Organizing for Retail Marketing Success – Omni-Channel In Action
So you’ve built your mass media marketing plan and are now ready to move to execution stage. You diligently did the creative briefs for all of your broadcast and preprint media, and got them aligned on message and voice.
You successfully got your merchant partners to support the themes with products and offers. You feel pretty good as you move to production activity that the messages will appear well coordinated and cohesive to the customer.
And then…here comes the web team and the email team and the social media group with their spin on the message and a voice that’s not quite the same.
It will be stated that these channels are different and need to have their own way of delivering the message to ‘their’ customer. The color of the logo you selected for mass just doesn’t reproduce well on a computer screen so we’ll need to change that a bit, and the shape of the event graphic isn’t what they need on the web site, and ‘our customers’ in the social media arena won’t respond well to the mass event name so here’s the web take on that.
So much for cohesive messaging across channels, and your omni-channel strategy.
What’s missing here is the concept of who the company is from the customer perspective and what brand or promotional message needs to be delivered regardless of the channel utilized.
There is no ‘my customer’ at the channel level.
There is no customer who only interfaces with the web site, and is oblivious to all other channels of communication that your company utilizes. There is no offer that only resonates with the customer in a single channel (okay, I’ll give you free shipping on the web site!)
So, the idea of taking your key products and marketing messages to all channels within a time period makes a lot of sense to me.
Keep as many retail marketer positions as you want to that are channel specific, but the key elements of customer contact must be consistent. Therefore, the brief is owned by the corporate marketers and all other marketers and agencies will follow that brief under fear of banishment to the desert.
You don’t change the logo, you don’t change the event graphic, you don’t change the event name, period.
If it’s Dollar Days in the store, it’s Dollar Days everywhere!
Oh, and for most of you, the first channel that needs to have the brief finalized in order to move to execution is visual marketing. When you are thinking mass media, don’t forget the in store marketing teams.
Most customers who walk in your store don’t know you ran an ad in any channel, so the store is the marketing message.
Original image by Arvene