Marketers Need Relational Influence for Marketing Success:
News released today that Chamber member big brands such as Ford Motor Co, Honeywell International Inc and Dow Chemical Co.met with the White House in Fiscal Cliff talks that seek agreement on tax cuts. It is the U.S. highest level of brand and marketing influence at work with equally high stakes. Brand and brand influence is as important to politicians as it is to business.
1.057 Billion Spent On Election Ad Campaigns
Ad agencies have led the most expensive Presidential campaign in the history of the world, not just the United State, in an attempt to press political brands into voter decision making processes. A sum of $1.057 billion was spent on ad campaigns, with more than $1.2 billion raised from supporters, according to OpenSecrets.org. An intriguing aspect of our presidential campaigns is that they allow Marketers a in depth view of what works and what doesn’t work. One benefit of the advertising dollars spent is the valid take-a ways for business.
Using Brand To Press and Influence Audiences
Roll Call under the heading of "Influence" quotes Thomas Donohue, president and CEO of the U.S. Chamber of Commerce, as saying last week, “We’ve still got a pretty damn good brand,” adding that Donohue said he planned to "bring that brand — and its expansive grass-roots network — to press lawmakers over the coming weeks to avoid the fiscal cliff and to buy themselves time for comprehensive tax and entitlement reforms".
The White House And Chamber Of Commerce Use Influence To Move From Killing To Agreement
As the White House sits down with the Chamber on the Fiscal Cliff hot topic, both sides are, from a media viewpoint, using a Marketers influence to press lawmakers. Bloomberg reported today that the chamber, has pledged a $50 million minimum on political advertising backing Republican candidates. It must now draw on relational influence to bridge the election ad messages that are still within hearing distance.
“The chamber expects to have a seat at the table, but the table is set by people it just tried to politically kill,” Dennis Kelleher, president and chief executive officer of Better Markets, a Washington-based nonprofit, said in an interview.
Print advertisements in Washington magazine and newspaper publications are borrowing brand slogans from McDonald’s Corp. and Nike Inc., like: “I’m Fixin’ It” and “Just Fix It.” The White House "Winning The Future" mantra is put to test by the threatening Fiscal Cliff.
The stronger brands can drive people’s loyalty and ultimately command a premium in the marketplace. When it comes to a nation like the US, the analogy would be the degree to which its brand wins over hearts and minds." ~ Interbrand.com
5 KEY MARKETING LESSONS FOR BUSINESS FROM CAMPAIGN ADVERTISING
Two Sub-Brands - Elephant And Donkey Use Stories For Brand Building
Interbrand.com sums up an image of the White House and Chamber of Commerce brands and their respective spheres of influence in a tidy statement, "Then, finally, there’s the elephant — and the donkey — in the room: the two sub-brands of the major political parties. As sub-brands, The Republican Party and the Democratic Party have always had their own stories, their own ideas (or ideologies), with whole streams of separate products (policies) cascading from their identities." Obama seemed to connect better by using stories more than relying heavily of steams of data for his brand building image.
Marketing Success Lead By Carefully Crafted Influential Messages
Influence leads the results of marketing success by participating in conversations with consumers and eliminating negative voices. Influence conversations by being actively involved in them. Being behind office walls can limit participation. Find ways to start and lead conversations that open up opportunities to improve brand perception. Find where your industries conversations are taking place and becoming a regular contributor to establish a relationship others begin to count on. Leading conversations about brand for business services, or getting a certain view across, requires an active, professional, relatable, and positive voice of influence.
Brands Built Around A Mission Are Stronger
Brands that have a deeper, more meaningful mission have a stronger base from which to weather storms (literal in the case the how Obama handled Hurricane Sandy to his advantage), because their marketing teams are more committed on an emotional level, more engaged on a profound scale, than just doing a job. The Superstorm was a unifying mission because it spoke to the more universal problem of global warming.
Advertise In Your Audience's Language
Marketers must know their varied audience's language. That may well mean a literal language, placing advertisements that are carefully crafted and translated into multiple languages. It also means being able to use speech and jargon that best reaches both young and old individuals from our lower income to wealthier populations. Joel DelGrosso, executive VP and managing director of political and advocacy sales at Univision, did just this. "Latinos want to hear from this candidate (Obama) why he should be their choice," said DelGrosso. President Obama accomplished a marvelous relational feat reaching the Latino audience by launching his Spanish campaign before he introduced his English campaign. Establishing a sense of importance for the Latino vote may well have been an influence that carried the election.
Media Channels That Impact Circles Of Influence Must Have A Unified Message
The Covenant Group recently said, "The advertisements you place in print publications must carry a similar message to those you display online as well as the blog posts, newspaper columns or newsletters you write. In this marketing mix, we sometimes forget about one of the most powerful channels: word of mouth. Recommendations, referrals, and introductions from the clients you currently serve can significantly impact your circles of influence." Keeping advertisement messages unified strengthen brand image.
Engage Marketers Guidance For Your Relational Influence Needed For Advertising Success
Recommendations, referrals, endorsements, and introductions are all part of the relational influence that offers a tremendous boost to marketing and advertising success. Integral Media's extensive expertise in the media marketplace ensures a familiarity with each magazine, its audience, and its performance history, having industry relationships and partnerships that make integrated media seamless. We know media advertising best. To engage our years of industry connections to work on your behalf, call 952-470-5254.
Getting The Best Results From Your Marketing Plan
Our marketing consultant works with you to create and implement your business marketing strategies. These strategies are centered on the core of your services and products that you offer. A consultant will help create a detailed marketing plan, consult on the marketing message, and identify the appropriate marketing mix to get the message out. We follow our plan through, respond to results, revise, and work with you to execute and implement the marketing strategy. When we tweak your comprehensive media buys as necessary, it ensures that your business gains the best results from your marketing efforts.
Getting The Best Results From Your Marketing Plan
Our marketing consultants are skilled, seasoned with deep experience that results in knowledge of consumer behaviors and marketing process. This includes having the ability to identify your target market and position your product or services offered because your magazine advertisements show up in the right places. Knowing how to not only think creatively but analytically drives client marketing success. Our integrated media buying services gain results from that creativity and our relational connections.
Marketing consultants often specialize in specific areas in marketing such as:
• Comprehensive Media Buying
• Brand Building
• Direct Response Advertising
• Integrated Media Buys Across Multiple Channels
• Agency Partnerships
• Increasing Retail Sales
Marketers Create a Balanced Marketing Mix
Creating a successful and balanced marketing mix will increase results; however, it requires experimenting and market research, and know-how combined with relational influence. It is imperative to not always depend on "one" singular marketing mix, but to keep agile where updates benefit your results. The combining and coordination of integrated media buys is effective than depending on one.
Eric Sims, a marketing consultant and multimedia service provider.
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