Message Across Multiple Media
For decades, during football season travelers driving east on I-80 into Omaha have seen a big billboard advertising Nebraska Blue Cross and Blue Shield. It was notable and attracted attention because the billboard carried the score of the University of Nebraska Huskers football game the same day it was played. Mimicking the numbers of a stadium scoreboard, the scores and the opponents appeared on the board until replaced by the next game.
This year, a print ad using the same idea as the billboard appears across the bottom of the local Sunday sports pages.
It’s surprising it’s taken so many years for the Blues organization to duplicate its idea elsewhere, but this is an example of carrying a recognizable theme across multiple media.
Just as many motorists recognize the similar message on the billboard and in the print ad, prospects become more aware of your message if you carry it across the multiple channels you use for advertising.
Suppose you plan a product-specific marketing campaign using direct mail marketing. It’s obvious you put up posters in your lobbies to reach your current members or customers who would not be part of the prospect mail campaign. You include a newspaper ad in the local daily, as well as a print ad in the weekly specialty newspaper. You also buy a few spots on one or two radio stations.
You could use a different style of advertisement and message in each of these diverse media, but it’s more effective to carry the same theme across all the media — because people will recognize it and each repetition reinforces your message.
Remember, this is about your promotional message, not a branding slogan.
There are many banks and credit unions in your community. As hard as it may be to admit, a large number of the public don’t know one financial institution from another. They are only consciously aware of the one or two where they conduct their financial business. The other FIs blend together. Your messages need to differentiate your organization.
Take a cue from the Blue Cross and Blue Shield example and give your advertising an added boost by presenting your prospects with a united message from multiple media. Just don’t take decades to get around to it.