Switch on your television during a world cup and there are chances you can witness a Coca-Cola TVC belonging to their 360° marketing campaign. The same message can be noticed in their radio ads, newspaper ads, Facebook posts and ads, packaging, and even on the supermarket shelves in the form of new products.
The 360-degree marketing approach has its roots in the holistic marketing philosophy and is one of the most sought-after approaches among the brands right now. But what exactly is a 360 campaign and how to craft one?
What Is A 360° Marketing Campaign?
A 360° Marketing Campaign is a complete creative campaign idea across all the brand’s marketing mix elements, designed to implement a strategic brand strategy(usually positioning).
In simple words, a 360 marketing campaign focuses on communicating a consistent message through all the marketing mix elements.
- New products are launched or the old product brands are altered or extended to fit in the planned positioning strategy.
- The campaign includes an integrated promotional marketing approach where all the promotional devices (online, offline, and mobile) are used in an effective way to communicate the specified message.
- All the possible touch points are effectively exploited.
- Packaging and the visual looks are also altered to fit the positioning strategy
- The products belonging to the 360-degree campaign are usually marketed with different prices. This, however, depends on the brand’s niche.
Why 360° Campaign?
Besides the simple reason that there’s too much crowd in the market and the company has to stand out in some way, here are few reasons why brands invest in a 360° marketing campaign.
Set/Alter Brand Positioning
Positioning is the space a brand occupies in the brains of its customers. It is built with the several interactions of the customer with the brand. If a brand plans to set or alter its brand positioning, releasing just a TV commercial or a newspaper ad will not be enough.
A perfect example of using 360 campaign to reposition the brand is Old Spice. The company was seen as the brand for older generations and had to use 360 marketing campaign to reposition itself.
Rebranding is one of the biggest tasks of any brand. The process used to involve 360° marketing campaigns even before the 360° marketing approach was a thing.
What separates brand’s most important campaigns from not so important ones? The objective and the integrated 360° approach to get the result.
Revive A Poor Performing Product
Some brands use the 360° approach to revive the positioning of the not-so-well performing product. This is usually done because the company hasn’t focused on the product’s marketing for a long time.
The 360° Campaign Implementation
The idea of a 360° campaign much more than an integrated “media” marketing. It involves the use of every element of the marketing mix to communicate the specified message to the target audience.
A 360° campaign is focused on capitalizing on every interaction of a brand with the target audience.
Suppose you invest in a really good idea campaign idea with the tagline “give her a holiday of her dreams” but your website is nowhere visible when the customer searches for the same keyword on the internet. Plus you don’t even have a webpage specifically designed for this campaign.
How successful is your marketing campaign in such case?
A 360 marketing campaign will also focus on developing a landing page and investing in SEO for the same. This will not only give you more spotlight but also increase your sales if the landing page leads the customer to the purchase page where the holiday trips are designed specifically for couples.
360 Marketing Campaign Examples
The 360 campaigns use most of the marketing channels simultaneously to direct you to try or buy the specified product. It involves the use of personalized emails or SMS, Facebook or Twitter ads and posts, along with the activation ideas, in-store looks, and TVCs, newspaper, and radio ads. Here are few examples to explain further.
Dunkin’ Donuts 360 Campaign
Mission: Encourage people to choose coffee at Dunkin’ Donuts
Idea: Release the aroma of coffee along with Dunkin’ Donuts radio advertisement and communicate the same through billboards.
Result: 16% increase in the visitors and the sales of Dunkin’ Donuts located by bus stops increased by 29%.
Russell Hobbs 360 Campaign
Mission: Increase sales and reinforce mass luxury brand positioning.
Idea: Gift some customers an all-expense paid trip to Rome, Paris, or London and communicate this through a 360-degree campaign.
Result: They received 866 entries in just 5 weeks, increased their Facebook fan-base by 26%, and increased sales substantially.
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