e-Newsletter August, 2008
Dear Friend:

MULTI-PLATFORM ADVERTISING STRATEGY

It is suddenly getting more difficult to get your message in front of your consumers. In addition to the changing economic pressures on all American consumers, you have other media worries. From now until the end of the year, the mass media will be filled with B-T-S ads, political ads, the Olympics and Holiday advertising. If you are going to strictly focus on mass media – television, radio and the Internet – your share of voice will get very small.

Research shows that one platform is not enough. With so much media fragmentation already in effect, smart media professionals are recognizing that the clear winning strategy is to build a MULTI-PLATFORM ADVERTISING STRATEGY based on understanding the demographics of the consumers that you want to reach.

There are three steps to building this plan and each requires that you do your research carefully and completely:
  1. Create a target group or groups that are most likely to buy your products and/or services. This will have a direct impact on the media you choose, the messages you will create, and the offers you will extend to WOO the consumer targets to try your products. WOOING begins in your market research lab. Success begins with a clear definition of your target market group.

  2. Once the first round of metrics are done, decide what creative you will use to WOW consumers. The beauty of a multi-platform advertising strategy is that you do not have to rely on one look and copy platform to be successful. You want the same message but thanks to the marvels of technology, the offers, look, and content can vary. WOWING means delivering a relevant message that influences the buying decision.

  3. Multi-platform advertising is cumulative not just additive. This is a strategy that works and lets you WIN the consumer to try your product. Most media planners have believed that multi-platform advertising increases reach over individual platform advertising and it’s additive. The latest research suggests that.
  • Response is greater when combinations of platforms are used.

  • Exposures across more than one platform increase the campaign’s effectiveness
Understand that you should utilize more than one magazine to reach your audience because no two readers with in the same target group are exactly the same. Your research team should give you multiple profiles with the highest probability of purchase.

Magazines have proven their marketing power because rather than you having to turn on the television, radio or the Internet, magazines are waiting for you. When a consumer picks up a magazine, they have made a choice to do so, even if for a few fleeting minutes. You have their undivided attention.

Follow-up with as precise media targets as possible and determine what television, radio and outdoor media will best impact a direct customer. We always suggest you use a combination of print and non-print mass media to drive consumers to your brand’s website or to the magazines when they can (1) get more information and (2) get access to the specific offer that was designed for that target group.

While your No. 1 direct response objective is to get someone to buy from you, it is the media strategies that deliver cumulative effects that will have the greatest impact on the brand’s performance.

Put magazines at the top of your media priorities and check out our current high impact, low cost avails for your short-term needs. Just visit our website and familiarize yourself with current avails. Then, call us to help you put together a plan for your longer-range campaigns.

We expect inventories and avails to tighten quickly as demand for magazine space is growing when other media are struggling. Take advantage of our buying power and relationships with the top magazines.

The Integral Print Media Team
Click here to view our new "OPEN AVAILS" page for your most up-to-date source of print media available buys.


You can always reach Integral Print Media (integralprintmedia.com):
  • By phone: 952-470-9991
  • By e-mail: willi@integralprintmedia.com
  • By mail: Integral Print Media, 3033 Excelsior Blvd. Suite 320 Minneapolis, MN 55416