PRINCIPLES OF REAL 360 DEGREE CAMPAIGNS

For a long time, marketers aimed for campaign ideas that they could integrate across their primary marketing - mix elements - especially promotion and merchandising elements. They called these ideas integrated campaigns. But, actually, they were mainly limited to taking campaign slogans (like "Coke is it" and "The Choice of the New Generation") to retail materials and placements. Then, not all that long ago, integrated campaigns evolved into 360 degree campaigns, which required ideas to go beyond retail locations and into the newer forms of digital media. But now we are seeing a further evolution ? to something we would call real 360 degree campaigns. "Real" because they include the natural means for brand consumers to respond back to the brand ? you know, as in an idea that goes out from one source and comes back around from another. This week we review some of the principles that make for real 360 degree campaigns.

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The DISPATCHES^TM for February 13, 2011 can be found here:

PRINCIPLES OF REAL 360 DEGREE CAMPAIGNS

A printer / handheld friendly version can be found here:

PRINCIPLES OF REAL 360 DEGREE CAMPAIGNS

It is also available in PDF here:

PrinciplesOfReal360DegreeCampaigns.pdf (PDF File)