Archive for September, 2008

Curing Brand Schizophrenia

Posted in Articles, Media with tags , , , , , , , , on September 12, 2008 by mediapirate

and keeping your business on the same page

Like most small business owners you deal with multiple tasks throughout the day, not the least of which is how to present a positive marketing image for your company. The question is, how do you present your company in multiple mediums effectively and consistently while maintaining the other aspects of your company?

For years businesses have hired separate companies each specializing in their own medium of communication; print, web, marketing, public relations, video and audio. These specialists may be the ideal solution for a company with internal brand management but what about the small business? Not every organization has the resources necessary to support the cost of independent services or the time required to manage multiple companies to achieve a cohesive package.

The answer is integrated services! Integrated services means that one company (Your chosen Integrated Media Provider) contains the knowledge to bring all of your media resources together maximizing the power of your marketing and the price you pay for it.

A common thread

The power of a consistent campaign is not unknown, but if you are like many small companies there is no one dedicated to ensure the sanctity of your brand. This can mean varied colors between web and print, skewed logos, inconsistent brand message and many other variables. It also usually means that the relationship between mixed media has not been successfully exploited.

A website is a powerful entity. However, if the relationship between it and the other media such as public relations, print, video, audio, etc. is not properly integrated there is wasted possibility for success. For example a PR event is great but it would be ideal if the PR event could be updated into the website which in turn would feed this information via RSS (Really Simple Syndication) directly to existing subscribers.

Depending on the business, this type of thinking can translate into increased confidence in the company, jump start sales of a new product, and many other possibilities. Granted, this is only a very simple scenario involving only two of the many mediums. So imagine the possibilities of fully integrated services.

Divide and conquer

So the question is, how can one company know everything about everything? And the honest truth is that one company can’t.

In today’s market one of the most effective ways to ensure consistency of brand and mission is through successful strategic partnerships. These partnerships maintained by your IMP (Integrated Media Provider) ensure that each individual aspect of your company’s media is being driven by the greatest depth of knowledge.

By counting on the quality control, account management and ROI awareness from a recognized IMP and its chosen vendors, you can experience an environment devoid of project pipeline delays, explaining and re-explaining your brand and the constant search for the most effective vendor for each media solution. In turn your mediums are thoughtfully planned out to feed off of one another and like a drop into water, generating a reach that is continually expanding and delivering you a calculated ROI.

This relationship between the IMP and their vendors also works to serve the end client in terms of cost as well.As each IMP maintains multiple vendors specializing in many medium, your project will be internally bid out to ensure the most cost effective resolution is reached within a group of proven and trusted partners. This internal competition for the work ensures that prices always remain at a fair market value.

A needle in a haystack

What do you look for in an IMP? Well, for starters, the experience and qualifications of the team core. These are the people responsible for the outcome of your project, so in order to pull off a true integrated media plan they will need a foundation in everything that their outside vendors offer. These elements include PR, media relations, creative direction, print media, web interactivity, video/audio production, new technologies (eg. wikis, podcasts, subsites, wireless technology, etc.) and the understanding of the limitations within each of these markets.

This might sound like a lot. However, in order to utilize the momentum from one medium to feed another, a foundation in all of these areas is crucial in integrated media. The easiest way to find this out is through online research, business to business networking or if all else fails, just ask to see some portfolio examples.

Consistently diverse

Understand this is not the only way, just the most effective way! For the small business owner this option can end up saving invaluable time in your busy schedule, save you money, and ensure that you end up with a consistent campaign generating the greatest amount of exposure. So in closing, one company can’t know everything about everything but then again, no one knows this better than your local Integrated Media Provider.

4 Questions to ask a potential Integrated Media Provider

What is your in-house knowledge?
How many vendors do you utilize and how long have you been with them?
How have you integrated campaigns previously? Who were the clients? And to what effect?
What is my potential ROI and what steps do you take to ensure this?

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