Any digital marketing agency that considers itself a leader in its industry needs to advice its clients on the relevance of institutional advertising. Most of the focus is usually on product advertisement, leaving the institutional type largely ignored. However, your clients need to understand its importance to their companies’ brands and overall marketing strategies. It is also essential that these agencies advise their clients on how best to invest in this type of advertisement.
There needs to be a balance between the use of institutional and product advertising. These two forms of advertisement should complement one another and not compete for the available marketing resources.
What is institutional marketing?
This type of marketing refers to the creation, and dissemination of promotional messages aimed to develop and enhance the image and reputation of the organization. This is the exact opposite of product advertising, which mainly focuses on the sales promotion of a particular product.
This type of advertising does not seek to sell anything. Rather, it is done in order to improve brand awareness for the company amongst the members of the target audience.
When it comes to institutional advertising, it is important that you pick a marketing agency that understands its importance, and prioritizes it amongst its product offerings to its clients. Successfully implementing this form of advertising can significantly improve sales, increase brand loyalty, and help the company involved to grow its market share.
Valid Reasons for Embracing Institutional Marketing
There are several reasons for companies to strike a balance between institutional and product marketing. These reasons include the following:
- Giving the brand a touch of humanity
Consumers love a brand that has a human touch to it, and that is exactly what institutional marketing provides to companies. A big part of this type of advertising is demonstrating to the public how much value your employees derive from working with you. When your employees are happy about working with you, the public too, including your target audience will learn to trust you.
Another form of this type of marketing is the CSR programs that companies usually get involved in. Such initiatives help to promote your company as one that is concerned with societal issues, and members of the public will be more inclined to remain loyal to your company, and purchase from you.
- Improving competitiveness for similar brands
If your company has multiple brands under its umbrella, then institutional marketing can help customers differentiate the brands. It does this by creating a different persona for each of the brand within the umbrella. This will help enhance the competitiveness for each brand, and attract more customers to each offering within your company.
- Enhancing the perceived value of the brand
Institutional marketing is one of the most effective ways of improving the brand’s perceived value in the eyes of the public. This type of marketing helps to promote identification and acceptance of the brand, which goes a long way in improving the public’s perception of the brand. This type of advertising also gives the company the opportunity to determine how it wants its brand to appear in the minds of the members of the public. The result is that the company is able to create a brand that is perceived to be of high value by the target audience.
- Informing the public on company’s mission, positioning, and operational concepts
Institutional advertising is perhaps the best way to educate the public on what the company is the things it stands for, and its mission. Communicating these aspects to the public audience will help attract potential customers to the brand because they will feel a sense of connection to the brand. The result is greater customer loyalty, as well as a bigger market share.