People want to be close to their favorite brands, following their positions, the way they communicate, how they launch products and services and how they maintain, especially today, a good relationship with their customers.
Having neutral or robotic communication, as brands used to adopt when speaking to the public in the past, is no longer an option for gaining a good reputation in the market.
Today, the strategy to remain competitive is to adopt clearer, more objective, accessible and fluid dialogues. Because, if user behavior has evolved, companies must also reinvent themselves. And this, regardless of the age of the company, can be achieved through a good communication strategy or 360° branding.
What is 360° communication
360° Communication is the ability to ensure that the company creates a connection with its target audience, considering all communication channels that make sense to them, whether online (social networks, websites and applications) or offline (actions carried out in stores and events, advertisements in magazines, billboards, etc.)
It encompasses several actions and means of communication at the same time, with the purpose of taking the same brand message across all channels that its target audience consumes.
The goals are the same as any marketing campaign:
- Reach more people;
- Evolve the brand’s presence in on and off media;
- Strengthen a good relationship with customers;
- Add value to every stage of the user journey;
- Earn consumer trust;
- Offer satisfying experiences.
See here an example of a successful 360° strategy: Provi • Ideatore
But knowing how to communicate and personalize relationship and communication strategies is not always an easy strategy to execute. On the contrary, it is a challenge that demands time, investment and qualified professionals.
Do I need a communications agency?
To create and develop a good, effective marketing campaign, knowing how to allocate funds to be invested, it is necessary to have professionals with market knowledge.
Imagine that to launch a regional product, for example, it is necessary to carry out a campaign with actions in a city with 1 million inhabitants. Being present on and offline in this case has a high cost, but if the strategy and positioning for the niche – consumer audience – is correct, it is possible to direct the budget without investing time and money where your audience is not present.
If the campaign is national, it is even more complex to “find the needle in the haystack”, that is, in a country with more than 200 million people and diverse media, poor planning means, without exaggeration, millions of reais spent without effectiveness.
The good news is that relying on a 360° communication agency can be the perfect solution to have a complete and prepared team to get this investment right, in other words, doing more with less. It is their responsibility to identify the best strategy for this message to reach customers in a coherent and appealing manner.
To develop these strategies, the agency carries out various research related to that audience, such as age group, habits, behaviors and means of communication that they consume most, whether online or offline, in addition to what we call competitive benchmarking, understanding where the main players in the sector are and how they position themselves in the market.
The power of combining ON and OFF
As you can already understand, a 360° communication agency has the ability to combine, with media professionals and strategic planning, online and offline campaigns into one to reach the maximum target audience.
Online media
Through online media, the agency promotes communication with personalized actions in the most diverse communication channels on the internet, being able to create segmentations, direct the message to the public and use a wide variety of tools that help to measure results, such as e- mail marketing, paid traffic and social networks.
Email marketing, for example, is capable of generating great results, especially in B2B or e-commerce strategies, by offering relevant content to audiences who are already consumers or are used to and interested in that brand. Furthermore, it is used for engagement and relationships, functioning as a powerful attraction strategy.
Meanwhile, paid traffic or advertisements, as they are known, are effective when it comes to attracting new contacts. The 360º communications agency selects the best formats and directs the message according to the campaign’s intention.
We also cannot forget about social networks, which are often mistakenly used as the only sales channel by companies in all sectors. They are essential tools for the marketing strategies of any business to attract new users and, at the same time, they are capable of enhancing relationships by generating authority and customers who become brand ambassadors.
Offline media
Off media is very important for brands. Thanks to the wide variety of media and communication vehicles it offers, it can reach the expected audience in several different ways.
To create an offline strategy, the agency discusses with its client and understands their primary objectives, which audience they want to reach, which location (city, state, or country) they want their business to stand out in, and how much they are willing to invest to make it happen. After all, for a commercial to appear during prime time, it will require an investment of around 178,000 reais, depending on the programming, time slot, and location. Furthermore, for a campaign to ensure good visibility and positive results, it’s ideal for it to run for at least 3 months. In other words, the cost is quite high and needs to be well managed to ensure everything goes as expected.
But, much more than just accepting the client’s decision, the 360° communication agency has the role of developing an entire strategy and showing whether that type of campaign will actually be able to achieve the objectives expected by the brand. It’s not enough to just produce and put it on air. The strategy requires many adjustments and details that the team’s expertise helps the client take into account.
These marketing strategies with offline actions often use television as their main ally (since a significant portion of the population still enjoys sitting in front of the TV and following their favorite shows, soap operas, and news), but they also rely on other media that are part of our daily lives, such as billboards, panels, clocks, radios, and magazines.
Off media can bring good results! Just take a look at this success story: PropoMAX Kids launch
In short, having a 360° communication agency means:
- Create personalized strategies according to the objective and target audience of each business;
- Better understand the behavior, habits and channels that customers access most so your brand can be present in their lives;
- Strengthen the relationship with the public who already buy products or hire services from your company;
- Stand out in the market and gain new contacts with well-structured and attractive marketing campaigns;
- Having a complete team of highly qualified professionals to help your business grow even further.
There are many advantages that can help boost your brand. And if your goal is to start transforming your business today, Ideatore Americas can help you!