The marketing landscape has changed more in the past 5 years than it has over the past 50. The main disruptor has been the digital and technological revolution which has seen us all spend more time online. Online we have more access to information and more exposure to content and marketing messages than ever before - approximately 200 newspapers worth per day. This creates new opportunities, but also new challenges, competitors and expectations.
Guest Article by Ryedale Group
With so many options to choose from and so much change, how do you ensure that you are getting the most out of your budget?
Beacon supplier Ryedale Group recently addressed a brief from Beacon customer Down Hall Country House Hotel who stand out in the wedding market due to their comprehensive packages and personal touches. The briefs aim was to personalise consumer experiences whilst better promoting the hotels brand and its services. As part of their offering Ryedale created a set of wedding countdown cards which marked significant moments in the run up to a couples wedding. These cards can be personalised by date and photographed to be uploaded to the couples facebook, instagram and twitter profiles to share with their friends, whilst simultaneously promoting the hotel brand.
Print is proving to be an ideal launchpad to drive consumers directly towards your online services and/or content (for example a bookings site or Facebook). There are various technologies available to form a bridge between print media and your online presence (QR codes, Augmented Reality etc), all of which can stimulate consumer actions, feedback and purchases. This multichannel approach can increase the effectiveness of print media whilst enhancing and personalising the consumer’s experience in print and online.
“From our initial brief the service from Ryedale was exceptional, as they guided us through the creative process and print spec to create something that is bespoke and appropriate for our audience, reflecting our hotel and the wedding services we offer. Our couples really enjoy the personal aspect this adds to our wedding packages, allowing them to create a countdown to their wedding and highlight the arrangements that are important to them. These moments can be shared with their friends on social media and we benefit from being tagged as part of their post which is raising our profile and promoting our wedding offering”
Anna Oliver, Head of Weddings and Private Events, Down Hall Country House Hotel.
Research shows that the most successful digital campaigns are those connected to powerful traditional media, such as print. We are setting out to confirm the research - including print in the advertising media mix will increase the ROI of the overall campaign.
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