Momentum is a beautiful thing to behold, an integral element ensuring that the different content deliverables and offline activations in a marketing campaign hit their stride with a steady build up.

This lies at the heart of the online to offline approach. The process of knowing how and what to build your momentum with, how to capitalise it when you reach the peak, and to keep relevance before building it again.

Time, cost, and effectiveness are factors to keep in mind for the timing and purpose of different deliverables and activations. Here are some suggestions we have to give you a better idea of when to bring your marketing efforts to play.

1) The first volley

The start of a campaign is crucial and can determine the direction and potential changes that could happen down the road.

Coming out strong with a press release to bring attention to a big announcement sets the tone and gives you context for the content that follows. Announcements could be a partnership, launch of new products or features, a successful round of funding, or an expansion to new territories.

Have coverage that relates to each highlight and angle, the response from the initial press release will give you a better understanding of what content should follow.

A good press release helps set the tone and set the direction for your campaign efforts

2) The buildup

Knowing the content that gets the most traction, it is time to expand in depth and breadth of content. With depth, you want to go into more details of what your readers are looking for.

If a new feature to your product is getting you good mileage, content that pertains to what that feature could mean for the future of your product, and educating your reader about the technology behind it will help in covering the depth.

Repurposing effective, existing content will cover your breadth, repurpose content to target the channels that your clients prefer and you’ll be able to cast a wider net.

Throughout this process, a growing contact database should follow with your efforts. With the data, start planning and setting dates for your offline outing.

First you build up then you dance 

3) The payoff

The proverbial sine curve will be at its top at this point, offline activations will be most effective. We leave offline activations towards the end, as they generally have a higher price point. With offline events, you have the opportunity to generate content on site, and better position key figures in your marketing campaign to have them at the forefront.

Events can last between hours at a closed-door gathering, to days at a conference, or even a week for a festival. This is your time to shine.

4) The preparation for the next volley

With the event over, the content taken from there can be used to maintain your momentum, the feedback garnered can shape the content creation for the next round. Prime yourself for the next big announcement through another timed press release. Remember that your marketing efforts for previous campaigns should be able to lend weight to subsequent campaigns.

We hope that this has helped give a better understanding of the general layout of an online to offline approach to your marketing campaign. Have you other queries and challenges you face? Hit us up, and let us know how we can help you with your marketing efforts.