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An integrated plan. Strength, discipline and perseverance.
6-4-2007
Recently I've heard about people getting a little restless with their marketing direction. All agree that a cohesive strategy is necessary to market and communicate your product, service, etc. Yet, some people (or committees) decide to jump the gun and resort to tactics first, strategy second. These are people who are for the most part rational, intelligent individuals.
Sometimes the lure of exciting newness appeals to clients. Just because internally you've grown tired of seeing the same message doesn't mean your audience has grown tired of it, maybe they haven't even noticed it yet. Consistency and frequency are your friends, embrace them.
Sure, go ahead and try different mediums and vehicles, just do it with consistency and reason. If you're going to market across different channels (multichannel marketing), start with your brand platform and have an integrated marketing plan to guide you.
Here's an interesting article I came across recently...
http://multichannelmerchant.com/crosschannel/crosschannel/building_integrated_marketing/ |
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