As part of one of my assignments this semester I’ve had to review and analyse a current integrated marketing campaign. I haven’t really spoken about the traditional media they’ve used, so let’s have a look at it.
It’s no secret I prefer online media. This doesn’t mean that I don’t use traditional media techniques in my campaigns. Of course I do. It’s about using the most effective ways to communicate with your audience, not about my personal preference.
In saying that, I’ve never done ad-buys with billboards and mass signage. It’s never been a relevant technique for me to use nor have I had the budget to spend. Is it effective for KFC getting ‘goodfied’? I don’t have the metrics. What I can offer though is the billboards and public transport campaigns I have seen (being a slack student still haven’t photographed them and haven’t come across the visuals online yet) all direct people online.
This isn’t a new concept. Mass media techniques like billboards are there to inform consumers and direct them to buy or give them a place to find more information to assist them along with buying the product. In life before the internet people called 1300/1800 numbers or wrote in for a sales pack.
1300/1800 techniques are still used successfully and sales packs tend to be more online now though. I tend not to work a lot with the over 55 market, so I won’t comment on how that impacts their buying decisions with promotions directing consumers online. I just don’t know the metrics to provide any value.
Back to KFC though. Has it been effective? In terms of raising awareness of the campaign, sure. Those billboard and transport campaigns expose 10s of thousands of people every day. In terms of conversion, I touched on this in my Goodification Revisited post.
Over the last decade Lesleigh Ross has been leading project and change teams in complex delivery environments and transformation projects across public, private and not-for-profit sectors. Leigh is highly skilled in industry best practice methodologies and frameworks which is demonstrated through her ability to deliver quality business outcomes across ‘green fields’ and recovery projects and programmes.
As a ‘digital native’ Leigh believes delivering innovation in business is only possible through collaborative project design where the business and technical teams work hand in hand. A geek in her own right Leigh is able to “degeek the geek” and facilitate effective engagement through all stages of project delivery.
Leigh is the current Queensland Lead for the Change Management Institute and a proud member of the Australian Institute of Project Management and the International Centre of Complex Project Management. She is active in her local chapters and national interest groups which are focused on improving the professionalism, diversity and inclusion within the project management community.