Marketing across multi-media formats with Rhubarb Fool
How Rhubarb Fool can practice the perfect multi-media marketing strategy and why you can't afford to be a one trick pony.
A beautiful billboard advertising campaign, focused on sites of premium exposure, will turn heads and it could create a stir. But what happens when the wind and rain works its magic?
The beautiful colours will fade and that high quality paper will tear. At Rhubarb Fool we believe that nothing will serve you as well as an integrated marketing plan that has breadth, charisma and durability.
But, as is the case in all of our commercial activities, that's easy to say, but difficult to do. At Rhubarb Fool the task we set ourselves is to identify the best possible combination on markets approaches to take with your brand.
Research undertaken by Pointroll (in conjunction with Kelton Research) in 2012 generated some interesting pointers. In surveys of marketing professionals more than half of these professionals suggested that would use 5+ marketing methods in a single campaign. Of these, 15% said they used between 7 - 9 different methods and 13% claimed to routinely be hitting double figures in the methods they would use.
This suggested to us that people in the know seemed more inclined to approach the market place with a wide net, rather than a deep net.
But let's be clear. Although Rhubarb Fool is able to pick from an extensive stable of marketing methods, there's no chance of us being able to spend five minutes looking at your business and then tell you what methods are going to work best for you. Unlike Google, we don't have fantastic algorithms at our command. We still have to suck it and see sometimes.
Think about cooking your favourite dish. Imagine the blend of herbs and spices; or cooking times and methods that deliver those taste sensations that you seek. Sometimes you'll be best served by closing the recipe book and relying instead on Instinct and experience. You need to personalise the recipe. It's just the same process in identifying the best methods of marketing for a company.
When we approach (for example) marketing methods for a digital campaign, we would be thinking along the lines of content, social media, apps, tablets, website development and search engines. Any number of these can be used in a digital marketing campaign, but you wouldn't necessarily need to use all of them.
The success of a marketing campaign will be defined by its ability to make as many people as possible (in your target market) absorb your brand’s message.
We don't think you'll do this by a billboard on the North Circular, unless awareness was measured by the number of hours that London's ill-favoured motorists spent staring at it. But we're In the digital world. At Rhubarb Fool we want to diffuse your brand’s message across a bespoke selection of online streams . We want these streams to support and reinforce each other, and thereby provide a solution to brand communication that is integrated and holistic.
Allow me a cliche. At Rhubarb Fool "we're always thinking outside the box".The digital world is constantly evolving and by way of this process it's always generating new marketing opportunities. Let's look at Vine. It's a social app, which allows users to capture and share a constantly looping 6-second video, for example. The potential that this had for marketers looking to create branded content is huge. It's just one of the new marketing methods that Rhubarb Fool is harnessing.
To better illustrate out approach, let’s imagine we're working with a young travel company, which had asked us to increase its profile. We might think about running a competition to engage potential punters. But, for that competition to work, we'd need people to know about it.
And how would we do this?
We might write a witty article or produce a comical video to surround our competition? But that’s not all. From there, we'd be using all of our skills to get our great content published on a variety of high profile and targeted sites. These would encourage and incentivise our audience to visit a website that we would have had specifically made for the competition.
Then, we'd be working to inspire people
to share and engage with the brand via the hashtag or Twitter handle we would have created for the occasion. And beyond that we'd look at have a Facebook page underpinning the whole process.
So I hope you can see how Rhubarb Fool would use content, website development, social sharing and all-round exposure to engage your target market. Once we've done that your target market will yield customer upon customer. We want to give your audience more than a simple banner ad. We want to give it a whole brand experience that it can interact with.