THE MAGNITUDE OF MULTI-PURPOSE MARKETING
The transition from traditional to digital has transformed much of what we know when it comes to business. Currently in the spotlight are two tactics that once marched to separate beats but now harmonize beautifully together. Introducing brand marketing and performance marketing, as a couple.
The experts over at Overstock.com, the billionaire American retail company, were the first to kick this concept into gear with their direct-response marketing campaign.
The goal was to communicate one clear message —“Overstock” refers to low prices, not low quality. To convey this message, the company implemented a brilliant strategy that synthesized brand awareness and call-to-action advertising.
Utilizing a series of short video advertisements that parodied how names can be misleading, Overstock set out to communicate the true meaning behind their often misconstrued brand name.
Not only did they solidify what their brand name actually insinuates in an engaging, comical manner, but they also incorporated a call to action at the end of the spot that directed people straight to the website to products they had recently searched. The hope was to draw in the audience and then elicit an impulsive response to buy a product.
The experiment? Wildly successful. Upon the campaigns completion, Overstock reported that “the direct response video campaign provided a remarkable 80% increase in the conversion rate compared to other campaigns.”
We think Overstock.com deserves a round of applause for leaping into the dark and landing on two feet.
Before jumping into the benefits of this combination, lets define each of them:
On their own, these two forms of marketing are extremely beneficial. But Overstock has shown us that it’s time to let these two work together as a form of multipurpose marketing.
Here are a few benefits of adding multipurpose marketing to your business:
Here at Black Oak Creative, we recognize the need for multipurpose marketing and take full advantage of it.
We service companies by helping them build their brand and properly market their latest and greatest products and/or services. Overall business success isn’t just about building your brand and then talking about your products. It’s about telling people who you are and why your services and products fit their needs. The good thing is, we offer these services. From data analytics and social media management to web design and ecommerce, you name it and we have it in our arsenal. We want your brand to take you places and the masterminds behind Black Oak Creative can get you there.
The experts over at Overstock.com, the billionaire American retail company, were the first to kick this concept into gear with their direct-response marketing campaign.
The goal was to communicate one clear message —“Overstock” refers to low prices, not low quality. To convey this message, the company implemented a brilliant strategy that synthesized brand awareness and call-to-action advertising.
Utilizing a series of short video advertisements that parodied how names can be misleading, Overstock set out to communicate the true meaning behind their often misconstrued brand name.
Not only did they solidify what their brand name actually insinuates in an engaging, comical manner, but they also incorporated a call to action at the end of the spot that directed people straight to the website to products they had recently searched. The hope was to draw in the audience and then elicit an impulsive response to buy a product.
The experiment? Wildly successful. Upon the campaigns completion, Overstock reported that “the direct response video campaign provided a remarkable 80% increase in the conversion rate compared to other campaigns.”
We think Overstock.com deserves a round of applause for leaping into the dark and landing on two feet.
Before jumping into the benefits of this combination, lets define each of them:
- Brand Marketing is about bolstering a brand and gathering awareness. A company’s goal, in this manner, is to build connections, relationships, and cement within the minds of every consumer the brand identity and message.
- Performance Marketing is all about results. Who clicked what and how often? Usually in performance marketing scenarios, companies think they have successfully communicated their brand and gathered a sufficient client base and are now attempting to secure a purchase.
On their own, these two forms of marketing are extremely beneficial. But Overstock has shown us that it’s time to let these two work together as a form of multipurpose marketing.
Here are a few benefits of adding multipurpose marketing to your business:
- Stronger More Connected Relationships: create memorable digital campaigns for your niche audience by both telling them who you are and reminding them of what they want! You get the best of both worlds - advertising both brand and product.
- A thicker wallet: You’re killing two birds with one stone. With this marketing tactic, there’s no need for multiple budgets.
- Data : Data is an integral part of marketing. It allows you to identify what tactics are successful and which ones are better in the trash. Data was the key component that helped Overstock measure what their audience was interested in purchasing and how to tailor their campaign to engage with customers across different devices on their path to conversion.
Here at Black Oak Creative, we recognize the need for multipurpose marketing and take full advantage of it.
We service companies by helping them build their brand and properly market their latest and greatest products and/or services. Overall business success isn’t just about building your brand and then talking about your products. It’s about telling people who you are and why your services and products fit their needs. The good thing is, we offer these services. From data analytics and social media management to web design and ecommerce, you name it and we have it in our arsenal. We want your brand to take you places and the masterminds behind Black Oak Creative can get you there.
