Marketing Across Media Channels
Business blogging, podcasting, social media marketing, videocasts are only some of the tools available for both the budget conscious entrepreneur or the corporate giant. Your future marketing campaigns will likely involve a mixture of all of these, often in combination with offline media.
Marketing Across Media Channels
Shani Reardon at Mediapost.com counsels…
“..Looking at the big picture,…implementing an online and offline lead generation campaign will provide depth in the media mix and can drive awareness, volume and varying lead quality. Using a mass media outlet such as television, an advertiser will see a lift in lead generation across all media channels, including online.”
A recent campaign launched by Medicis Pharmaceutical Corporation for the roll out of their new skin product, Restylane, demonstrates some basic principles that can be applied across the board.
New York Times’ Angel Jennings reports:
“A television spot, which is being shown on cable channels like Lifetime, depicts the before-and-after results of an actual patient, and the mental musings of actresses..who discuss the joys of looking younger…
A second component of the campaign is a video skit on YouTube, capturing a woman’s 50th birthday party. While her son compiles a video birthday card, the mother is caught on a couch smooching with a younger man.
[..]
Medicis executives say they want the campaign to reach consumers in a variety of ways, not only through traditional print and television outlets but also on the Internet and through promotions, like a contest involving user-generated videos.”
Brand Awareness and Volume Traffic
The television spots and print ads create awareness for and educates about the new product and sets the ‘template’ for the campaign in terms of aesthetics, tenor and quality. TV drives the customer online to view the video on YouTube, adding a viral component - the resulting synergy generates traffic to the “Hottest Mom” website where videos can be uploaded, commented on, and voted on.
You’ll note also that Medicis presence as sponsor on the contest site is restrained - a simple logo with a light teaser inviting readers to see more before and after shots or locate a doctor. I do wonder why they didn’t incorporate RSS publishing so fans could be alerted to new entries and voting.
Reardon also cautions that your offline and online campaigns should be consistent, both in message and “look and feel of the creative assets.”
Tags: blusiness-blogging, drive_awareness, future_marketing, lead_generation, media_channels, media_marketing, RSS-publishing, volume_traffic, YouTube