1 / 17

Multi-Media Marketing & Multi-Platform Marketing

Multi-Media Marketing & Multi-Platform Marketing. Increasing Marketing Results Using Integrated Marketing with Print/Internet/TV Presented by: Nancy Burke. What is Multi-Media Marketing?.

laurie
Télécharger la présentation

Multi-Media Marketing & Multi-Platform Marketing

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Multi-Media Marketing & Multi-Platform Marketing Increasing Marketing Results Using Integrated Marketing with Print/Internet/TV Presented by: Nancy Burke

  2. What is Multi-Media Marketing? • Multi-media marketing is utilizing two or more types of media for your advertising message, consisting of but not inclusively: • Internet • Print (magazines, newspaper) • TV • Radio • Outdoor

  3. Inspriation – Driving the Buy • Pictures Speak a Thousand Words • People Are Naturally Visual • See Themselves in That Place • Print Environment Is the Starting Point to Capture the Consumer

  4. Is Print Dead? • Attention paid to magazine closings has sometimes led to the incorrect • conclusion that: • Magazine closings are primarily consumer driven when in fact affected by economy similar to other businesses. • The much-publicized spate of closings of both magazines and newspapers over the past year is unprecedented.

  5. Magazines are Alive and Well • Magazine readership increased over the past five years • Number of issues read has gone up as well • Subscriptions are highest in a decade • Number of consumer magazines remain high • Age of magazine readers consistently trends younger than the total adult population • Magazines are the #1 medium of engagement • Magazine ad effectiveness continues to rise - #1 in trustworthiness and inspiration. Includes adults 18-54 and Millenials • Consumers like and pay attention to magazine ads, #1 across ages 18-54 and 18-24. • Magazines excel in driving web search • Magazines are social networkers and word-of-mouth influencers • Magazine brands continue to evolve

  6. What is the Best Mix for a Multi-Media Plan To Increase ROI?

  7. What is Multi-Platform Marketing? • Initial buy (print ad, banner ad, etc) into one medium is first level of platform • What else does medium bring to table? What assets do they provide access to? • Encompasses more than just print ad and on-line link • Each asset medium can offer up adds another platform to your program • Levels based on total buy

  8. Filson and Custer Country – Looking for Birders • Both clients have strong initiatives to drive traffic to their websites • Modest print buy into Audubon - $5,000-$9,000 • Distribution of birding brochures at Audubon Nature Centers, chosen by geographic region • In-store promotion for Filson in Seattle. Co-sponsor Audubon at Outdoor Retailer • Facilitated meetings with editorial staff during press trip to New York

  9. Washington County Visitors Association - AAA • Campaign promoted Scenic By-Way opening, with photo contest driving response to website • Purchased print ads in AAA’s Western Journey, VIA N. California, and VIA Oregon/Idaho • Series of face-to-face meetings with AAA Auto Travel Counselors in WA, OR, and ID • Weekend Fam Trip – sold out • Booth at AAA’s annual Travel Conference • Inclusion in Western Journey’s opt-in Travel e-newsletter • Sweeps

  10. Travel Lane County - AAA • Campaign utilized Oregon only • Two focuses – outdoor recreation for spring/summer and foliage/bounty for fall. • Purchased full page print ads in VIA Oregon/Idaho. • Received matching full page advertorial custom written by AAA editor from first-person perspective • Series of face-to-face meetings with AAA Auto Travel Counselors in OR • Fam trips • Booth at AAA’s annual Travel Conference • Facilitated personal meetings with AAA editorial staff • Sweeps extended presence in one more issue

  11. New Opportunities for Multi-Platform Marketing • Digitalized versions of magazines • Audubon Guide Book app • Media apps on IPad • Virtual travel shows for AAA • Partnership with medium’s events – Audubon photo contest

  12. How do I tap into these opportunities? • Think about what are the media assets are beyond the buy • Ask your rep to help you obtain access to those assets! • Don’t be afraid to ask about out-of-the-box ideas – challenge your reps for new ways to achieve your goals on multiple levels

  13. THANK YOU! • For information or copies of reports please email me at: • nancy@mediawest-adsales.com

More Related