The Multiple Media Marketing Strategy

Want to get more mileage from your advertising? Simple. Run your ad in more than one media format (e.g, print, online, mobile, email, etc.) at the same time. I call it the Multiple Media Marketing Strategy.

Fujitsu is an awesome example of this. You may remember this cool looking ad that they ran a while ago in Insurance Journal magazine. It’s a nice display ad, but that’s just the half of it. At the same time, Fujitsu was also running this nifty banner ad on Insurance Journal’s website. Print and online ads—with the same design—running at the same time. Marketing synergy. Fujitsu rocks!

The Multiple Media Marketing Strategy is effective for a couple of reasons:

First of all, running ads simultaneously across multiple media platforms increases the number of times potential customers will be exposed to your product and brand, making it much more likely that they’ll take action (according to common sense and this recent study).

Even better, a well crafted multiple media marketing campaign conveys a professionalism that can help build your brand in the long term. For me, the fact that Fujitsu’s ads compliment one another (and that the landing page is also designed to match the ads) makes me think, “Fujitsu seems like a solid company. They’ve got their act together. They’re on top of things.”

Now, I’m not in the market for a portable scanner right now, but when I am at some point in the future, I’ll likely think of Fujitsu. (And that’s the point of marketing.)

So, why not give it a try? Coordinate your next campaign so that your print ads and your online ads are similarly styled and running simultaneously. Or just expand your existing campaign to include another form of media or two.