How to Plan an Integrated Marketing Campaign
We see certain consumer behaviors today that further emphasize the need for integrated campaigns. For example, when consumers are exposed to certain brand content, like a social media post, they are trained to expect to find more information on the content on the brand’s website. Consumers often decide to use a specific hashtag on their social media to discuss opinions and feelings on the content they just saw from that brand. Brands that do not utilize integrated campaigns fail to capitalize on these behaviors.
These are just a few common examples of the way consumers are interacting with brands right now. Consumer interaction with brands is making it even more important for those brands to executive strategic and integrated approaches to their marketing. Planning an integrated marketing campaign for your company? Consider this four-step guide.
Step #1: Be Consistent and Concise
This is the first and most important rule. You must be consistent and concise with your campaign messaging. Not doing so could result in two things:
- Consumers may not remember the campaign. Consumers respond best to simple and tangible messaging. It makes things easy to recall and remember.
- It will not be easy to apply the campaign to the media channels you are using. If your message is long and/or intricate, it won’t easily translate across channels. Remember, digital banners do not have as much space for messaging/copy as billboards. Less is more!
Step #2: Make it a Match
It’s important to take a step back and ensure your chosen media channels match/fit your campaign message and your target audience. A poor match could lead to a low or even negative ROI.
Step #3: Get Your Team Onboard
Your marketing team needs to be on the same page when you plan an integrated marketing campaign. Make sure your team is aware of all media channels you plan to use for the campaign. You also need to discuss precisely how the campaign message will be handled and connected across those channels. This will help ensure your messaging is consistent (Remember, Rule 1).
Step #4: Watch the Data
Pay close attention to your marketing and sales reports and watch for trends as your campaign starts. Also, keep assessing the data as time goes on. Who knows? Maybe some media channels you did not account for ends up getting more traffic and response to your campaign than previously thought. Or maybe one channel that you are using is providing some great insights to consumer behavior and your business KPIs. These insights could lead to another data-driven campaign. If you see certain trends to act on, remember – you can always build upon your integrated campaign.
3 Examples of Excellent Integrated Campaigns
When I get the opportunity to plan an integrated marketing campaign for my clients, I turn to these great examples for inspiration:
- American Express – Small Business Saturday (https://www.americanexpress.com/us/small-business/shop-small/)
- Snickers – You’re Not You When You’re Hungry (7+ years running campaign – http://www.campaignlive.com/article/case-study-fame-made-snickers-youre-not-when-youre-hungry-campaign-success/1413554)
- Chipotle – Real Campaign (https://www.chipotle.com/realcampaign)
What are some of your favorite integrated campaigns? Comment below.
Need to Plan an Integrated Marketing Campaign? We Can Help!
The BIG YAM team is well-versed in executing integrated campaigns for our clients. Whether you’re looking to plan an integrated marketing campaign from scratch, or you just need a little manpower as you execute the campaign you already have in mind, contact us for a consultation.