by James Shaw, Creative Director

Are your customers ENGAGED with your message (or bored out of their minds)?

When it comes to engaging your target audience, not all marketing channels are created equal....

You are competing with 1000's of messages everyday. Your "target audience" is being bullseyed with so many random, off-topic, and boring attempts to capture their attention that they've probably tuned out most marketing messages altogether.  Wow, that's a depressing thought for marketing managers and advertisers, right?!  Industry insiders have even gone so far to say proclaim things like, "Death of the Advertising Agency" and other disturbing headlines.

I'm sick of advertising too. [I'm the Creative Director for Twin Creek Media, but since I own the company I'm not worried about being fired for a statement like that! Whew! ]

Aren't we all sick of advertising?  Let's define advertising as: any boring marketing message that we aren't interested in, isn't relevant, and isn't engaging.  No one likes "advertising" in that sense.  So what's the opportunity?  As marketers, business owners, sales reps, and business developers our goal is to communicate our messages so well that they do not come across as ads.  The challenge is to make them the opposite of the definition above:  un-boring, interesting, relevant, and engaging.

The topic of this article is Engagement, so we'll leave the other communication goals alone for now.  Marketing and advertising used to be limited to mostly "push" type messages.  Traditional mediums of print, radio, and TV can be effective if done creatively (and targeted as much as possible) but in general the communication is one way.  Marketers push the message out to sea and hope someone eventually picks up their message-in-a-bottle.  Tradigital mediums are not whole lot better in my opinion, but at least your target audience can find your message whenever they want - it's accessible and searchable on Google for example.  The other advantage of pushing content out online is that it can be interactive.  People can dig, explore, learn and sort of control their experience with your brand, product, or service.

Stop "pushing" and have real conversations on Social Engagement channels. The major advantage of this type of communication is that it's two way.  People talk, and people talk back.  If your marketing message is genuinely interesting and relevant to your audience it won't be treated as an ad.  Instead of being boring and ignored your message becomes a thread in normal conversation.  It's a story worthy of repeating.  This is true marketing success!

Wait! Social Media is not the answer to all your marketing goals. Nothing irks me more than flavour-of-the-day marketing.  It's important to figure out exactly what you're trying to do, and who you're trying to reach.  Social networks are not the obvious answer every time.  Set measurable goals so you'll know if moving in the right direction.  Often it's best to integrate all the marketing channels together.  They each have strengths and weaknesses, and instead of jumping on the band wagon with the latest (untested) web tool, craft balanced campaigns to meet your communication goals.  Use a blend of traditional and digital tactics.  Use one channel to spark awareness and curiosity.  Another to inform.  Another to capture.  Another to have conversations.  Another to sell.  Another to retain.  Another to... well, you get the idea.

Have an opinion on engaging customers?  We'd love to hear them!  Comment below.

Social Media Marketing is complex, ever-changing beastly nightmare. Right?

It's time to push fear aside and meet the beauty underneath the beast. Social Media doesn't have to be scary. With a little learning, the right partners to help along the way, and a genuine desire to connect with others, you'll be one of the "elite" in no time.

Our Social Media 101 Reference Card covers many common questions such as...

• What is social media all about?
• How can social media tools be used for business?
• Where do I start?
• What is a social media footprint, and why is it important?
• What should I say on Facebook, Twitter, etc.? I'm stuck!
• What tools are the best to get my brand out there?
• What tools are the best to drive traffic to my website?
• How can social media help rank our site higher on Google?
• Includes software/application comparison chart from CMO.com!

Wikipedia, the world's largest online encyclopedia, has a great primer on Integrated Marketing.  See the original article here.  Below is the main section of their entry:

Integrated Marketing Communications is a term used to describe a holistic approach to marketing communication. It aims to ensure consistency of message and the complementary use of media. The concept includes online and offline marketing channels. Online marketing channels include any e-marketing campaigns or programs, from search engine optimization (SEO), pay-per-click, affiliate, email, banner to latest web related channels for webinar, blog, micro-blogging, RSS, podcast, and Internet TV. Offline marketing channels are traditional print (newspaper, magazine), mail order, public relations, industry relations, billboard, radio, and television. A company develops its integrated marketing communication programme using all the elements of the marketing mix (product, price, place, and promotion).

Integrated marketing communication is integration of all marketing tools, approaches, and resources within a company which maximizes impact on consumer mind and which results into maximum profit at minimum cost. Generally marketing starts from "Marketing Mix". Promotion is one element of Marketing Mix. Promotional activities include Advertising(by using different medium), sales promotion (sales and trades promotion), and personal selling activities. It also includes internet marketing, sponsorship marketing, direct marketing, database marketing and public relations. And integration of all these promotional tools along with other components of marketing mix to gain edge over competitor is called Integrated Marketing Communication.

Reasons for the Growing Importance of Integrated Marketing

Several shifts in the advertising and media industry have caused IMC to develop into a primary strategy for marketers:

1. From media advertising to multiple forms of communication.
2. From mass media to more specialized (niche) media, which are centered around specific target audiences.
3. From a manufacturer-dominated market to a retailer-dominated, consumer-controlled market.
4. From general-focus advertising and marketing to data-based marketing.
5. From low agency accountability to greater agency accountability, particularly in advertising.
6. From traditional compensation to performance-based compensation (increased sales or benefits to the company).
7. From limited Internet access to 24/7 Internet availability and access to goods and services.

Selecting the Most Effective Communications Elements

The goal of selecting the elements of proposed integrated marketing communications is to create a campaign that is effective and consistent across media platforms. Some marketers may want only ads with the greatest breadth of appeal: the executions that, when combined, provide the greatest number of attention-getting, branded, and motivational moments. Others may only want ads with the greatest depth of appeal: the ads with the greatest number of attention-getting, branded, and motivational points within each.

Although integrated marketing communications is more than just an advertising campaign, the bulk of marketing dollars is spent on the creation and distribution of advertisements. Hence, the bulk of the research budget is also spent on these elements of the campaign. Once the key marketing pieces have been tested, the researched elements can then be applied to other contact points: letterhead, packaging, logistics, customer service training, and more, to complete the IMC cycle.

So if you're not integrating your marketing, what are you doing?

If you're wondering what an integrated marketing plan could do for your business, please call 250-762-4001 or email us.  The couches in our studio are pretty comfortable and the Cherry Hill coffee is always fresh...

Since 2004, Twin Creek Media has been a strategic and creative marketing agency located in Kelowna, British Columbia. The firm has carved a place in the marketing world by becoming known for integrated marketing: combining the best of internet and digital with the traditional mediums of print, radio, and TV.

We've structured our company a little differently than other marketing agencies.  We have 4 people on our executive team, and 12 part-time specialists on our creative team.   Clients get consistent leadership and project management, while scoring the specialized resources that make up our "dream teams".

Normally, clients get "A" there, "B" the other place, "C" somewhere else, and run around between various companies fitting things all together.  The result: lack of clarity, lack of continuity, lack of harmony in the marketing message.  Instead, at Twin Creek Media clients get a well-rounded range of marketing services... from assessing the need, creating the materials, and choosing the right tool(s) for the job.  We fit in very nicely with SMBs (small/mid sized businesses) - companies with 10 to 50 employees.

Twin Creek Media aims to be the gold standard in integrated marketing.  Roughly half our staff are Gen X and Y - we understand the digital world.  We live the internet.  We breathe Google, Twitter, Facebook, YouTube, blogs, digital video, SEM, SEO, mobile apps... we know how to integrate the best of what today's technology has to offer with what is tried and true in the advertising universe - the big 3: print, radio, TV. 

"We love integrated marketing. Assessing your market and understanding your target audience is critical.  Creating the concept, designing the visuals, and crafting the words are undeniably important.  But the correct delivery of the message is crucial for successfully engaging your audience.  Marketing channels are all different and each have there own strengths and weaknesses.  We want to use the right marketing mix for each client." - Cara Reed, Account Director

We will not limit our services to one industry or one marketing tool.  Imagine marketing channels were colours of the rainbow... (oh boy, here comes the metaphor!) We will not limit our offerings to one colour.  If you want an just an expert in the colours of black & white, there are a million of them these days... just Google it.  We want to use any and all colours appropriate to tell your marketing story!

Licensed under CreativeCommons from Jim Frazier

While most other marketing companies in the Okanagan are focusing on a particular industry (like real estate or non-profit) or a particular service (like only web development), we find the need growing for a true full-service marketing firm.  In the changing landscape of the Kelowna marketing scene (see Richard Taylor's recent analysis here), many of the larger marketing firms in the Okanagan have suddenly left the party or changed gears entirely.  The result of the changes has been an odd shortage of what I call "marketing generalists".

Suddenly, everyone in the marketing world has scrambled to find a niche of their own. Over the last few years, we've witnessed some local marketing companies go hard into a niche market, like real estate development.  Others choose a niche tool -  just one channel of marketing...  "We do strategic consulting." or "We do web design." or "We do radio." or "We do print." or "We do Search Engine Optimization." or "We do video."  Where's the company that does it all?  Where in the world did all the MARKETING companies go?  Well, that's where Twin Creek Media fits in.

Ironically, we are experts in being general.  We offer... a full range of marketing services (click for list).

Ah, but I hear the objections... no one can do all things well.  Yes, I agree.  That's why we've structured our company a little differently than most.  We have 4 people on our executive team, and 12 part-time specialists on our creative team.  I think this is the best business model for our industry in 2010.  It is very flexible for us, offering financial and operating agility, and brings huge advantages to our clients.  They get consistent leadership and project management, while scoring the specialized resources that make up our "dream teams".  Normally, clients get "A" there, "B" the other place, "C" somewhere else, and run around between various companies fitting things all together.  The result: lack of clarity, lack of continuity, lack of harmony in the marketing message.  Instead, at Twin Creek Media clients get a well-rounded range of marketing services... from assessing the need, creating the materials, and choosing the right tool(s) for the job.  We seem to fit in very nicely with SMBs (small/mid sized businesses) - companies with 10 to 50 employees.  The Okanagan and BC in general is swimming with companies of this size, from high tech to hospitality to government agencies.

"You can't be all things to all people" is a famous truism that is passed down from parent to child, teacher to student.... and marketing firms around Canada seem to be really taking it to heart.  The downside is extreme fragmentation.  Since most marketing companies have given up trying to please everyone by offering both digital and traditional media services, the marketplace has birthed a new niche market: the un-niche.

Yes, the un-niche is the newest niche. Like black is the new white, or is it already white is the new black?  Anyway, in marketing, Twin Creek Media aims to be the gold standard in general marketing.  Roughly half our staff are Gen X and Y - we understand the digital world.  We live the internet.  We breathe Google, Twitter, Facebook, YouTube, blogs, digital video, SEM, SEO, mobile apps... we know how to integrate the best of what today's technology has to offer with what is tried and true in the advertising universe - the big 3: print, radio, TV.

"We love integrated marketing. Assessing your market and understanding your target audience is critical.  Creating the concept, designing the visuals, and crafting the words are undeniably important.  But the correct delivery of the message is crucial for successfully engaging your audience.  Marketing channels are all different and each have there own strengths and weaknesses.  We want to use the right marketing mix for each client." - Cara Reed, Account Director

We will not limit our services to one industry or one marketing tool.  Imagine marketing channels were colours of the rainbow... (oh boy, here comes the metaphor!) We will not limit our offerings to one colour.  If you want an expert in the colours of black & white, there are a million of them these days... just Google it.  We want to use any and all colours appropriate to tell your marketing story!