Omnichannel marketing is the best approach for shaping behaviors and building customer preferences. It’s effective because it enables messages to reach audiences throughout the day.
Brands haven’t always used an omnichannel strategy to influence customers. There was a time when brands could rely on a single medium to achieve the reach, exposure, and lead generation they needed to thrive. But those days of single-channel marketing have passed.
Modern brands engage audiences through multi-channel media plans. The most successful of which include in-store and OOH advertising from a partner like Momentara.
Doing so enables brands to align more deeply with audience habits, motivations, and situational needs. That’s because in-store and OOH live in the moments of decision/opportunity. Places like the grocery store, gas station, or even the front doorstep.
It Takes a Team To Deliver Omnichannel Marketing
We need to be crystal clear — Momentara is not a complete omnichannel solution. That’s not unusual — there isn’t a single partner that delivers a full omnichannel program.
The only way brands can deliver an omnichannel campaign is by working with a team of channel partners. That said, Momentara offers a range of critical channel options, including in-store and OOH, to support digital and traditional broadcast media plans.
Building Your Omnichannel Team
What are the keys to executing a successful omnichannel program? It begins by working with experienced partners. Find partners with in-house resources and case studies that validate their ability to deliver on a media plan.
Qualified, experienced omnichannel partners with robust capabilities help brands avoid pitfalls and achieve greater success by delivering the right message with excellent execution. What’s more, they will often connect you with other trusted companies that round out your omnichannel team.
Pro Tips For Evaluating Omnichannel Marketing Partners
Omnichannel marketing success results from a proven, repeatable process. The omnichannel partner you choose should have established protocols for producing, kitting, delivering, installing, and verifying campaigns at scale and on time. But that’s not all. Here are four categories or questions you’ll want to investigate when selecting an omnichannel partner.
1. Logistics
Ask about protocols for producing, kitting, delivering, installing, and verifying omnichannel campaigns at scale and on time. How does it work? What is the source of truth for all details? What types of installation instructions and hardware are included?
What happens in the worst-case scenarios? What error-correction protocols do they have in place if the wrong materials are produced, shipped, or placed? Is there an established “make things right” mindset?
2. Technology and Production
Do they have robust software and hardware that handles omnichannel products from strategy to auditing? How are store profiles created, updated, and checked? Does the technology link to audits and reporting? Can attribution be tracked? How are creative images and design files managed? What are the archiving capabilities?
Do they have their own production capabilities? Can they handle every asset or just some of them? Do they provide advanced production techniques, high-quality outputs, and durable high-end materials? What is the quality assurance (QA) process?
3. Client History and Business Experience
Do they work with a respected list of omnichannel clients with similar needs, challenges, and objectives? Bonus points should be awarded if you can contact them directly.
Do they handle a large portion of the media you are considering? If not, do they have experience working well with other partners?
4. The Intangibles
What relationships/partnerships can they leverage to bring your omnichannel campaign to life? Are they working with credible organizations?
Who is doing the groundwork of installing and auditing materials in the field? Are they direct employees or contracted teams? What does their experience working in the field look like?
Could the partner support simultaneous nationwide deployments? Are they limited to regions or a handful of cities? Can they scale as needs expand?
Another thing to consider is the partner’s vibe and sincerity.
- Are these people you want to work with?
- Can you count on them when things go bad?
- Are they agile and responsive?
- Are they proactive thinkers or just order takers?
- Are they transparent?
- Can you reach them easily and consistently?
Omnichannel marketing is effective, but with so many moving pieces, it can also get stressful at times — especially when building the campaign. You’ll want a partner that matches your energy, personality, and devotion to the campaign goals.
How Do Omnichannel Marketing Campaigns Go Wrong?
Like a choir, uniformity is the key to successful omnichannel marketing. Everything must work in harmony exactly as it is written on the page. If a tenor hits the wrong note, the entire performance suffers.
Here are a few ways disharmony harms omnichannel marketing campaigns.
- Inaccurate price changes
- Missed promotional or event windows
- Miss-timed feature or product launches
- Inconsistent colors across materials
Connect In-Store and OOH with Omnichannel Marketing
Should a brand’s billboard say one thing while a shelf talker says another? Maybe, but maybe not. There are many strategic points to consider. One thing that is for certain is that they should look, feel, and have a similar tone. In other words, both mediums need to reflect your brand and campaign standards. Plus, they need to be coordinated. That ensures all messaging and campaign updates are perfectly synced.
The only sensible way to achieve that level of coordination is to work with a partner that manages production and logistics for both. One point of contact, using a single point of truth to execute all campaign details. That way, whether it’s a standard message across all pieces or strategic messages aligned to the placement, everything will be exactly as intended.
Upgrade Omnichannel Marketing With In-The-Moment Marketing
Omnichannel media plans are always unique. When brands work with a partner such as Momentara, they get a single point of contact for a multitude of marketing deployments. They also gain another competitive advantage: in-the-moment marketing. It’s similar to omnichannel, but far more effective.
In-the-moment marketing from Momentara puts your message in the right place, at the right time, and in the proper context to have maximum impact. It doesn’t just employ multiple channels; it aligns them around the audience’s day to sync with their normal routines.
It’s always smart to minimize the number of partners involved in an omnichannel campaign. That’s why an omnichannel partner like Momentara is very attractive to brands looking to streamline their marketing efforts and maximize campaign performance using better knowledge, resources, and strategies.
Momentara Handles
In-Store Advertising
- Point of Purchase
- Local Store Marketing
- Digital Signage
- Menu Boards
Out of Home Advertising
- Place-Based Advertising
- Moving/Truck Wrap Advertising
- Digital
- To-the-Door
Events, Exhibits, and Environments
- Trade Shows
- Marketing Events
- Environments
Many marketers will want to add an online expert to their omnichannel team — someone to handle digital advertising, social media, website, and email. Select companies may also look to bring traditional broadcast media on board.
Ready for Reliably Executed Omnichannel Marketing?
As explained, omnichannel advertising is just one aspect of in-the-moment marketing — a strategy created by Momentara. We turn in-store, out-of-home, and event promotions into useful touchpoints that sync with the customer’s routines to encourage behaviors. The Momentara approach makes your marketing messages a welcome, impactful, and natural part of the customer’s day.
Whether your media buying needs are focused on omnichannel strategies or if you’re intrigued by specific opportunities offered by Momentara, we invite you to reach out. We bring you the technology, experience, production, scale, resources, and national presence to build certainty and programmatic success.
