Do you want your brand to be seen, heard, and felt everywhere? Use the 360 marketing strategy! Yes, it’s a marketing plan that doesn’t just stick to one channel but spreads across multiple platforms, from traditional billboards to the latest social media trends.
The purpose is to ensure that your brand message is consistent and effectively reaches your audience, no matter where they are or what they’re doing. Read on to learn how this strategy offers a more effective, organized approach.
So, What’s 360° Marketing?
As mentioned before, 360 marketing is a comprehensive approach that aims to engage your audience through multiple channels, both online and offline, to create a more unified and effective strategy.
For instance, let’s say you’re launching a new product. Using this marketing approach, you can involve social media teasers, email announcements, in-store promotions, and a radio spot. Thus, you cover all the bases where your audience hangs out and interacts with your brand.
360° Marketing is a Game-changer
How? A single ad or social media post can easily be forgotten. However, when you employ a 360° strategy, you amplify your reach by being present in multiple channels simultaneously. But you can’t bombard people from all sides.
Each channel should be carefully selected and tailored to suit your target audience’s preferences and behaviors. For example, platforms like Instagram, Twitter, TikTok, and Google Ads suit the target audience ages 19 to 30.
But remember, the key is maintaining a consistent message across all these platforms so your brand becomes easily recognizable and trusted. This consistency also allows for better data collection and analysis on customer behavior, preferences, and engagement.
Spread Brand Awareness
360 marketing strategy really shines in spreading brand awareness and creating meaningful experiences around it. Here’s how:
Winning Customer Trust
This marketing is designed to build trust from multiple angles, for it provides value in different forms and through different channels, all while maintaining a consistent brand message.
Also, it helps customers recognize and trust your brand, whether they encounter it on Instagram or in a magazine. How do you achieve such goals? By showcasing real people who have benefited from your product or service.
For example, a skincare brand. You could use influencer partnerships to showcase real results on social media while also providing detailed ingredient lists and how-to videos on your website. You might also offer free samples through targeted online ads or in physical stores.
Making a Splash with Product Launches
Instead of just sending out a press release and hoping for the best, this approach allows you to create a multi-layered campaign to increase your product’s visibility and appeal significantly.
Start by teasing the launch on social media, sharing behind-the-scenes looks at the product development process or snippets of the product in action. You could also collaborate with eco-conscious influencers to get the word out.
But don’t stop there. Consider running special promotions or contests to get people excited and engaged. Offer a discount to the first 100 customers or run a contest where people can win a year’s supply of your new product.
Giving a Brand a Fresh New Look
Your F&B brand has been around for a while, and you want to update your image to attract a younger crowd. Redesigning your logo and updating your color scheme can be the initial steps. But with 360 marketing, you’d go beyond visual elements.
You can introduce new menu items that appeal to health-conscious consumers and promote them through Instagram stories and Facebook posts. At the same time, run a limited-time offer to get people in the door and try these new offerings.
In-store signage and staff uniforms could be updated to reflect this fresh, new look. The goal is to ensure that every interaction a customer has with your brand—online or offline—reflects this new image you’re trying to project.
Rebranding involves changing the fundamental elements of your brand, like your mission statement, target audience, or the products and services you offer. This marketing strategy can make this transition smoother and more effective.
For example, if you’re a tech company shifting from consumer electronics to enterprise solutions, your rebranding strategy could involve a series of webinars or whitepapers aimed at corporate decision-makers, along with targeted LinkedIn ads.
Offline, you might sponsor industry events or trade shows to get your new brand in front of the right people. Your customer service protocols also need to be revamped to cater to a more corporate clientele.
This change should be communicated clearly through all customer touchpoints, including your website’s FAQ section, customer service scripts, and the automated messages people hear when they’re on hold.
Channels That Fit 360° Marketing
There are three channels of 360 marketing strategy. You can use one or combine all of them to make your marketing efforts more effective and comprehensive.
Above the Line (ATL)
Above the Line, or ATL, refers to marketing activities that are largely untargeted and have a wide reach, utilizing traditional media like television, radio, and print advertisements.
One example is a car manufacturer using a TV commercial during a popular sporting event to get the new model in front of millions of eyes. However, you can’t control who is watching; it could be avid car enthusiasts or people with no interest in cars at all.
ATL is often more expensive due to its broad reach and the high cost of placements in popular media outlets. But it’s excellent for building brand awareness on a large scale, especially if you’re launching a new product or entering a new market.
Below the Line (BTL)
BTL is the opposite of ATL in that it’s highly targeted, such as direct mail, telemarketing, in-store promotions, and targeted digital ads. Hence, BTL allows you to focus on a specific customer segment and tailor your message to them.
It’s generally less expensive than ATL but can be more labor-intensive. For example, setting up a booth at a trade show might not cost as much as a TV ad, but it requires a lot of planning, manpower, and follow-up.
However, the ROI is often easier to measure than ATL, as you can directly see the impact of your efforts, be it in sales numbers or customer engagement metrics.
Through the Line (TTL)
TTL is a mix of both strategies, as it allows you to leverage the broad reach of ATL channels while also benefiting from the targeted focus of BTL. For instance, imagine you own a travel agency.
You could have a TV ad showcasing exotic destinations and then run a Facebook ad campaign offering special discounts to people who have recently searched for flights or hotels online.
In this case, the TV ad builds awareness, while the targeted digital campaign works to convert that awareness into action. That’s why TTL is about being present at multiple touchpoints along the way.
Check Out These Success Stories in 360° Marketing
If you’re still unsure about this marketing strategy, take a look at some real-world examples that knocked it out of the park.
Coca-Cola’s “Share a Coke” campaign is a textbook example of 360 marketing done right. The campaign started with personalized Coke bottles featuring people’s names, encouraging consumers to find a Coke with their name or a friend’s name on it.
The campaign was everywhere—on TV, social media, billboards, and interactive kiosks where you could customize a mini Coke can for yourself. The brilliance of this campaign was its ability to engage consumers both online and offline.
Social media was flooded with photos of people sharing a Coke with their names on it, and this user-generated content acted as free advertising. Coca-Cola also partnered with popular retail stores to set up personalized Coke vending machines.
Sari Roti’s jingle, often heard in TV commercials and radio spots, has become synonymous with the brand itself. The brand succeeds in evoking a sense of home, family, and tradition that resonates deeply with the Indonesian audience.
The jingle has been so effective that it’s not uncommon to hear people humming it while shopping, making it a part of their daily lives. This auditory branding complements their other 360 marketing efforts, like in-store promotions and social media campaigns, to create a comprehensive marketing strategy.
Nike’s “Just Do It” campaign is a stellar example that has stood the test of time. The campaign focused on promoting a lifestyle. Nike used a blend of traditional and digital media to reach its audience.
Television commercials featuring high-profile athletes were a staple, but Nike also made extensive use of social media platforms, particularly Instagram, where they showcased everyday people achieving their fitness goals.
The brand also utilized its Nike+ app to keep users engaged. It’s a fitness tracker, a personal trainer, and a social network, providing workout plans, tracking performance, and allowing users to share their achievements.
You’ve seen how brands like Coca-Cola, Sari Roti, Nike, and Old Spice have used 360 marketing to reach their audience and engage with them deeply. If you also want to transform your brand’s relationship with the audience, you’re in the right place!
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