Having an integrated marketing campaign can be somewhat difficult to achieve. Thanks to the world of multimedia that we all enjoy today, there can be a tremendous gap between modern marketing strategies and the older media styles that have worked in the past. Many companies have found that it is too easy to have their campaigns competing against each other instead of working together. That’s why a focus on integrated marketing has been emphasized today.
How can you make sure that your marketing message is consistent? Is it even possible to integrate a core brand message across all platforms? As you will see from the following examples, not only is it possible, but it can be extremely profitable when it is successful.
1. Create an Emotional Connection
You’ve still got to tell your story in order to relate to your prospects and customers. The best stories to tell are authentic and from the heart. This authenticity leads to the emotional connection that is needed no matter what type of marketing style is used. To integrate old and new in a good marketing fusion, however, it also takes creativity.
The example of Baby Oleg is an excellent way to integrate multiple marketing styles. It all started with a stuffed meerkat named Oleg, which then transitioned into a blog that was all about his adventures. The success of the blog then transitioned the company into a television advertisement that helped to document Oleg’s journey and further enhance the emotional connection that kids and adults have had with this character.
Chick-Fil-A took a sub-demographic beating a couple years ago because of their publicized stand against same-sex marriage. Despite the negative publicity, Chick-Fil-A kept their marketing message on point and continued to tell people through the use of pleading cows to “Eat More Chicken,” but misspelled to generate humor.
The story of Chick-Fil-A is remarkably similar to Oleg. In 1995, a cow painted the words to eat more chicken on a billboard. It is a marketing message of self-interest that speaks to the independent nature that people have today. This message is heard on traditional platforms like TV and radio, but the message has hit all platforms. The cows even have 500,000 fans on Facebook today. A visit to the [company website] will even take visitors through every campaign that this quick service restaurant has done over the last 20 years.
There have been many Twitter campaigns that haven’t had the results that organizations hoped they would. Just look at the NYPD campaign for officer pictures in the community or the Bill Cosby attempt to generate memes as proof of this. Three, a UK based company, however, took a different approach with their “#holidayspam” campaign.
They started in reverse by going on television to begin the promotion of their integrated marketing. The included the hashtag on all of their marketing materials, so users on Facebook and other social networking sites could take part. The whole purpose was to show that their data plan at Three was better than their competitors so people could spend more time during the holidays uploading pictures of whatever they wanted.
As a final step, Three also created a dedicated website to help the promotional efforts. The side benefit of this integration was this: anyone creating that hashtag on their own would unwittingly become part of the marketing.
4. Bud Light
Are you up for whatever? Bud Light was a brand on the decline because Millennials are more attracted to the craft beers and import products more than the traditional cans and bottles of this American icon. To market to the younger generation, a similar campaign to what Three launched was created that asked Millennials the question that many would use as an answer about what they’d want to do on a free evening.
To make an even greater impression, different aspects of the marketing effort were released over time on various media sources so that only bits and pieces of a “crazy night out” could be experienced. At one point, the brand even took over the city of Crested Butte in Colorado to show how crazy they could be with this beverage in hand.
Not only has the advertising campaign helped to bring about more sales to the younger demographics as hoped, but Crested Butte has also benefits. It’s become one of the most popular tourist destinations in Colorado for people in the Millennial generation. The brand passion has increased, the message has become consistent, and people are in love with Bud Light once again.
Soft drink sales have been tepid in most established markets and new flavors just weren’t making the grade for Coca-Cola. Something had to change, so a new product was introduced called “Life.” It’s not quite a diet soda, since it has 89 calories, but it does market itself across all mediums as a healthier option than the regular soda. The campaign was launched across all traditional print media, but taste testing centers were also opened.
What is remarkable about the Life campaign is that TV wasn’t used, but social media was emphasized. Coca-Cola asked customers to use specific hashtags with their own images to enter a contest for a fun trip and other prizes.
What Are the Lessons To Be Learned?
There is one key lesson to be learned from these 5 key examples: that it is possible to mix up the media in your marketing campaign as long as you keep the brand message consistent. People will recognize the message, engage with the brand, and even want to participate in word-of-mouth marketing through the use of hashtags, contest entries, and viral sharing when something in the marketing message.
Integrating your campaign may be a bit difficult, but it can be done with a little planning on the front end. Use these examples to help design your own integrating marketing campaign and you may just see the extra profits begin to start rolling in.
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