While things are returning to normal in the sense that humans are now replacing cardboard cutouts in baseball stadiums and restaurants are filling back up, the ways in which brands build awareness and communicate will never be the same. The days of narrowly focused tactics are making way for innovative, integrated strategies that enable brands to reach and communicate with audiences across platforms, both in-person and online.
Look at last year’s e-commerce data for evidence of this shift: consumers spent 32% more online in 2020 than in 2019, according to Forbes. Since people have taken the time to learn how to navigate the virtual arena and discovered its convenience, we’ll likely see more targeted digital advertising campaigns, virtual events and more well into 2021 and beyond.
Here are three ways your brand can integrate and innovate its way to heightened awareness and growth this year:
Offer virtual experiences following the PESO model
Returning strictly to in-person events, product launches and experiences can only be described as antiquated. While some professionals look forward to returning to in-person trade shows and conferences, many enjoy “attending” an event without leaving their home.
A number of brands have created virtual experiences nothing short of awe-inspiring since the start of the pandemic, like the American Iron and Steel Institute’s (disclosure, this is a Franco client) annual automotive conference Great Designs in Steel, but the reason there aren’t more is because the real struggle is spreading awareness and generating attendance.
Once you determine the right fit for your brand – a virtual experience, customer-exclusive webinar, live virtual launch or exclusive media experience – look to the PESO model (paid, earned, shared and owned) to create excitement and draw people in.
This blog article outlines how to do just that. You’ll find elements of the PESO model are likely pieces of media you already own, simply waiting to be leveraged in new, innovative ways.
Integrate and extend the reach of your earned media
When it comes to extending earned media, the word “integrated” should always be at the forefront of your strategy. Once you achieve earned media coverage, don’t let it sit on the shelf! Feature that piece of coverage on social media channels, your website and through your owned content created (blog and email) and find how easy and worthwhile it is to repurpose and repackage earned media.
Advertise via podcasts
With fewer opportunities to speak with audiences in-person, the already fast-growing world of podcasting erupted in the last year. As brands compete for attention, more brands continue to turn here to get in front of new audiences. With the right strategy, your brand can rise above the noise of your competition and effectively enhance awareness through podcast advertising.
The first step in creating a successful podcast advertising campaign is choosing the right podcast to place your ads in and tailoring your message to suit those who are most likely to buy your product or service. To identify these individuals, pay attention to the podcast’s audience demographics and select the tone, content and scripting that will best captivate them.
Next, make sure your ad is entertaining and/or informative. Mirroring the podcast’s tone is an effective way to do this. Lastly, measure and analyze the results from your existing podcast ads. By referring to the ad’s primary objective in your analysis, you can find patterns of what works and what doesn’t and identify your KPIs to be able to further optimize and improve your approach while respecting your budget.
In 2021, there is no need create an innovative and integrated communications strategy on your own. Contact us to learn more.
