How to Create the Perfect Synergy Mix Between Traditional and Online Channels
One of the biggest challenges for any business, regardless of the size, is how to create a mix that will benefit from the diversified media channels. Traditional media include: TV; printed ads in newspapers and magazines; direct mail; radio; billboards, trade shows; etc. Online ads can be presented as: blogs, social media, video, ads, mobile marketing, etc.
New to You is a boutique and consignment store in a small town in Southeastern Wisconsin, and we will plan a campaign to boost their sales and increase their customers loyalty.
Setting up your campaign.
In a world that has many elements, it can be hard to have a plan of action if you do not write down your goals.
The following can be used as a quick reference guide to draw a general plan.
- Identify your market - To know your audience is maybe the key element for a successful campaign. You have to identify your customers.
- Branding - What makes you unique? There are hundred of competitors out there, but customers need to find a product that they can trust, a product they can identify with.
- Communicate your message - Choose the channels that will help you to spread the voice.
Identifying your Audience
Who is your Target market? You need to have a clear understanding of your target audience, who they are and what do they like. Nowadays is not enough to know their location, gender and age group. You need to know the communication channels they prefer, what are they talking about and if they use social media and/or mobile phones.
The audience for New To You is defined by local female shoppers between the ages of 25 through 55 years old, who like to follow high quality fashion but are looking for a great deal, some sort of treasure bargain hunters.
Branding
Create a "personality" for your brand by being consistent regardless of the media. Keep the colors consistent across the different channels or communication media. Use the same colors, fonts and graphics on all your communication platforms. If you send an email, a printed flyer or if you print an ad on the local newspaper, keep it homogeneous.By using the same color palette, fonts and graphics your audience will become more familiar with your brand. They will be able to associate the visual elements to your organization and your values.
New to You has been in business for over 15 years and has been able to keep a loyal customer base, but wants to increase it. New to You has been able to position itself as a store that offers like new clothing items by offering hi quality of products, with a selection of luxury items, but at second hand prices.
Reaching Your Audience Through Multiple Channels
It is sometimes hard to know which one comes first: if traditional or online channels to launch a marketing campaign. It can be confusing unless we decide that in reality one channel cannot be efficient without the other.
Think about crossed channels, integration of online and traditional resources and tools will help to boost your campaign.
You can reach consumers in through a strong website, social media networks and blogs in an interactive way that can be enhanced by traditional advertising elements.
New to You needs a website that will include a map of the location, pictures that will inspire the consumers, feature some of the looks and outfits, links to the Pinterest, Facebook and Twitter accounts, as well as an form for Opt-in to receive weekly emails and promotions.
A mobile version of website will also be created, it will include the same color schemes, fonts and graphics as the desktop version, as well as the links to the social media pages.
The plan also includes the creation of a blog page, in which we will talk about fashion tips, clothes care, jewelry, trends, make up, shoes, women's health, etc. The blog will be updated every Monday, and it will feature the links to the website, social media accounts and an opt-in form as well.
A Facebook page will be created and will include the link to the blog, the website and it will call for action through the offering of coupon codes and special promotions available to "followers" only.
Twitter and Instagram pages will also be created and have to be updated every Wednesday with pictures and featuring special events, like a Moonlight Madness Night or posting about the outfits in the Red Carpet of a special event. Special coupons and promo codes will encourage the audience to become followers.
A Pinterest page will also be created which will be updated two times a week featuring 5 looks every time.
A printed ad in the local newspapers will feature the new website, will include a picture of two of the looks and the legend follow us in Facebook, Pinterest, Instagram and Twitter, and will also be printed with a QR code for the website link.
Evaluating and Following up
There is no secret recipe, as you can see, but hard work and dedication. No single channel is going to offer all the benefits of multi channel marketing. However, it is important to track the results of every channel by keeping records of the coupon codes.
Keeping track of your codes can help you to understand your audience, providing you with the opportunity of creative an interactive communication, where you learn about your market, your weakness and your opportunities.
Create a database of the responses and evaluate the results and trends so you can customize offers and maximize profits, by analyzing the statistics about the outcome. After all, numbers do not lie.
Lastly, be open to feedback but be careful about negative postings. If well you can be social and interactive, a negative post can harm your reputation. Watch carefully the postings and try to resolve any issues that may arise. After all, customers want to know you care about them.
