In a world where the options were basically limited to TV and radio, print and in-store, decisions on where to focus your efforts were relatively simple. But now that customer contact can happen through such a wide range of channels, retailers are faced with a challenge: how to build a presence across multiple sources, while still retaining laser-focus on an individual channel-level. In other words, having that ‘big tent’ of a multi-channel campaign, while ensuring that each element of your campaign - from print ads through to your Pinterest presence - is still working as it ought to be.
May 18, 2017 9:14:00 AM by Frode Nortvedt |
There’s no uniform way to elicit a response from consumers. No one response mechanism to rule them all. Different people (and groups of people) respond in different ways, to different kinds of mechanisms.
Take millennials, that frequently spoken about, sometimes maligned, section of the population born somewhere between the mid-1980s and the late-1990s. A section of society who emerged into adulthood during an age defined both by financial crisis, extraordinary technological change, and the explosion of social media. A generation that now represents one of the most dominant demographics on the retail landscape; with buying triggers shaped by the world into which they've grown.
May 11, 2017 8:37:00 AM by Frode Nortvedt |
Becoming a multi-channel master is all about the planning. With this in mind, let’s go right back to the beginning with a blueprint for setting your multi-channel goals...
Just a few years ago marketers used to talk about the customer journey as if it was a simple road trip from A to B. These days, with so many different “travel options” open to those customers, any talk of a linear, point-to-point map just doesn’t seem to make sense.
May 4, 2017 8:07:00 AM by Frode Nortvedt |
Your job is to market your products across multiple platforms; both online and traditional print. You need to engage with consumers through the full spectrum of marketing channels. It’s the way that we promote our products, engage with our customers, grow our brands, and, ultimately, drive sales growth.
Apr 20, 2017 9:18:00 AM by Frode Nortvedt |
To ensure that your marketing materials are on-brand, on-message and tie in with the objectives for your campaign, proofing is essential. But the whole proofing process: checking, re-checking, amending, sending the piece back for re-work (and so-on) - can be one of the least enjoyable and most time-consuming tasks faced by retail marketing managers.
Apr 13, 2017 8:19:00 AM by Frode Nortvedt |
Let’s say your market intel has revealed a gap in the market - with a very narrow time window to fill it. Or perhaps a new trend has emerged and you need to tweak your marketing focus to reflect it. Or you may simply want to quickly launch a mid-season sale and you want to get the message out about it. In all of these situations, you could suddenly find yourself in need of a new campaign. It has to be delivered quickly. But (of course) it still has to work!
Apr 6, 2017 10:04:00 AM by Frode Nortvedt |
When the global CMO Council quizzed brands about their local marketing efforts, ‘keeping messages consistent’ came top of the list of concerns. Almost two-thirds said that they were looking for ways to cut out the customer confusion that can occur when messages are distributed via disparate platforms, while 81% said that “communicating a consistent brand message” is a top organisational priority.
Mar 30, 2017 9:01:00 AM by Frode Nortvedt |
The traditional role of the centralised print house is in decline with many smaller print houses going out of business. What´s going on here and how can you benefit from this? Let´s take a look.
Mar 23, 2017 9:01:00 AM by Frode Nortvedt |
The longer you spend time in business, the more apparent putting all your promotional efforts into one channel seems a bad idea. In this age of social media, some of the most tried and true advertising formats still deliver leads and new customers. While focusing on a strong Internet presence with an expanding social media platform should remain a top priority, your company needs to take advantage of other marketing avenues, including direct mail. Here are four reasons why your retail organization needs direct mail as part of its strategy.
Mar 16, 2017 8:25:00 AM by Frode Nortvedt |
If you are responsible for a retail brand, the demands in terms of creating marketing content can seem relentless. After all, it’s probably the case that you are running multiple campaigns at once; you have a presence on multiple channels - and each of those channels need “feeding” with fresh content.
For retailers, increasing marketing volume is never an ‘end goal’ in itself - although it can certainly pose an operational challenge. The greatest challenge comes with ensuring consistency: a clear and compelling message across all marketing channels and (hopefully) a following of devoted fans.
Mar 9, 2017 8:54:00 AM by Frode Nortvedt |