Campaigns
There are six elements to an effective integrated marketing campaign.
The first is an ‘umbrella’ idea – creative that is consistent across all pieces of communication.
1. Creative message
An umbrella idea that unites your message so that it cuts through the clutter, is memorable and striking, appealing to your target audience
2. Advertising
Be it in print, TV, online, advertising is still an effective means to spread a message to a wide audience.
3. Direct Response
Could be a letter to your existing client base or prospects
an unaddressed mail piece distributed through Australia Post or another service
- or a classified ad or other ‘small space’ ad
4. Public Relations
- there are ways yu can use your company as a spokesperson on an issue, product to increase the potential of your campaign. Best of all, these can often be free if the srategy is correct.
5. Sales promotion
It’s important to not become embroiled in a price war. This needs to be handles carefully so as not to diminish brand equity, but can be enormously useful for the promotion of a service.
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, like the local school musical or cook book, stunts, events, and so on).
The first part of any effective campaign is Planning.
We love doing campaigns. To discuss your campaign idea, get in touch
