In the early 90’s, the term “synergy” adorn every powerpoint and website imaginable. To say it was overused is an understatement. However, as old and tired as that term may seem, it very nicely describes the reason why client’s are getting results from broadly defined advertising campaigns. “No media vehicle left behind” is the catch phrase I would like to forward as a suitable alternate for “synergy”.
If you read through this blog, you’ll come across statistical data crumbs that support the larger issue that is audiences are fragmented, everywhere and not nearly as loyal as even 10 years ago. Think about how consumers listen to the radio or watch television; how they browse various news feeds and the text messages they send. How many of us have uploaded video’s to video servers, contributed to a blog or forum. The way we consume entertainment and information, and how we participate in conversations online and off has forever changed .
Intuitively, a synergistic advertising strategy would logically be better than a narrow one. Advertiser’s with broadly defined media plans are getting results, take Qdoba of Northeast Ohio. Their campaign includes Radio, Television, Internet(paid search and affiliate) and Mobile (text messaging). Individually, the results are hard to measure and appear to lack critical mass. But looked at in total, and a different picture emerges. Consumers are being inspired by broadcast and taking action through Internet and mobile.
When thinking about your advertising strategy, ask yourself these questions:
1.) Does a plan reach consumers in the way THEY want to be reached.
2.) Does it consider the regional influences and socio-economic demographics for a given market.
3.) Does it meet the advertising objectives for cost, accountability and longevity.
4.) Has a reasonable “success statement” been defined.
The answer to those question, when asked objectively, will lead to an advertising strategy that leaves no media vehicle behind, including traditional or new media.
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