The Proven Trifecta of a Successful Integrated Marketing Campaign
At NeoSol, we interact with the consumer in three different areas of their lives where they may come into contact with a brand. Each area plays a significant and specific role in both the consumer’s decision-making process, as well as their overall image of a brand. There is a vastly different method and goal for each of these interactions to meet the consumer where they are at. This integrated approach that we call “LIVE, PLAY, SHOP” allows our clients to build connections with consumers at various stages of their purchasing journey.
Reaching consumers through the digital world where they LIVE.
With 81% of retail shoppers conducting research online before purchasing a product, It’s easy to think that the consumer journey starts online. By utilizing various outlets such as email, blogs, advertisements, and social media consumers are introduced to brands and begin to form relationships. The right audience can be targetted by developing brand-specific consumer personas to create content that builds trust and improves retention. An NPR poll found that 69% of Americans are shopping online and 33% of consumers first turn to a search engine such as Google when looking up products which is why we also confirm that PPC and SEO practices are in place.
Meeting the consumer where they PLAY.
Whether a consumer is at a sporting event, music festival, or health expo, they are looking for a fun and memorable experience. Consumers are visiting events with friends and family where they can run into a pop-up booth, a brand ambassador handing out samples, or even a mascot of a brand they may already be familiar with. This in-person interaction with brand ambassadors can give real-time information about the product, offer a sample for the consumer to try, and even demonstrate to the consumer how they benefit from using this product and how easily this product can become part of their lifestyle. When producing a brand activation at an event or festival, the goal is to integrate the brand’s product with the consumer’s experience in order to leave the consumer with a lasting impression and a positive memory of the brand. This is achieved by using experiential marketing and guerilla marketing techniques.
Connecting with consumers where they SHOP.
Once again it’s important to create a special moment for the consumer to connect with a brand as they shop at their local supermarket. Whether the consumer is reached through store merchandising, verifying the store’s current inventory is available or sampling products, the intention is for the consumer to see and interact with the product. As COVID restrictions began to come to an end, Advantage Customer Experience, a division of Advantage Solutions surveyed more than 1,000 U.S. adults in July of 2021 here we list some of the most telling results:
- 8 of 10 consumers are ready for in-store sampling to return after COVID shutdowns
- 9 in 10 (87%) of these fond-of-sampling shoppers say if they enjoy a sample, they’re likely to buy the product during that store visit.
- 78% of consumers say they’re likely to buy the product during a later visit to the store
- 6 in 10 (58%) are likely to pick up the product at another store.
There is no doubt that the effect of a human connection and offering a sample can be a powerful motivator for consumers to purchase a product. In addition, conducting in-store cooking and sampling demonstrations also provides a benefit for consumers as it allows them the opportunity to see how the product can be prepared and used, ask questions, and ultimately purchase the product.
While “LIVE, PLAY, SHOP” is not always a perfect circle (a consumer may be met in the field in PLAY, for instance, and then retargeted with an e-mail in LIVE) the goal is to create many significant moments between the consumer and the brand and thus create more opportunities to establish brand awareness and consumer loyalty. The benefits of higher consumer engagement, retention, purchase rate and higher purchase amounts that come with a multi-channel campaign are hard to ignore. Companies that use a multi-channel campaign see a purchase and engagement rate which is 250% higher than those who use a single-channel campaign according to an Omnisend research report.
