It involves the use of every element of the marketing mix to communicate the specified message to the target audience.Ī 360° campaign is focused on capitalizing on every interaction of a brand with the target audience. The idea of a 360° campaign much more than an integrated “media” marketing. This is usually done because the company hasn’t focused on the product’s marketing for a long time. Some brands use the 360° approach to revive the positioning of the not-so-well performing product. What separates brand’s most important campaigns from not so important ones? The objective and the integrated 360° approach to get the result. The process used to involve 360° marketing campaigns even before the 360° marketing approach was a thing. Rebranding is one of the biggest tasks of any brand. The company was seen as the brand for older generations and had to use 360 marketing campaign to reposition itself.
If a brand plans to set or alter its brand positioning, releasing just a TV commercial or a newspaper ad will not be enough.Ī perfect example of using 360 campaign to reposition the brand is Old Spice. It is built with the several interactions of the customer with the brand. Positioning is the space a brand occupies in the brains of its customers. This, however, depends on the brand’s niche.īesides the simple reason that there’s too much crowd in the market and the company has to stand out in some way, here are few reasons why brands invest in a 360° marketing campaign. The products belonging to the 360-degree campaign are usually marketed with different prices.Packaging and the visual looks are also altered to fit the positioning strategy.All the possible touch points are effectively exploited.The campaign includes an integrated promotional marketing approach where all the promotional devices (online, offline, and mobile) are used in an effective way to communicate the specified message.New products are launched or the old product brands are altered or extended to fit in the planned positioning strategy.In simple words, a 360 marketing campaign focuses on communicating a consistent message through all the marketing mix elements. 1.3 Related Posts: What Is A 360° Marketing Campaign?Ī 360° Marketing Campaign is a complete creative campaign idea across all the brand’s marketing mix elements, designed to implement a strategic brand strategy(usually positioning).
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