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Multiply The Impact With Integrated Marketing

The world of entertainment has gone from two to three dimensional and the world of marketing is going through a similar transformation.

In the old days, people used to think one dimensionally, putting advertising, media buying, direct mail and PR into separate silos.

Today integrated marketing is what it's all about. Clients now want creative agencies that think and act in multi-dimensions.

Beattie Communications and Only Marketing are creating more and more integrated campaigns that go beyond pure PR and embrace everything from word-of-mouth to web marketing and advertising to media buying.

Take our client easyJet. When we launch a new route on their behalf, we use the power of PR to secure widespread editorial coverage in newspapers, magazines, TV, radio and internet news and travel outlets.

We invariably stage a newsworthy event such as camel racing in London or a John and Yoko sleep-in at Liverpool airport, which gives us the chance to leaflet prospective passengers and use world-of-mouth marketing.

The event always attracts free coverage in the press and media and, of course, it's filmed and uploaded onto YouTube and chatted about on Twitter and Facebook.

At the same time, the launch is supported by multi-channel advertising and spotlighted in easyJet Traveller - the in-flight magazine.

The airline gets more bang for its buck through email alerts to prospective passengers while the new route benefits from prime billing on the easyJet website.

Finally, travel agents and the travel trade are alerted by easyJet and the entire campaign will inevitably fly across international frontiers as the airline reaches out to travellers at both ends of the route and across Europe.

The benefit of integrated marketing is that it delivers a much greater commercial impact than one or two dimensional campaigns.

So what does this mean for creative agencies?

I reckon traditional PR and advertising agencies have had their day. They will be replaced by integrated marcom agencies, like Beattie Communications and Only Marketing, that think in 3D.