Integrating the Digital World with Retail

What my deal is

Happy Thanksgiving everyone!

My name is Meredith Holroyd, and I graduated from the University of Alberta with my Bachelor of Commerce two years ago; with a major in Marketing and a minor in International Business. 

Currently I am the Integrated Marketing and Media Coordinator for The Brick; a nationwide furniture retailer based out of Edmonton.

As the Integrated Marketing and Media Coordinator I am responsible for communicating and integrating marketing internally across company departments, as well as externally by ensuring what we are communicating to consumers is consistent across mediums. 

 

A situation screaming for change

For over 40 years Canadians have known us for our motto "Nobody Beats The Brick," and we have been very successful with that. But the world is changing and so is our brand. Consumers no longer want to hear about how much better your company is than everyone else; but rather what you and your product can do for them. And that is why we are now "The Brick - Saving You More."

Once a brand is enriched in a consumers mind, such as "Nobody Beats The Brick," it is very difficult to change. In order to get consumers to resonate with the "Saving You More" message, and create a new brand awareness and meaning, we need to use strategic integrated communication.  What your message is to consumers must be consistent across all mediums, such as television, print and digital.

 

What is a girl to do about it

At this moment, I only work with traditional forms of media such as flyers, television, radio and newspapers. However, I want to learn how to strategically integrate our growing digital department into the mix. The digital world is quite different than the traditional media world - what your message is and what you promote will change depending on the digital platform you choose to use. And that is what I want to learn. How to be strategic with integrating messages into digital marketing to ensure we are communicating and allocating resources correctly for our target market.