Imagine only having one outfit in your entire closet to wear. Capsule wardrobes are all the rage right now, but even they would think only having one option to wear, every day, would be a bit insane. Inevitably, you would be overdressed for one outing and very underdressed for another. It’s fairly impossible to find one option that truly applies to all.
Now think about the marketing strategy for your company. Are you restricting your company to a “single outfit” approach to getting your name out there to your target market? If so, we can bet that you’re not seeing the ROI on your advertising investment that you were hoping for. To help get all of us broadening our approach to advertising and getting some new looks in our marketing rotation, we asked one of Marbury’s Account Directors, Heather Taylor, to talk to us about multi-channel advertising and why every company should consider adding it to their repertoire.
Play By The “Rule of 7”
Have you heard of this age-old marketing “law?” The Rule of 7 states that “a prospect needs to “hear” the advertiser’s message at least 7 times before they’ll take action to buy that product or service.” (source) Does your current marketing approach ensure that your target consumer is “touched” by your advertising seven times?
Multi-channel marketing is an effective way to not only come in contact with your consumer multiple times, but also come at your consumer with variety. Think about how your target market lives his or her day. Perhaps your future customers would hear a radio ad from you on their commute into work, see a web ad from you when they visit their favorite news site, and then watch your 30-second commercial when they tune into their favorite guilty-pleasure medical drama show when they get home at night.
Multi-channel marketing allows businesses to spread their advertising goals and message across a variety of platforms, including social media, broadcast, web, and print. Successful utilization of this marketing practice will allow you to reach that magic seven touches to your target market faster, which means you will see your ROI sooner.
Is Bigger Really Better?
Multi-channel marketing may seem like a huge amount of work and coordination, but we promise it’s an investment worth making. In fact, “B2B marketing campaigns that integrate four or more digital channels will outperform single or dual-channel programs by 300%.” (source) Yeah, 300%!
A great example of a client using multi-channel marketing well is WellStar North Fulton Hospital. By using a variety of digital and broadcast advertising, as well as some event sponsorship and geo-fencing, the hospital has managed to effectively reach their target market exactly where they are most likely to be receptive to their messaging. Even if you don’t have a huge advertising budget, you should still implement multi-channel marketing. Digital is often a way to maximize budget, so companies with fewer marketing dollars could utilize social media, e-mail, SEO, SEM, or programmatic digital campaigns to stretch budget and get the impact of a multi-channel campaign.
At Marbury, we advocate for multi-channel marketing for its ability to help our clients reach their goals and connect even more closely with their target market. The consumer mindset is different throughout the day, so you never know exactly when and where your potential customer is going to be open to hearing or seeing your ad. If you’re pushing your message out across multiple channels, your message will reach ears and eyes right when they’re ready for them.
If you’re ready to broaden your marketing style and create an impactful campaign strategy, contact us today at group@marburycreativegroup.com. We will have your advertising working all the angles for you in no time!
