In the video below I explain the concept of my marketing communications pyramid.
Okay, this is how it works, and you don’t have to agree with me, this is just the way I think about things.
I don’t care what size brand you are really, you’ve got all of these types of ways to go to market in terms of getting your message and your story out there.
We know that renting your audience and advertising can be effective, but it also costs a heck of a lot of money. So, even if you’re money bags, you’re only still going to be doing it in campaigns.
What happens between those campaigns?
This is what happens, you build the foundation, build the base 365 days of the year of owned media, social media and earned media, so when you do advertise, so when you do make those phone calls, and you’re trying to go direct to your potential customers, at least they may have heard of you.
At least they might have already formed an opinion about your brand, and they might already know, like and trust you, which is fantastic, because this does the heavy lifting.
This is the heavy lifting, ladies and gentlemen.
This is what you want to be doing all the time to make your sponsorships work harder, your advertising work harder, your direct communications work even harder.
Build reputation and recognition through owned social and earned media. Ongoing.