Why should we integrate social media?

During present times of a recession advertisers should understand it is necessary to integrate all media channels. Advertising a product, service or event should be done by as many methods as possible like T.V, radio, websites, blogs, social media and print based media. The reason for combining all methods with a campaign is so organisations can get the highest conversion and the best Return on Investment (ROI).

I recently worked with a local family run company called Experience the Country, to help market their stalls to people interested in selling goods at a handmade and vintage fair. I also helped to promote the fair to attract a high influx of people on the day.

The aim was so that Experience the Country could create awareness on their new business and raise money for Cancer Research charity. Due to the company being located on 800 acres of land they decided to host a vintage fair.

I become very passionate about the idea and loved working in partnership of a charity. I wanted to get the word out there that I integrated different media. My offline methods are as follows:

• Distribution of flyers to houses in the village where the company is based.
• Advertising posters in local shop windows.
• Virally market to friends, family and B2B clients.

I love being digital that I took the campaign online. My online method was to use social media proactively to drive sales to the main corporate website to read more about the event. 

I created a Facebook event, and invited the friends from the company profile, to get an understanding on how many people would be interested in attending. At present 144 friends have selected attending. 

When friends select attend the company comes up on their profile which is likely to generate interest from their friends, and their friends and so on... 

The conversion rate to the company's Facebook page has caused more people to add the company and 'like' the fan page.

Stall Holders are also marketing us on their profile because they want to sell their goodies! 

I then used Twitter to build relationships with companies. For example, I began to follow and tweet local companies like 'MK news', 'MK citizen', 'Buckingham Magazine' etc...whom could publicize a feature in their newspapers/ magazines, include it in their 'whats on' section online, or re-tweet to the hundreds of followers on their Twitter. 

The best part of my tweets and re-tweets was that the Facebook event was linked, which in effect created conversion to the companies Facebook page and provided online visitors with more information on the event.

Stall Holders were also marketing the vintage fair on their Twitter and promoting the business by mentioning the company name.

During the event I will continue to raise awareness from status updates to Facebook and tweets.

I have also designed some Gift Vouchers which I will try to sale face to face on the day, and I will be giving visitors a 20% off Christmas voucher when they leave. Hopefully the personal visit to the company and the promotional offer will make them want to book an experience day.

I am now planning to create a company blog for Experience the country to feature more in depth information on how the handmade and vintage fair went with photos, feedback and an opportunity to share through Facebook and Twitter.

I hope I stay engaged with the target market for this event so that I can create profit for the company and donate money to a different charity with a Christmas fair... 

The blog is soon to come!