The MarCom Matrix
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The best way to build a brand.One thing that I have noticed growing up, working, studying, and working more in Rexburg is that a lot of businesses do a poor job of properly communicating their brand to potential customers. This could be largely due to the fact that many small businesses don't manage a brand very well (or even at all) and merely provide a product or service ... cut and dry.
Having studied Advertising for the last 4 years, one of the greatest tools/concepts that I was taught and now use in any advertising strategy is the MarCom Matrix. It is a marketing plan for communicating your brand to you customers and potential customers. The MarCom Matrix has 6 elements of communication/advertising that all circle around ONE BIG IDEA! This one idea is what everything else is centered around. Below you will find a video from the London International Advertising Awards where Amir Kassaei of DDB talks briefly about the concept of integration. Integration is what creates both award winning campaigns, as well as ultra effective campaigns for businesses and brands to gain mindshare from their target audience. Each of the elements in the MarCom Matrix will help bring awareness to your audience, but the integration is key to the success of the campaign. Without integration an enormous amount of potential ... along with advertising dollars ... slips down the drain. When you have your big idea (examples: "Sorry, I Spent it on Myself" from the LIA interview or see the video below in "Recent News" where Netflix put on a campaign focused around gifs), the task is to integrate each of the 6 elements:
In Rexburg, the closest advertising I have seen to a full marketing execution are businesses such as The Dealio and what used to be Sammy's through their event marketing, new media, and direct mailers. But even though campaigns lack integration. The market in Rexburg is primed for a good integrated campaign. |
Recent NewsCheck out this interesting campaign from Netflix. The Big Idea is focused on gifs and is a good illustration of a good "Big Idea" mentioned above.
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