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MARKETING
LEVERAGING THE POINTS OF INFLUENCE:
Managed across all points of communications --- Tactical Marketing
leverages rational, emotional, and value influences as a call to
action. Foremost to its execution is the linking of Brand
activities to disciplines and channels. The result produces a
diverse set of
integrated marketing and communications programs, that cover the
marketplace with a consistent value. The relative contribution of
each tactical element will depend on execution, message, frequency
and reach.
PRINT: Almost every home receives a newspaper, magazine
or catalog. Reading the newspaper is a leisure activity,
offering something for everybody. Readers expect ads in the
newspaper, whether for coupons, listings or sales. There are
two categories of magazines: trade and consumer. Usually
distributed weekly or monthly. Characterized by "assertions"
and messages that are more image than price-oriented.
DIRECT MAIL: Appeals directly to an individual consumer,
usually through the mail. Recent studies indicate that it is the
third largest media expenditure behind television and newspaper.
WEBSITE: Coined the new storefront, it continues to evolve
along many lines based on education, marketing and shopping.
Empowering greater control, access, and levels of service that
facilitate actionable decisions.
EVENTS: Distinguished by corporate sponsorship and
product sampling. This location based medium educates a
consumer, builds status and helps to evangelize brand value. Great
for sponsorship to sports, hospitality, and trade. Events
works well with radio and print integration.
STOREFRONT: Known as the Retail theater, in-store
merchandising systems and displays, are your last chance to sell
to your best prospects. With 70% of all purchase decisions made at
the point-of-purchase, it is a true test of an entire campaign,
aggregation of demand and system of transaction. Requires
integration with several tactical elements to drive traffic.
OUTDOOR: Classified by colorful billboards, benches,
posters, signs and transit placement. It renders the audience
captive to its message, by it's inherent ability not to be
switched off, nor discarded.
SPECIALTY GIVEAWAYS: Characterized by goodwill, giveaways
offer distribution of branded items in order to build
conscientious awareness through ownership.
TELEVISION: The "king" of advertising mediums.
Characterized by its broad appeal, "as demonstrated on TV"
persuasiveness and influencing behavior. Television reaches
very large audiences that are typically larger than most
newspapers.
RADIO: Offers entertainment that attracts listeners while
they are working, traveling, or relaxing. Its spectrum of content
includes: news, weather, traffic, advertising and music. Radio is
a great way to support your print campaign, making your message
twice as effective.
TELEMARKET: "Your reputation is on the line." Excellent for
selling from a distance and managing customer service. The Call
Center thrives on inbound and outbound interaction with your
customers. Ensuring invaluable personal contact and sales
promotion opportunities. Truly an extension of your sales force,
and well suited for integration with other marketing tactics.
WIRELESS: Classified as an interactive medium at the
point-of-decision, this new segment is currently made-up of an
advanced consumer that demands status and impulse information
including stock quotes, addresses, weather, directions, and
travel. Excellent for providing in-store point-of-selection
advertising as well as driving traffic back to your website and
call-center.
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