How Brands Can Build Bridges With Purpose-Driven Marketing Campaigns

Modern marketing strategies have come a long way in the last few decades. Over the years, the industry has progressed from being a product-driven field (where campaigns focus on the merits of a business’ product or service) to being customer-driven (where campaigns harness the power of consumer data in order to meet their wants and needs). Today, however, marketing campaigns are moving toward being more purpose-driven, which is also the direction that many Kenyan Outdoor advertising strategies are taking. Exactly what does purpose-driven marketing entail? Below are some useful insights into this emerging marketing strategy:

In today’s progressive business environment, selling products and services is no longer enough to remain competitive. Companies today must learn how to connect with target customers in more meaningful ways than outdoor billboard advertising and traditional marketing approaches. This is where purpose-driven marketing campaigns come into play. Purpose-driven marketing is a content marketing strategy that enables brands and businesses to make connections with target audiences based on shared interests and needs. This means driving audiences to participate and engage by creating content or developing strategies that are mutually beneficial to both ends. What makes purpose-driven marketing unique is that it allows businesses to highlight their social purpose and in turn connect with target customers on the level of their deeply ingrained personal values. Such shared interest breeds deeper levels of trust and customer loyalty.

Applying purpose-driven strategies in your out of home advertising campaign will help you capture the hearts of audiences and create more meaningful interactions, be it through your advertising billboards or other outdoor advertising campaign channels. The keys to effective purpose-driven outdoor billboard advertising include:

             Knowing your company’s purpose

             Authenticity in presenting your social cause

             Leveraging the power of partnerships

             Focusing on positive aspects of social issues; and

             Constant evaluation of audience engagement, which will help you pinpoint the strengths and improve on the weaknesses of your campaign

If you need assistance in developing an outdoor billboard advertising campaign that is designed around purpose-driven marketing principles, Printouch Limited is the perfect partner to help you maximize the effectiveness of your out of home advertising efforts. Printouch Limited offers the best solutions in print media and marketing and advertising materials.

The Surprising Power of Print Marketing to Leverage Your Ecommerce Site

Though many people believe that print is on the way out, it’s still more effective than we realize.

Why print is still relevant.

Think about how brick-and-mortar businesses use print. They mail out postcards; they install window decals with their hours and contact info; they hang banners or place sidewalk signs during a big sale. Though you may not have a physical storefront, print media can still be equally helpful to you:

  • Print engages more of the senses than digital media, making it memorable. As customers feel and smell paper, they gain tactile memories to associate with you.
  • Print pushes you to consider how well your visual design translates across different media. While your logo and colors may look great on a monitor, how well would they do in paper and ink?
  • Print helps you test your ability to engage your audience without falling back on a digital crutch. When there aren’t animations or clickable components available to hold viewers’ attention, how appealing is your design?
  • Print gives you a tangible way to build credibility with your target audience. By consistently displaying your logo, you convey that you are serious about your business, which builds brand awareness in your community.
  • Print makes you more personable. It reminds people that you are the face behind your business, especially if you include a picture of yourself or a short handwritten note on your print promotions.

How print boosts ecommerce.

More Internet-based companies are employing print media than you may realize. If you’ve ever ordered from a larger online company, you may have discovered in your mailbox an enduring symbol of the power of print: catalogs. They drive impressive online profits because of the convenient browsing experience they provide. Shoppers can note the items they want, then go online and order when they’re ready. With apps like Pounce, they can even interact digitally with their catalogs through their smartphones.

If you think a small catalog would help increase your traffic, start with a limited print run to test the waters, and adjust your marketing strategy accordingly. Remember, a catalog doesn’t have to be forty pages to be worthwhile. A five-page overview of your product categories and popular items would easily pique interest.

What print can do for your social media.

What does print have to do with social media? Believe it or not, they connect well, particularly in brand voice. An engaging and consistent voice leads fans of your print campaigns to check you out on social media, and makes your social fans pay attention to your print ads.

In addition to using a consistent, shareable tone, you can help your print and social marketing work together in these ways:

  • Engage multiple generations of consumers. While elders tend to prefer print and younger shoppers search primarily online, neither group sticks exclusively to one format.
  • Drive social traffic with printed calls-to-action. Mention hashtags that fans can use to join the latest conversation on Twitter, or encourage them to like you on Facebook for special promotions.
  • Share your online reviews offline. This makes your reputation more accessible to those who may not immediately hop online looking for reviews.

Print and social media are not mutually exclusive. Fans will appreciate the effort you put into both, and the traffic your store receives will be proof!