Jaffe PR's Marketing Tips for December 2, 2009
Success at the 10,000-Foot Level
Seriously, play ball or get off the field. Today, marketing strategies, brand awareness campaigns, business development tactics and all dollars spent on client/prospect communications should be used with one goal in mind: reach my audience and get my message heard loud and clear!
Don’t let your budget dictate your marketing campaign - rather, the campaign’s objective and goals need to set the budget. You cannot rely on just an article or quote, your brochure, or small ad buys that will only reach a limited audience. However, if you were to combine all of those marketing elements, you would surely reach a lot more people. But, it’s like fishing with a net full of holes.
What really defines a PR and Marketing Campaign at the 10,000-foot level is the creativity and innovation used at the outset. It’s all about the right combination of creative elements, messages, and strategic focus. Create a message that works well in print, broadcast and signage - and repeat it elsewhere. Repetition is key - get the same message in as many places, as many times as you can. Be sure your message is easy to remember and always have a call to action back to your Web site. Link your efforts back to your goals at all times, and check on your 10,000-foot level success.
Create More Legs by Making Your Integrated Campaign Virtual
We use many different methods to disseminate our messages, but unless those messages are consistent and communicated in an organized and strategic manner, they get lost, fall short, or simply waste money. Aligning your messaging and creating a campaign where all public reputation elements - advertising, PR, promotions, media buys, marketing, etc. - are integrated is just the first step. We know you've heard this, but it's worth repeating: to increase exposure and add legs to your campaign, you must make it virtual.
Look at your marketing materials, your concepts, your designs and strategies. Is there something that can live on YouTube? Does your “product” have a Facebook page? Is your message getting across on Twitter? Does your firm have a positive and search optimized presence on LinkedIn? Ask yourself these questions at the campaign outset to help boost its longevity.
In this day and age, anything you do without a Web-based or virtual component will likely only reach a fraction of your target audience. To increase awareness, a steady drumbeat of activity from all mediums is necessary.