May 7, 2025 • 25 mins
On this episode of 1000 Ways to Market Your Business, Samantha Scott, APR, is joined by Jessica Walker, owner of Jess Lifestyle Marketing.
The two delve into the foundations and execution of successful multi-channel marketing campaigns, covering the importance of understanding your audience, strategic planning using the RPIE and GOST models, the significance of consistent messaging, and the essential practice of measuring impact.
Have a question or feedback to share? Visit www.getpushing.com or one of our many social media channels. We look forward to hearing from you.
#marketing #business #communication #strategy
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Transcript
Episode Transcript
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Samantha (00:05):
Hi, everyone.
Welcome to 1000 Ways to MarketYour Business, a podcast brought
to you by Pushing the Envelope.
I am Samantha Scott, APR, andtoday I am joined by the one and
only Jess, who is my dear friendand colleague.
Jessica, why don't you introduceyourself?
Jessica (00:17):
Well, thank you for having me here today, Samantha.
Jess Walker, APR, CPRC, and I'vebeen in the marketing and PR
business for over 20 years.
And last summer I decided tostep out and try a new adventure
and so I launched Jess LifestyleMarketing, where I am able to
kind of offer PR marketingskills and services to
businesses and others as aconsulting type basis.
(00:40):
So it's been a lot of fun todive into that.
Samantha (00:42):
Awesome.
Well, I think you're gonna be aperfect guest to talk about our
topic today, which ismulti-channel campaigns and how
to execute them with success.
So you have a background largelyin PR, but obviously have
experience in marketing.
Our firm serves as an outsourcedCMO marketing department, but
also my background is in PR too,so really melding those two
worlds to create successfulcampaigns.
(01:05):
So why don't we kick things offwith what are the foundations of
a multi-channel campaign?
You know, what would youconsider to be kind of the core
elements?
Jessica (01:13):
Well, I definitely think understanding your
audience and understanding whatyou're trying to put out there,
you've got to really have thatbase there to be successful.
You know, and a lot of peoplealways want to say that
marketing and PR is somethingthat can't be measured or is
more of a fluff type thing, andit's not, it can be very
strategic.
It can be very measurable andquantifiable, and so it's one of
(01:36):
those things that you just haveto start from the beginning with
a plan and the audience and theresearch is really a core
foundation so that you can buildall of the elements around those
to be successful.
Samantha (01:47):
Absolutely start with the plan.
Who are you trying to reach andwhat are you trying to
accomplish?
Those sound like very simplequestions, but they can be very
hard to answer depending on theclient or the project or the
thing that you're working on.
So, really glad you startedthere and you touched on one of
the things that I am mostpassionate about and you know
that, which is testing andmeasuring because everything can
be tested and measured, and itis a full blown bologna lie if
(02:09):
somebody tells you otherwise.
I completely agree with that.
And messaging really factorsinto that too, right?
So like, who are you trying totalk to?
What are you trying toaccomplish?
And then well ultimately, whatare you trying to communicate to
them?
You know, I saw something onLinkedIn recently, that said,
you know, it's not about whatyou're trying to sell, it's
about the problem that youraudience is trying to solve.
And I think that's a fantasticreminder for marketers to keep
(02:30):
in mind when you're creatingthese multi-channel campaigns,
or even singular channelcampaigns.
So let's talk first aboutdeveloping a cohesive strategy,
because that's really thefoundation.
How would you recommend goingabout doing that?
Jessica (02:44):
Well, of course, anything with a plan and being
very meticulous is going todrive you to success.
And so understanding what thatgoal is that you're trying to
achieve.
You know, once you understandwho your audiences are and what
your situational analysis is,where you know your current
situation and what you're tryingto move towards, then you start
building the plan behind it.
(03:06):
You know, just like you plan avacation or you plan any kind of
a trip, you take it in steps.
You don't just show up at theairport and hope that you can
get somewhere.
You know, you have to plan inadvance and kind of go for that.
And it's the same with themarketing and the PR plans.
You know, you have to bestrategic.
There's multiple layers whenyou're really diving into it to
make sure that you aresuccessful and building those
(03:28):
steps.
You know, you have strategies,you have tactics, and so it's
just making sure that once youknow that goal, creating from
the goal measurable objectives,which you can do, and people
don't realize that, is makingthose objectives and then moving
from there to say, okay, well wemade this objective.
What is the step, theoverarching strategy to get to
(03:48):
that?
And then what's the to do list,basically under that, with the
tactics.
So it's really starting to putpen to paper, which I know can
be a little time consuming, butit's very much worth it in the
end when you can look back andsee the results and see how
things are coming across.
Samantha (04:03):
Or fingers to keyboard depending on your day and age
and what your preferences are.
But yeah, I'd like to break thatdown a little bit.
So digging into kind of our PRbackground, for those of you who
are familiar with this concept,it will be old news, but hear me
out there is the RPIE model.
So it's research, planning,implementation, and then
evaluation.
And Jessica, you kind of touchedon all of those things because
first you have to do theresearch.
(04:24):
You're planning, right?
It's, okay, who are we trying totalk to?
What are we trying toaccomplish?
What does success look like atthe end of this campaign?
I like to ask that question alot of my team and of our
clients, but then also planningit out and then going into the
implementation.
Okay, now I have the roadmap, soI know where I'm going.
I know what success is going tolook like at the end.
I can implement this now, butthen it doesn't end there.
(04:45):
We have to actually do theevaluation.
So that's where the testing andmeasurement comes in.
The other thing is the GOSTmodel and it's not ghost like
spooky Halloween.
It's GOST as in goals,objectives, strategies, and
tactics.
This is so incredibly paramountand I think people that don't
have PR experience may not havethe benefit of being familiar
with that, but start with thegoal.
(05:06):
Where are we going?
So is this a business that needsX new clientele or X more in
revenue at the bottom line?
What are they trying toaccomplish?
Because everything we do inmarketing should be tied to the
business's bottom line andgoals.
Not just oh I want morefollowers on social media
because it's a popularitycontest.
How is this going to reallyaffect the business?
Jessica (05:28):
Right.
Samantha (05:29):
Then second, going into objectives, to your point,
and again, another acronym here,is the SMART objectives.
So strategic, measurable,attainable, relevant, and time
bound.
Jessica (05:40):
Yeah.
Samantha (05:40):
They're not all going to fit that complete model of
those five points, but you tryto get as close as you can
because what I like to say is,if I want to generate a 20%
increase in engagement onFacebook within six months,
that's really measurable.
Versus, well, I'd just like toget more out of Facebook.
Well, that's so vague.
How do you measure that?
(06:01):
So making sure your strategicplan is in fact strategic and it
has measurable objectives.
Jessica (06:07):
And that those objectives, you know, that you
have a balance of output versusoutcome as well.
You know, people are easy tosay, oh, I can make 10 posts a
week, you know, for the rest ofthe year, and that's my goal,
and look, I made my objective,but that doesn't change a
behavior.
So you want the outcome of whatyou're trying to say, just like
you were saying with thepercentage of engagement
increase, you know, putting somefigures to that.
Samantha (06:29):
Absolutely, because you're right, output versus
outcome, totally different.
We can be very, very busy doingall different kinds of things in
the marketing or PR world, andif they don't turn out to create
the actual results that we'relooking for, those goals, then
it's for naught.
Super important.
And then going into strategiesversus tactics, so the S and the
T in GOST.
(06:50):
People get these things mixed upall the time.
A strategy is the
Jessica (06:53):
I did too when I was learning.
Samantha (06:55):
It's the approach, it's the plan, it's the concept,
it's the campaign, it's thething we're gonna do.
Tactics are how you do it,right?
So first I'm gonna make theplan, then I'm gonna send this
email, then I'm gonna write thiscopy, then I'm gonna run this
social ad.
Those are all the nitty grittythings, so to speak, that kind
of make that happen.
But you really have to do thatkind of reverse pyramid of,
okay, what are the goals?
What are my objectives?
What are the strategies and thetactics, and you can break that
(07:17):
out any which way you wouldlike.
You know, the way I like to lookat it tends to be in strategies
is I might have a section inthat where it's what are my
email strategies versus what aremy paid strategies versus what
are my public relationsstrategies or branding, et
cetera, go down the line and thetactics fall under there.
I would really encourage anyonethat's listening to this, go
through that exercise and writedown your goals, objectives,
(07:39):
strategies and tactics, and thenfill in the blanks and how they
tie to each other.
It's gonna make your life somuch easier when it comes to
executing and even easier whenit comes to reporting.
So if you've got somebody aboveyou that you need to be able to
go back to and say, hey, I didmy job and look how well I did,
this is one really easy way tohelp you do that.
Jessica (07:54):
Right.
And in the business world too,especially with a lot of, you
know, the higher levelexecutives, they want to hear
more of the numbers.
They don't want to hear, youknow, oh, we made this nice
looking ad that's going toreach, you know, X, Y, and Z.
Well, what does the ad do?
Why did we do that?
They might not see dollarsimmediately, depending on the
business, but they want to seesome type of results or some
(08:15):
type of measurable thing.
And it depends on the servicestoo.
I mean, you can definitely workon a PR campaign for like a
retail store and see prettyquick results based on what
you're doing.
But if you're offering highlevel services such as
accounting or legal fees orsomething like that, people are
not as quick to change.
And so you just want to makesure to understand too, when
(08:36):
you're setting those objectives,that you're setting those
attainable ones, like in theSMART description, is that just
because you say, I'm gonna getthis by X date, you got to make
sure you understand the industrythat you're in and what is
realistic for the type ofservices or things you're
selling.
Samantha (08:52):
Yeah, that's a really great point.
Realistic on your own, and alsothat your higher ups are
realistic too, you know?
I tend to be one of those peoplewho are like I want it
yesterday.
Let's get it done.
We can do this, you know, andthank God I have a really
reasonable team who's like,okay, slow down, calm, calm
down.
We need, we need a couple extraminutes to do that.
But make sure that you aresetting those, you know, don't
make it so cushy that you can belackadaisical about it, I think
(09:15):
you need a little bit ofpressure to get it done, but at
the same time, be reasonablebecause my counsel's always been
quality over quantity.
Make sure if you're gonna do it,that you do it right.
Especially when it comes tocreating the strategy, make sure
that you leave yourself enoughtime to create a solid one, but
then also the time that you putin terms of timeframe to execute
is reasonable as well.
So that brings up to our nextpoint, which is perfect timing
(09:37):
and perfect segue, which isexecution.
So now, okay, the rubber meetsthe road.
We have the idea, we have itdocumented, we've done all of
our due diligence.
Now it's time to really moveforward.
How do we do that when we'retalking about a multi-channel
campaign and how do we do thateffectively and cohesively?
Jessica (09:54):
It's a lot.
I mean, and it really, you haveto look back to, as you've been
building that plan, at youraudiences and where they're at.
Different audiences are going tobe in different spheres of
influence, whether it's onsocial, whether it's on
television, whether it's, youknow, at events.
You have to understand whoyou're trying to reach, and if
you're trying to reach amulti-generation, that you're
gonna have to expand that planand do different things for
(10:17):
different groups.
Samantha (10:18):
Absolutely.
Jessica (10:18):
So you just have to make sure that you're looking
back at that.
I mean, we have, in today'sworld, it's a blessing and a
curse that we have so manythings right here at our
fingertips that we can use toget the messaging out.
But it also gets a lot of thatlost in, in all of the chaos and
all of the sound too.
So that's another reason to bevery strategic.
And so it's understanding ifyou're a business that relies
(10:41):
heavily on a social mediapresence, making sure that
you're targeting that audiencein that area and that you are
building up posts and planningahead and reading the room too.
Because as you start toimplement your plan, things in
the world change, as we've seen,you know, a lot in the last few
years.
Samantha (10:59):
I have no idea what you're talking about.
Jessica (11:01):
No, I mean, it's just been so calm for like, the last
five years.
But understanding that, youknow, when you do implement a
plan, always keeping aware ofyour surroundings because you
never know when you're gonnahave to switch gears.
You don't want to put out thisfluffy post if there's a
pandemic going on, and peopleare not ready for that.
So you, have to understand itfor sure, and build it from
(11:22):
there.
But it, it really comes down toseeing where your audience is so
that you can implement thosesteps, whether it's on social
media, whether it's sponsoringevents, advertising, being at
events, there's so many ways todo it.
Samantha (11:37):
Yeah, and so you're touching on a few of the kind of
tactics there on how we go aboutexecuting.
So if we have our goals, we haveour objectives, we've got our
strategies in place, now westart executing and really need
to be thinking about this in twoways, the 30,000 foot view of
what are we trying to accomplishand what's the big picture
across the board that needs toremain consistent in terms of
messaging and brand positioning,but then secondly is how do I
(11:58):
now implement that through PR?
So this could be news releases,editorial calendar
opportunities, working withinfluencers, different
collaborations, communityengagement.
Then we can move into digital.
So we've got organic social,paid social, maybe we're doing
pay per click, SEO, but there'salso the other influencers in
that space as well.
Email too, and then yourwebsite, but then also
(12:21):
advertising, which you touchedon.
So, you know, thinking aboutwhere the budget allocation is,
how do you adjust that byaudience, but also seasonality,
if that's applicable.
And just making sure that we'relooking at this from an earned
and owned perspective, and thatit's all consistent.
Our team does what's called abiannual review of marketing
(12:41):
strategies where we layeverything out.
If we're working for a client,we look at everything across the
board, all in one place, newsreleases, social posts, emails,
graphic design, everything inone spot.
And we're looking at it for thelast six months and saying, does
this measure up to theexpectations?
How has this moved the needle?
What's the performance year todate?
But then also saying, does thislook consistent from a brand
(13:02):
perspective?
Because there is a risk when youhave people working in silos
where I think I'm doing theright thing and I'm running down
this road, but hey, this mightbe like slightly off compared to
what this person has going on.
So making sure that we'reconsistent across the board, but
still working in our areas ofexpertise.
Jessica (13:17):
Absolutely.
Consistent voice is a big thingand making sure that everybody's
understanding and on the samepage because the messaging has
to be consistent, you know, nomatter who's telling it, whether
it's on social, whether it's onemail, whether it's, you know,
at events.
You just have to make sure thatyou are definitely doing that.
And another one that is prettypopular when I mentioned like
sponsorships is, you know, adsare expensive and you really are
(13:40):
putting a lot of investment inthat and hoping that a large
group sees it.
When it comes to magazines, whenit comes to television, you have
a select audience because thereare so many options nowadays
when it comes to streaming andpublications and reading online.
But one of the other things Isuggest too, is like sponsoring
events for nonprofits andsupporting groups locally, just
because you're taking thedollars that you'd spend on an
(14:03):
ad in some cases and putting ittowards a group that it will
help them.
But you're also if it's yourtarget audience, if the people
attending events or supportingthat nonprofit are the type of
people that would benefit yourbusiness or benefit your
organization, then you'realready networking with them.
So there's so many ways and itall ties together as you know,
because doing one thing isn'tgoing to move that needle, like
(14:25):
you mentioned, organic and paid.
You have to do multiple, and Iknow it's very exhausting for
people when I tell them that,but I'm like, you can send out
press releases all day long, butif nobody knows who you are and
nobody knows about it from otherangles, they're not going to pay
attention.
And so it's important.
And you also touched on withyour biannual thing I love,
(14:45):
because that's one thing Ialways tell people, yes, your
objectives, you set an end goal.
But I always tell people, I callthem almost like stop gap goals
or evaluations so that you don'twait until you get to the end of
the year to see if you made thatgoal.
Check it like three or fourtimes in process to say, I
should be at this by this point.
(15:05):
Am I here?
If not, what could I change?
If I am, great.
If I'm doing way better, thenlet's keep doing that and just
really blow the objective goalout of the water there.
Samantha (15:17):
Yeah, absolutely.
I mean, we do that specificallywith digital, you know, it's not
a set it and forget it.
That's what I like to say.
And a lot of companies take thatapproach where it's like, okay,
I set the campaign and it's justgonna run on its own.
And then at the end we look atit.
Well, man, you're really losingout if you take that approach,
because what if you get to theend and realize that campaign
was a total flop.
Even though you planned it,thought it was gonna be great if
I knew that a week in I couldmake an adjustment and then
(15:38):
rescue the rest of that campaignand make it perform exceedingly
well.
So absolutely, I think that isacross the board important
advice, whether that's PR,digital, et cetera.
There's tons of ways to measure,which is the next thing we're
gonna talk about.
But I want to jump back to whatyou said about, you know, being
kind of complex and how thereare so many opportunities these
days.
You're absolutely right.
And I had that conversation withsomebody recently who I have
(15:59):
great respect for, and she'sbeen around the business for a
very long time and she wassaying, man, it was so much
easier when I was doing this,you know, decades ago because it
was simple.
We had coupons, we had easyways, were sales going up or
sales going down.
It wasn't hard to measure.
And I said, you know, it's abeautiful dichotomy because that
is true, it was simpler, but atthe same time, now, even though
we have all these channels andthat becomes more complex, we
(16:20):
also have so much greatercontrol, flexibility,
measurability.
It's a really incredible time tobe doing marketing, but to your
point, it just all goes to thepoint of why being strategic and
making sure that you aredoggedly in pursuit of
consistency, brand voice, allthose types of things when
you're doing a multichannelcampaign is so important.
(16:41):
And my last comment in thissection is related to brand
voice and you talked aboutmessaging I think is incredibly
important.
So that should absolutely bepart of your strategy, is having
a very clear message and makingsure everyone on your team is
singing the same song, speakingthe same way.
So that could be a brand voice,we call it internally, a brand
voice and content creationguide.
(17:02):
How do we want to come across,what are the words or phrases
that we would use or would notuse?
How do we want people to feelwhen they communicate or hear
from us.
And making sure if we're writingon behalf, in this case of a
company, that what we areproducing would sound very much
like if somebody went to thatbrick and mortar or went to that
client's website, that it soundsthe same.
So consistency is absolutelyvery, very important.
Jessica (17:24):
It is.
And the other thing too, I don'tknow if it, where exactly I'd
throw it in this process, butprobably in the beginning, I
probably should have mentionedit there, but, you know,
understanding the why to whatyou're doing as well.
If your executives, you know, ifyou're with a big company and
they see other people doing thiswell, it doesn't mean that we
should be doing it.
You know, you, you have tounderstand why.
Samantha (17:43):
I have the best example for that.
Jessica (17:45):
I'm sure you have plenty.
Samantha (17:47):
Anyone that has been around me for a period of time
probably knows what I'm gonnasay, but I'm gonna share it
anyway.
We worked with a gym a number ofyears ago, and they did that
exact same thing.
We were setting up social mediafor them, and they said, we want
to be on Facebook and Twitterand YouTube, and whatever, fill
in the blank, right?
And I said, Twitter, why?
Well, that's where everyone elseis.
That's where my competitors are.
I said, hold on, let's justsurvey your members and see how
(18:08):
many of them, and granted thiswas many, many years ago, right?
Two percent were on there, and Isaid, do you still want to
invest your time and money onthat?
Oh, probably not.
Okay.
So I know I love testing andmeasurement.
I'm a nerd.
I will forever be on thatsoapbox.
But to your point, it is not aone size fits all, and you do
not necessarily have to do whatyour competitors are doing.
Okay.
Jessica (18:28):
Sometimes when you do opposite of what your
competitors are doing, it makesyou stand out more.
Samantha (18:32):
Exactly.
Exactly.
Okay, so last point here that Iwant to talk about as it relates
to planning and executingsuccessfully on a multichannel
campaign is measurement where myheart is forever and always, but
really, really making sure thatwe're measuring impactful
things, meaningful data.
This is not data for the sake ofdata.
(18:52):
You know, I used to do publicspeaking nationally, and I would
ask the audience, how many ofyou have Google Analytics on
your site?
Okay, hands are up.
How many of you get the reports?
Okay, a few hands go down.
How many of you look at thosereports?
Okay, more hands go down.
How many of you understand whatit's telling you?
And there was usually like onlytwo or three hands up.
Now, I don't do that as anexercise to make people feel bad
(19:14):
or unintelligent, things likethat.
But it's the point of if you'regetting junk data or meaningless
data, it's not going to helpyou.
So I will forever and always bea champion of meaningful data.
That you can glean actionableinsights from.
So I get information that thentells me this is working, this
needs to be adjusted, this needsto be scratched, and then I can
(19:36):
take that data to make betterdecisions going forward.
We could have a whole otherconversation about that.
Maybe we should do anotherpodcast just on measurement,
maybe a whole season on it.
Jessica (19:45):
Absolutely.
Samantha (19:46):
But I'll pause there and ask you from your
perspective, what are youlooking at in terms of
measurement for a successfulmultichannel campaign?
Jessica (19:56):
Well, definitely we're referencing back to what your
objectives are, looking back atyour goal, looking back at your
objectives.
So as you mentioned earlier,tying everything to that and so
it's making sure that the stepsthat you're doing and the things
that you're checking to measurealign with that.
You know, if you're solelyworking on social media, and I
don't think increasing followersis a goal to go after.
(20:19):
I think it's increasingengagement.
So in a situation like that,it's making sure that you're
pulling the data that shows thatyou're getting that engagement.
The times of day to post, thetype of things people want to
see.
And it's just using the researchthat you've done to know what
you need to be measuring.
Yeah it's great to know, oh, weincreased by 15 followers.
Well, that's all well and good,you know, the followers don't
(20:42):
necessarily result in your brandgetting better view or a better
enhancement.
What pushes that is ininteraction.
Engagement.
You know, I've always toldpeople too, when it comes to,
you know, Google Business andGoogle Reviews and search engine
optimization, it's understandingthat all of those things work
together and that you can'tjust, as you mentioned earlier,
(21:04):
like set it and forget it.
Like if you build a website, youthink, oh, the website's there,
I'm done.
I don't have to do anything.
Well, if Google sees that youhaven't uploaded a photo or
changed some language or justtouched the website at all in a
few weeks, then it starts toimagine that you're not there.
If you are just so focused in onyour website and not looking at
your Google Business or lookingat your social media or you
(21:25):
know, link backs from other, youknow, business partners, then
you know you're losing thatintegration because all of those
parts have to work together.
Unfortunately for us, it feelslike Google kind of runs the
world in a way.
They make the call and you wantto make sure they see you active
in so many places.
And so it's not saying, oh, youknow, somebody was on my website
(21:45):
for X amount of time.
That's great.
You want them to move around.
You want to get some movement inthere.
So it's one, for sureunderstanding what you're
measuring and how to read it,which even I sometimes will give
to a web person and be like,tell me what some of this data
means so I can understand what Ineed to change.
But understanding it and pullingthe right information, because
Google Analytics especially has,I think Facebook and all of them
(22:07):
do.
You can really start honing downa rabbit hole and measuring so
many different things that won'treally make a difference.
Samantha (22:13):
Yeah.
I think you can kind ofsummarize that as going back to
what are the business's goals?
What are you trying toaccomplish?
So measuring that back againstthat, you know, at a micro
level, we measure monthly, andso we're looking at, okay, if
we're working with a restaurant,did we increase sales?
Did we increase revenue?
Did we increase covers?
If those are the objectives thatwe're working towards, we're
measuring against the business'sactual goals, and then also
(22:37):
looking at the objectivesspecifically that you talked
about.
So you know, for PR, forexample, it could be impressions
or earned media, things likethat.
But then also online, what's thereach?
What are the conversions?
What's happening, to your point,on the website?
Because ultimately, yes, we wantto connect and nurture
relationships and createawareness, but those things
don't necessarily impact thebottom line directly until
(22:58):
someone makes a purchase, booksa reservation, et cetera.
So we want to make sure thatwe're keeping those things in
mind.
And then of course, anythingwith paid you're measuring as
well.
So we're looking at what's theclick-through rate, what's the
open rate, what's the cost perclick, you know, what is the ROI
at the bottom line that we'regenerating from these endeavors?
And if any sales rep says, wecan't measure that, they are
(23:18):
definitely telling you a lie.
I would be happy to talk to youabout that, but make sure that
you're doing that becauseawareness is one thing and
that's great, but that doesn'treally tell the full story,
which is really, really whatwe're trying to get at.
Because to your point, we wantto know what type of content is
engaging the audience on whatchannel, what are the levers
that we can move up and down tomake behavior change?
Jessica (23:39):
Yep.
Samantha (23:40):
I.e.
generate the sales or meet thebusiness's objectives.
Jessica (23:44):
Behavior change, right there.
You hit the nail on the head.
And one thing I've used todescribe to people, especially
people maybe that don't have thebackground, understand what
we're trying to drive towardswith this multi-layer plan is
emotions, like it's aboutrelationships.
Yes, this is a very thought outplan with a lot of steps and a
lot of checkpoints, but at theend of the day, it comes down to
(24:06):
the relationships that you havewith your customers, with your
clients, with anybody thatyou're working with.
And I tell people when I'm, youknow, trying to explain the
process to them, I'm like, thinkof your favorite coffee shop.
Think of your favorite grocerystore.
Everybody has one.
Even if they don't think theydo.
Like, think of the places thatyou enjoy and why.
You didn't just go there,because necessarily it is, you
(24:28):
know, right down the street, youmight drive past several other
versions to get to the one youlike.
There's a feeling, there's anemotion tied to it, and that's
what you're trying to do withthe engagement and getting to
your customer base, you'retrying to change their behavior,
but you have to tap into theirbehavior habits as well.
Samantha (24:47):
Create the experience.
So it's both qualitative andquantitative.
I think that's a bottom line aswe wrap this up on how do you
effectively create amulti-channel campaign keeping
both sides in mind so you canreally create a strategic plan,
execute it well, and measure itin a meaningful way.
Thank you so much, Jess, forsharing your insights.
I appreciate it.
Jessica (25:07):
I appreciate being on here with you.
It's always great to connect andI always love talking about PR
and marketing, so...
Samantha (25:14):
Absolutely.
Well, thank you everyone forwatching, for tuning in and
listening.
This has been another episode of1000 Ways to Market Your
Business, brought to you byPushing the Envelope.
Feel free to leave any commentsor questions below and make sure
you tune into the other episodesforthcoming.
Thank you.
Take care.
Hi, everyone.
Welcome to 1000 Ways to MarketYour Business, a podcast brought
to you by Pushing the Envelope.
I am Samantha Scott, APR, andtoday I am joined by the one and
only Jess, who is my dear friendand colleague.
Jessica, why don't you introduceyourself?
Jessica (00:17):
Well, thank you for having me here today, Samantha.
Jess Walker, APR, CPRC, and I'vebeen in the marketing and PR
business for over 20 years.
And last summer I decided tostep out and try a new adventure
and so I launched Jess LifestyleMarketing, where I am able to
kind of offer PR marketingskills and services to
businesses and others as aconsulting type basis.
(00:40):
So it's been a lot of fun todive into that.
Samantha (00:42):
Awesome.
Well, I think you're gonna be aperfect guest to talk about our
topic today, which ismulti-channel campaigns and how
to execute them with success.
So you have a background largelyin PR, but obviously have
experience in marketing.
Our firm serves as an outsourcedCMO marketing department, but
also my background is in PR too,so really melding those two
worlds to create successfulcampaigns.
(01:05):
So why don't we kick things offwith what are the foundations of
a multi-channel campaign?
You know, what would youconsider to be kind of the core
elements?
Jessica (01:13):
Well, I definitely think understanding your
audience and understanding whatyou're trying to put out there,
you've got to really have thatbase there to be successful.
You know, and a lot of peoplealways want to say that
marketing and PR is somethingthat can't be measured or is
more of a fluff type thing, andit's not, it can be very
strategic.
It can be very measurable andquantifiable, and so it's one of
(01:36):
those things that you just haveto start from the beginning with
a plan and the audience and theresearch is really a core
foundation so that you can buildall of the elements around those
to be successful.
Samantha (01:47):
Absolutely start with the plan.
Who are you trying to reach andwhat are you trying to
accomplish?
Those sound like very simplequestions, but they can be very
hard to answer depending on theclient or the project or the
thing that you're working on.
So, really glad you startedthere and you touched on one of
the things that I am mostpassionate about and you know
that, which is testing andmeasuring because everything can
be tested and measured, and itis a full blown bologna lie if
(02:09):
somebody tells you otherwise.
I completely agree with that.
And messaging really factorsinto that too, right?
So like, who are you trying totalk to?
What are you trying toaccomplish?
And then well ultimately, whatare you trying to communicate to
them?
You know, I saw something onLinkedIn recently, that said,
you know, it's not about whatyou're trying to sell, it's
about the problem that youraudience is trying to solve.
And I think that's a fantasticreminder for marketers to keep
(02:30):
in mind when you're creatingthese multi-channel campaigns,
or even singular channelcampaigns.
So let's talk first aboutdeveloping a cohesive strategy,
because that's really thefoundation.
How would you recommend goingabout doing that?
Jessica (02:44):
Well, of course, anything with a plan and being
very meticulous is going todrive you to success.
And so understanding what thatgoal is that you're trying to
achieve.
You know, once you understandwho your audiences are and what
your situational analysis is,where you know your current
situation and what you're tryingto move towards, then you start
building the plan behind it.
(03:06):
You know, just like you plan avacation or you plan any kind of
a trip, you take it in steps.
You don't just show up at theairport and hope that you can
get somewhere.
You know, you have to plan inadvance and kind of go for that.
And it's the same with themarketing and the PR plans.
You know, you have to bestrategic.
There's multiple layers whenyou're really diving into it to
make sure that you aresuccessful and building those
(03:28):
steps.
You know, you have strategies,you have tactics, and so it's
just making sure that once youknow that goal, creating from
the goal measurable objectives,which you can do, and people
don't realize that, is makingthose objectives and then moving
from there to say, okay, well wemade this objective.
What is the step, theoverarching strategy to get to
(03:48):
that?
And then what's the to do list,basically under that, with the
tactics.
So it's really starting to putpen to paper, which I know can
be a little time consuming, butit's very much worth it in the
end when you can look back andsee the results and see how
things are coming across.
Samantha (04:03):
Or fingers to keyboard depending on your day and age
and what your preferences are.
But yeah, I'd like to break thatdown a little bit.
So digging into kind of our PRbackground, for those of you who
are familiar with this concept,it will be old news, but hear me
out there is the RPIE model.
So it's research, planning,implementation, and then
evaluation.
And Jessica, you kind of touchedon all of those things because
first you have to do theresearch.
(04:24):
You're planning, right?
It's, okay, who are we trying totalk to?
What are we trying toaccomplish?
What does success look like atthe end of this campaign?
I like to ask that question alot of my team and of our
clients, but then also planningit out and then going into the
implementation.
Okay, now I have the roadmap, soI know where I'm going.
I know what success is going tolook like at the end.
I can implement this now, butthen it doesn't end there.
(04:45):
We have to actually do theevaluation.
So that's where the testing andmeasurement comes in.
The other thing is the GOSTmodel and it's not ghost like
spooky Halloween.
It's GOST as in goals,objectives, strategies, and
tactics.
This is so incredibly paramountand I think people that don't
have PR experience may not havethe benefit of being familiar
with that, but start with thegoal.
(05:06):
Where are we going?
So is this a business that needsX new clientele or X more in
revenue at the bottom line?
What are they trying toaccomplish?
Because everything we do inmarketing should be tied to the
business's bottom line andgoals.
Not just oh I want morefollowers on social media
because it's a popularitycontest.
How is this going to reallyaffect the business?
Jessica (05:28):
Right.
Samantha (05:29):
Then second, going into objectives, to your point,
and again, another acronym here,is the SMART objectives.
So strategic, measurable,attainable, relevant, and time
bound.
Jessica (05:40):
Yeah.
Samantha (05:40):
They're not all going to fit that complete model of
those five points, but you tryto get as close as you can
because what I like to say is,if I want to generate a 20%
increase in engagement onFacebook within six months,
that's really measurable.
Versus, well, I'd just like toget more out of Facebook.
Well, that's so vague.
How do you measure that?
(06:01):
So making sure your strategicplan is in fact strategic and it
has measurable objectives.
Jessica (06:07):
And that those objectives, you know, that you
have a balance of output versusoutcome as well.
You know, people are easy tosay, oh, I can make 10 posts a
week, you know, for the rest ofthe year, and that's my goal,
and look, I made my objective,but that doesn't change a
behavior.
So you want the outcome of whatyou're trying to say, just like
you were saying with thepercentage of engagement
increase, you know, putting somefigures to that.
Samantha (06:29):
Absolutely, because you're right, output versus
outcome, totally different.
We can be very, very busy doingall different kinds of things in
the marketing or PR world, andif they don't turn out to create
the actual results that we'relooking for, those goals, then
it's for naught.
Super important.
And then going into strategiesversus tactics, so the S and the
T in GOST.
(06:50):
People get these things mixed upall the time.
A strategy is the
Jessica (06:53):
I did too when I was learning.
Samantha (06:55):
It's the approach, it's the plan, it's the concept,
it's the campaign, it's thething we're gonna do.
Tactics are how you do it,right?
So first I'm gonna make theplan, then I'm gonna send this
email, then I'm gonna write thiscopy, then I'm gonna run this
social ad.
Those are all the nitty grittythings, so to speak, that kind
of make that happen.
But you really have to do thatkind of reverse pyramid of,
okay, what are the goals?
What are my objectives?
What are the strategies and thetactics, and you can break that
(07:17):
out any which way you wouldlike.
You know, the way I like to lookat it tends to be in strategies
is I might have a section inthat where it's what are my
email strategies versus what aremy paid strategies versus what
are my public relationsstrategies or branding, et
cetera, go down the line and thetactics fall under there.
I would really encourage anyonethat's listening to this, go
through that exercise and writedown your goals, objectives,
(07:39):
strategies and tactics, and thenfill in the blanks and how they
tie to each other.
It's gonna make your life somuch easier when it comes to
executing and even easier whenit comes to reporting.
So if you've got somebody aboveyou that you need to be able to
go back to and say, hey, I didmy job and look how well I did,
this is one really easy way tohelp you do that.
Jessica (07:54):
Right.
And in the business world too,especially with a lot of, you
know, the higher levelexecutives, they want to hear
more of the numbers.
They don't want to hear, youknow, oh, we made this nice
looking ad that's going toreach, you know, X, Y, and Z.
Well, what does the ad do?
Why did we do that?
They might not see dollarsimmediately, depending on the
business, but they want to seesome type of results or some
(08:15):
type of measurable thing.
And it depends on the servicestoo.
I mean, you can definitely workon a PR campaign for like a
retail store and see prettyquick results based on what
you're doing.
But if you're offering highlevel services such as
accounting or legal fees orsomething like that, people are
not as quick to change.
And so you just want to makesure to understand too, when
(08:36):
you're setting those objectives,that you're setting those
attainable ones, like in theSMART description, is that just
because you say, I'm gonna getthis by X date, you got to make
sure you understand the industrythat you're in and what is
realistic for the type ofservices or things you're
selling.
Samantha (08:52):
Yeah, that's a really great point.
Realistic on your own, and alsothat your higher ups are
realistic too, you know?
I tend to be one of those peoplewho are like I want it
yesterday.
Let's get it done.
We can do this, you know, andthank God I have a really
reasonable team who's like,okay, slow down, calm, calm
down.
We need, we need a couple extraminutes to do that.
But make sure that you aresetting those, you know, don't
make it so cushy that you can belackadaisical about it, I think
(09:15):
you need a little bit ofpressure to get it done, but at
the same time, be reasonablebecause my counsel's always been
quality over quantity.
Make sure if you're gonna do it,that you do it right.
Especially when it comes tocreating the strategy, make sure
that you leave yourself enoughtime to create a solid one, but
then also the time that you putin terms of timeframe to execute
is reasonable as well.
So that brings up to our nextpoint, which is perfect timing
(09:37):
and perfect segue, which isexecution.
So now, okay, the rubber meetsthe road.
We have the idea, we have itdocumented, we've done all of
our due diligence.
Now it's time to really moveforward.
How do we do that when we'retalking about a multi-channel
campaign and how do we do thateffectively and cohesively?
Jessica (09:54):
It's a lot.
I mean, and it really, you haveto look back to, as you've been
building that plan, at youraudiences and where they're at.
Different audiences are going tobe in different spheres of
influence, whether it's onsocial, whether it's on
television, whether it's, youknow, at events.
You have to understand whoyou're trying to reach, and if
you're trying to reach amulti-generation, that you're
gonna have to expand that planand do different things for
(10:17):
different groups.
Samantha (10:18):
Absolutely.
Jessica (10:18):
So you just have to make sure that you're looking
back at that.
I mean, we have, in today'sworld, it's a blessing and a
curse that we have so manythings right here at our
fingertips that we can use toget the messaging out.
But it also gets a lot of thatlost in, in all of the chaos and
all of the sound too.
So that's another reason to bevery strategic.
And so it's understanding ifyou're a business that relies
(10:41):
heavily on a social mediapresence, making sure that
you're targeting that audiencein that area and that you are
building up posts and planningahead and reading the room too.
Because as you start toimplement your plan, things in
the world change, as we've seen,you know, a lot in the last few
years.
Samantha (10:59):
I have no idea what you're talking about.
Jessica (11:01):
No, I mean, it's just been so calm for like, the last
five years.
But understanding that, youknow, when you do implement a
plan, always keeping aware ofyour surroundings because you
never know when you're gonnahave to switch gears.
You don't want to put out thisfluffy post if there's a
pandemic going on, and peopleare not ready for that.
So you, have to understand itfor sure, and build it from
(11:22):
there.
But it, it really comes down toseeing where your audience is so
that you can implement thosesteps, whether it's on social
media, whether it's sponsoringevents, advertising, being at
events, there's so many ways todo it.
Samantha (11:37):
Yeah, and so you're touching on a few of the kind of
tactics there on how we go aboutexecuting.
So if we have our goals, we haveour objectives, we've got our
strategies in place, now westart executing and really need
to be thinking about this in twoways, the 30,000 foot view of
what are we trying to accomplishand what's the big picture
across the board that needs toremain consistent in terms of
messaging and brand positioning,but then secondly is how do I
(11:58):
now implement that through PR?
So this could be news releases,editorial calendar
opportunities, working withinfluencers, different
collaborations, communityengagement.
Then we can move into digital.
So we've got organic social,paid social, maybe we're doing
pay per click, SEO, but there'salso the other influencers in
that space as well.
Email too, and then yourwebsite, but then also
(12:21):
advertising, which you touchedon.
So, you know, thinking aboutwhere the budget allocation is,
how do you adjust that byaudience, but also seasonality,
if that's applicable.
And just making sure that we'relooking at this from an earned
and owned perspective, and thatit's all consistent.
Our team does what's called abiannual review of marketing
(12:41):
strategies where we layeverything out.
If we're working for a client,we look at everything across the
board, all in one place, newsreleases, social posts, emails,
graphic design, everything inone spot.
And we're looking at it for thelast six months and saying, does
this measure up to theexpectations?
How has this moved the needle?
What's the performance year todate?
But then also saying, does thislook consistent from a brand
(13:02):
perspective?
Because there is a risk when youhave people working in silos
where I think I'm doing theright thing and I'm running down
this road, but hey, this mightbe like slightly off compared to
what this person has going on.
So making sure that we'reconsistent across the board, but
still working in our areas ofexpertise.
Jessica (13:17):
Absolutely.
Consistent voice is a big thingand making sure that everybody's
understanding and on the samepage because the messaging has
to be consistent, you know, nomatter who's telling it, whether
it's on social, whether it's onemail, whether it's, you know,
at events.
You just have to make sure thatyou are definitely doing that.
And another one that is prettypopular when I mentioned like
sponsorships is, you know, adsare expensive and you really are
(13:40):
putting a lot of investment inthat and hoping that a large
group sees it.
When it comes to magazines, whenit comes to television, you have
a select audience because thereare so many options nowadays
when it comes to streaming andpublications and reading online.
But one of the other things Isuggest too, is like sponsoring
events for nonprofits andsupporting groups locally, just
because you're taking thedollars that you'd spend on an
(14:03):
ad in some cases and putting ittowards a group that it will
help them.
But you're also if it's yourtarget audience, if the people
attending events or supportingthat nonprofit are the type of
people that would benefit yourbusiness or benefit your
organization, then you'realready networking with them.
So there's so many ways and itall ties together as you know,
because doing one thing isn'tgoing to move that needle, like
(14:25):
you mentioned, organic and paid.
You have to do multiple, and Iknow it's very exhausting for
people when I tell them that,but I'm like, you can send out
press releases all day long, butif nobody knows who you are and
nobody knows about it from otherangles, they're not going to pay
attention.
And so it's important.
And you also touched on withyour biannual thing I love,
(14:45):
because that's one thing Ialways tell people, yes, your
objectives, you set an end goal.
But I always tell people, I callthem almost like stop gap goals
or evaluations so that you don'twait until you get to the end of
the year to see if you made thatgoal.
Check it like three or fourtimes in process to say, I
should be at this by this point.
(15:05):
Am I here?
If not, what could I change?
If I am, great.
If I'm doing way better, thenlet's keep doing that and just
really blow the objective goalout of the water there.
Samantha (15:17):
Yeah, absolutely.
I mean, we do that specificallywith digital, you know, it's not
a set it and forget it.
That's what I like to say.
And a lot of companies take thatapproach where it's like, okay,
I set the campaign and it's justgonna run on its own.
And then at the end we look atit.
Well, man, you're really losingout if you take that approach,
because what if you get to theend and realize that campaign
was a total flop.
Even though you planned it,thought it was gonna be great if
I knew that a week in I couldmake an adjustment and then
(15:38):
rescue the rest of that campaignand make it perform exceedingly
well.
So absolutely, I think that isacross the board important
advice, whether that's PR,digital, et cetera.
There's tons of ways to measure,which is the next thing we're
gonna talk about.
But I want to jump back to whatyou said about, you know, being
kind of complex and how thereare so many opportunities these
days.
You're absolutely right.
And I had that conversation withsomebody recently who I have
(15:59):
great respect for, and she'sbeen around the business for a
very long time and she wassaying, man, it was so much
easier when I was doing this,you know, decades ago because it
was simple.
We had coupons, we had easyways, were sales going up or
sales going down.
It wasn't hard to measure.
And I said, you know, it's abeautiful dichotomy because that
is true, it was simpler, but atthe same time, now, even though
we have all these channels andthat becomes more complex, we
(16:20):
also have so much greatercontrol, flexibility,
measurability.
It's a really incredible time tobe doing marketing, but to your
point, it just all goes to thepoint of why being strategic and
making sure that you aredoggedly in pursuit of
consistency, brand voice, allthose types of things when
you're doing a multichannelcampaign is so important.
(16:41):
And my last comment in thissection is related to brand
voice and you talked aboutmessaging I think is incredibly
important.
So that should absolutely bepart of your strategy, is having
a very clear message and makingsure everyone on your team is
singing the same song, speakingthe same way.
So that could be a brand voice,we call it internally, a brand
voice and content creationguide.
(17:02):
How do we want to come across,what are the words or phrases
that we would use or would notuse?
How do we want people to feelwhen they communicate or hear
from us.
And making sure if we're writingon behalf, in this case of a
company, that what we areproducing would sound very much
like if somebody went to thatbrick and mortar or went to that
client's website, that it soundsthe same.
So consistency is absolutelyvery, very important.
Jessica (17:24):
It is.
And the other thing too, I don'tknow if it, where exactly I'd
throw it in this process, butprobably in the beginning, I
probably should have mentionedit there, but, you know,
understanding the why to whatyou're doing as well.
If your executives, you know, ifyou're with a big company and
they see other people doing thiswell, it doesn't mean that we
should be doing it.
You know, you, you have tounderstand why.
Samantha (17:43):
I have the best example for that.
Jessica (17:45):
I'm sure you have plenty.
Samantha (17:47):
Anyone that has been around me for a period of time
probably knows what I'm gonnasay, but I'm gonna share it
anyway.
We worked with a gym a number ofyears ago, and they did that
exact same thing.
We were setting up social mediafor them, and they said, we want
to be on Facebook and Twitterand YouTube, and whatever, fill
in the blank, right?
And I said, Twitter, why?
Well, that's where everyone elseis.
That's where my competitors are.
I said, hold on, let's justsurvey your members and see how
(18:08):
many of them, and granted thiswas many, many years ago, right?
Two percent were on there, and Isaid, do you still want to
invest your time and money onthat?
Oh, probably not.
Okay.
So I know I love testing andmeasurement.
I'm a nerd.
I will forever be on thatsoapbox.
But to your point, it is not aone size fits all, and you do
not necessarily have to do whatyour competitors are doing.
Okay.
Jessica (18:28):
Sometimes when you do opposite of what your
competitors are doing, it makesyou stand out more.
Samantha (18:32):
Exactly.
Exactly.
Okay, so last point here that Iwant to talk about as it relates
to planning and executingsuccessfully on a multichannel
campaign is measurement where myheart is forever and always, but
really, really making sure thatwe're measuring impactful
things, meaningful data.
This is not data for the sake ofdata.
(18:52):
You know, I used to do publicspeaking nationally, and I would
ask the audience, how many ofyou have Google Analytics on
your site?
Okay, hands are up.
How many of you get the reports?
Okay, a few hands go down.
How many of you look at thosereports?
Okay, more hands go down.
How many of you understand whatit's telling you?
And there was usually like onlytwo or three hands up.
Now, I don't do that as anexercise to make people feel bad
(19:14):
or unintelligent, things likethat.
But it's the point of if you'regetting junk data or meaningless
data, it's not going to helpyou.
So I will forever and always bea champion of meaningful data.
That you can glean actionableinsights from.
So I get information that thentells me this is working, this
needs to be adjusted, this needsto be scratched, and then I can
(19:36):
take that data to make betterdecisions going forward.
We could have a whole otherconversation about that.
Maybe we should do anotherpodcast just on measurement,
maybe a whole season on it.
Jessica (19:45):
Absolutely.
Samantha (19:46):
But I'll pause there and ask you from your
perspective, what are youlooking at in terms of
measurement for a successfulmultichannel campaign?
Jessica (19:56):
Well, definitely we're referencing back to what your
objectives are, looking back atyour goal, looking back at your
objectives.
So as you mentioned earlier,tying everything to that and so
it's making sure that the stepsthat you're doing and the things
that you're checking to measurealign with that.
You know, if you're solelyworking on social media, and I
don't think increasing followersis a goal to go after.
(20:19):
I think it's increasingengagement.
So in a situation like that,it's making sure that you're
pulling the data that shows thatyou're getting that engagement.
The times of day to post, thetype of things people want to
see.
And it's just using the researchthat you've done to know what
you need to be measuring.
Yeah it's great to know, oh, weincreased by 15 followers.
Well, that's all well and good,you know, the followers don't
(20:42):
necessarily result in your brandgetting better view or a better
enhancement.
What pushes that is ininteraction.
Engagement.
You know, I've always toldpeople too, when it comes to,
you know, Google Business andGoogle Reviews and search engine
optimization, it's understandingthat all of those things work
together and that you can'tjust, as you mentioned earlier,
(21:04):
like set it and forget it.
Like if you build a website, youthink, oh, the website's there,
I'm done.
I don't have to do anything.
Well, if Google sees that youhaven't uploaded a photo or
changed some language or justtouched the website at all in a
few weeks, then it starts toimagine that you're not there.
If you are just so focused in onyour website and not looking at
your Google Business or lookingat your social media or you
(21:25):
know, link backs from other, youknow, business partners, then
you know you're losing thatintegration because all of those
parts have to work together.
Unfortunately for us, it feelslike Google kind of runs the
world in a way.
They make the call and you wantto make sure they see you active
in so many places.
And so it's not saying, oh, youknow, somebody was on my website
(21:45):
for X amount of time.
That's great.
You want them to move around.
You want to get some movement inthere.
So it's one, for sureunderstanding what you're
measuring and how to read it,which even I sometimes will give
to a web person and be like,tell me what some of this data
means so I can understand what Ineed to change.
But understanding it and pullingthe right information, because
Google Analytics especially has,I think Facebook and all of them
(22:07):
do.
You can really start honing downa rabbit hole and measuring so
many different things that won'treally make a difference.
Samantha (22:13):
Yeah.
I think you can kind ofsummarize that as going back to
what are the business's goals?
What are you trying toaccomplish?
So measuring that back againstthat, you know, at a micro
level, we measure monthly, andso we're looking at, okay, if
we're working with a restaurant,did we increase sales?
Did we increase revenue?
Did we increase covers?
If those are the objectives thatwe're working towards, we're
measuring against the business'sactual goals, and then also
(22:37):
looking at the objectivesspecifically that you talked
about.
So you know, for PR, forexample, it could be impressions
or earned media, things likethat.
But then also online, what's thereach?
What are the conversions?
What's happening, to your point,on the website?
Because ultimately, yes, we wantto connect and nurture
relationships and createawareness, but those things
don't necessarily impact thebottom line directly until
(22:58):
someone makes a purchase, booksa reservation, et cetera.
So we want to make sure thatwe're keeping those things in
mind.
And then of course, anythingwith paid you're measuring as
well.
So we're looking at what's theclick-through rate, what's the
open rate, what's the cost perclick, you know, what is the ROI
at the bottom line that we'regenerating from these endeavors?
And if any sales rep says, wecan't measure that, they are
(23:18):
definitely telling you a lie.
I would be happy to talk to youabout that, but make sure that
you're doing that becauseawareness is one thing and
that's great, but that doesn'treally tell the full story,
which is really, really whatwe're trying to get at.
Because to your point, we wantto know what type of content is
engaging the audience on whatchannel, what are the levers
that we can move up and down tomake behavior change?
Jessica (23:39):
Yep.
Samantha (23:40):
I.e.
generate the sales or meet thebusiness's objectives.
Jessica (23:44):
Behavior change, right there.
You hit the nail on the head.
And one thing I've used todescribe to people, especially
people maybe that don't have thebackground, understand what
we're trying to drive towardswith this multi-layer plan is
emotions, like it's aboutrelationships.
Yes, this is a very thought outplan with a lot of steps and a
lot of checkpoints, but at theend of the day, it comes down to
(24:06):
the relationships that you havewith your customers, with your
clients, with anybody thatyou're working with.
And I tell people when I'm, youknow, trying to explain the
process to them, I'm like, thinkof your favorite coffee shop.
Think of your favorite grocerystore.
Everybody has one.
Even if they don't think theydo.
Like, think of the places thatyou enjoy and why.
You didn't just go there,because necessarily it is, you
(24:28):
know, right down the street, youmight drive past several other
versions to get to the one youlike.
There's a feeling, there's anemotion tied to it, and that's
what you're trying to do withthe engagement and getting to
your customer base, you'retrying to change their behavior,
but you have to tap into theirbehavior habits as well.
Samantha (24:47):
Create the experience.
So it's both qualitative andquantitative.
I think that's a bottom line aswe wrap this up on how do you
effectively create amulti-channel campaign keeping
both sides in mind so you canreally create a strategic plan,
execute it well, and measure itin a meaningful way.
Thank you so much, Jess, forsharing your insights.
I appreciate it.
Jessica (25:07):
I appreciate being on here with you.
It's always great to connect andI always love talking about PR
and marketing, so...
Samantha (25:14):
Absolutely.
Well, thank you everyone forwatching, for tuning in and
listening.
This has been another episode of1000 Ways to Market Your
Business, brought to you byPushing the Envelope.
Feel free to leave any commentsor questions below and make sure
you tune into the other episodesforthcoming.
Thank you.
Take care.
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