Match Facebook Ads, Flyers for Best Results: Double Your Clicks

A brand’s identity should be consistent throughout all aspects of a business, especially in marketing. 

A brand’s image is a reflection of its customers’ personal image, and if the brand is not sure about itself, how then can its customers be sure of the brand?

That is why everything that a brand puts out through marketing should be consistent with its image. This integrated marketing approach is how you can ensure that audiences will remember you. It spans everything from the brand message to the execution. The color theme, the slogan, the brand ambassador, the posts, and the content are alsol smaller but equally impactful parts that convey the message of a brand. 

In this particular article, let’s look into how your digital and traditional messages should sync. Let’s say we’re looking at Facebook advertisements and flyers or print ads! 

Why is a Consistent Message Important? 

Brand Recognition

Facebook Ads and flyers are two different channels of marketing that send the same message. It is important that these two channels say the same message, even if they might say it in slightly different ways (owing to the different media consumption preferences of audiences). 

Everything from visuals, fonts, colors, and design should be integrated and familiar with both channels. This makes a brand easily recognisable to its target market. A brand wants to implant all the parts that make up the message into the minds of its customers. Those parts, when seen in different settings, remind their brain and helps with brand recall.

Message Reinforcement

Having matching ads and flyers ensures that the message stays clear to the customer, whether that message is your brand story, ot about a special event, promotion, or other campaign. This communicates the message to customers in a clear and consistent way to avoid confusion. It also emphasizes a specific call to action, encouraging your customers to do exactly what you’d like them to do, such as send you a message to inquire, explore your website, or place an order.

Credibility

Trust is gained when the consistency is recognised. When an employer sees that an employee is consistent with their work, they can then be trusted with bigger responsibilities. Being consistent with a brand’s marketing also creates trust with its customer base. Customers are more likely to perceive a brand as reliable when the brand’s elements and message stay consistent throughout the different platforms. It gives them the impression that the brand is investing in itself, thus are willing to invest in creating better experiences for their audiences. 

Of course, the brand image can only go so far. Ensure that your brand is able to deliver what both your Facebook ad copies and print ad copies are saying. This, more than anything, builds credibility and trust. 

Audience Specification

Facebook’s algorithms allow brands to convey a message to a defined target audience that fits a certain demographic or shares the same interests. Meanwhile, flyers can be distributed in certain areas where a target market is more likely to frequent. Both have a general target market that they are trying to reach and have a likelier chance of doing so because of the platforms used. This creates efficiency and allows for assets to be allocated in other pursuits of the brand. 

For instance, when TipTop Chicken Tocino launched, they made sure their #TociIsToBelieve campaign handle was visible on both their online assets, print assets (newspaper seeding), and their supermarket locations where grocery shoppers would see it. The campaign reinforced the idea that chicken tocino could be more than what Filipinos have been used to.

Profit

As mentioned earlier, simplifying what a customer sees and being consistent with a message makes it easier for customers to respond and take action to a promotion. And by being target-specific through both online and offline platforms, a brand has ensured that the message is received and there was no wasted effort. This helps minimize expenses, maximize sales, and ultimately increase profits for a business. 

How to Integrate Your Message

The strategy may sound straightforward, but implementation can be difficult. 

• On the surface, it is important to keep fonts, color schemes, logos, and even logo placement consistent through the different channels to be used. If the flyer is blue and red then the Facebook ad should look the same. 

• Copywriting should be consistent, but this can be modified to fit into whatever channel will be used to speak to the specific audience. Paraphrasing or getting only the main points can work as long as it is clear and conveys the same message. 

• Visual direction should also be consistent. Make sure to use the same or similar pictures, models, props, logos, etc. As the digital age would call it, it has to have the same “vibe.” 

• Of course, your message should be the same and should be conveyed well through all the elements previously mentioned. And this all has to coincide with your current campaign or strategy.

This consistency that we are aiming for does not only apply to Facebook Ads and flyers but throughout integrated marketing communications (IMC). 

Though a brand’s message can vary slightly depending on promotions, the overall image and message of a brand stays consistent. This is essential for every brand’s survival and success. Were a brand to convey a message that the products they produce are of the highest quality material, then all the actions they take have to be working together to uplift that image of high quality. The color scheme, designs, fonts, pictures have to convey an image of class, so too do the strategies implemented. 

All aspects of marketing are interdependent, and the message has to stay consistent in order to be effective. Just imagine if Coke had made the can colors different from their iconic Coke red!

How a PR & Marketing Agency can Help

All in all, we’ve emphasized enough that your message has to be consistent on all platforms. One platform cannot express excitement where another is lackluster in it’s delivery. 

Thus, it is important to be detailed in marketing in order to be effective with a target market. It might not be obvious, but the small details in an ad campaign can influence a brand’s target market for better or worse. Minute details like color or font can be overlooked by businesses; the more technical aspects like word count, overpromising copy, ratio of copy to image, and so on, even more so!

Partnering with a PR and IMC agency ensures that no detail is missed and everything will be working together to elevate a brand. Outsource to the experts — like NGP IMC -– to grow the business even more. 

Let’s begin your integrated marketing journey today.