Making a multi-layered impact
In the first part of our Stand Out on Omnichannel series, we discuss the role of a unified approach for multichannel marketing and highlight three principles that can help your brand stand out.
Meeting consumers where they are is no longer a competitive edge. Now, unifying your omnichannel strategy and giving consumers consistency is vital – and a requirement to staying relevant. But what does it entail?
The rule of seven may be almost a century old, but don’t write it off yet. It states that a consumer has to encounter your brand message at least seven times before committing to it. So, does this mean you can show a social media ad seven times and expect to win over a consumer? Not quite. Today, gaining a consumer’s attention has become more difficult, and making a mark requires more effort and often many more impressions than seven social media ads.
This is where omnichannel marketing comes in: from package designs and experiential marketing on the retail level, to social media reach and offline guerrilla marketing – there are many ways to capture consumer attention. But what makes a brand stand out? What are consumers looking for and what can we learn from previously successful brand campaigns?
Make an emotional connection
Emotions help brands connect with target groups beyond product features. They make consumers feel as if they are an ally who understands them, their values, struggles, and needs. Take Procter & Gamble’s Like a Girl campaign, which was aimed to empower teenage girls, or any of the campaigns that emerged during COVID-19 –all focused on empathy.
Be authentic and honest
Every relationship requires care and honesty, including that between a brand and consumer. KFC made an excellent case with its UK-wide apology campaign, which came around after it shut a huge number of restaurants following supply chain issues. Instead of making excuses or playing the blame game, KFC simply said sorry. And won over consumers with their authenticity.
Take a stand on taking a stand
If your brand aligns with a cause, communicate it. Take Ben and Jerry’s, a brand that is known for its activism. But don’t take on a social issue because it sounds like good marketing. In today’s polarized world, the risk of being perceived as inauthentic or alienating towards certain groups is high. Before you act, it is important to consider different factors and, of course, your brand’s core values.
Consistency and continuous engagement are key to connecting with your consumers. We will delve more into how you can build your brand story on different channels and avenues throughout this series, focusing on the power of package design in part two. Subscribe to our exclusive bi-weekly newsletter, SIGnals Update, to get this entire series and more delivered to your inbox.
- 11月 11, 2021