Part 2: Perpetual Synergy Machine<\/h3>\n
Synergy. Once you get past the fact that it has become one of the prime players in buzzword BINGO, you understand that it really is the golden goose for marketing agencies and brands seeking success. Synergy envelopes your audience, maximizes your ad dollars, and compounds the effectiveness of each individual tactic. This is the holy grail of advertising, and one we were set on achieving for DEWALT\u00ae. <\/p>\n
To better understand the strategy, let\u2019s first take a look at what we mean by synergy. In its simplest form, synergy is when one piece of marketing feeds into another piece. The transition is both relevant and seamless, expanding on the experience and building upon the idea or product benefit. When you see a commercial that sends you to a website that then drives you to sign up to receive more information, that\u2019s synergy. The commercial introduced you to the idea, the website built upon that idea, and the whole thing culminated in the payoff of a sign up. <\/p>\n
This simplified example gives you a short glimpse into our thought process as we create our strategies. There are many ways to ask someone to sign up for information, but our favorite way is to provide them with an experience that creates a connection and builds a comfort level with the brand. The DEWALT\u00ae ToughSystem\u00ae Music launch is a perfect example of synergy in action. <\/p>\n
For the DEWALT\u00ae ToughSystem\u00ae Music launch, our objective was to convince pros that the ToughSystem\u00ae Music would provide 3D quality sound for the job site. One tactic would\u2019ve been to create a landing page and Facebook post, but that would\u2019ve limited the campaign to basically visiting the landing page and Facebook page. The experience would\u2019ve been one note (no pun intended); we were looking for harmony. To this end, we ultimately pitched a strategy involving:<\/p>\n
- \n
- DEWALT\u00ae ToughSystem\u00ae Music landing page<\/li>\n
- Custom proprietary song<\/li>\n
- Media including SEM, display\/retargeting, mobile, FBX, and YouTube<\/li>\n
- Social including promoted Facebook and Twitter posts<\/li>\n
- Gamification campaign and sweepstakes<\/li>\n<\/ul>\n
Considering DEWALT\u00ae already has an active and engaged social media following, including social media as a marketing tactic was a no brainer. A landing page was also key for not only communicating the benefits of the product, but also for acting as a connection point for several of our tactics and platforms. This included a free download of the custom song, Facebook and Twitter links, product video, newsletter signup, and link to a dedicated product page. <\/p>\n
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