AUTHOR: Marshall Akita
In my post from January 2nd, The Truth About the Omnishopper, I mentioned three ways in which you could work to make your product’s messaging feel good to the modern consumer. Here I go deeper into the last—presenting a diversified media campaign.
Diversity can be an ally or an enemy in the effort to win over customers. At its best, a diversified campaign allows a marketer to familiarize the audience with the product, to make multiple touches, and to become an accepted part of their accepted daily experience. At its worst, a diversified campaign can feel inescapable, with overbearing ads encircling the potential customer at every turn. The differences between these two can be small, but their effects will always be great.
First, a good diversified campaign should always strive to add value to the customer’s experience. Customers don’t want to be subjected to ads, but if they can be engaged by them, all of a sudden the throngs of potential customers become an audience. This is the key to successful marketing in general, but in a diversified, omni-channel campaign, it is of the utmost importance. Failure to create content that a customer would seek out on their own will make any campaign feel like an overwhelming mass of commercialism, not the welcoming reminder that you are hoping for.
When putting together an omni-channel campaign, remember not only to add value, but to add value in different ways. If you see the exact same content everywhere you go, no matter how good it was the first time, it will start to get old. Consistent messaging and aesthetic values are good things—identical is not. Variety and diversity should go hand in hand with your omni-channel marketing efforts. In essence, you are providing the consumer more value by doing so, and they will respond positively.
Finally, it is essential that you know what messaging you are running where. When is the last time that you truly felt that a banner ad on a webpage had added value? Find when and where your consumers make their decisions, and find a way to add value to that decision. Point of purchase signage, especially digital signage, is a great way to do this, as it can help you raise awareness of your message or provide an extra touch right before the customer chooses a product. When used to flesh out an existing campaign, point of purchase signage is an excellent way to reinforce a robust marketing effort and is quickly becoming an indispensable tool in the arsenal of sophisticated marketers.
For more information on digital signage and the surprising effects that it can have in creating sales lift, look for my upcoming blog post Bringing Digital Closer to Home: A Pet Cause Media Test.
About Pet Cause Media
Pet Cause Media is the national leader in veterinary pre-education and digital out of home marketing in veterinary offices. We work closely with our veterinary and sponsor partners to ensure full compatibility and maximum results. Visit our website (petcausemedia.com) or contact Marshall Akita (firstname.lastname@example.org) for more details.