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How Staples is Using Cross-Channel Marketing In Its Rebranding Efforts

Posted January 2, 2014 by fran @ 5:02 pm

Well that was easy quick. The retail, advertising, and office supplies realms have their first major news for 2014. Retail giant Staples–which is mostly known as being an office supplies store–just announced that it had dropped the letter “L” from its logo to illustrate that it is so much more than an office supplies retailer.  Not only that, but it is also swapping its “That was Easy” tagline for “Make More Happen.”

“We’re so serious about our expanding selection, we’re changing our logo. Every day, you’ll see a different product that you might not expect we carry” Staples said on its website.

To promote its massive rebranding move, Staples has a launched a comprehensive campaign that consists of TV commercials, display, video, image, and social media marketing.

Now, we here at AdMedia are certainly thrilled to hear about Staples’ expansion and we hope this big move works out for the company. For this blog post though we’d like to focus more on the fact that Staples has decided to use multiple platforms to promote its message.

Like we mentioned, Staples didn’t just announce its plans via press release. Rather, it made a big deal by pushing its new message via multiple channels (i.e. display, video, images, social media, TV etc.) all at the same time. This is a really good move and we think more brands should follow suit.

If you want to get more exposure for your website, products, or services, you have to distribute it via multiple channels (aka: cross-channel advertising). By doing so, you will not only ensure that you’ll get in front of as many people as possible, but you’ll help strengthen and re-affirm your message to anyone who encounters your brand.

So what exactly are the channels that you can use to distribute your message? Below are some of the most effective ones:

Display – Banner ads that are deployed on relevant websites. These are highly effective when it comes to increasing branding and recall.

Images and Videos – You know what they say: A picture is worth a thousand words. So think about what multiple images or even videos can do. The world is becoming more and more image-based (the popularity of Pinterest, Vine, Instagram, and Snapchat more than proves this) so brands should exert more effort in producing engaging eye-candies for their audience.

Search – Few strategies are more powerful than search. Aside from putting you in front of your target audience, it guarantees that your message is seen by people who are actually looking for it.

Mobile – More than 50% of internet browsing now takes place on mobile devices. With a statistic like that, the decision to distribute content, ads, and other marketing messages via mobile is pretty much a no-brainer.

Email – Land straight into people’s inbox to get their undivided attention. If you have your own email list, be sure to give your subscribers a heads up with regards to your marketing campaigns.

Filed under: Company Headlines

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