Encore for Integrated Marketing

We really love watching theatre in the round. It is a truly immersive experience which pulls you into the performance and gives you a different perspective. In the same way, we believe that marketing and public relations activity should be undertaken with the same 360º view. Only by looking at our needs holistically, ‘in the round’ can we sure to make the right decisions around the tactics we need to employ.

It’s all too easy to be swayed by the emperor’s new clothes, something shiny and new which grabs your attention, which one of your competitors might be doing or in response to an approach for a new service.

The same can be said when you know that you have a ‘weakness’. We regularly hear: “I’m not very good at social media” and although it is tempting to solve the problem by bringing in an agency or freelancer to undertake it for you, it’s useful to really consider what you want to achieve by doing it in the first place, and if you have created the right channels for your intended audience.

Back to Basics

Ultimately, it’s about going back to basics, thinking about what you want to achieve, how do the proposed tactics meet your business priorities, are they likely to reach the right customers or prospects, is the activity timely and measurable?

By answering these questions, the approach you choose should reflect your wider marketing strategy, and if you have a specific need, then part of a campaign plan to allow you to make your channel selection wisely.

Digitally Compliant

It’s all too easy for an agency to undertake SEO, a pay per click or social media campaign, then take the money and run. Although these tactics may present you with some impressive (although often highly transient) metrics, if they are undertaken in isolation they are as effective as a gnat p*****g into the sea.

Before you embark on any paid digital activity, make sure your owned and shared channels (website and social media pages) are in good health. There’s lots that you can do to increase your visibility organically, from optimising your website (and maintaining it) to regularly posting relevant content that encourages engagement, which you can cross post on social media.

The upshot is that all marketing activity should be robust and multi-facetted, with a medium to long-term view. Only by applying an integrated approach are you likely to get the results you need. This also applies to public relations – of course, you can use PR in a ‘burst’ to support a launch or specific campaign – but it is best undertaken as part of longer commitment to enhance or maintain an organisation’s reputation, promote its services, products and achievements, create visibility and reach the right audiences.

Added Value

When Tillymint is approached to undertake new work or advise an existing client, we unapologetically ask a lot of questions, challenge you to consider your objectives in order to make an effective contribution to what you want to achieve.

This might challenge you to think differently but we hope that it adds value to the client/prospective client relationship. It is rare for marketing budgets to be funded by a magic money tree, so spending your cash – and your time – wisely is essential for you to reap the rewards.

And that deserves an encore!