(c)iStock.com/Polina Shuvaeva
We always feel that there is a downward spiral a catastrophe, a downturn, and a negative. Not always. I disagree and create an exception when it comes to advertising and creating a ‘go to market’ or strategy, selecting the media, and determining when to use that media to back up your strategy.
I often explain to customers and students that a useful picture to visualise when talking about the development of an integrated advertising program is a tornado-like spiral, with the cap of the spiral being the beginning point and the very lowest tip being the signature point which will end into a sales lead or inquiry — the activity.
The objective of the pre-visualisation would be to start your planning process using a defined strategy to pinpoint your end user, client, or client. Then it is possible to decide how to assign new/emerging, digital or heritage media that is required to fulfil objectives and the goals of your marketing or sales effort.
The rule of thirds
I seem to three defined segments , while I develop this spiral. Using a term stolen by the area of photography, let’s call it the Rule of Thirds. The top third of this spiral picture illustrates the strategic segment of the planning and the media.
[A note about the segmentation: I utilize a formulation that redefines the definition of tactical, operational, or strategic media tools depending on the needs of their customers, client, and goals and objectives of the program. There is also some duplication and doubling up of the segments that the press may drop within.]
Strategic media: Media used for this segment of the spiral strategy comprise broadcast, advertising, interactive, experiential, sales promotion, personal selling events, exhibitions, analyst relations, investor relations, media relations, public relations, and SEO, SEM, or Internet-based marketing.
Operational networking: The second or middle segment presents the operational section, a segment that connects the tactical components to the tactical elements and can include — but is not limited to — online, mobile, apps, print, from house, direct marketing, direct mail, email, social media, events, POP/POS, instructional promotion, wearable, trans networking, personalisation, polls, and activist media.
Tactical networking: The lower and final section of this spiral is your strategic segment, which includes remarketing (retargeting), alternative media, guerrilla networking, cultural jamming, crowdsourcing, social media, websites and landing pages, personalised direct mail, messaging, content, context, infographics, storytelling, SoMoLo, wearables, developing personas, and use of an omnichannel integrated media strategy.
I explain to clients and students that this spiral can be used to define the activity point, the dialogue, and involvement stages of a advertising relationship that is modern. You can even define the push and pull on facets of advertising with this downward spiral model that is easy.
Even more importantly, by visualising the spiral you direct your vision and can focus your thinking on .
You are able to encourage a assortment of marketing efforts contextual geographical merchandise, personal, by interlinking the tools outlined previously along the spiral graphic avenues. Now you can have a flexible and defined strategy to begin the roughing out, or ‘comping’, of your media integrated advertising campaign. You may also assign value points to help you assess the ‘value’ of your targeted networking and determine for using such media expectations.
Being creative with your own interpretation and understanding of a advertising and marketing spiral’s positive element is a positive marketing journey’s beginning point. You can use, and spirals let you see your advertising and marketing efforts three dimensionally the spiral concept with outcomes that are planned, and in multiple dimensions; multiple tasks, multiple media.
The spiral shape is being used by me here as a non-directional pointer. I use it to illustrate the requirement to hone or aim your marketing with tools that are precise, messages, content, and context to the end user . You have heard of 3D printing.
Let’s see the version in action
At present, I am developing a marketing strategy for a “dog/cat grooming franchise application.” The demographics — not franchisees, clients — are radically different, yet in many ways share multiple ‘media/marketing’ similarities. Research indicates that there are two key customer segments — millennials and baby boomers — that are distinct however in some ways very close to each other as much as media goes.
Using a modified customise-your-own version of the spiral graphic example, I was able to plot frequent use media such as direct mail, advertisements, email, social media, SEM and website (crossover media), as well as determine what quality level of that media to utilize. Additionally, I was able control this interaction to spot the sorts of discussion and, in certain ways.
We determined that cat owners and neighborhood dog near the shop required to get mail. Present animal owners had special incentives. Inactive customers needed and used another media (e.g. SEM, Yelp! , social platforms) that we tapped into to get them back on board. Local publications needed ads to attract pet owners who did not know about the expanded services. The anticipated level of relevant conversation helped us design our plans that they comprised a measured and defined degree of future involvement.
Overview
The overall message is that it is possible to take advantage of this spiral picture concept for a tool that can allow you to focus on the touchpoint, or end result. You should produce your own three dimensional coil which will look to advertising, which can be, or may be, a multi-dimensional artwork form.
As a classic (1972) advertising advertisement for Alka-Seltzer once said: “Try it, you will enjoy it!” Works for me.
