Mixin' it up in marketing communications

A good cocktail calls for the right mixture of ingredients.  A successful marketing communications program has a mix of elements.  And just as individual tastes call for different mixes, each marketing situation dictates which marketing communications tactics will bring success. So how do you know when to use public relations or direct mail or trade shows or advertising or….?  The quick answer is “It depends.” It depends on your marketing situation and what you’re trying to achieve.
Each communications type has its uses.  Here’s what I mean.
ADVERTISING is a cost-effective way to reach a lot of people quickly. It can build awareness and/or generate inquiries depending on ad design and the media used.  Newspapers, radio, magazines, TV, and billboards each have something to offer that may or may not fit your marketing situation.
DIRECT MAIL (including email)is a great way to generate leads from a well-defined audience (usually 5,000 names or less.) Besides a good list, you need a strong offer and eye-catching creative to make direct mail successful.
If using email, be sure to get the recipient’s permission before sending.
PUBLIC RELATIONS (including social media marketing) can educate, enhance credibility and even generate inquiries. However, timing, content and placement of coverage are subject to the whims of editors, so PR is not a good awareness-building tactic.
TRADE SHOW and EVENTS are most productive if you have something new or products that are “hands-on.” This is what attendees are usually there for. You can collect good quality leads at a show, but trade show and event participation hare not good at building awareness.
WEB SITES are 24/7 information sources. Think of your web site as sales literature on steroids! The best sites offer lots of useful information in interactive formats so visitors can get just what they want when they want it.
Successful marketing communications programs utilize several of these communication types. Why?  Because a company can repeat their message more economically.  Because different prospects take in information in different ways. Because seeing a company’s message in different forms over time builds credibility and brand recognition.