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RAB Research Archive

Brand consistency



I attended a marketing panel discussion at this year’s Consumer Electronics Show. Greg Revelle, CMO for Best Buy, said they have changed their marketing approach. They used to have a web campaign, a social media campaign, a broadcast campaign and an in-store campaign. What they found is that by using the same messaging consistently, but tailored to the marketing channel they are using, they are getting much better results.

If you want to be a trusted advisor to your clients, you’ll help to ensure that their messaging is consistent across all channels. You can sell “just radio” or you can be a marketing consultant and help them coordinate all of their integrated marketing efforts.

It’s working for Best Buy. Don’t you think it can work for your clients?

Source: Jeff Schmidt, RAB





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