linked tactics Tag

linked tactic toolkitI'm doing a webinar for WOMMA tomorrow (check it out here if you're interested - it's free!) and it got me thinking about linked tactics. This is probably the easiest way to inject a bit of IMC into your current projects. Creating an IMC toolkit basically means you're going to consciously "collect" the combinations that work for you. In order to build your toolkit, you need to really think about the tactics you're linking, how and why they work and how to make them even more powerful.
  1. First, carefully examine your current marketing processes. Identify everywhere you are already linking tactics, from social media to landing pages, hashtags, QR codes, etc.
  2. After that list has been created, try to brainstorm a third tactic that would boost the performance of the first two and predict the results. Just guess if you have to – testing and measurement has to start somewhere. The third tactic is often timing, or it can be another marketing channel.
  3. Now identify those tactics operating on their own and do the same exercise. Add another tactic, experiment with the timing, or even simply add a hashtag. Then measure what happens. This is the beginning of your IMC linked tactic toolkit.

[caption id="attachment_6604" align="alignright" width="288"]© Kurhan Dreamstime.com  © Kurhan Dreamstime.com[/caption] You may or may not have heard the term "linked tactics." I consider it so important that I'm going to devote the next couple blog posts to it. First I'll explain it. Then we'll talk about how to derive your set of linked tactics, and how to build your IMC toolkit. Then we'll talk about how to measure those tactics and keep the momentum going. First, what do I mean by linked tactics ? Marketing people argue about the real power behind the results we see in integrated marketing. Personally, I think linked tactics are the heart of IMC.  At a minimum they provide the fuel that accelerates IMC campaigns way past their traditional counterparts.  When you link tactics, they become much more powerful than merely executing components in a silo'd fashion.  When planned well, the synergy between a set of two or more tactics boosts the results of a campaign astronomically. It's a simple idea -  but like so many simple things, it's not so easy to implement. Why so hard? Because every brand has a unique set of linked tactics.