By Kieran O’Brien Kern.
Marketing can forge positive and useful connections between brands and their customers. The right marketing mix can be the difference between an interruption in the audience’s day and something they desire. Dr. Fred Frantz, executive vice president at Gragg Advertising, will share insights during a session called “Improving Your Media Footprint: How to Maximize Your Integrated Lead-Gen Marketing Mix” at LeadsCon New York in August.
Customers don’t just want the million dollar commercial; they want the ROI from that commercial and every other media touch point. Meanwhile, clients want to know what they are paying for and getting back out of the dollars they spend. It’s a formula that tracks prospects from inception to grave. Frantz discourages the large buy of a “paint roller” approach in favor of a targeted specialized approach.
He notes that in the education space specifically there is greater reliance and investment in relationship messaging. Consumers grow ever more intelligent with every decision they make. “The students want to know what their experience is going to look like from enrollment to graduation and the overall benefit they will receive,” explains Frantz.
The tangibility of knowing what’s coming and then receiving exactly what they signed up for is what cements a customer to a brand. Having multiple channels — ranging from telephone and email to live chat to social media — where they can ask questions and give open, honest feedback that receives a prompt response furthers customers’ commitment.
Frantz stresses that a common mistake in brand positioning involves trying to advance the brand before it’s ready. Really knowing your brand takes really knowing your customer. He encourages careful management and nurturing to grow the brand to its full potential.
Another mistake is changing an established brand to reach customers who may not relate to it. “I’m all for changing a brand, but if it’s established, there is a lot of effort involved; trying to change it overnight throws away thousands to millions of invested dollars,” notes Frantz.
For the intrepid brand advancing at the right speed, know where your customers are online. Determining the right mix of media requires examining conversion rates from inquiry to application or sale. As different media converts to sales at higher or lower rates and the price paid can differ greatly, Frantz explains that “finding the balance between volume, frequency and impact must be measured, and these factors will dictate what sources are utilized.”
In his session “Improving Your Media Footprint: How to Maximize Your Integrated Lead-Gen Marketing Mix,” Frantz will guide attendees through the differences in perception between what a marketer or advertiser sees and what end users see with each style of inquiry. According to Frantz, each media source has an impact. “If you cut out one media source for cost savings, you may lose effectiveness in another channel.” The session will give knowledge of the level of the effect each media source has on each other and to each party.
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