Choosing and applying the best marketing strategy is the most important concept to introduce a product into the market. However, living in this “improved technology” generation, single channel marketing is no longer the best and only marketing strategy anymore. This week in class, we have Darren and Sarah from Capulet Communication to discuss about the importance of multi-channel marketing with us. Personally, I believe that the multi-channel marketing strategy does successfully help a company to bring its brand and product to its customers.
Myself as an example, I voluntarily work in my brother’s company to help them to hold the concerts- mainly singers from China, Taiwan, and Hong Kong in Vancouver. Yet, although there are many Asians in Vancouver, actually the tickets are really hard to sell if we do not apply the multi-channel strategy. To indicate, we have to apply different marketing strategy towards different targeting customers. For instance, we have to place many posters in different areas to inform about our shows; such as Asian markets and restaurants for people who do not usually use the internet and schools that have more younger Asians who might be interested in the concerts. Also, social media significantly are the main channels for us to promote the shows. For example, Instagram and Facebook help us to spread out the propagandas via the internet. To illustrate, whoever see our posts on the social media will share the information to their family and friends and so on. As the result, there will be more and more people know about our shows. Moreover, the one-by-one conversation is the most required service that we have provided to our customers. In this case, it is not only easier for our customers but also for ourselves to answer the questions regard to the concerts. Therefore, throughout these multiple channels to promote the concerts, we have successfully nailed the SOLD OUT show.
Ultimately, I have more understood the importance of the multi-channel marketing strategy after rethinking the process of holding the concerts. According to Darren and Sarah, if we want to favourably reach different audiences, achieve different marketing goals, we have to tell [our] story in different ways. In short, these multi-channels really help many companies to promote their businesses in this new improved technology generation.