Having lived and breathed marketing and communications for more years than I care to admit, I know all of the benefits that we tell clients about when we advise them to have a multi-faceted marketing campaign. Communications should reach out across all areas – social media, editorial, advertising, branded content etc. (Or shared, owned, earned and bought as we like to refer to it at AD.)
Expecting my first baby has led me to visit websites, pick up magazines and sign up to various newsletters that previously I was oblivious to, and as a consumer there’s been nothing more convincing than the targeted marketing I have been receiving as a result. Money off vouchers for belonging to the Boots Parenting Club (I never could resist a voucher!), which goes hand in hand with their dedicated magazine for parents and parents-to-be. Not to mention the emails I get every now and again from them with some slightly different offers in. All good so far!
Even sitting in the doctor’s surgery waiting for midwife appointments, I now notice the number of adverts for baby ‘stuff’ adorning the walls, which is an extension of the flyers available to take away, and continued in many of the magazines which are scattered around for patients to browse through – both editorially and with commercial opportunities.
I am not surprised by this, but instead I am relishing the fact that the companies who are embracing this method of marketing are so switched on. They all have social media streams and as a mum-to-be I’ve also looked at some of the online forums for some sage advice (or scary facts!), where banner ads vie for our attention. Needless to say, some of the very active companies in this space now stick in my head, and no doubt I’ll be choosing their products over those whose marketing is a bit less structured.
So, as my last AD blog for a while, I’d reiterate to all of our readers how important it is to make sure that your marketing campaigns cover all areas. Budgets don’t have to break the bank, just keep up the continuous communication and activity in as many areas as possible, make sure it’s relevant and your messages will filter through to your target audiences. Here’s to maximising all opportunities –and I’m off to check out the latest baby offer I’ve just been sent!