Trend Article: PR — Not Just Press Releases Anymore
Isn't it interesting when you arrive at your home and find a phone call with a friendly voice explaining a new service, a direct mail piece in your snail mail reiterating the same information, an educational event at the local community center and an e-mail in your inbox touting the product's good graces? That could be considered integrated marketing in a nutshell.
Why pay attention to this trend?
Market researchers have long sought the key to buying habits of consumers and business decision makers. What they have found is that "touch points," or the number of times the product or service interacts with potential buyers, impacts and accelerates the buyer’s decision process.
What's special about integrated marketing?
Integrated marketing can increase sales, speed up the adoption rate of new products and establish a new brand faster. According to a case study on MarketingSherpa.com, Design Within Reach - the popular modern furniture retailer - originally opened its first store in 1999 with just a catalog as its primary marketing tool. Over time, Rob Lynch, the store's founder, realized he needed an integrated plan to grow the business. Today, DWR customers can order a catalog from the Web site or check out the site from an iMac terminal prominently located in the retail stores. In addition, the site and catalog encourage customers to call a toll-free number for questions or to order or they can e-mail customer service directly from the site or the newsletter, which is sent weekly. DWR has became a multi-channel retailer with great success by using integrated marketing.
Can It Work for You?
If it works for big companies, can it work for everyone? A well-designed plan and timing are critical. Scheduling media blitzes, drive-to-web marketing communication materials, special events, contests, press releases and community relations that are syncopated to drive "buzz" is the crux of this strategy.
Customization is Key
If you're not a nationally recognized brand name like Lowe's or Home Depot – how do you get noticed at a trade show that is only second in size to the Consumer Electronics Show, with 125,000 attendees? Increasing touchpoints before, during and after the International Builders Show was the primary focus for c21 and its support of Oldcastle Architectural.
c21 developed an integrated marketing communications plan to drive attendees to the Oldcastle Architectural booth, increase customer interaction while there as well as capture the attention of media. The plan included changes to the booth design, education of booth visitors, marketing communications, e-mail and direct marketing, promotions and media relations.
With a booth located at the back of the largest convention center hall, c21 needed to drive traffic. The original booth design looked like a patio, but we expanded it to include a working grill and seating walls. We then worked with Viking to secure a high-end range, and hired a chef to cook each day during "peak hunger hours" - just before lunch and during snack time at 3 p.m.
In addition, we created a video to help educate booth visitors and tell the Oldcastle story. Using hiqh-quality images of finished patios, walkways, backyards, homes, wine cellars and more, the video showcased the enormous number of product lines under the Oldcastle Architectural brand.
c21 announced the 2007 new product line in advance of the show to satisfy media looking for exclusives and stories leading up to the event. However, we also scheduled interviews with the Philadelphia Enquirer, Architectural West and Architectural Products in the booth for Oldcastle executives.
In order to move from a B-to-B focus to a more consumer-friendly brand, c21 developed and unveiled the Oldcastle Architectural Ugliest Patio Contest - which would not only allow the company to capture consumer information during and after the show, but would also serve as an added media opportunity. c21 handled the promotion development and execution, which included media relations, Web site development, direct mail and signage that was prominently displayed in the booth, and an e-mail newsletter that will be launched this spring.
Finally, we arranged a customer event, and invited media, where Oldcastle Architectural and its representatives could have more intimate discussions in a relaxed atmosphere.
The integrated marketing campaign was a success, driving thousands of new potential customers to the booth and the Ugliest Patio Web site. We secured nine media placements on the company's new products and on the contest, and the event helped to solidify Oldcastle's commitment to product innovation.
If you think your company, product or service could benefit from an integrated marketing communications campaign, feel free to contact communications 21. |
