Next year marks the 50th Anniversary for Amnesty International. The global human rights organization has tapped engagement marketing agency TBA Global, to re-engage its younger U.S. market (Adults 18-24) supporters by utilizing a musical platform designed to deliver the essence of Amnesty International’s mission.
These six tips 6 tips can help marketing executives boost their return on their investment:
Why go it alone? Sure, you can call an artist directly, but using a consultant or agency should help set a strategy that determines the best artist and creative approach to engage with your target consumer.
Don’t BUY at the TOP Too often clients ask for the hot new artist (e.g. Lady Gaga, anyone?), but often this is like buying a stock at the high. To get ROI you might want to buy on the way up.
Diversify your brand portfolio. Be cautious about putting your brand in the hands of just one artist. Consider supporting genres of music or tours that have demographic appeal while still being authentic.
Track your results If you have a strategic plan then you should have goals tied back to concrete data (sales!) that determines if the program is delivering. At TBA Global we track, what we call Share Rate with a proprietary social media tracking tool that provides daily information to see if the campaign is being spread across social networks and is impacting sales.
Be prepared to reinvest for higher returns Good tracking data allows you to spot the trends and then exploit that success, but that means having a little cash in reserve. A small smart additional investment can mean the difference between good ROI and amazing.
Research your investment options Which strategy will deliver the best results for your budget—sponsorship, downloads, hospitality or maybe producing a custom album? Only research helps you understand which approach delivers your brand the ROI you need to be successful.
Jim McDonald is senior vice president of consumer engagement for TBA Global
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