Home' Border Enterprise : Winter-Spring 2010 Contents 13
REGIONAL centres, generally
speaking, languish behind their
city counterparts when it comes
to great marketing campaigns. We
put together an ad for TV, print or
radio, put up some signage, maybe a flyer and wait
for people to come. But today's consumer lives
in a more educated, multicultural society which is
socially, environmentally and economically savvy.
They use a range of different media to get their
messages. So how do you let them know about
your business? What marketing mediums should
you use and why?
With the 24/7 nature of the internet in a time
poor society, websites are a great tool to build your
brand, open up communication channels, inform
potential and existing clients what you are about,
and integrate your marketing tools.
If managed properly, direct marketing puts your
message directly in the hands of consumers. Often
remaining in the minds of the consumer long after
it is received, it allows you to personalise and
measure your campaigns.
In a difficult trading environment a good
publication can reward customers, retain loyalty
and drive sales. With the right strategy in place
print can be very measurable, allowing you to
place your ads where your clients will find it and
positioning your brand in consumers' mind.
Out of home advertising
If the average Australian makes 3.7 trips outside
on an average weekday consider the exposure that
out of home advertising can do for your product
in generating mass awareness. No longer just the
domain of billboards, OOH is now integrating itself
across a range of interactive and digital channels,
allowing for your brand to be seen in new,
TV and radio
For Gen Y the shift may be from broadcast to
broadband, but a shift is not an earthquake: say
hello to digital and with it a whole new game. The
future growth of digital multi channels and niche
programming allows you to choose ad placement
subject to your desired target market. Broadcasts
allow you to build strong brands, engage
audiences and continue interaction through other
mediums such as online and mobile.
The average Australian is said to be within 3
metres of their mobile at all times, making mobile
marketing a viable option. Designed to encourage
consumers to act on impulse you can SMS to
inform of a new product, MMS your next ticketed
event, voucher or coupon or set up QR codes to
link to an ad, movie trailer or competition.
Events and sponsorships
As audiences begin to tire of receiving messages
in the traditional way, events allow you to connect
at an intimate level, often placing your brand in
direct contact with new and existing audiences.
PR (public relations)
Like events and sponsorship, PR is all about the
brand and how you want to be seen. It is an ideal
medium for delivering messages at next to no cost
using print, online and social media environments.
PR takes your brand story and shares it with the
Effective in creating, promoting and
recommending products and services, social
networking is all about engagement and
conversation. Through YouTube, Facebook,
Myspace, Twitter and Flickr, community-created
content channels are now regularly used by one
quarter of Australian society.
In summary, the key to a good marketing
campaign is research and planning, selecting
and integrating various mediums to achieve your
goals and objectives. With so many tools available
the only limits to your brand opportunities is your
Kellie Kadaoui is managing director of Albury-
based Wildlime Marketing
Baffled by the
plethora of advertising
choices in the age of
the internet? Local
looks at your options.
I'M WITH THE BRAND
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