Few brands have truly harnessed the power of integrated marketing communications as well as Starbucks. They embraced the concept of integrated and multi-channel marketing techniques well before most other brands, recognizing early on the value of, for example, a direct mail campaign that’s supported by e-mail and echoed in social media. When it comes to the holistic picture of integrated marketing communications, Starbucks continues to blaze a trail that other big brands – and small businesses alike – should carefully examine.
The foundation of Starbucks’ strength in IMC is twofold: consistent branding and consistent customer recognition. Visually, the Starbucks brand is undeniable. Travel to any major city around the world, and quite a few less major ones, and you’ll see the familiar Starbucks face peering at you from coffee cups held by passersby. You’ll identify a place to get the coffee you love in an airport, or wandering down some strange new street. There are other brands for which this phenomenon also occurs – like McDonald’s – but whereas the reaction fast food creates can be mixed (especially when the restaurants are very close to historic or religious landmarks, which seems tacky), the concept of a soothing cup of coffee or cooling Frappucino is almost universally well received.
Starbucks is also meticulous about getting to know their customers, and maintaining long-term relationships. They’ve always understood the value of perks like birthday gifts, delivered via postal mail to customers like an actual present. And they have a website dedicated entirely to customer feedback. My Starbucks Idea brings together a global community of Starbucks lovers. Customer ideas can be voted upon by others and the company provides feedback. Some ideas have even been implemented. At this time, 214,553 ideas are cataloged on the site. My Starbucks Idea is powered by Salesforce, so there is a huge CRM component behind it. (more…)
Most people in communications and marketing are already performing simple linked tactics. The idea is to become conscious of these tactics and to try to accelerate performance by adjusting and tweaking the timing of them. For my dermatologist clients, for example, I know if I send an email to patients and follow up about a week later with information on the monitors in the offices, I get a pretty strong result. I also know that although the monitor information is there, I also need signage in the office to appear at about the same time. I’ve examined and tested the timing of email, monitor and posters to understand how I can achieve the best result with the least effort and money.
As I mentioned in the previous post on linked tactics, posting earned placements on social media is something communications people do every day. If you haven’t already, start looking at the timing of your social media posts to determine engagement. Now see if you can add something to boost your results. I’ve begun to get really serious about Pinterest and Reddit when I’ve seen the boost they can give to website traffic. I also know the timing to use – how soon after the initial post, time of day and day – that gives me the best results.
Direct marketers have been using landing pages for a long time. QR codes were a great hope, but haven’t really worked much however other promotional codes seem to still work well. I like those that are branded and include a bit of messaging as well. (As a side note, you can include a bit of branding with unique bit.ly shorteners, another micro tactic that works well for me.)
Don’t ever underestimate the power of traditional and online tactics combined. They provide some of the best results I’ve gotten for my clients. Another example of this are combining print ads with online channels. Print ads have become more of a “boost” mechanism for me and less of a direct draw. In fact, we’ve reduced the spend on print ads by half for one of my clients, and still increased our results. That’s because the print ads are now supporting many of the content marketing and digital tactics we’re using. The lesson there is that for this client, traditional tactics have become the “boost.” Not the primary vehicle for messaging. (Don’t forget, we do a recap of a great IMC campaign every month. This is a great place to find examples of linked tactics. The BJP Party campaign, for example, linked a lot of bleeding edge stuff with traditional media. )
Finally, we need to measure our objectives at the end of the campaign of course, but there are many ways to measure how your tactics are responding on an iterative basis. (more…)
Although Facebook may be the inspiration for startups around the world, the company nearly bankrupted itself with monthly utility bills, bandwidth, servers and a rapidly growing payroll. In 2008, the social media juggernaut burned through its startup funding by spending nearly $1 million on electricity each month, reports TechCrunch.
While it may not cost you a million dollars to keep your own startup going and the lights on, even modest estimates by Babson College puts startup costs around $65,000. To keep your eye on your bottom line and put more profit in your pocket, use these online tools to slash your overhead and save a bundle:
Skip paying for expensive storage systems and servers by storing your important documents, files and images in the cloud. Systems like LiveDrive save startup founders time by sharing files quickly and offering unlimited backup plans. And instead of panicking over a water-logged laptop or server outage, you can access your files from any computer at any location. Compare features and price points with a site like Top10CloudStorage to figure out the best option for your business startup needs.
You may or may not have heard the term “linked tactics.” I consider it so important that I’m going to devote the next couple blog posts to it. First I’ll explain it. Then we’ll talk about how to derive your set of linked tactics, and how to build your IMC toolkit. Then we’ll talk about how to measure those tactics and keep the momentum going.
First, what do I mean by linked tactics ? Marketing people argue about the real power behind the results we see in integrated marketing. Personally, I think linked tactics are the heart of IMC. At a minimum they provide the fuel that accelerates IMC campaigns way past their traditional counterparts. When you link tactics, they become much more powerful than merely executing components in a silo’d fashion. When planned well, the synergy between a set of two or more tactics boosts the results of a campaign astronomically. It’s a simple idea – but like so many simple things, it’s not so easy to implement.
Why so hard? Because every brand has a unique set of linked tactics. (more…)
In 2015, it can be harder than ever to stand out. There are so many marketing channels, and so much noise. There are also a ton of decisions to make – what to write about, how to get your content out there and who to talk to. Fortunately, there are more tools than ever for online marketers to make our jobs easier and make us more effective. Here are 10 tools for online marketers that you should definitely know about:
Use BuzzSumo to find out what content is resonating with your audience. This tool shows you the most popular content about a topic, or the top performing content of a certain website. It will also list who is sharing this content and on what platform.
With Google Trends, you can see what everyone else is searching for. This tool is good for figuring out what’s current. Wondering if people are still interested in a certain topic? Google Trends will let you know. Deciding on what keyword to use? Google Trends will tell you which one is searched for more.
What makes Canva so great is that it gives anyone the ability to create gorgeous graphic designs. It can be used for all sorts of things (like making PowerPoint presentations more interesting), but for a marketer, it’s perfect for creating marketing graphics, infographics, and images to be shared on social media.
According to Aberdeen Research, 84 percent of marketers use some form of social media today. And, the number of businesses that say social channels like Facebook are important to their business has increased by 75 percent.
But in a time before the birth of social media, both marketers and businesses were generating leads by passing out business cards and connecting with customers face to face. It’s time to get back to the literal reality of organic connecting. Here are four ways to successfully promote your business offline:
Seminars are one of the most popular lead generators and they are great for attracting and connecting with customers. Don’t go to a conference or seminar with the assumption that you have to sell yourself and your business to other attendees. Networking at events is all about making connections, not prospecting. Kevin Stirtz, writing for Business Know-How, suggests asking people about their businesses, and says to be friendly and relaxed. Stirtz also advises against giving everyone you meet a business card; instead, he recommends passing out your business cards when others ask or when you make a good connection.
Setting up a booth at a trade show gives you the opportunity to connect with new customers who are interested in what your business has to offer. Companies like Apple Rubber, a leading designer and manufacturer of sealing devices, have found success by attending trade shows. The company sets up booths at trade shows in cities from coast to coast and lists each show’s date and location on their website, merging both offline and digital marketing.
Mark Krenn, founder of Coastal Creative Reprographics, writing for Business 2 Community, says that you need to stand out from the crowd. Your business will be alongside other industry competitors, so you’ll have to get creative when connecting with potential customers and designing your booth.
Okay, this promises to be the most boring blog post ever. But whenever I look for examples of strategies I can never find them, so here’s a list of sample marketing strategies. I’ve grouped them by objectives too. This is not necessarily a complete list, but it’s the one I use when I need to brainstorm. Consider this your laundry list of sample marketing strategies and let me know if you have questions. Feel free to add your faves in the comments.
Brand marketing strategies create awareness of a new brand, change perception of an existing brand or create a brand extension.
Word of mouth
Content strategies are used when with a longer sales cycle, the client or customer is sophisticated and the brand needs credibility.
Promotional strategies are used to influence the later steps in the buying cycle, including post-purchase behavior.
In both integrated marketing communications and traditional marketing, strategy gets a short shrift. Most marketing plans I’ve seen either dive right into tactics after defining their objectives, or they mistake strategies for objectives. It’s always a squishy subject – let’s start with a good definition.
A strategy is the “what” – the overriding method for reaching your goals. Tactics are the “how” – the action items aligned with that strategy. In IMC, strong strategies are a critical success factor to the campaign for several reasons:
Strategies help with alignment. A strong strategy, it can be implemented across channels.
IMC requires constant, iterative testing of tactics. With a good strategy you can constantly change up your tactics without changing direction. Tactics or linked tactics may fail to produce, but your campaign doesn’t have to fail overall.
Messaging is a strategy in itself. Developing strong messaging that is translatable across channels and targeted toward the chosen personas is the foundation of great IMC campaigns. A core or integrated statement helps to drive alignment throughout the campaign.
Strategy is easier to communication than specific tactics. And again, if a tactic fails you don’t have to tank the entire campaign.
If a picture is worth a thousand words, how many words is a video worth? Dr. James McQuivey of Forrester Research placed the value of a video at 1.8 million words in, “How Video Will Take Over the World.” While this may be surprising to you, most big brands fully embrace the concept and use video marketing to its fullest potential, and small businesses need to take notes. Continue reading to learn more.
1. Tell a Story
All of the biggest brands use storytelling in their videos. Stories evoke emotions from the consumer and prompts them to associate those same feelings with the product or brand. One great example of using storytelling is with LifeLock’s “Summer” video. The video features a family enjoying the beach on vacation, children playing with their parents, and a couple experiencing new adventures. The video tells a story that is relatable. At the same time, the video explains the inherent risk of identity theft and how it could disrupt those picture perfect scenarios. The storytelling tactic prompts powerful imagery in the mind of the consumer and causes significantly more interest in the product and brand.
2. Optimize for SEO
All big brands effectively optimize their videos for SEO because videos are 50 times more likely to make it to the top of a search page in comparison to text. When you upload your videos to YouTube or other video sharing platforms, make sure you use keywords in the titles, descriptions and tags. It’s much easier to spread videos over the Internet because most search engines give videos priority over other content types. In addition, Google allows users to perform web searches specifically for videos. Optimizing videos for SEO positions your company to rank higher and increase brand recognition just like some of the larger companies.
One of the greatest examples of integrated marketing communications is a plan so seamless and flawlessly executed that it deserves a place in the hall of fame for a completely immersive experience that didn’t even feel like marketing. Who will ever forget the Smell like a Man, Man campaign , AKA “Old Spice Man?”
This particular IMC campaign heavily integrated advertising with content and social media marketing. Combining television ads with wildly viral video and above-and-beyond-the-call-of-duty social media engagement, Old Spice plucked the memorable, tongue-in-cheek character of Old Spice Man, initially portrayed by Isaiah Mustafa, straight from television screens across the country and deposited him on YouTube. This was the start of pure magic.
It all started with a 30 second ad spot that was widely run and exceptionally well received. Realizing the potential reach and cost effectiveness of YouTube, particularly when marketing to a younger generation (the target demographic for their line of body washes – who were already being assailed regularly with memorable ads from brands like Axe), the Old Spice team uploaded additional videos in the campaign series online. Fans of the character could see him in action far beyond the reaches of their TV screens. As interest in the character and the ads became clear, Old Spice released additional television commercials. These were supported with continued YouTube content, one of the first and certainly most spectacular examples of how video on TV and video online can work perfectly together. But Old Spice had the smarts to not just upload ads, but to pay attention to what people were saying to the character in tweets and video responses. They added the perfect twist that accelerated results astronomically. (more…)