Amplify Your Brand! — Using IMC To Reach New BullHorn Media Customers

This post is a small part of the beginning of an IMC plan I have put together for Orlando-based corporate, event, convention, and trade show video production company, Bullhorn Media.  This post is for educational purposes.

Company Analysis

Bullhorn Media is a recently launched video production company by Mark and Lisa LeGrand. It is a family-owned, small business. They have been a leading videographer in Central Florida as the company Pro One Video since 1992. They decided to create a whole new brand when they chose to split the corporate side of their video business from the wedding side. Mark and Lisa are looking to generate buzz about their new brand, Bullhorn Media, and to generate and capture leads through content, social media, SEO and more.

The target audience for Bullhorn Media is businesses and nonprofits located in or coming to Orlando for an event. Ideal connections would be with meeting planners, event planners or destination management companies, and with organizations sponsoring parties.

Strengths

Although Bullhorn Media is a new brand, Mark and Lisa have a great professional reputation and have been in the video production business in Central Florida for 22 years. They have a strong history of working with small and large organizations and have great client list including Google, Give Hope, Nielsen Group, Orange County Bar Association, Hewitt Packerd, Planet Hollywood, Gatorade, TGIFridays Restaurants, Maison & Jardin and The Rosen Hotel, among others. Even though they are a new brand, this amount of experience helps show credibility when seeking out new clients. You also offer great features like on-site editing which is a good selling point. You are creative, but listen to your customers, and you have a great closing rate.

Opportunities

There are a lot of opportunities for business here in Orlando. In 2013, Orlando was only behind Las Vegas and Chicago with the number of trade shows hosted. USA Today says Orlando is the top destination for conventions. All of this amounts to a lot of opportunity for Bullhorn Media solely based on its location.

In terms of specific opportunities for the brand, Bullhorn Media can make its own mark as a new business. Not having the moniker of being a wedding videographer and instead focusing on corporate work will give Bullhorn Media a blank slate to create the exact brand persona they want moving forward. It’s an exciting time!

Why Use Integrated Marketing Communication (IMC)?

Bullhorn Media is in an ideal position to benefit from IMC.  The consistency and results from an IMC strategy will be a huge benefit to Bullhorn Media moving forward.  Establishing yourself as an expert in your industry should be fairly easy, given your extensive portfolio and experience.  The best method to do that is to combine video, a blog, your website, social media and email marketing.

14-social-marketing-trends

Conclusion

Although there is a lot for you to consider and implement, moving forward with IMC, it’s an exciting time for your new brand, and I’m glad to be a part of it in this small way.  Remember the old marketing adage that “content is king” and use IMC to your company’s advantage.  You can only improve upon what you currently have, so be encouraged!  Get out there are #AmplifyYourBrand!

 

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Understanding Analytics — How To Make Facebook and Email Insights Work For You

Analytics

Data makes the world go ‘round. Or at least it helps us to make sense of the world online. A good social media manager is tracking and analyzing data related to their posts and campaigns, so they can better reach and engage their target. However, data and analytics can also be quite overwhelming. There are so many things to look at that you may find yourself lost at what it all means. For this reason, I’d like to take a look at two of the most common platforms being used for online communication: Facebook and email. The analytics used to track these two forms of your message are really easy to use and understand once you get used to them, and understanding them is critical for adapting your message to reach more people.

For the purpose of this post we will look at real Facebook Insights and email analytics from the service Bronto. Although the analytics are from a real company, for the purpose of this post, let’s refer to this company as company ABC.

ABC company is health-oriented and in the Central Florida area. In addition to their Facebook page, ABC company has a Twitter account, Pinterest page and YouTube channel. ABC Company also sends out a bi-weekly e-newsletter. We will be looking at analytics for their Facebook page during the time period noted on the screenshots, and the email statistics are from an email sent on May 21, 2013.

fb insights stop guessingIf you’re new to Facebook Insights there are a lot of good resources out there to help you make sense of it all.  Naturally, going to the source and reading through what Facebook itself has to say about their Insights is a great place to start.  I also recommend looking on YouTube for tutorials on how to understand Facebook Insights. The following two videos are good for quick, easy explanations of a few basic metrics you’ll be looking at.

So, now that you understand some of the basics, it’s much easier to not only look at your Facebook Insights, but analyze what they mean and how you should adjust your integrated marketing plan as a result.

week12-charts-larger-mmc_Page_1

In the above screenshot, you can see company ABC doesn’t have a lot of likes on the business Facebook page with only 880, and with a growth of only .69% increase in likes during the date range shown, they aren’t increasing their fan-base in any sort of significant manner.  However, their weekly total reach has increased by 39.83%, which is a good start and definitely some momentum we would want to continue to build on.

Looking more closely at the specific posts can help us see which posts are the most effective at reaching our audience.  The post on 5/29/13 “Join us tomorrow morning in the Group Fit..” is the best performing post because not only did it have the highest reach at 509, but it also had a high number of engaged users and the highest number of users talking about this.  The virality of this post was 1.96%, the second highest of any post.  In general, we see that posts with calls to action tend to have the most reach, engagement, talking about this, and virality.  The post with the highest virality was on 6/2/13 “Today is National Cancer Survivors Day..”  Due to the subject of this post, cancer survivors, it no surprise that it had the most virality.

week12-charts-larger-mmc_Page_2Looking at the next screenshot above, you can see that the majority of company ABC’s reach is happening with women.  The largest age range is 25-34.  The vast majority of those reached are in the USA, living close by in Orlando, Celebration, and Kissimmee, and they primarily speak English.

Looking in the bottom half of the shot above, also show in the top of the screen shot below, you can see that company ABC is not using paid reach, and most of the unique users are only being reached once.  This is significant because statistically, most potential customers need to have seven interactions, or touches, with a company before they are converted into customers.

week12-charts-larger-mmc_Page_3As we take a closer look at the screenshot above, we also note that most of those folks visiting company ABC’s Facebook page are sticking to the timeline.  The other places they’re looking at are the company’s profile and its photos.  Most of the external referrals are coming from Google, but there aren’t a large number of them.

If I were actually on the Facebook Insights page right now, I’d certainly be finding out which posts caused both the high and low spikes in page views.  I would look at the kind of post (link, photo, contest, call to action) and the time of day they were posted and look for trends I could repeat and expand on.  I’d do the same thing for the downward spikes and try to improve on that content and timing or do something different altogether.

week12-charts-larger-mmc_Page_4

For our last shot of company ABC’s Facebook Insights, we’re going to look above at the demographics of who’s talking about the page.  Again, it’s mostly women and mostly folks ages 25-34.  The top seven locations are all local cities, which is good, since company ABC is a Central Florida service-related company.

When looking at how people are talking about the page I would look closely at what specific posts led to spikes and dips.  In particular, looking at the graph on the right, I’d want to know which posts led to the spikes and rises in virality and try to duplicate and improve upon their reach.

week12-charts-larger-mmc_Page_5
Now let’s take a look at the Bronto email analytics from an email sent by company ABC.  The good news is that almost all of the emails sent (2,624) were delivered.  The bad news is that there is only a 25.2% open rate.  Or is it?  We tend to want to assume that in order to have a successful email campaign the majority sent must be opened.  However, Mail Chimp tells us that the average open rate for a health-related company is only 24.27% with a click rate of 3.64%, so by those numbers company ABC is doing okay.

email insightsBut we don’t want to do just “okay,” do we?  We want to see company ABC thrive!  The most important statistic above is the 0% conversion rate.  This is where we want to make the biggest improvement for company ABC, but it all starts with the email being opened.  So what can we do about it?

Well, in terms of the email, we can start with a subject line that is a call to action.  We should make sure we’re sending the email at an optimum time of day.  We can also make it visual.  Using a call to action for a discount or coupon in the subject line is one way to increase open rates.  Follow that up with really good content within the email that is optimized for mobile viewing, since many folks are checking their email from their phones.

For improvement on Facebook, I would recommend company ABC pay to boost some of their posts — especially those with a call to action.  Providing users with great content, not just making “the ask” online is much more genuine and should be a priority.  Posts that highlight health benefits of certain services or products and then offering a discount from company ABC could be effective.  Cross-promotion from a blog to Pinterest would reach their highest demographic of women.  I think using video is also a key place to expand.  Again, tying it in to content marketing with a blog and posting to YouTube could help establish company ABC as a expert in their field, and help them gain notice, reach and customers.  If there’s money in the budget, some targeted Google ads would be a good step in gaining customers, provided that their website is full of good visuals and good content.  Lastly, I wouldn’t dismiss the notion of using print advertisements that include their website and a discount code they can apply online.

Social-Media-Trends-for-2014

Event Marketing — A Closer Look at Cosmoprof 2014

Note: This post is for educational purposes only.  I am not affiliated with Cosmoprof or their marketing efforts in any way.

cosmoprof Facebook

According to Wikipedia, Cosmoprof is “a series of beauty and cosmetics trade shows that occur in locations around the world. The flagship event in Bologna is in its 46th year and draws 2,300 exhibitors from seventy countries and more than 170,000 visitors.”

Being a trade show, this is clearly a B2B event, and their marketing efforts are targeting beauty business professionals, not retail customers, so I’m going to be taking a look at their event marketing for their most recent show that took place July 13-15, 2014 in Las Vegas, NV.

Facebook Video post July 15

Cosmopro had links to their Facebook, Twitter, LinkedIn, Pinterest, and Instagram channels from their webpage.  In addition, they used their webpage, blog, and had some YouTube content, as well.  From a branding perspective, Cosmoprof used similar colors and photos throughout their social media channels and had a consistent logo.  I would’ve liked to see their Twitter and Instagram accounts have the same name.  As it were, they were @cosmoproflv and @cosmoprofna, respectively.

CosmoProf Instagram

Leading up the show, much of their posts focused on Twitter and Facebook.  A lot of the content on Twitter consisted of retweeting others’ excitement about the upcoming show.  They seemed to be advertising sponsors and also cross-promoting other channels, too.  I appreciated that their Facebook channel linked back to the website.  I also liked the idea behind the Twitter status update pictured below.

CosmoProf Twitter -- cross promotion

I wish the above tweet had contained an actual link to the Instagram account, especially since the link from the Cosmoprof website didn’t link directly to their Instagram account.  Rather, it linked to an aggregating service which seemed to post others’ Instagram photos when they checked in at the event.

CosmoProf Instagram WebSTA

This was a big miss, in my opinion.  While it was nice to see all the content from those who had checked in at the event, a better way to see the content would have been to advertise a specific event hashtag and encourage users to tweet and post using it.  As is were, the event didn’t seem to have an official hashtag, and several incarnations were used: #cosmoprofna, #cpna2014, #cosmoprof2014, #cpna.  While users often invent their own hashtags for events they attend (I’ve done it), if an official hashtag is promoted and then consistently used by the brand, this can allow for users to embrace the use of it themselves, therefore furthering the event brand.

CosmoProf Opening Day of Show Website

Their best tool before the event was clearly their website.  This was the clear highlight for me when looking at their online marketing.  There was good information about the event, such as registration, media links, exhibitor information, and much more.  Their website was, by far, their best promotional tool, and, as a result, I think they should have been linking back to it in many more of their posts.  As it was, they only linked back to their website occasionally.

CosmoProf Website floor Plans and moreOne simple way to do this would be to link a map of the floor plan to their tweets advertising certain booths.  An even better way would’ve been to have a current app that had the schedule, floor plan, and other details available at the attendees’ fingertips.  Cosmoprof did have an app available on their website, but it was not current and was from the year before.  Perhaps there wasn’t much interest the year before, but they should have updated it nonetheless, since we are certainly moving in a more mobile smartphone direction as a society, and that’s only going to continue to increase.

CosmoProf Website Interactive area

Cosmoprof did a good job advertising their Interactive Experience Area on their website, as well.  I’d like to see them do more cross-promotional social marketing on other channels.  I’d also like to see more content from this area showcased on their social media channels.

One of the best examples of integrated marketing took place on their website, where they had information about print buzz, press releases, marketing opportunities, and a newsletter to sign up for.  Interestingly, there were no updates from the newsletter throughout the event.  There was not even a confirmation email sent when you signed up for it.  Another miss.

CosmoProf Instagram PreShow Bloggers

I liked how they promoted their blog partners prior to the event in the above Instagram post.  Cosmoprof got a lot of their content from users.  This was especially true on Instagram and especially Twitter, where they retweeted a lot of sponsor and user content.

During the event, from July 12-July 15, their Facebook likes increased from 5,059-5,113, and as of today they’re at 5,138.  Twitter followers increased from 2,646-2,709; now they’re at 2,725.  Their LinkedIn group went from 2,406-2,418.  Instagram showed the biggest increase with their followers going from 1,897-2,743 during the event and now, a few days later, it’s at 2,896!  This is amazing, given that they only posted only 36 time on Instagram.  Obviously, this is a social media channel where they should’ve dedicated more resources and should certainly do so for future events.

CosmoProf Pinterest

Their Pinterest page went from 270 followers to only 273 during the days of the show and is now at 275.  I was most disappointed with their Pinterest page, since this is an industry that really does quite well on Pinterest, with how visual it is and how many beauty tips that could have been given.  This could also be a great place to showcase sponsors.

CosmoProf Pinterest CPNA News Flash Blog

The blog posts shown on Pinterest were also from last year.  This channel did not seem to be very current, and it made me wonder why they chose to link to it from their website, when it was so sparse.  LinkedIn was a closed group that should have been an event page or open group.  It was puzzling to me that this would also be one of the channels linked from their website.

That brings me to their YouTube channel, which was not linked to from their website and for good reason.  It contained two videos, one of which was labeled as 2014 highlights, but was really posted before the event, and should’ve been titled better.

Twitter was by far the most active channel during the event; they tweeted over 280 times!  While they did a lot of retweeting, they also showcased certain booths, which was a good choice.  Much of their content seemed spur of the moment, and I would’ve liked to have seen some more planned posting during the event — on all of the social networks.

CosmoProf Website 2015

After the event, there was little to no official activity.  The banner on the website changed to a  new countdown to next year’s event.  This was another great use of their website.

CosmoProf Instagram Discover Beauty Award

The only official content that I saw on social media after the event was announcing the Discover Beauty Award Winner.  With the website already gearing up for next year’s show, this would be a great time to continue building momentum from this year’s event into excitement for next year’s.

All in all, the social media efforts were fine.  They were not great.  Cosmoprof clearly sees the relevancy of social media at their event and is incorporating it into their marketing efforts.   They still have a long way to go, but they are on the right path.

Using Social Media in Integrated Marketing

Using social media effectively is such an important part of a solid integrated marketing plan.  This week, let’s take a look at three very different brands and how they use their social media channels to market their brand.  Three different brands, all integrating social media into their marketing.  While each brand has their strengths and weaknesses in terms of the execution, they all do a great job of showcasing their brand on social media.

Adidas

Adidas is an international brand that sells sporting goods, primarily shoes.  I wanted to take a look at Adidas now because it’s an especially busy time for retailers and makers of sporting goods due to this summer’s World Cup.  As a huge soccer fan, I am very familiar with their sponsorship of international soccer teams and was expecting a big push from their marketing on social media, connecting their brand to the World Cup.  I wasn’t disappointed.

Website: adidas.com/us

Adidas Website

One thing I found odd was there were no links to their many social media profiles on their website.

 

Facebook: facebook.com/adidas

17,194,750 likes

Adidas uses Facebook well, in terms of integrated marketing.  They had posts with links to YouTube videos, they used hashtags like #allin, they tagged people and products in their posts, and, most importantly, were linking back their website.

Adidas Facebook

Twitter: twitter.com/adidas

1,546 tweets

1,162,205 followers

Adidas uses Twitter very well.  It’s important to note there were several Adidas related accounts, but I am focusing on their main brand account.  They often retweeted a lot of other Adidas accounts, like @adidasrunning, @adidasfootball, they post photos and YouTube videos, links to email signup, and use a lot of hastags.  They also link product photos back to their website.

Adidas Twitter

Instagram: Instagram.com/adidas

460 posts

1,340,179 followers

On Instgram Adidas maintained their consistent imagery.  They used a lot of hashtags like #allin, #WorldCup, #SmashTheSilence.  They also tagged celebrities in their posts, such as @snoopdogg, @AndyMurray, & @Pharrell.  They were not consistent in linking product photos back to their website on Instagram.

Adidas Instagram

Google+: plus.google.com/+adidas/posts

944,521 followers

15,885,854 views

On Google+ Adidas continued their use of hashtags, expanding it to things like: #Messi, #NFL, and #f50.  Every post had either a photo or a video and many also had a link to the Adidas website to the product.   They were very consistent in their imagery and messaging, and this was the most consistent social media platform when in comes to directing visitors back to their website from product photos.

Adidas Google plus

YouTube: youtube.com/user/adidas

68,263 subscribers

I was surprised at how few soccer-related videos there were on their YouTube channel, focusing the most recent posts on Wimbledon and tennis, instead.  They are consistent posters on YouTube, posting 20 videos, just in the past month.

Adidas YouTube

 

 

4 Rivers Smokehouse

I love highlighting local companies, and 4Rivers Smokehouse is no different.  They have a great style to their photos that they use in their marketing that they use across their social media channels, which helps make this local restaurant’s brand very identifiable.

Website: 4rsmokehouse.com

4Rivers website

4Rivers’ website features their signature dish, BBQ brisket.  It highlights their local chef and philanthropist, John Rivers, and clearly shows their social media channels.  I thought it was interesting that they didn’t have a Google+ channel listed, but I found one fairly easily when I browsed Google+.

Facebook: facebook.com/4RSmokehouse

25,788 likes

26,804 visits

On Facebook, 4Rivers lists their website and phone number in posts, but not consistently.  The photos used are the same that are used across their channels.  4Rivers does a really good job at linking articles and other media about them in their posts.  They tag folks and organizations in them, but don’t take advantage of using hashtags.

4Rivers Facebook

Twitter: twitter.com/4RSmokehouse

1,259 tweets

4,514 followers

Their tweets are full of consistent imagery and messaging.  However, they do use hashtags here on Twitter.  They frequently have Facebook posts as their tweets.

4Rivers Twitter

Instagram: Instagram.com/4riverssmokehouse

36 posts

1,3,19 followers

4Rivers’ Instagram profile is filled with great photos of food, their restaurant, chef, and employees.  They do use hashtags here occasionally, with the most common one being, #4rivers.

4Rivers Instagram

Google+: plus.google.com/+4RiversSmokehouseWinterGarden/posts

20 followers

388,898 views

Their Google+ page is actually not for the larger brand, but for the Winter Garden location.  They still use consistent imagery and messaging.  They also use more hastags, such as #WinterGarden, #recipe, and #wine.  Their Google+ page also includes links to their website and phone number for ordering.  They also tag people and organizations in their posts.

4Rivers Google plus

Pinterest: pinterest.com/4rsmokehouse

7 Boards, 114 Pins, 5 Likes,

246 Followers, 75 Following

4Rivers’s Pinterest board is just as you’d imagine it would be.  It features their food, locations, chef, media, and awards.  The food is really the star on Pinterest, though.  I thought it was interesting that in their profile, they listed their Facebook page, as opposed to their website.  Their Twitter profile is also linked.

4Rivers Pinterest

YouTube: youtube.com/user/4RiversSmokehouse

14 subscribers

5 videos

Out of all of their social media profiles, this was a bit of a disappointment.  There was no banner and only 5 videos on it.  I think, if they’re going to link this profile from their website, they should update and expand on the content.

4Rivers YouTube

NHL

While most of the world is watching the World Cup, the NHL draft was happening.  While I don’t expect them to get the attention of the World Cup, the NHL brand did a great job of pushing their content out through their social media channels and linking that content back to their website.

Website: nhl.com

NHL website

NHL.com is filled with a lot of rich content.  They have their social media profiles linked, but don’t show their Instagram profile, which I found odd.

Facebook: facebook.com/nhl

3,364,950 likes

NHL has a lot of great content on their Facebook page.  They prominently list the 2014-15 regular season schedule: http://s.nhl.com/yjLhr, and let fans know that any content shared there may end up on TV, NHL Social, or NHL.com: http://nhl.com/socialmediapolicy.  They are great at tagging, using photos, and using hashtags like #NHLDraft & #StanleyCup.  NHL is the most consistent at linking content back to their webpage.

NHL Facebook

Twitter: twitter.com/nhl

69,070 tweets

2,526,965 followers

They tweet a lot and are great at using of photos, videos, tagging, and linking back to their website.  Their is very consistent use of imagery and content shared.  They use hashtags, most recently using #NHLDraft.

NHL Twitter

Instagram: Instagram.com/nhl

1,023 posts

507,678 followers

Their use of tagging and hashtags was the most consistent on Instagram.  I liked the exclusive feel of the photos shared here, since they weren’t the ones shared on the other social media platforms.  NHL.com is not linked on the content, but their Twitter profile is listed in their profile.

NHL Instagram 

Google+: plus.google.com/+NHL/posts

1,210,388 followers

65,011,519 views

Their Google+ profile is very consistent with the content.  The messaging and imagery is the same as most of the others with their use of photos, videos, tagging, and linking back to their website.

NHL Google plus

YouTube: Youtube.com/nhl

474,749 subscribers

Their YouTube channel is filled with great content.  They have their other social media profiles linked on the banner at the top.

NHL YouTube

One of my favorite things about their YouTube channel is the exclusive content there.  There is a lot of exclusive content, which would certainly be an incentive to visit the page and to subscribe to the channel.

 

The Resurrection of the Website

The website is the linchpin of any brand’s online presence.  Or, at least, it should be.  However, with the growing influence of social media, many companies have virtually abandoned their websites.  This is a bad idea.  While, it’s true, people spend a lot of time on social media sites like Facebook, Twitter, Pinterest, and more, the only place on the internet your company owns the content it’s producing  is on it’s own website.

So, while having a strategy that pulls folks back to your website is key, it’s just as important to having an outstanding website for them to go to.

Here is one way of looking at it from an integrated marketing standpoint:

Think about it.  Most of us have visited websites where the information was old and outdated, links were broken, or the webpage was somehow “under construction,” which is a fancy way of saying it it’s incomplete.  That’s not even touching on websites that are poorly designed.  So let’s take a look back at Orlando City Soccer Club’s website, and see how they measure up.

Orlando City Soccer webpage home page

OCSC has a beautifully designed website that integrates both push and pull marketing.  Prominently displayed social media account links are present.  There is fresh content scrolling in the main news area.  Here they’re talking about player, Kevin Molina, being named to the USL team of the week and advertising the team’s next matches.

Fresh Conent -- molino

Immediately I see the opportunity to “Live Chat” in the bottom right.

Orlando City Soccer Live chat

There are offers to buy tickets, a Soccercast to listen to, an email list to subscribe to, and even an opportunity to volunteer.

volunteer sign up page

They also integrate print and email marketing along with a very active social media presence on Facebook, Twitter, Instagram, YouTube, and Pinterest, even using Twitter to pull folks into their coach’s blog.

2014-06-08 21.35.50

In the story sections, visitors can share the content directly to their social networks and even comment right from the OCSC webpage.

Social media share buttons

Although the website has a lot of tabs, they are well organized and full of good, useful, and informative content.

coporate tab

gameday tab

news tab

Schedule tab

MLS tab  Tickets tab

store tab

club tab

I especially like their nod to their supporters clubs, the tab for Spanish-speaking fans, and the one highlighting the many youth programs, OCSC offers.

espanol tab

 

OCSC Youth Soccer webpage

I had to look hard to find any recommendations I’d make to the designers of the site.  When looking at the mobile version, no accommodations have been made for a mobile viewer.  This is a missed opportunity.

Orlando City Soccer Mobile version

Statistics show that mobile use of the internet is growing.

Orlando City SC should be taking advantage of this rising trend.

 

There are a lot of other important things to look at when designing and structuring your website.  Using Google Analytics is always a great step.  I’d also recommend using a site like crazyegg, which shows things like heat mapping, where folks are clicking most, how long they scroll down, where they leave your page, and so much more.

 

Push & Pull Marketing — getting folks to your website

Push and pull marketing each serve their purposes, but, like most things we’re discovering with integrated marketing, they often work best when they’re working together.

Some of the benefits to push marketing are:

  • A small brand is able to reach a broader audience when using a television or radio ad.
  • Brands are also able to use push marketing when a particular time-table is important, like sending an email blast about an upcoming sale.
  • Push marketing is also essential when you’re a new business or a business rebranding yourself, making use of services like direct-mail.

Pull marketing allows a business to:

  • Develop brand loyalty through social media platforms such as Yelp and FourSquare, having customers find you and check-in.  You can even offer a coupon or discount.
  • Market without a big budget.  Many pull marketing techniques can be done through free social media posts, blogs, YouTube videos, etc.
  • Showcase you as being an expert through publishing blogs or offering white papers about specific topics that will help you gain an audience.

Push and pull marketing can work together in really compelling ways.  When someone searches for a YouTube video on a particular subject and ends up subscribing to a channel, or when the use of good SEO and Google AdWords leads to a Google search with your company’s website at the top of it are both examples of having a good balanced marketing approach.

Push marketing is also more expensive than pull marketing.  However, pull marketing often takes more effort to develop and maintain.  Push marketing can better for creating brand awareness, and pull marketing is great for maintaining brand loyalty.  The best scenario is having both together in a hybrid method.

When thinking about push and pull marketing, it’s important to remember that social media, a favorite marketing tool, is not the place you want your customers to stay.  Using a combination of both push and pull marketing, the goal is to get people to your website where you can, again, offer a combination of push and pull methods to gain them as a customer.  The trouble is many people have seemingly abandoned their websites in favor of social media when they should be using them as a hubs instead.  After all, companies do not own what they do on a social media site, whereas on their website, they do.

I really enjoy acknowledging and reviewing local brands who effectively use a hybrid of push and pull marketing right here in Central Florida.  One such brand in the Central Florida YMCA.

The Central FL YMCA shows great brand consistency through the use of their logo and design.  They use their website, mobile, and social media to inform and educate.  They have social media buttons on their homepage.

As summer begins, they are also using consistent messaging and visuals, all highlighting their swimming programs.

On their website, they also direct visitors to donate online or become a member.  You can even download an application right from their website.

I recently saw a segment on Good Life 45‘s “Welcome Home” where they were promoting “Safe Start.” (start at 33:10 to see the segment)

 Another local brand that is leveraging savvy marketing is Real Life Church.

While some people may not think of a church as a brand, they are still trying to attract folks to enter their doors.

Real Life Church shows great branding and consistency across various platforms and sites.  Here they are showcasing their current series, “Transformed: A Study In Romans.”

They are definitely trying to get folks to their website where they can find out more information, find a location, watch videos of messages, or even give to their ministry.

I know some folks who don’t appreciate this sort of integrated marketing from an organization like a church, but really they’re just using smart methods to interest people enough to visit and then continue their engagement.

The pastors from Real Life also have a television show on a local Christian station called “Real Talk.”  This is just another extension of them marketing their message while showing a brand personality that is approachable.

Orlando City Soccer — building a brand through multimedia communications

Using multimedia communication is essential when trying to reach your customers.   Living in Orlando, I see many companies, large and small, who are using multimedia communication to integrate their marketing effectively.   This video shows a great example of a small business using multimedia communication effectively to build business.  In today’s multitasking digital landscape where it takes more touches to reach a customer, combining things like radio, TV, print, social media, web, email, and more will get your message to more people.

Orlando City SC logoI wanted to highlight a local organization that has used multimedia communication extremely effectively to meet their goals and grow their company.  I have personally seen their very active Facebook and Twitter pages, billboards, newspaper ads, email blasts, items handed out, and much more!  Orlando City Soccer is a great example of using multimedia communication to help grow your business and increase brand loyalty.

Orlando City Soccer Club (OCSC) was founded in 2010. What began as the Austin Aztec FC in 2008 moved to Orlando with high hopes of becoming a Major League Soccer (MLS) expansion team. Being a huge soccer fan, I was immediately excited. After attending some matches during the inaugural season, I purchased season tickets.

With the desire to become an expansion team in the MLS, Orlando City SC has done a tremendous job at showing their organization to be vital to the fans and the community.

As a season ticket holder, I was put on an email list and receive emails directly from the club. This is a great tool to keep in touch with customers. While I don’t read all of the emails, I do read them regularly. A good subject line is certain to get my attention.

Orlando City Soccer emailss

They wisely, include targeted information in their emails, including ticket sales opportunities and even a link to their own podcast, which they call a Soccercast.  They rightly refer to the hosts as “Brand Ambassadors.”

Orlando City Soccer Soccercast

I’ve also received direct mail containing things like schedules, coupons, and flyers for special events.  One notable piece of print is their pocket schedule that folds and goes conveniently into your wallet.  They even included a few to share with friends.

Orlando City Soccer Print Ads Direct Mail

Orlando City Soccer Billboard Don Garber visitDuring the 2013 season, OCSC had flags of their players hanging from the lampposts in Downtown Orlando, and more notably, when MLS commissioner Don Garber came to visit Orlando in 2012 to take a look at the city as a possible option for an MLS expansion team, Orlando City Soccer rolled out the red carpet, and showcased their brand.

They put an ad in the local newspaper, the Orlando Sentinel.

My favorite thing they did was the series of digital billboard ads they produced, even incorporating social media by using fans’ tweets directly in some of the ads.

OCSC has a very active social media presence.  They Orlando City Soccer Twitter Billboard MLS visitare extremely active on Facebook, Twitter, Instagram, YouTube, and Pinterest.  One engaging campaign was Scarves Around the World.  Orlando City asked fans to take photos of themselves holding the Lions’ scarf when they traveled around the world.  These were then pinned, retweeted, tagged, and favorited on Instagram, Pinterest, Facebook, and Twitter.

It was a hugely engaging thing for fans to focus on in the off-season.

Orlando City Soccer Club also gives away items to fans and ticket-holders.   2014 season ticket holders received the 2015 scarf pictured below.  They’ve also given away head-wraps to fans as they enter the stadium, branding them upon entrance.

2014-06-01 12.31.04Orlando City corperate sponsorsOCSC also works with corporate sponsors to give-away items at the stadium upon entrance.  Also pictured are various coupons and spirit-gear to help fans enjoy the match and remember the brand after.

Their brand voice is in-your-face and playful and the tone is direct.

When International soccer royalty, David Beckham decided he wanted to own an MLS franchise in Miami, Orlando City used the opportunity to poke fun at Beckham, MLS, and the process by tweeting these photos:

Beckham Orlando City #BuiltNotBoughtDavid Beckham Underwear Orlando City

Using the hashtag, #BuiltNotBought, OCSC showed their social media savvy.  They had used hashtags before when building the momentum these photos refer to during their campaign to receive an MLS expansion team.  #OrlandoBelievesInMLS was one that they used on Twitter and Facebook.  They also made YouTube videos, encouraging fans to sign a petition on their website and contact their representatives in Tallahassee.

 They even distributed bumper-stickers, showcasing yet another example of integrated marketing.

Orlando Believes in MLS

These are just a few of the vast and various examples of the way Orlando City Soccer Club uses multimedia communications.  Laying this groundwork was essential when they changed their logo last month.

OCSC New Crest

They got some free press when the local news covered their #PaintTheCityPurple campaign.

So, let Orlando City Soccer’s use of multimedia communication in building their brand be a lesson to all of us.  Integrated marketing is an essential tool to any business.  Reaching your target audience in multiple ways on multiple channels, gives you the best chance of strengthening your brand and engaging with customers.