No single media channel can win out any more. Today, it’s about being wherever customers are.
You must give them what they need. Relevant messages. Messages that solve a problem, they may not even be aware they have. Making sure each interaction is intelligently connected to the next is what they expect. You can't simply make a statement without connecting them to the next step. This means your dealership needs to deliver a great customer experience along with truly integrated marketing across any and every channel - web, social, mobile, broadcast, mail, radio, email, in-store, outdoor and beyond. That means planning your marketing strategy to incorporate reaching the RV consumer in a variety of places. You can't rely on one medium to achieve your marketing objective. Your wouldn't want an array of marketing companies putting out your message, causing confusion and increasing costs. But, many dealers do exactly this. They hire one company for digital advertising, let their TV station develop their commercials, rely on the radio station to create radio spots, and allow the newspaper to create their layout for sales events. There is nothing consistent about that. You pay each vendor for creative, and your message won't have consistent tonality, urgency, or even focus on the same offers and incentives. Your message, your brand, your creative, your tonality - they need to be consistent to offer a real authentic experience to your potential customers wherever they happen to find your dealership.
Diversify your advertising investment.
It is important to
have a marketing/advertising plan to follow that utilizes different media outlets. Put your advertising dollars where you will be sure to reach RV enthusiasts while keeping your message consistent. It is so important to your bottom line to diversify your investment by incorporating all channels, while utilizing the advantages available that will maintain costs, and improve performance.
DP Ball Advertising has incorporated an integrated marketing approach for decades.
If you are a recipient of our direct mail initiative, or if you receive our marketing emails, you are aware of the impact we have had on the RV marketplace across the US and Canada. We stress the importance of a consistent message across all channels. Our professional artists are well versed in RV dealer advertising, each with over 20 years in the industry. Utlizing industry-standard software, our electronic files are 100% compatible with those of various professional printing and media outlets.
Integrated marketing has been a well-known marketing effort by agencies since the 1980s. We built our first website in 1995, when the internet was still in it's infancy and have continued to evolve as new venues became available as advertising opportunities. We recognized early that your website was the perfect medium for
direct response advertising. We have utilized a direct response approach to marketing since our company was founded in 1984.
Integrated Marketing is a superior approach to achieving the objectives of a marketing campaign.
Through a well coordinated use of different promotional methods that are intended to reinforce each other, this synergistic effect adds value. As defined by the American Association of Advertising Agencies, integrated marketing communications recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines. These include advertising, public relations, personal selling, and sales promotion. This comprehensive plan combines them to provide clarity, consistency, and maximum communication impact.
