Gone are the days when marketers just ran a marketing campaign in one or two channels without having each channel interact with each other. Consumers and businesses exist in an era where everything is interconnected. Such is a concept called integrated marketing campaigns (IMCs). In this method, the marketing messages are conveyed through multiple channels. It does not stop there as each channel is interconnected to one another, thus creating a path through which consumers will be encouraged to purchase products or subscribe.
When it comes to IMCs, you may want to consider coming up with an on-ground and digital marketing technique. This technique is a combination of online and offline methods that maximize your resources. This strategy is perfect for startups and small businesses that want to make the most of their marketing budget while ensuring that their campaign is effective. Below are some of the things that you should keep in mind if you want to implement this program.
Technique #1: Create a marketing stunt
People are always on the lookout for good stories. Most of the time, these stories are shareable online. With that in mind, you may want to create a marketing stunt that you can conduct on the ground. The insight behind the stunt should be based on real human insight so that your viewers can relate to the video. You can film the stunt and get the reactions of the people who unwittingly become part of it. The highlight reel can be uploaded to your social media accounts. Make sure that the stunt actually revolves around the product or brand.
Technique #2: Come up with a sampling program through your app
Your business may have released an app that your customers can use from time to time. If you think that there is not much happening on the app, you can use the space to accommodate your vouchers and discount tags. Release these perks and freebies through your app so that you can drive your customers to your stores where they can get your products. This method is perfect if you are having a sampling campaign.
Technique #3: Use geofencing
Alerts are one of the futures of online and on-ground marketing. In this context, you can opt for geofencing advertising. This refers to a technique where you will send an alert to people within your distance as soon as they enter your range. You can send sales and discount alerts, which in turn will prompt them to go to your store. Just be careful with this method since you do not want to be an intrusive brand.
Technique #4: Create a “spot that thing” campaign
A lot of people are glued to their smartphones. These devices are always equipped with a camera. So why not put this to use? What you can do is come up with an on-ground campaign à la “Where’s Waldo?” For one, you may prompt your customers to spot your logo within a given place and take a picture of it. Those who can show this picture to your store may get a freebie or a discount.
These are only some of the things to keep in mind if you want to combine online and on-ground marketing efforts. After all, interconnectedness is good for marketing.