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Imagine this… you’re watching a basketball game and only one of the five players on a team is actually playing, while the other four stand around and watch. Crazy, right? Speaking of March Madness, and with congratulations to the Tarheels: it goes without saying that it takes all five players, each bringing their own different skill sets and value, to have a shot at winning. Well, the same goes for campaigns you’re running; if you’re only leveraging one channel, you’re playing without a full squad and leaving a lot on the floor.
So what does this have to do with you? In terms of running campaigns, it means that you need to leverage every channel you can and every asset you have in order to put a full team on the court. At Spredfast (now Khoros), we call these omni-channel or 360 campaigns, and we'll discuss what they are and why your team needs to think big every chance you can.
Simply put, 360 and omni-channel describe a campaign that leverages all media channels as part of one holistic strategy. For our purposes today, these channels include broadcast, digital, social, and in-person. (There is also radio, outdoor, newspaper, etc. but we’re going to focus on the channels to where budgets are moving, not leaving. Blame the fact that I started on the digital side of advertising in ’03 and never left.) Each leveraged in its own way, and each supporting the others in its own way as well. The center rebounding and blocking shots, the guards organizing and passing, and the forwards shooting and defending. Each media channel with its own traits, performing on those and supporting the others however it can. All-around team effort. 360 degrees of coverage and support. Find your own mix of these elements and you’ve got a winner on your hands (read our Social Media Pocket Guide for additional strategic insight).
While every campaign has a different media mix to deliver on its objectives, the benefits of those channels remain the same. Let’s take a look at them:
Combining reach and richness of media, along with DVRs and streaming services, TV is still sitting on the throne of the media world. Brands should advertise through anything from commercials to product integration, while media networks should leverage their own shows and ad space to promote the campaign and to drive traffic to the other channels with clear CTAs.
Consider digital as your owned web properties, whether that means a website, an app, or display ads. These omnipresent platforms provide rich engagement opportunities on various types of devices (laptops, phones, etc.). While websites have a diminishing perceived value, they are still a crucial element in the media mix to which other channels can funnel users to complete any type of conversion you seek to achieve.
Whether at a concert or sporting event or bar/restaurant, there’s nothing like a live event to capture all five senses of your fans. Reach is much smaller at the actual event, but the other channels can help you amplify the experience being had by those on the ground. Get a jumbotron, promote a hashtag, let your fans create and amplify their own content, then highlight the best of that content on TV, digital, and social.