Advertising and marketing in this new age of multimedia has fused together so many different diverse disciplines.
Print, radio, television, billboard, direct mail, web, social networking, mobile, outdoor etc …
These are just some main avenues to consider, not to mention how many of these sliver into other areas. So, what are some ways to combine these into one idea? Ikea has recently done a great job of mixing a number advertising and marketing areas into one action:
When I worked for a top non-profit, we had several different vendors, as well as a number of departments that dealt with marketing. Yes, non-profits need marketing. It’s often referred to using other words like: Members, Donors, Friends, etc, but it’s really all the same.
There is a product or service, and you need to sell it.
In the earlier years, we would bring all those vendors together for a “marketing” meeting. This would happen every two to three years. As all these media mediums have begun to merge together, interweave, and overlap, these meetings were moved up to once a year. After doing this for a few years and a continual increase of these mediums interlocking with each other, we continued to have face to face group meetings every year, but we added a weekly conference call. Everyone reported. Everyone knew what was going on. Video knew what radio was doing, radio knew what direct mail was doing, direct mail knew what video was being launched on the website, etc, etc, etc … It was at this point, that all the used avenues were used to reach donors and potential donors reached maximum velocity. Call it cenergy, if you like, but I believe this is a new phenomenon in creative media.
So, whether you’re a huge non-profit that outsources all your marketing and media, or a small church on the corner of a small town, overlapping your outbound media is an essential technique in maximizing your efforts.
[Video via Ad Goodness]