“The key to success is to market your brand, and not just your product,” says Chieftain Communications Director / Creative Director Steve Fontanot.
Chieftain Communications specialises in experiential marketing and has worked with leading brands such as Nestle, Telstra, ASUS and Hilton Hotels & Resorts to improve brand awareness and sales. Experiential marketing is the art of creating memorable experiences for consumers – an event or an experience people can actually get involved in that will leave a lasting impression and emotional connection to a brand. To see some examples of the latest in experiential marketing projects, please click here.
“Advertising saturation is increasing and ‘reaching’ consumers is becoming progressively difficult. Meanwhile, consumer connectivity has also changed the world and consumers are communicating with each other like never before. So businesses need to constantly develop new ways to communicate with their consumers,” says Steve.
Chieftain Communications has these five tips to market your brand effectively:
1. Review your market place.
Take time to evaluate your industry. “Jot down any upcoming opportunities and the threats to your business, product or services,” says Steve. “Then look at how you acquire and serve your customers and review the products and services you currently offer. This is a great way to determine your business’ strengths and weaknesses and make a plan of action.”
2. Audit your marketing material.
Lay everything out on your conference table and or/computer. Does a consistent theme, message or image jump out? Also, does your material work together? “It’s about having an integrated approach and using a mix of marketing tools that complement each other to draw in your audience,” says Steve. “For example, we always use experiential marketing with a combination of digital media and public relations to create a strong marketing campaign for our clients.”
3. Be innovative.
“If you want your brand to be successful beyond your imagination you have to be an innovative thinker,” says Steve. “For example, consider non-traditional methods of advertising and marketing to get your brand out to your demographic. Experiential marketing, compared to more traditional methods such as television campaigns, for example, can deliver an engaging message with your target audience for longer than the standard 30-second commercial. Experiential marketing also allows a brand to have conversations with their potential clients.”
4. Return on investment.
“It’s really important to look at your results after you have put your marketing in place,” says Steve. “For example, with our experiential campaigns for our clients, Chieftain Communications looks at several factors to evaluate the success, including:
- Sales – What has been the increase in sales?
- Footfall – How many people attended the marketing event/experience?
- Digital traffic – How many clicks, hits and likes on social media were achieved?
- Press coverage – Did the brand/event/experience achieve coverage desired, and in the right publications (online and print)?”
5. Keep an eye on the competition.
“At Chieftain Communications, we firmly believe that companies and brands should be trail blazing and continuously developing new ways to connect, market, and sell to their consumers. Having said that, it is important to take time to look over your shoulder,” says Steve, “So set up free Google alerts for your competitors to see what they’re doing in terms of news, blogs, press coverage etc. You can also follow and like them on social media to see if what they are doing is gaining traction. The goal is to make sure all the marketing elements that form your brand are more effective than those of your competitors, leading to higher consumer engagement, resulting in increased sales.”
In 2009 Chieftain Communications opened its door to the Australian market – a boutique award winning independent agency based in Sydney and Melbourne, creating memorable brand experiences, through the use of experiential marketing, event management, and digital/social media.
For more information, please contact:
Steve Fontanot - Director / Creative Director
e: firstname.lastname@example.org t: +61 (0) 2 9699 6880 w: chieftaincomms.com.au