Wednesday, May 30, 2012

The Key to Cohesive Multichannel Messaging

In an era dominated by ever-changing social media outlets, the process of navigating the waters of marketing can be somewhat daunting for business owners; the corporate equivalent of balancing spinning plates. Harder still is the art of maintaining consistent brand messages that are both clear and direct. By outlining an integrated marketing strategy built on basic principals, firms have not only increased their credibility, but have ultimately created more grand-scale recognition of their brands.

We’ve heard it time and again: “Our business has a special and unique story, but people just don’t understand it.” While many of these companies are using all the right tools --press releases, social media, trade shows & events, in-person networking and creative collateral, etc.—what they aren’t doing is creating a singular, cohesive, identifiable brand message that is reinforced across all these marketing channels.

We see many firms—especially in small businesses—working hard to utilize all marketing channels. But the message they’re sending via these various channels is disjointed. Various theories of Effective Frequency argue that it takes anywhere from 3 to 20 exposures before a brand message registers in a consumer's mind.

Take, for example, two of our clients. First, high-end jewelry designer Mary Esses. An artist by nature, Mary personally created a sketch to illustrate her brand. She had planned to use it as the backdrop in her exhibit at an important trade show. We took that image and made it a focal point in an intensive marking plan to support the show, from integrating it into her Facebook and blog to email marking and event invitations, as well as all other PR initiatives. The outcome? Few buyers or editors will be able to walk past her booth without that image registering in their heads.

Another client, The Rhode Island International Film Festival, is a major international event for the film industry. This year, RIIFF celebrates its 30th year.  While widely recognized and respected within its industry, and flush with accolades from films that have debuted here—it has struggled to achieve similar recognition among the general public in its own region. Our solution? Create more local points of engagement.  Social media, press releases and marketing initiatives will concentrate on bringing awareness to the anniversary year of the festival and, thus, the festival itself. Using PR, social media networks like Fourquare and Pinterest, marketing cross-promotions and other strategies, we’ve outlined an integrated plan to engage film-goers, families and other local guests with the Festival.

Does your marketing strategy have a cohesive multichannel messaging?

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