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The Power of DEI Marketing Initiatives
Internal DEI initiatives — from internal workshops to mentorship programs — have become an important part of the discussion for brands around the world. A report from McKinsey estimates that spending on internal DEI programs will rise to over $15 billion by 2026 — a reflection of brand commitments coming to fruition within organizations. But DEI initiatives also have enormous potential marketing power. When brands make an effort to highlight their commitment to diverse audiences, they’ll attract loyal, appreciative customers.
Expanding Your Audience Through DEI

Creating your next DEI initiative requires thoughtfully tailoring your message for the target audience while saying something relevant to your brand’s mission — without making it feel like a half attempt at inclusion. Here’s what to consider:
- Reflect the values of communities — DEI initiatives can’t take a one-size-fits-all approach and should be curated based on the audience you’re hoping to reach. At the same time, if your brand displays a particular set of values in your marketing to appease a certain community, you have to be able to stand by those values year-round — or risk coming across as disingenuous.
- Make content representative — Representation across your marketing materials, including the models and actors you choose as the talent, should be aligned with the messaging you’re putting out there.
- Work with diverse creatives — It isn’t just important to have representation on-screen — your company should be just as inclusive when hiring the individuals who work behind-the-scenes. Make sure your team, and the marketing partners you work with, include a diverse set of creatives who can speak honestly and with authority on topics relevant to your audiences.
The Power of DEI Initiatives

Through creative and powerful DEI marketing initiatives, brands have the opportunity to enter an honest and empowering conversation. Let’s look at some successful examples from brands during the 2023 AAPI Heritage Month.
HBOMax highlighted AAPI voices with specially curated content, including film, TV, and stand-up comedy.

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A post shared by Team Epiphany (@teamepiphany)

Nordstrom leveraged its position as a major retailer to shift the focus onto AAPI-owned brands the department store carries.

Happy AAPI Month! Join us as we honor Asian and Pacific Islander communities and cultures alongside our employees, spotlight AAPI-led brands, and share more about our diversity commitments: https://t.co/R6wDJwIBhl pic.twitter.com/JA55nFluhJ

— Nordstrom (@Nordstrom) May 2, 2022

NASA annually celebrates AAPI Heritage Month by showcasing the contributions of AAPI individuals in the field of science and technology within the NASA community.

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A post shared by NASA Internships (@nasainternships)

A Marketing Partner That Understands the Value of DEI

In over 20 years of providing next-level marketing solutions to brands across industries, Power Marketing has seen firsthand the transformative audience-reaching power of DEI initiatives. With a partner that knows the landscape and can champion your brand accordingly, Power Marketing paves a pathway for companies to truly excel with wide-ranging customer bases.

If you’re interested in seeing how we can support your next DEI initiative, reach out today.

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The Importance of Building a Brand Community

For a long time, brands’ relationships with their customers were mostly transactional, with a focus on individual sales to drive profit. Over time, companies learned that strong, loyal customer relationships are far more valuable and cost-effective at creating sustainable business.Today, the greatest indicator of a customer-focused business is the presence and support of a strong community. The loyalty customers exhibit toward a brand stems from a communal bond forged through shared values. These groups are ultimately the key for marketing, developing, and expanding your brand’s prominence within the lives of consumers.

The Power of a Brand Community

A brand community is a group of devoted customers that organically assembles over a shared connection to a brand’s products, services, and/or values.

These communities, when given the space to grow and develop, create a sense of camaraderie and shared joy around the topics of the brand itself. Smart brands provide ways for customers to reach out to one another, connect with brand ambassadors, and even meet up in person to discuss their shared experiences and values. Through the sheer positivity and enthusiasm that the brand community generates, companies see higher levels of loyalty and overall customer lifetime value as a result.

Building Your Own Brand Community

A brand community should have a balance of organic passion and engagement from customers and a level of participation and encouragement from the company. Here are some ways in which real brands have succeeded at fostering strong communities.

Incentivize customers

Small incentivizing nudges — from giveaways to flash sales to rewards program — can be the catalyst for customers to join a community. Sephora is a prime example of a brand that knows the power of incentivization. Their Beauty Insider community is built for one-time, active, and future customers who want to share beauty and makeup tips. Using points earned from past purchases, shoppers can even take home samples of products their fellow Insiders have suggested.

Create real-world connections

Brand communities don’t have to be confined to online forums or Facebook groups if your organization has the means to connect with fans in the real world through meet-ups or events. Within the Harley Davidson Owner Club, thousands of motorcycle enthusiasts have made lifelong connections with one another thanks to a shared love for the brand — reinforcing not just the power of the community itself, but the lasting impact product loyalty can have on people’s social lives.

Empower existing superfans

For some companies, the passion for the brand already exists — it just needs to be harnessed into a community and used to share that excitement with others. Lego was wise to gather their “super builders” and develop a wildly successful DIY ambassador program, giving a platform to talented Lego artisans who share their inspirational builds to generate hype and interest.

Power Marketing and Your Brand Community

We at Power Marketing provide the tools and communication expertise to help any brand, regardless of size or industry, find their ideal community and build valuable customer relationships that make companies sustainable. To see how Power Marketing can help you foster the ideal brand community for your own organization, reach out to us today.

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Everything You Need to Know About Ad Analytics in 2023

Every modern brand is leveraging some form of marketing analytics to engage their target audiences. In 2023, changes in process and regulation — particularly the loss of third-party data and the influx of consumer privacy legislation — are pushing you as a marketer to master your analytics now more than ever.

Brands need to ensure they’re properly measuring ad performance and tracking attribution to get the most out of their analytics infrastructure. In doing so, digitally aligned companies will be far more effective at reaching and speaking to their audiences to maximize their ROI.

3 Factors for Data Usage in Marketing

Implementing Ad Analytics

Ad analytics is a fast-growing industry with numerous big-name technology companies offering state-of-the-art tools. When selecting a partner — whether it’s Google, HubSpot, Moat, or countless others — be sure the solutions you implement fit well within your existing marketing infrastructure and focus on the information your brand really needs.

Certain platforms are better designed for businesses in a B2B space, while others offer extensive data-gathering options that — while seemingly enticing — are far too costly and better suited to enterprise-level brands. Consider what your advertising goals are for the near-term future and invest in an analytics solution accordingly.

Perfecting Ad Measurement

Having a transparent view of ad performance is crucial for brands to determine which messaging and ad specs are having the most impact on their audience. However you collect your analytical data, make sure your tools for measuring performance are accurate to a T and give you the most holistic picture of your ads possible.

When ad measurement is accurate and up-to-date, you have a lot more flexibility to test different ad types and optimize your marketing. Leverage your performance data to run A/B tests of similar content, explore messaging tweaks, and even find the perfect aesthetic for your brand — all thanks to a measurement infrastructure that gives you the insights you need.

Pinpointing Ad Attribution

Omnichannel marketing campaigns are essential for modern brands to reach as wide an audience as possible, but how can they know which ads are driving customers to them? With pinpoint ad attribution, you’ll get a better concept of where your audience spends their time online and the right channel mix to get the most out of your ad buy.

Once you know how customers are finding you, you can optimize your marketing spend to focus on the channels that benefit your brand the most. In particular, multi-touch attribution helps determine the value of each touchpoint in a customer journey, giving brands a holistic view of how individuals are moving along the experience. This advanced attribution method helps marketers track omnichannel campaigns for a better understanding of their audience’s shopping and navigation behavior, which enables businesses to optimize the customer journey, leading to faster purchases.

Power Marketing Takes Action on Ad Analytics

With over 20 years of experience producing fresh and engaging marketing material, Power Marketing is an ideal partner for taking your results derived from ad analytics and incorporating those insights into your next big campaign. Our top creative minds can apply insights in innovative ways to bring to life eye-catching, audience-wowing ads that put your brand on the map.

For more information on how we can optimize your data-driven insights through marketing, reach out today.

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3 Questions You Had About Native Ads, Answered!

With an exciting influx of available channels, brands have far more opportunities to build creative marketing strategies today than ever before. A particularly unique placement is the native ad, which lets brands create content that matches the media source in question. Done correctly, native advertising provides a natural insertion into a potential customer’s digital experience that attracts serious attention. For all the potential of this format, some brands are hesitant to take advantage without more information on what makes these ads work well. Here are the most common questions surrounding native ads, and how your brand can get started on your own today.

The Most Common FAQs on Native Ads

Native ads can become a cornerstone of your digital marketing strategy, balancing against other paid media like social, digital banners, SEO, and more — but leveraging a more organic angle to really capture consumer attention.

1. What are the benefits of using native ads?

Native ads often function similarly to banner or social ads, but benefit from the creativity of design and placement. These ads tend to catch people off guard, and brands with bigger budgets in particular can take advantage of industry sophistication and customizable elements that make native ads more visually appealing.

Beyond that, most people familiar with the medium tend to think of native as the ads that come after a news article. Leveraging certain headlines or articles to your benefit helps add contextual pop to your messaging — whether you’re attempting to ride the coattails of a major news story or undercut a competitor. A great example is when the shoe brand Allbirds built a New York Times paid takeover page, reflecting the thought leadership of the newspaper to emphasize the retailer’s commitment to sustainability values.

2. What are the most interesting/effective ways to deploy native ads?

Because of their nuanced design elements, native ads usually work best on “higher” end apps, quality news websites, and placements that are more integrated into the website’s look. But by understanding the ways certain sites are structured, you can capitalize on unique wireframes or digital infrastructure to make something even more visually compelling than static or video banners.

Native ads typically work well regardless of their exact placement, as they often blend into the website or app. But these ads can pop up in unique and unexpected places within that context, making it look like the ad almost snuck up on you. At the same time, this medium allows you to insert these ads in places outside of the bounds of traditional digital advertising — for instance, imagery or video popping up with content-relevant advertising mid-scroll.

3. How should brands work with marketing partners on native ads?

Native ads are slightly more expensive and resource-intensive than similar media like static banners, social, or SEO buys. But if your marketing partner has the creative acumen to really wow you with a splashy idea, these materials are worth the investment.

Native ads can be a highly effective creative channel, so when considering a marketing partner, be sure they understand the ingredients that make up the ideal native ad. They should be equipped to help you gather the correct elements for a successful ad — eye-catching images or video, good headlines and descriptions to capitalize on, and an interesting timing or placement for when the ad pops into a user’s view.

Power Marketing and Your Native Ad Strategy

Power Marketing boasts over 25 years as a marketing partner for brands across numerous industries, helping develop campaigns with diverse media placements from broadcast TV to native ads and beyond. With us in your corner, we can help you strategize creative ideas for your next big campaign or product launch, using tactical native ad placements to generate significant interest and high ROI for your brand.

If you’re interested in seeing how Power Marketing can take your brand to the next level, reach out today.

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How Is Your Entertainment Brand Collecting First-Party Data?

Successful marketing strategies rely heavily on the comprehensive data that enables brands to understand their target audiences. But what happens when these resources become less available? With decreasing access to third-party data, entertainment marketing teams are wondering just that — but luckily, first-party data is there to take its place.

Here’s how your organization can utilize first-party data, and what the future holds for your venue’s data collection efforts.

Losing Out on Third-Party Data

Over the past couple years, third-party data and “cookies” — information taken from users’ web activity — have become more strictly regulated by governments and providers. The EU law known as the General Data Protection Regulation (GDPR) started a trend of restricting companies from taking data without first acquiring user permission, and states like California have already followed suit with their own versions of these laws.

Meanwhile, corporations that control the distribution of this information have also changed course. Apple’s updated privacy agreement allows users to opt out of data collection on apps, something millions have already chosen to do.

Options for First-Party Data

Now, instead of reaching out to data vendors to learn about customers, you have to implement your own first-party data collection methods to gather that same information — and do so transparently.

Requesting personal information
Your entertainment brand already has a connection to your customers for providing the art that they love. It’s only natural that you request certain personal information — such as name, email address, date of birth, and phone numbers — to stay in touch with them. In exchange, offer updates about your organization, newsletters, or other fun content that entices users to freely provide this information.

Curating ticket purchase history — With each ticket sale you make, you gain more insight into the kinds of entertainment your fans enjoy. Use this information to curate past purchaser lists by categories like genre, purchase frequency, or average purchase volume per order. Doing so will help you better understand the audience your venue attracts and target them through marketing tailored to their previous purchasing behavior.

Collecting customer feedback — Data can reveal not only the specific details about customers and how they shop, but also how they feel about your brand. Requesting surveys and customer feedback is a great way to get information about where you stand with your audience, and how you can improve your customer experience to drive more ticket sales in the future.

Power Marketing Maximizes Data-Driven Strategies

However you plan to adjust your data-gathering strategies in the post-third-party world, Power Marketing is the ideal partner to help you utilize that data. With over two decades of experience, we can bring your entertainment marketing strategy to new heights, reaching the widest possible audience.

For more information on how Power Marketing can help, reach out today.

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3 New TikTok Trends Your Entertainment Brand Can Hop On

In just six years, TikTok has become a wildly popular social media platform beloved by all ages, with a particular hold on Gen Z and millennial audiences. TikTok’s appeal to younger users makes the app a powerful entertainment marketing tool for reaching new customers. To use TikTok effectively, you have to be in the know on the app’s latest trends in order to achieve virality. Here are three trends that are taking off right now and how your organization can create content for each.

3 TikTok Trends for Entertainment Marketing

Though trends come and go, these overarching themes seem to stick around on TikTok — it’s just a matter of keeping up with the latest version to see how your entertainment company can put your own little spin on it.

@amandadayhoff Backstage at 1776 on a Sunday with the 1776 National Tour. #wesanderson #theater #standby #broadway #tour ♬ original sound – CONTENT CREATION TIPS

1. Matching Popular Aesthetics

TikTok is, at its core, a rudimentary video editing platform — but savvy creators have used more complex software to replicate certain styles and aesthetics for visually stunning results. Brands can learn a bit from how eye-catching visuals generate serious interest.

For example, a popular trend right now is the “Wes Anderson” trend, calling on the famous director’s propensity for symmetry and vibrant coloring to essentially “Anderson-ify” everyday life. Already, brands have tested out replicating the look, and entertainment companies in particular would benefit from promoting their visual medium via a trend like this.

@strazcenter Announcing the 23-24 Broadway Season at The Straz! #straz #strazcenter #broadway #angelabassettdidthething #arianadebose #beetlejuice #choirofman #clue #company #funnygirl #leamichele #girlfromthenorthcountry #jesuschristsuperstar #lesmis #lesmiserables #moulinrouge #Mrsdoubtfire #peterpan #bookofmormon ♬ original sound – BAFTA

2. Embracing Sounds

A popular tool on TikTok is the use and repetition of popular “sounds,” which can be anything from an audio clip in an interview to a snippet of a popular song. Recently, TikTok even announced the launch of a “Sounds for Business” tool that lets brands sift through, collect, and license certain sounds for their own purposes.

These “audio memes” are a huge part of virality on TikTok. If your marketing can leverage these bits to jump on growing trends, you’ll insert yourself into these spaces and be seen by more potential customers.

@emilykristenmorris Standing by has taught me soooo much about patience and surrendering to the unknown. It’s a challenging job, but it’s also INCREDIBLY rewarding. Special appearance by standby sis @jennydinoia !!! #wicked #wickedthemusical #elphaba #defyinggravity #musicaltheater #nationaltour #broadway #actor ♬ Defying Gravity – Instrumental – Piano Tribute Players

3. Bringing Viewers Along “With Me”

TikTok content often takes viewers along for an abridged version of certain daily activities. Trends like “Get Ready With Me” (or GRWM) show people picking out outfits or makeup styles for the day, while “day in the life” videos are also common and popular.

Creating your own “with me” videos from an entertainment marketing lens could mean giving potential audiences a glance behind your organization or theater venue’s (literal and figurative) curtain. Imagine a sneak peek of the cast getting ready for a show, the crew setting up props and sets, or other fun inside looks at what makes your performances possible.

Power Marketing Amplifies Your Entertainment Brand

Whether you’re looking to capitalize on TikTok trends or explore more ways to expand your channel mix, Power Marketing has decades of experience to help you build a winning strategy. With omnichannel expertise and savvy budgeting, we can provide you with the means to reach the widest audience possible and move tickets for your venue.

For more information on how Power Marketing can help, reach out today.

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3 Ways to Maximize Your Theater Venue’s Marketing Budget

Whether you’re a national theater organization or a local venue, one of the most difficult aspects of successfully marketing to your audience is getting them to buy tickets. Effective entertainment marketing takes advantage of a strong fanbase and catchy content to drive not only interest but action. Here are three key marketing budget tips to make the most of your dollars and start moving tickets with regularity.

Budget-Maxing Your Entertainment Marketing

No matter your theater organization’s marketing budget, you should be taking an approach that maximizes reach and leans into your strengths to make the most of your advertising dollars.

1. Use Visual Media Affordably

Theater is an inherently visual medium. The easy advantage film and TV advertising have is the fact that their material comes pre-recorded — but theaters can think proactively and make sure to capture videos and images as much as possible, both free and paid.

Videos can be leveraged on social media platforms like TikTok and YouTube where theaters can advertise with clips and short ads for their shows and events. Meanwhile, image platforms like Instagram and Facebook offer similar opportunities for sharing stunning visuals that highlight your performers, staging, and other previews of your performances.

2. Build Excitement for Events and Shows

Your performers will feed off of your audience’s energy, so it’s important that they come to the show excited. Take advantage of drip campaigns — over email, social, SMS, or other forms of direct marketing — to both spark interest in your theater and keep your potential audiences eager to buy tickets and see the show.

Drip campaigns are affordable for any marketing budget and are also fairly easy to build. Using the creative you build with your marketing partner, you can use email and SMS services to send out tailor-made messages to potential customers in a slow “drip,” leading them from prospect to audience member at one of your shows.

3. Reach Out to Key Demographics

Regular theatergoers are prone to checking out local, regional, and national shows. But there are tons of untapped potential customers that might have an interest in the art form — they just lack the information to find the venues that fit their interests.

Young audiences might be deterred by costs — but a promotional discount for students and young adults could make shows more accessible and create fans for life. Additionally, special discounts for service members, medical professionals, or other beneficiaries can bring in new potential audience members who might not have otherwise considered coming to see a show.

Make Power Marketing Your Entertainment Marketing Partner

Power Marketing has more than 20 years of experience partnering with live theater groups like Disney Theatrical Group, MagicSpace Entertainment, and numerous others. We provide intuitive and affordable marketing solutions that have helped propel these brands’ messages to a wide audience. If your theater company wants to break a leg with ticket sales, reach out to us to start planning your future marketing strategy.

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3 Questions You Have About Broadcast TV Ads, Answered

Broadcast TV is still king when it comes to mass reach in your marketing strategy. Broadcast TV ads deliver the most impressions and provide a strong brand presence that should be complemented by streaming and other adjacent media — if your budget allows.

But as omnichannel options become more appealing, brands want to know the best way to invest in this powerful but pricey medium. Let’s break down the essentials for a brand looking to advertise on TV in 2023.

Like you, many brands are wondering how the relationships with video advertising and broadcast TV in particular have changed. Here, we have the answers to your most pressing TV marketing questions to get you started on the right path.

1. How have brands adjusted their TV strategies in recent years?

The influx of streaming TV is directing advertising budgets away from broadcast TV for a more strategic, frugal spend. Where once brands were buying placement on three or four major networks, those purchases have dipped to just one — maybe two — broadcast channels, with the remaining budget shifting towards streaming and OTT spends.

Even so, traditional TV — particularly with the wide-spread reach of broadcast — manages to find far more potential customers within a designated marketing area. Ultimately, the ideal marketing mix that includes broadcast TV will depend on brand goals. Marketing leaders can’t ignore this medium, but they should be more tactful in how they balance it with other video formats that continue to emphasize marketing messaging and recreate the benefits of that reach in the aggregate of your budget.

2. What are some innovations in TV advertising I should consider?

Broadcast TV has evolved beyond the standard of :30 and :60 ads preaching a brand message. Innovations like picture-in-picture on news or sports help project original content or product placement in the context of ongoing broadcast TV programming — often at a cheaper rate.

But creative innovations in marketing continue to demonstrate more ways to hone your broadcast TV strategy. For instance, brands use :15s — often cutdowns of larger :30s — to bookend commercial air time and take advantage of viewer frequency. Similarly, some brands have leveraged on-screen QR codes to not only disrupt the viewing experience in an exciting way but also provide something rare to broadcast TV — a tangible way to track engagement.

3. How should brands work with marketing partners on TV?

TV accomplishes a vital but simple goal — get the name and the message out there, so the rest of a marketing strategy can do the leg work of converting sales. Today, a great broadcast TV buy will serve as a healthy complement to OTT and more targeted video campaigns.

This traditional medium drives top-of-funnel brand awareness, providing a baseline of recognition to help get your brand name out there. Broadcast TV helps direct potential customers down the funnel toward OTT, OLV, and other more hyper-targeted, interest-based messaging that push a shopper closer to a purchase. In essence, this interwoven broadcast/OTT campaign allows each medium to play off the other perfectly, generating the interest needed to boost your business.

Power Marketing and Your Broadcast TV Ads

With more than two decades of experience in advertising across numerous mediums, Power Marketing delivers strategic expertise that can make the most of your broadcast TV campaign no matter your brand’s budget. If you’re interested in starting your journey of TV creative, reach out to us today for more information.

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4 Ways to Build Trust In Your Credit Union Amid Economic Uncertainties

People historically consider credit unions trustworthy over large corporate banks because of their union-like structure that prioritizes collective financial success.

Given today’s economic uncertainty, reinforcing trustworthiness is more important now than ever. Marketing leaders within credit unions should be amplifying their trust and loyalty messaging to ease members’ financial concerns.

Marketing Themes to Build Trust in Your Credit Union

Your marketing materials should deliver an overarching message of confidence for your members — so they never have to ask: “Are credit unions trustworthy?” The following four tactics are the best way to build confidence throughout your marketing materials.

1. Encourage financial literacy

Since millions of people struggle with a lack of financial literacy, they rely on credit unions, conglomerate banks, or other financial institutions to act in their best interest.

Credit unions can use this opportunity to stand out compared to alternatives by providing resources for customers that helps them understand where their money is going. By looking out for them, your union members will feel more loyal toward your brand, and you’ll also help them be more tactful with their spending.

As you create educational marketing content, focus on providing information about building credit scores, saving for milestone purchases, and other essential life events that make everyday consumers feel like you are on their team.

2. Highlight ease of access to your services

People want to feel confident in their institution every time they make a deposit or withdrawal. Being transparent about the access and availability of your various financial services can ease members’ minds.

Be clear in your marketing about how your financial services work, and the ways in which your customers can utilize a credit union to their advantage. By understanding the scope of your capabilities, future and current members will see they’re in the hands of a sophisticated organization.

3. Be honest about the economic situation

Positivity can be a strong branding sentiment, but blind optimism doesn’t help anybody. The average consumer is dealing with skyrocketing inflation, unreachable living expenses, and dwindling government support. The public doesn’t want their financial partners to gloss over the situation — rather, they want to see you address it head-on.

Providing that level of honesty doesn’t mean you’re a doom-and-gloom brand. Rather, you can identify the most common concerns brought on by uncertainty — inflation, saving for big purchases, etc. — and provide solutions to each common consumer issue. Doing so makes you more approachable as a brand, highlighting your honesty during pressing economic times.

4. Emphasize financial security and business longevity

Financial institution failure is always in the back of members’ minds, although they hope it’s something they never have to think about seriously. But if you can confidently reassure them that your business — and by proxy, your members’ money — is safe, you’ll never have to face losing their business.

How Power Marketing Helps Credit Unions Build Trust

Power Market has over 25 years of experience serving brands with superior marketing that keeps our clients head and shoulders above their competitors. If your credit union needs help creating strong messaging that establishes trustworthiness during economic uncertainty, reach out to us today.

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How To Build an Omnichannel Marketing Campaign

Modern marketers can reach customers in more ways than ever before. But at the same time, brands now feel more pressure to deliver massive, interwoven omnichannel marketing campaigns in order to be the loudest and clearest voice in their respective markets.

Omnichannel marketing takes time, planning, and creativity; and developing a campaign that’s truly effective at delivering your ideal message is a challenge. Let’s break down what the optimal omnichannel campaign looks like so you can start fleshing out a strategy that brings your brand to the masses.

3 Pillars of Omnichannel Marketing

If your brand can successfully balance these three elements of omnichannel marketing, you can reach the audience you’re targeting, no matter the budget you work within. Combining these pillars with the support of a marketing partner that can create and implement your strategy is all it takes to achieve quality, effective outcomes.

1. Choosing Your Ideal Channel Mix

Brands can pick as many channels as they need when developing an omnichannel marketing strategy. But to find the most effective combination for your own company, your ideal channel mix should reflect the shopper’s journey and the forms of communication with which they’re most comfortable.

Consider the various ways your brand can now leverage omnichannel approaches to keep customers in the loop. A clothing retailer with an ecommerce and brick-and-mortar presence might start by pushing top-of-funnel, eye-catching messaging via out-of-home, digital banner ads. They’d then continually retarget those same buyers through SMS or social ads to push the purchase potential even higher — and then make a final push with an email to announce a major sale. This omnichannel marketing strategy relentlessly pursues and influences the shopper until they choose that brand.

2. Maintaining Message Consistency

Omnichannel marketing efforts fail when messaging and branding aren’t consistent across the various methods of communication. This might happen when multiple marketing partners are working to deliver material for different channels or customer demographics. Therefore, brands have to ensure that a cohesive voice is guiding the messaging.

The key is to consider each new channel as a potential opportunity to package or deliver your brand in a unique, channel-specific way. For instance, smaller ad space (e.g. digital banners or social posts) lets you focus on the visual component of your brand and emphasize your overarching values and slogan. Then, you can leverage more in-depth content like video, email, or even content marketing to push your entire narrative that expands on what the former started to establish.

3. Spending Wisely for the Best Results

Some brands hesitate to execute omnichannel marketing strategies because it sounds expensive to develop enough materials for every communication opportunity. But it’s possible to achieve success while maintaining your budget by working with a partner that knows how to properly target your ideal customers.

Your marketing partner can help you hand-select the perfect channel mix to deliver consistent messaging across your communications. This singular relationship, if chosen well, will help you save money by consistently finding new ways to protect your budget over time.

Your Next Omnichannel Strategy

With well over 20 years of experience in delivering marketing strategies across channels, Power Marketing has been a leading partner for brands looking to launch new campaigns. If you want to build and implement a comprehensive omnichannel marketing strategy, reach out today to see how we can help guide you to your future success.

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