Begin your marketing integration journey by thinking about your brand persona or personality, and what effect or feeling you want it to have on your primary target audience. Think of how your brand persona will resonate across the entire communication spectrum. Think about how the collective brand touch points will impact your buyer persona, and what [...]
Sunday, July 26, 2009
Integrated marketing today means that we need to start with our buyer personas in mind. We need to get inside the head of our customers, and create not only the right media channels, touch-points, venues and impression opportunities, but we need to use the language, verbiage, short-speak and lingo they would expect from someone [...]
Friday, July 24, 2009
1. Understand the prospect and customer. Find out what the customer wants and give it to them as best you can. 2. Create brands and campaigns that are memorable, and ideally charged with emotion. 3. Build trust, credibility and rapport with your customers and clients, and be worthy of it. Be honest and don’t create false brand [...]
Wednesday, July 22, 2009
Marketing and advertising is most effective when every communication with the public has a consistent message and theme, and is part of an integrated planned strategy. In other words, don’t send mixed messages, inconsistent themes, or messages that are independent of your positioning or branding strategy and objectives. One of the most common mistakes in advertising [...]
Tuesday, July 21, 2009
The Motel 6 branding campaign with the legendary Tom Bodett ran for at least 14 years on radio, and became the most successful and memorable Hotel or Motel campaign in history. And it established the brand as the category leader, and a household name. http://www.bodett.com/motel_6.htm Roto-Rooter owns the plumbing category with their radio branding campaign and [...]
Tuesday, July 28, 2009
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