May 24, 2011
Don’t Push –
Pull The Market To You!
Today, everything moves fast and changes rapidly. Getting your busy target audience to tune in – to hear, understand and believe your organization’s value – is a daunting challenge. As markets grow increasingly efficient and competition accelerates, failing to apply best practice solutions to your marketing deliverables can be disastrous.
Successful businesses have more than just great products or services; they have well-known brands that convey their spirit, vision and culture. Your brand identity can be a powerful visual cue for customers, helping you break through the clutter of today’s competitive marketplace.
Brand images must be reinforced over time, with each exposure building on the last. Presenting a consistent face to your audience is essential. By extending your strategic communications to printed materials, you are equipping your organization with powerful tools that will continue to speak to potential clients long after the meeting is over.
At the heart of every marketing campaign is a targeted proposition to your market segment. There’s nothing more important than your proposition, because it directly feeds into every message you develop to share with your customers. If it is not on target, you will not get the results you need.
By matching your strength to the needs of the market and the threats of your competition, you can articulate the position you need to adopt. From this standpoint you build a plan that uses the most appropriate venue for conveying your proposition quickly, efficiently and powerfully.
The term “Integrated Marketing” is used to describe a strategic approach to marketing communications and aims to ensure the consistency of message and the complementary use of media. Using outside – in thinking, integrated marketing is a data-driven approach that focuses on identifying consumer insights and developing a strategy with the right channels to forge a stronger brand-consumer relationship. This involves knowing the right touch points to use to reach consumers and understanding how and where they consume different types of media.
Customers decide what information they need to make informed buying decisions. To be successful, marketers have to respond to these individual needs and embrace new methods for delivering high-impact, personalized communications. The challenge is to combine all you know about your customers and products into compelling communications that inform, motivate, and move your target audience to action.
The goal of selecting the elements of integrated marketing is to create a campaign that is effective and consistent across media platforms. Mobility is clearly a driving force today because end users have more choices as to when, where and how they engage with brands, products, services and people.
Further, online conversations and tones (vs. sales pitches) are becoming more influential in the marketing mix. This requires a shift in how marketers think, collaborate and measure performance across teams, disciplines and touch points to best engage and respond to target audiences throughout relationship life cycles.
Managed Media is first and foremost a strategic communications agency. We take the time to learn your business and your customer, so we can craft an effective communication strategy based on qualitative research that will compel buyers to act. Managed Media then manages your social media to give your business an on-line presence that tells your story and drives customers to your door.
There is no simple way to define strategic communications. It builds a brand. It changes perception. It connects your organization with people and moves them to action. Smart strategy makes communication meaningful – to your audience and your bottom line. You need to ask the right questions to translate your business objectives into effective communication strategies. You need to position your product and provide value. Let Managed Media help you develop a message before you get left behind.