Email marketing company Reachmail has put together a really cool infograhpic that shows why it…
In addition to clearly developing your brand’s identity for the purpose of internal communication, it’s vital to communicate your brand’s values with an effective marketing strategy. But it’s important to remember that this internal understanding of the brand reflects on how it will then be marketed and presented to the world.
It’s a complex loop of brand creation and distribution, and its early roots still have a relevant place in modern branding. Hand in hand with digital media advertising, brands are now finding new ways to recycle traditional methods with a new, modern dimension.
Whether you have a well-established brand or you’re a newbie in the world of business, giving your traditional, old but gold methods a fresh perspective can do wonders for your success. That being said, here are a few things to keep in mind when considering your new marketing approach.
Direct Still Pays off
Despite the growing need for creating a “pull” strategy as opposed to the old-fashioned “push” approach, direct marketing still has its place in communication with the customer. In fact, it would be a great loss to any business to abandon the potential for personalization such a method allows.
For instance, traditional flyers and brochures, especially for a smaller business, allow for a more personal connection to happen between a brand and a customer. Business cards serve the same purpose, and no business can afford not using the advantage of handing them out during a networking event.
Connecting a face to a brand has always been one of the most powerful ways to woo a customer or attract a greater audience, because there is nothing quite like bringing your brand to life with your own persona. Your values then become tangible and relatable, thus enabling a strong emotional bond to occur.
Flexibility Matters – Merging Digital and Traditional
Sticking to the reliable methods of outbound marketing that have proven value to your business is by no means an excuse to ditch any type of innovation that will extend your reach. An excellent example is using the power of your press releases by incorporating them both in their traditional and their digital form.
Offline and online presence are both relevant, particularly for smaller businesses that will benefit from every single person that responds to their efforts. Using an online version of your traditional efforts can only increase the number of your communication touchpoints with potential customers and boost brand loyalty.
Grow Community Awareness
Even though the communication sphere has largely switched to digital, the time-honored culture of face-to-face promotional events is what traditional marketing is all about. While printed handouts and invitations are slightly outdated, some of your loyal customers who remember you by this method might appreciate the effort.
For your more digitally-versed population of followers, sending an email newsletter notifying them of the event will be more than enough to attract even your brand’s youngest customers. Giving them a taste of what your brand stands for by sharing all sorts of your latest promotional products with your logo, or your slogan will be more than enough to inspire interest.
These events and promotions are an ideal channel of expressing your brand’s values and turning just a regular item into an experience, or just another set of offers into a storytelling adventure. Immersing your customers into experiencing your brand will open up an invaluable realm of possibilities for them to connect with you on a level that is far beyond digital or traditional.
Value Content Over Medium
Finally, merging digital with traditional with make no difference if your brand’s values are not on point and if the content you create isn’t consistent with your brand’s identity. Essence trumps form of communication in any age, so keep this in mind the next time you dwell over the medium more than you invest in creating a value proposition that will resonate with your customers.
Your customer journey should be customer-oriented as much as it is brand-oriented, so reflecting the needs of your target audience in the value you’re offering will matter greatly, and choosing your preferred channels of communication will depend on multiple parameters of your business, as much as it will depend on where and who your customers are.
Despite the fact that modern marketing methods have a greater impact in today’s world, your brand’s identity will be all the more powerful if you incorporate these fundamental marketing strategies that have stood the test of time.
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