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It’s really important to have an integrated marketing campaign. You know, you first of
all you want to make sure that your message is consistent. But as I always say, just like
if you were coordinating an outfit, it doesn’t have to match, it just has to go. Which means
it doesn’t have to be exactly the same, it should be tailored to the specific media,
but you want to have it driving to the same idea or the same message. So one thing that
is-- first of all, you want to make sure that you don’t have inconsistent messaging, and
if it’s not integrated that could happen. Second of all, you want to make sure that
you’re using your dollars effectively. And you can drive people, you know, off line it’s
limited. It’s often one dimensional, two dimensional. If you go on line there’s so
much more you can do. You can get people to sign up, you can get people to contribute,
you can get people to watch a video and then get more information on that video. It’s
really limited off line, but what-- but off line has more eyeballs very often, or it’s
forced eyeballs. So the best thing to do is to take the people that reach off line and
drive them on line. And you can only do that if you have an integrated approach.