Complementary Media Campaigns
It is more than likely that your organization decided to build its brand presence on multiple platforms. After all, the purpose of a marketing campaign is to maximize brand exposure and the more channels you can push content on, the better. However, when a campaign is conceptualized do you require it be platform optimized or create channel specific variations? Even with a limited budget you can exponentially increase conversions from your paid promotional materials by creating unique variations for each channel and coupling it with organic content or other cheaper mediums.
It can be easy during the brainstorming process for a team to get absorbed with creating an incredible centerpiece. This isn’t a bad thing, and often yields a great result. However, what is hurting you is the fact that promotions need time to gain traction and that beautiful centerpiece often becomes an expensive one off. Think of it as a meal, the main dish being made exponentially better and more memorable by sides, appetizers, drinks etc. Creating an experience that fully immerses the audience can drive greater attention to your main deliverable. If you take the time to understand how media elements function, you’ll soon realize how interconnected everything is, even between traditional and new media.
Create a Custom Timeline
To encourage a team to think about the big picture build out a timeline from your main deliverable and hang up a copy or make it easily accessible by everyone. Although specifics will be unique for each industry and project, timelines can beneficially be applied pretty much anywhere.
Prior to the premier of your core promotional materials you can increase impact by easing target customers into its launch. This can be in the form of teaser social media posts, traditional mailers, or any other form that builds excitement for the campaign. If done strategically this can even spread word of mouth outside the targeted audience.
After your paid promotion ends, or traffic to your core materials subsides, don’t waste those resources. New organic posts can continue to be made. Often, new landing pages and other assets were created as support for the original campaign. Continue to utilize these on future ads or tweak them for posts on other platforms and promotional materials. All of this will help your money go further and greatly extend the impact time of your campaign.
When considering the best way to reach your audience, avoid thinking of platforms as competing, but rather complementary. The ideal is to have parallel content on every platform at the same time. Again, this by no means needs to be paid advertising. However, you should take the time to optimize the content for a platform’s strengths, as having them be unique prevents ad fatigue.
No matter your industry, company, or product, it is important to explore how all your communication channels are intertwined. Once this impact is better understood, you can use it to your advantage to maximize conversion rates.
For help with creating your own comprehensive cross promotional marketing plan, contact the experts at INT.