A few years ago in this magazine I shared thoughts on the concept of spiral integration of advertising, where each ad medium is intertwined with all other mediums in a campaign to elicit maximum effectiveness and return on investment......In that article I suggested that rather than trying to bend the same message to fit all media, that consideration be given to the nature of each medium, it’s strengths, weaknesses, unique selling characteristics. That is, craft a message that best fits the specific medium. Even if that message is completely different from the campaign’s primary intent.
Thirty years ago an advertising copywriter might pen an idea which would be transformed to fit print, television and radio…often with the same headline and basic copy editing. Today, we have a better understanding of the impact and potential of various mediums. Even more importantly, we understand that certain media are best utilized to encourage consumers to visit (or directly connect the consumer to) other mediums where the intended message is best conveyed.
Of course the best illustration of this is the spiral integration of traditional mediums with online efforts. One of the most interesting research discoveries in the past year has been the large percentage of simultaneous usage of various mediums. According to the SIMM VII survey as many as 70% of web users saying they occasionally watch TV while they surf. In another survey, a similar percentage of web users indicate they listen to radio while surfing. Increasingly, research respondents indicate they may be influenced by simultaneous messaging such as email, electronic mediums, banner ads, blogs and instant messaging.
The savvy marketers' challenge is to take advantage of this multi-tasking and confluence of mediums, utilizing the distinct characteristics of each to its highest advantage. Let’s assume you are running a three day truck sellathon. Prior to, and during the days of the sale you might have radio ads describing the event, with a portion of the ad urging customers to click onto your website for more details and specifics. Meanwhile search engine driven keywords may bring up an ad on third-party websites with an urgent message to click on the ad for details on your biggest sale of the year. Email messages may share a personal invitation to your customer for additional, preferential benefits for your three day sale event with a link to sale information on your site.
This is the essence of spiral integration. Use each medium to its greatest advantage...even if that best use is convincing your customer to visit another form of your advertising/promotional message.
Many dealers are starting to understand the unique opportunities of spiral integration. In Kentucky a used car dealer has increased volume, profitability and advertising ROI by utilizing radio ads and cable television spots to drive customer visits to the dealer’s website where different specials are offered throughout the day.
Rather than advertise specific vehicles on electronic mediums, or in the newspaper, this dealer proclaims that his sale prices are such a value, that vehicles often sell within hours. The website address (URL) is mentioned several times during the ad, accompanied by a toll free phone number that is the same as the website URL. Because the dealer monitors response (hits) to the website continuously, he has been able to track not only traffic driven to the website by specific stations, but he has also been able to track qualitative results by medium.
In this dealership a receptionist monitors website activity and uploads sale vehicle descriptions and photos onto self-administration pages on the dealership site. Sold vehicles are removed from the website within 2 hours of sale, and an email is sent to all respondents of the day indicating the vehicle was sold with a link back to the website for newly listed vehicles.
In Florida, one Ford dealer employs the concept of spiral integration with television ads urging viewers to check the full page print ad in the upcoming weekend paper. The electronic ads also refer to the dealerships website where the same print ad is posted. Rather than using the dealership’s 30 second TV ad to cram details on a few vehicles, the dealer thoughtfully uses his ‘sell medium’ to create excitement and enthusiasm for (and visits to) his ‘tell mediums’… his print ad and the website.
Sadly, even though a large percentage of dealerships now have websites up and running, they are often ‘empty showrooms’ offering basic business card contact information. Many of these sites are poorly maintained, often with outdated information. Despite the fact that almost 80% of all car shoppers indicate they have visited the Internet prior to purchase, many dealers simply don’t understand the importance of creating a relevant marketing presence on their website. Often these sites have ‘special offer’ pages that are outdated or completely out of sync with current promotional offerings on other ad mediums.
Think of your marketing mix as a football team. Each medium team member has special talents. There are runners, kickers, a quarterback. Each has a special purpose. All have the same goal.
A running back may be able to kick, but is that his best and highest use? You can probably cram most of the copy in your print ad into your radio copy if you read it fast enough. But is that the most effective use of this medium?
Rethinking your entire marketing program to spirally integrate all media you employ will pay off in greater overall effectiveness. Maximize each medium’s greatest freestanding qualities. Then make sure they all work together for the same winning effort.
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This issue of AdTalk is brought to you by Research Partners. Serving dealers for nearly 20 years to help reduce advertising cost: Research Partners
