It seems that the advertising industry is going through as many structural changes as the automobile business. Take for instance the new buzz words "Spiral integration." Unlike "integrated marketing," where the goal is to have a similar message in all media, spiral integration suggests using each advertising medium to utilize its greatest strength, complementing and enhancing other promotional components, with the ultimate goal of building the closest possible one-on-one relationship with the customer.
For instance, radio and television's greatest strength is the ability to reach the largest possible number of potential customers in your marketplace. Radio and television messages are excellent means of directing potential customers to less intrusive media that can offer more information, such as newsprint, magazines, brochures, 800 numbers, infomercials, or a web site. As the Internet gathers steam, reaching more and more potential customers every day, it's a place where your customer can spend as much time as they like gathering information on you. Your web site can also do a great job in leading your customer to an interactive relationship with you via e-mail, fax-on-demand, and the phone.
"Spiral integration" is the concept that every media dollar you spend has a freestanding purpose, while supporting the overall marketing effort to gain the customers attention, provide information, build brand recall, and develop an ongoing, interactive, positive relationship with the customer.
"John Smith" is in the market for a used minivan. Driving home from work, he hears a radio ad for "Ace Dodge" talking about the tremendous inventory of pre-owned minivans and a web site address: acedodgedotcom.
John doesn't have a lot of time to shop for a van, but since he's working on the computer this evening anyway, he'll take a few moments to look at the Ace Dodge web site. As he looks at the on-line inventory, John notices the dealership offers a service that will allow him to literally custom order a pre-owned minivan in the color, option level, and price range he's looking for. John fills out a brief questionnaire and emails Ace Dodge. The following morning Bob, a sales consultant with Ace, contacts Bob to verify his preferences. During the following week Bob and John exchange email several times regarding available vehicles. Shortly after that, Bob fills out a credit application and emails it to the dealership. Two days later Bob delivers John's minivan to his office.
Ace Dodge's "spiral" marketing program got John's attention, brought him to a convenient environment for more information, and provided an avenue for interaction that fit John's lifestyle and needs. And it's a good bet salesperson Bob will use email to forge a close relationship with this new customer.
Evaluate each and every advertising medium you use. Be sure the message is right, and that it supports other media in your ad program. Be sure your timing and placement is right for each media. For instance, the Internet, and computer usage in general, continues to consume more and more of adults' evening hours. The new media will continue to erode traditional "prime time" television viewership as more people get "wired."
Does it make a lot of sense to try and capture the emotion of your television advertising campaign in newsprint? Use each medium to its fullest potential. Broadcast sells; newsprint tells. Use your print dollars to offer your customers the information they seek. One of our most successful clients uses a heavy broadcast schedule to alert potential customers of a major sale event. The radio and television ads also suggest that listeners look at weekend print ads that will provide more information, such as vehicles being offered, dates and times of the sale, and a map to the location.
If you have a web site, or are in the process of designing one, make sure the design is in sync with your overall advertising campaign. Advertise your web site on radio and television, then provide a listing of times and stations on your web site where your television infomercial will run.
Spiral integration of your advertising will help you surround your potential customers with messages that make sense, build trust, and foster long-term relationships.
Jim Boldebook is President of Creative Broadcast Concepts (CBC), an advertising/marketing agency working with some of America's most successful dealerships. If you have specific questions or require more information about this subject, please check the appropriate box on the reader response form on page 3.