Avoid confused customers, marketing pitfalls and business losses by getting your online and offline brand speak the same language
There are innumerable studies devoted to understand the impact of different marketing initiatives for generating leads, conversions, sales and ROI. But very few focus on exploring the trends and influences in bringing online and offline user experience on the same page.
Picture this: Majority of the Marketers doesn’t know how to give CEOs what they want – which is TRUE ROI.
A simple yet tricky way to fix this dilemma is having a unified and holistic marketing strategy that focuses both on Online and Offline UI.
For CEOs, founders and marketing experts it is imperative to pause and re-visit their branding collaterals and channels to make sure they are not disconnected fragments.
Wondering on how to ensure this balance? Start by taking a quick yet insightful YES/NO quiz. For every NO as an answer, read the subsequent description to know how it can be useful to increase traffic and footfalls.
Quiz Time – How integrated is your online and offline design strategy?
1) Do you have a clear brand strategy in place?
(If NO – Frame one without any delay. The strategy communicates everything your business stands for. It covers your purpose of doing business, offerings, potential customers, and key differentiators. It lays a strong foundation for the design team to stay focused on the goal and come up with designs that complement brand identity)
2) Do you have a well-documented style guide / brand guide?
(If NO – Consider having one to ensure seamless transition from online to offline designs and vice versa. This is not superficial info about color/font to be used but deep diving into the specifics with as many practical details as possible. This not only avoids dependency on single design team but also reduces the back and forth between the designers/agency and the company on how things have to look ultimately)
3) Is your design strategy flexible enough to accommodate real time changes?
(If NO – Opt for social media channels and web design options that allow you to make changes on the go based on the long term offline ad campaign. Keep a handy repository of approved images, tone of voice, key terms, phrases that can be used uniformly across mediums)
4) Is your offline design and presentation as interesting as your online presence?
(If NO – Look for ways to make both the channels equally exciting. If your brand is giving offers and coupons or promotes certain hashtags, QR Codes and contests, make sure the print ads also feature these props. Just because people use Internet doesn’t mean they are not receptive to offline sources like newspapers, flyers or press releases)
5) Do your online and offline designs connect with the same target group?
(If NO – Identify loopholes and fix them. Be clear with whom you want to target with the campaign and maintain consistency in message and tone)
6) Are same people designing your online and offline campaigns?
(If NO – Try and keep the same person/team to produce templates, logos and themes for various mediums. This is easily doable for small and medium enterprises. If it is a large company with scattered units, ensure proper handholding by making guides, videos and resources available)
7) Do you check with brand experts before the design phase?
(If NO – Always make it a point to incorporate views of a brand expert who might not be a UI/UX expert but thorough with everything for which the brand exists. Inclusion of brand expert is especially important during rebranding exercises)
Having a visually consistent identity can make your brand stronger with offline marketing tools boosting the online effect. It also gives business an opportunity to maximize the returns on marketing budget by launching offline and online campaigns simultaneously, making it more effective in the long run.