One of our major content marketing crushes, Coca Cola, is making yet another big splash in the marketing world. The brand partnered with Ogilvy Paris to implement the “Slender Vender” around the French city in places no other vending machine could go.
The thinnest vending machine in the world has been spotted around Paris on a bridge, outside a café, in a bowling alley and, most impressively, between treadmills at a gym. This clearly aligns with the mega-brand’s advertising efforts, bringing Diet Coke to the attention of consumers.
The strategy is also associated, though, with public relations, as it ensures the company continued its strong public image while helping buyers understand the company and its products. Specifically here, consumers are seeing how elegant Diet Coke is and how it can seamlessly fit into their everyday lives. PR is also known to incorporate stunts or clever tactics, and the Slender Vender definitely attracts attention.
Then there's marketing. Marketing revolves around making sure customer needs are continuously met (Ahe, delicious drinks in convenient locations anyone?) while creating more sales, and if you are really good, producing a profit. Chances are Coke is doing just fine here. Plus, the company turned the development of the machine and customer reactions into online videos so it could digitally market to consumers around the world.
This combination of advertising, PR and marketing can help any brand educate consumers and drive interest surrounding its products, resulting in more sales. And other companies are catching on. In fact, NBC combined its marketing, promo and PR departments into one marketing and communications department back in 2010.
What does this mean for your brand? We’re not suggesting you overhaul your entire company to combine departments, unless you want to, of course. But as the Internet continues to grow and consumers increasingly determine their own buyer journey, taking a closer look at your advertising, marketing and PR efforts will become mandatory.
No matter the department, the No. 1 job is to build awareness of the brand and products and drive more sales. Period. Of course, the roles have been traditionally different, and we certainly acknowledge that. While PR professionals focus on the company brand and how investors and the media view it, marketers are more concerned with the company’s reputation with consumers. However, both, as well as advertising, are responsible for improving sales numbers.
But most of this is being done online these days using some old practices and some newer tactics, which include PPC, content marketing, social media advertising, online press releases and even blogger outreach. Social media has created an uncertainty of department ownership since businesses latched on to it as a way to communicate with buyers. As the digital lines blur, so, too, do department lines.
Combining your advertising, marketing and PR efforts have several benefits, such as improving brand awareness, enhancing credibility and transparency and strengthening your company’s image in the eyes of investors, consumers and the press. It also lowers your cost of doing business!
This merging of efforts seems to be a natural evolution, developing right along with the Internet. Each department brings its own particular strengths to the table. Now is the time to take advantage of combining those skills to tell your brand story and create the ultimate ROI trifecta, resulting in more leads, sales and profits with a considerable savings in cost.
Have you combined your advertising, marketing and PR efforts? Share the benefits you have experienced in the comments section below!
With a degree in journalism, Brianne Rush has more than seven years of professional writing and content marketing experience. Through web and editorial writing, she reaches target audiences for Fortune 1000 companies, as well as small businesses. She uses her content marketing powers to help Kuno and its clients build their brands. You can connect with her on Twitter, LinkedIn and Google.
Photo credit: Digital Trends