Building an Integrated Online and Offline Marketing Campaign
I’m planning something big to take place in February. The challenge is how to market it and this post is the first of a few that will explain what I’m doing. The campaign will integrate online and offline marketing and this post explains what I started on 1 December 2016.
You will note I haven’t explained what I’m planning for February and I’m not going to – just yet! If you start early enough, a little mystery or intrigue helps your campaign. I’m hoping you will hop on board, follow what I’m doing and pass on the message to anyone you know who may be interested.
There will be plenty to take part in online, even if you are too far away from Sheffield to take part in the live event in February. My consultancy offer is available to all coaches, consultants and local businesses, wherever they are based. At the same time, I’m working with others to promote best practice locally.
Facebook Live
First, I’m doing a series of 30 daily Facebook Live broadcasts. You can see all of them on my Community Web Consultant Facebook page as they appear. I shall add a 1 to 2 minute video, daily. I’ll probably break over Christmas but the idea is to build a presence or following, engaging in debating local economics.
You can take part in the debate by commenting on my Facebook Live videos. Each day I shall share one simple idea and together these posts will seed a powerful online conversation. I have the 30 days mapped out but will respond to comments either direct or in one of my videos. I can be diverted to explore relevant themes, which may mean I extend the series – we shall see how we go.
One of the issues I’ve had planning this is, the time of day to record the videos. It is possible to view them live. To do this it is ideal to have a regular time. My problem is I cannot find a time when I can absolutely guarantee I can post every single day. I may be able to find such a time as I get into the series. However, I’m not too worried as I suspect the recordings for most people will be more accessible than the live performance.
These posts will be an opportunity to promote other activities. So, I may encourage people to like my Facebook page or visit this blog or attend my series of Webinars.
Webinar Series
I’m planning a series of three webinars, opportunities to explore some of the themes in the Facebook Live series in more depth. I’m aiming for 1 – 2 minute soundbites through Facebook Live and so the Webinars will be about 20 minutes, including and followed by comments and questions.
I’ll record each webinar on YouTube and it will available as a replay. You will be able to comment and ask questions on the replay too.
The first webinar is “It’s Where Your Feet Are: How Businesses Benefit from Supporting the Local Economy”. One thing I’ve noticed is we often discuss how businesses can support community but rarely ask how businesses themselves benefit from their commitment to their locality.
The benefits have to be mutual. A business that went out of business because it supports its community would be neither use nor ornament. When the benefits are mutual is an opportunity for sustainable local regeneration that includes local businesses as well as the amenities that make it possible for everyone to take part in their neighbourhood.
I have lots of plans for webinars following these first three about the local economy. Stay with me as this is likely to become very interesting.
I’ve found an approach to webinars that is cost-free and you will see it does not involve a commercial webinar host. It is hosted on my website. I shall write about this in more detail once I’ve tested this method. But if you’re interested in trying this approach yourself, it is worth considering and I’m happy to answer your questions.
Conclusion
You will note I have said little today about offline marketing. The mysterious event in February is an offline event. And there will be offline aspects to the marketing as well. I shall review how I’m approaching that in a few weeks’ time.
Have you used the methods I’ve described here? What other online approaches do you use to promote events?