying to communicate with and where can they be reached
2. When we reach them, what is the persuasive message we want to deliver about your product
3. How to create enough awareness and curiosity around the product to make the audience act
You will also need to know how to link and integrate multiple communication channels to the best effect. For example; how a boosted social media campaign can lift in-store point-of-sale awareness, how a powerful on-page advertising can link to a timely piece of PR or how the strategic use of digital advertising can provide a database of names for your targeted direct mail messaging. Your product promotion could be in conjunction with a publishing companies offering coverage on-page, online and at shows and events. An in-store promotion could be supported by digital adverts on retailers' websites who will also offer coverage in their monthly mail-shots...
Everything must carry the same proposition and the investment in each channel must be carefully examined to offer maximum returns. Understanding an audience, where they can be reached and the persuasive message to tell them are all essential considerations if your budget is to be spent efficiently.
So marketing plan done, now how do you roll it out? Forging relationships within the media industry is key. Relationships that work to mutual benefit, which is easier if you are booking large volumes of space from an ad agency, but more difficult if you're not because you won't have as much leverage. Influence comes from building long-term relationships with the media and establishing a level of trust and integrity. Once you have that, you can run the PR, place on-page and online advertising offering far greater product exposure in return.
This is what we mean by 'joining up the dots'. Simply put, every tactic that goes on your marketing plan should work as hard as it can. Understanding the reason your product exists. Providing a greater awareness and understanding of your product to the target audience. Getting those messages into the right places at the right times at the right price. The result, an upturn in consumers purchasing your products.
If you need help 'joining the dots' for any reason - maybe it's not your day job, maybe you're juggling too many brands, you know all this stuff but need an additional pair of hands? Please get in touch to start a conversation.