A Buzz can Lead to a Big Budget

Marketing and advertising can do more than just sell a product or service. Marketing and advertising can build bridges between two groups of people. It can connect folks with untapped resources, share concerns with the general public and promote positive stories.

Think of the Ice Bucket Challenge. Before this year, people were somewhat aware that Amyotrophic Lateral Sclerosis (ALS), or Lou Gehrig’s Disease existed. Now, the disease is synonymous with the Ice Bucket Challenge. A man with an idea used social media to shame three of his friends into dumping ice water on their heads and the rest is history.

Over $15 million has been donated to the ALS association as of Aug. 18, compared to only $1.8 million in all of 2013, according to alas.org. Even though the ALS association didn’t coin the idea, they were quick to adapt their business model to capitalize on the social media buzz. By doing so, they were able to let the social media campaign spread, increasing awareness throughout the nation.

With all of the different marketing and advertising options available, how do you stay top-of-mind with your target market? Which media outlets should you use? What’s the best way to break up your marketing and advertising budget? How do you become the next Ice Bucket Challenge?

The two things we stress most at M3 Group is consistency and integration. No matter what your message is, it needs to be the same across all mediums. And, no matter who your target market is, you need to consider that it takes a series of touch points to resonate your message with whoever it is you’re trying to reach. Not everyone reads the paper or is on Facebook. Not everybody listens to the radio.

As we all know, the Ice Bucket Challenge may have started on social media, but the concept soon leaped onto the TV screen, into the radio airwaves and onto the pages of newspapers and magazines (like this one!)

No matter how old your target market is, you’re going to have to utilize a strategized media mix to make the largest impact.

But it’s more than just that.

You see, the great thing about marketing today is that it’s not confined to the traditional media outlets we’re used to. We have the opportunity to create marketing and advertising plans and strategies that are new, unique and have never been done before.

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