The potential of the internet and new media for marketing is a given. Research shows, however, that traditional print marketing is still highly effective, and when it comes to branding, outperforms TV and the internet. The most effective marketing campaigns use an integrated approach that takes advantage of all media – and a variety of means to make contact with the consumer.
Need help planning your next successful marketing campaign? Here are five helpful tips to get you started.
1. Increase that mailing list
Build your list by collecting email and home addresses at every opportunity. Offer something valuable to anyone who provides their contact info, and be sure to tell them about your privacy policy.
2. Think “integrated strategy” to reach every customer more than once
Choose four or five methods to “touch” your potential client. Kick off with an email before mailing out a print ad (brochure, coupon, or flyer). Use social media to promote, then follow up with a text and/or phone call.
3. Pair up great design with great copy
Remember that the visual message of your ad is the first one your customer “reads”. If it isn’t effective, your customers will not read your copy. If you aren’t confident in your copywriting skills, hire a pro.
4. Craft a compelling call to action
Use motivating active verbs to invite your customer to do something specific – think Buy, Register, or Subscribe. Indicate urgency: an expiring offer, perhaps, or a special gift – but only for a limited time!
5. You’ve launched your campaign – now test its effectiveness
The weeks following your campaign are number-crunch time. If you have the budget for it, consider including QR codes on any print ads. The best thing about them? Their useful detailed analytic reports.
Taking advantage of a variety of media when planning your next ad campaign means appealing to a range of consumer preferences for contact – and that means better results!
For an excellent article on brand integration, take a look at Steve McKee’s piece in Bloomberg Businessweek called Integrated Marketing: If You Knew It, You’d Do It.
Nicole Breit is the Owner of Sparrow Writing + Editorial Services. She is also the co-author of Communicating with Confidence: The Creative, Ambitious Entrepreneur’s Guide to Better Business Writing with Jessica Oman of Write Ahead, which launches July 16, 2012.
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About Nicole Breit
Nicole Breit is the founder of Sparrow Writing + Editorial Services, specializing in web copy that clients, their audiences, and search engines love. She is also the author of a series of ebooks on business writing, blogging, and search engine optimization for the small business owner. Learn more at www.sparrow-writing.com!
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