Once upon a time, going to an event was just going to an event. We went, we hopefully enjoyed it, and we left. If it was memorable enough, we told our friends about it the next day. This series of steps applied to every real world experience. But in the digital age, any smart company knows that our passion and engagement can — and should — be channeled far beyond the physical spot where we’re standing. The fact that the real world can no longer be separated from the digital one is clear, but the way to merge the online and offline worlds to create a unified, coherent brand experience is much less so.
Here are some tips on how to sync yo ur marketing campaign in the digital and real worlds. Leave your tips in the comments.
Build Your Foundation and Make Sure Everyone Stands On It
A mixed media campaign can be powerful, effective and even beautiful, and it ideally engages the consumer in multiple ways. To this end, creativity and collaboration are key, but there is some critical work to do before you go there. Grant Powell, CEO of creative marketing agency Pomegranate, says that it's all about a unified message. Without a strong foundation, you can be as creative as you want and even spend as much money as you want, but your campaign cocktail may come across as choppy and disjointed. Grant suggests creating a single, concise set of guidelines and making sure they are clearly communicated across all parties and mediums involved. Whether it’s a style guide, a branding document or a handful of rules, these are the building blocks of your integrated campaign.
Make Su re Digital Shows Up...
