Full-Blown Campaigns

There are six elements to an effective integrated marketing campaign.

The  first is the ‘umbrella’ idea. This is the single creative concept that will unify all of the elements to reinforce the message. Sometimes the creative idea is serious, sometimes it uses humour, often it has a tagline or slogan that repeats across material where the images differ for each segment of your market.

The main thing is, the campaign starts with the idea. That idea runs across all pieces of communication.

1. Creative message

The umbrella idea is where much of the work is done. Various concepts are created and tested. What is important is that the message stands out, is memorable and striking to your target audience and that they like it!

2. Advertising

Be it in print, TV, online, advertising is still an effective means to spread a message to a wide audience. Advertising is important, but there are many ways you can do it. Don’t get worried about huge expenses here, a good campaign is mindful of its budget and the return it seeks to deliver.

3. Direct Response

This could be a letter to your existing client base or prospects, an email, an SMS or an unaddressed mail piece distributed through Australia Post or another service.

4. Public Relations

For services-based businesses it is public relations, personal selling and word of mouth that are the most effective forms of communication. There are a number of ways a communications professional can help to get you free publicity or newspaper editorial.

5. Sales promotion

Sales promotion doesn’t just mean discounting. In fact, discounting is one of the last things we recommend. It’s important not to go down the price discounts path. The road to business hell is paved with price discounts. It’s far better to add value by offering an additional service, benefit, free gift, or some other form of additional value for an order placed within a clearly stated timeframe. Cheap brands discount to get customers. Good brands reward customers and win loyalty.

6. Publicity

There are a number of avenues in which publicity may be useful. It largely depends on the businsess you are in but these can involve targeted sponsorship (there are loads of effective, budget-sensitive options. It can also be drawing attention to a relevant cause or issue in which your business directly or indirectly participates.

Here are some examples of past campaigns we have worked on:

Send us a few details or your phone number and the best time to call so we can discuss it with you.