28 June 2019
How to get your campaign to live longer
If you run physical campaigns, you can achieve a greater impact by enhancing them with digital elements, so that you get true cross-media campaigns. Read Ann-Lee Teilmann’s introduction here.
A physical campaign has a limited lifespan. The budget will cover a certain number of adverts, a few weeks of outdoor or perhaps a DM broadcast. This creates a moment of attention – but is that moment enough to convert?
If you incorporate digital elements into your campaign, you can make your physical campaign more intelligent (and this applies regardless of whether you are in the B2B or B2C market). Then you get what is called a cross-media campaign or an integrated campaign, and this gives you three significant advantages:
1) You extend the period for which you are top of mind.
2) You have the ability to communicate and convert digitally.
3) You can track your customers and see what works – and what does not.
Let’s take a look at each of the benefits:
1) Longer period of being top of mind
There are several different digital instruments you can use to extend the duration of your campaign. For example, you can take them to a landing page where you can get their permission and thus gain access to their inbox.
Another option is running segmented display advertising. This is my personal speciality – and the ability to segment by both demographics and geography makes it a strong card to play. The contact price is also much lower digitally than in case of physical delivery, so you can spend your budget in a completely different way and maintain your presence for longer.
The combination of multiple touchpoints in every campaign is exactly what increases visibility and makes you stay top of mind for longer.
2) Ability to communicate and convert digitally
Most of us spend hours in front of our screens every day. If not our computers, then our mobile phones. Therefore, it make perfect sense to be where your customers are – and to take the opportunity to communicate with them at the right time.
Along the customer journey and across the different touchpoints, it’s also about taking advantage of opportunities to get more information about the customers. This can be anything from name to interests, allowing you to make your communication more personal and relevant.
3) See what works – and what doesn’t
Our digital activities leave clear footprints in the form of cookies. However annoying it may be to click yes to them each time you visit a new website, they are an indispensable part of the internet economy.
I appreciate them greatly because they help me see which banners are working – and which are not. This way, a campaign can be continuously optimised and can become more efficient all the time.
A few practical tips
To get maximum benefit from your cross-media campaign, it is important that there is a common thread through the communication and visuals. It simply must be easy for the receiver to decode that it’s you again.
However, it is also true that every piece of communication must be able to stand alone. Otherwise you lose your receiver. For example, you can currently see the singer Christopher’s face advertising a mobile phone on banners and outdoors, but if you have not seen the video that goes with them, it is pretty unclear why.
Therefore, it seems obvious to me that offline and online communications are a powerful combination. And that they are connected, so that one does not look like an afterthought to the other. If you want my non-obligating proposal for how to do this, feel free to get in touch – and I’ll treat you to a cookie…