It may seem that there are a dizzying number of ways to promote your product. It helps to remember that there are only five primary promotional channels. Almost all marketing endeavors fit into one of these.
The five promotional channels are:
- Media coverage
- Website
- Social media
- Advertising
- Personal selling
Having a good marketing plan will help you send a consistent message across the channels. Consumers need to hear a message a surprising number of times before they’ll remember it. If you send different messages, your audience may be less likely to remember what you’re trying to promote.
We can help you achieve on-point, consistent marketing by creating a Brand Playbook for you. A Brand Playbook does a number of things. It lists your primary value points. It helps keep your communications targeted and focused. It even helps you improve search engine optimization and vary your messages by product and channel. It includes an editorial calendar and works as a guide for your whole team in crafting promotions. As team members work on different projects, they can refer to the Brand Playbook to keep their messages consistent.
When you have a clearly defined strategy, you feel relieved and empowered. You can move forward in an efficient manner. We can help you develop a focused marketing plan and put it into action. As a full-service hybrid agency, we can help you create a well-integrated strategy to tell your story.
I’d be really surprised if a Brand Playbook wouldn’t be of great value to you. Call me at 952-697-5269 and we’ll chat.
Heather is a multi-faceted leader. She’s part marketing strategist, part consumer psychologist and part motivational cheerleader. “I love understanding what drives people to take action, especially when it involves getting the media to run stories about our clients,” she says.
With more than 25 years of experience, she has the keen understanding and insight to know how to run an integrated campaign and what it takes for our clients’ stories to become the news. She enjoys leading campaigns for complex industries such as medical devices and technologies, as well as fun industries such as hair salons. She thrives on pursuing creative ways to educate consumers about clients’ products, and ultimately inspiring them to buy. “I appreciate becoming a part of each client’s marketing team. I cherish the long-lasting relationships, and successful marketing programs we have created together.”
Heather also finds joy in her daily collaborations as part of our creative team. “I am grateful to work with publicists, writers, designers and other marketing experts, all enjoying what they do because they are using their God-given strengths. Our publicists have great instincts because they all have media backgrounds.
When things get hectic, it’s often Heather who cracks the first joke. “We encourage people to be a little goofy and unique. Some of the best ideas and solutions emerge because we know how to have fun,” she grins. “I may say something like, “Remember this is PR not the ER. Now, lighten up and go book a great story idea with the media!”
