With P.O.E. the goal is instant value recognition, an automatic association of your campaign with a promise of value, that resonates with your audience
Key considerations for executing P.O.E. -a Paid, Owned and Earned Campaign
In part 1 of P.O.E, we simplified the somewhat “ivory tower” organizing principles into a simple, tangible, effective approach to designing marketing communications campaigns. In this installment, well examine some of the key considerations associated with the P.O.E. approach.
The primary requirement for executing a marketing communications campaign using the Paid, Owned and Earned (P.O.E.) model is a consistent, compelling, benefit-oriented (if possible) promise of value, both visual and textual, that is extensible across all media channels.
The goal is instant value recognition – the automatic association of your campaign with that promise of value – that resonates with your audience.
Instant Value Recognition at the Campaign Level
Instant value recognition simply means that your visual and textual presence in the marketplace is automatically associated with the promise of value that is directly related to your campaign message. That promise of value can be represented by a word, an image, or ideally a combination of the two, and, unlike the ubiquitous promise of value behind your brand, it should tie to a specific campaign or promotion.
Building instant value recognition at the campaign level can be simple or complex, depending on your campaign promise. If the value you’re bringing to your market is a pure dollars and cents promotion (e.g. 20% off all menswear; free product trial; free beer with purchase; etc.) it doesn’t get much simpler. It might be as easy as adding a “snipe” to existing marketing assets with your promotion info.
But let”s say your campaign isn”t tied to a monetary promotion. Instead, it might introduce a new product or service, drive traffic to an event, or promote a specific differentiating characteristic of your brand (e.g. fastest service; friendliest support; 24-7 order fulfillment; most innovative; on-time delivery etc.).
One of the most memorable campaigns I”ve seen (and heard) in recent years was for a local San Francisco Bay Area plumbing service, Benjamin Franklin Plumbing. The smart marketers at BFP did some research and found that the primary customer pain point was “waiting for the plumber”.
When water (or some other heinous substance) is spewing all over the house or the yard, customers can get really desperate. Even if it’s just a little leak under the sink, customers dont want to wait around for the plumber all day.
Case Study: Benjamin Franklin Plumbing
BFP and their marketing communications partners decided to call the company “The Punctual Plumber”. On top of that they promised that any delay in service would result in a discount: “If there’s any delay, it’s you we pay.” Then they proceeded to write one of the most annoying jingles (which are also the most effective) imaginable.
For years it seemed, there was no escaping their message on paid and owned channels: local TV and radio spots were relentless, there were web banners, print ads in local newspapers and magazines, company Tweeters, Facebookers, Linked-Inners kept up their social presence. Their “earned” Yelp, Diamond Certified, and local service blogs and videos kept pumping the punctuality mantra.
Today you would be hard pressed to find a Bay Area resident who isn’t familiar with “The Punctual Plumber”. Many can even sing the jingle.
Now that’s instant value recognition.
You can probably think of a half dozen local small business campaigns off the top of your head that are equally annoying and probably equally effective. Of course Benjamin Franklin Plumbing made a significant investment in paid local advertising. But since they had established such an instantly recognizable logo – big-headed Ben with his pipe wrench and the tagline “The Punctual Plumber” – they were able to march old Ben across the owned and earned channels pretty easily.
Once you’ve established your campaigns instantly recognizable promise of value and you know what tactics and assets you’ll need to support execution across the paid, owned and earned channels, you’re almost ready to launch. Here are some additional considerations before you start executing tactics in market.