Consistency in Branding Solutions, Critical in a Multi-Channel Campaign

The opportunity for your target audience to NOT see your message is greater than ever. Running a coordinated multi-channel campaign will greatly increase your chance of a response.

As the first 30 seconds of the video shows, consumers are surrounded with competing messaging platforms. If your branding campaign is running in only a few of them, you’re definitely missing some of your target audience.

Most of these media are demographic agnostic.

Branding solutions with consistent messaging across multiple media can seem like magic to a consumer. Here’s an example:

• You’re a 30-ish upper income male.
• You love red wines, “big reds” like Cabernet Sauvignons.
• You love it so much that you joined a Facebook group, subscribe to 3 wine magazines, and belong to a Google Group called “alt.food.wine”

On a Thursday at work, you’re checking your personal Gmail account, and there, on your page is a subtle text ad with the message -

“The wine glass that makes a ’96 Margaux taste like a ’96 Margaux.”

This was triggered by the fact that you belong to the Google group and receive messages entitled “wine.”  Google picks up on this and shows you context-relevant advertising.

After work that same day , you are looking through your newly-arrived wine magazine and see a print ad for a new wine glass.

There’s a QR code on the ad which you snap and are taken to a micro-site for the glass. You bookmark it for a look later when you have time to decide if you want to friend them, get their newsletter, etc.

Driving to the wine store, you’ve been busy and forgotten the print ad and the email. But you’re listening to an AM station’s cooking program, when you hear a radio commercial that begins with the phrase – “The wine glass that makes a ’96 Margaux taste like a ’96 Margaux.”

That is a truly wonderful experience for a consumer. And it’s not an interruption because you’re giving information that’s wanted by someone who’s passionate.

At the wine store, they don’t have the glass, but you noticed on the mobile landing page, that you can email a letter with UPC codes and more to your favorite wine store so they can order it for their passionate customers.

Slam dunk.

Branding solutions that stress message consistency work in a crowded market