Satellite Marketing is a communications strategy designed to connect an organization with its target markets via social media sites and services. These social media sites and services act as marketing sub-stations, or “satellites”.
Satellites are used in addition to, or in place of, traditional media, such
as print, radio, television, direct and outdoor advertising. The goal is to
expand the reach of the organization and enhance the results by creating
relationships.
Satellites offer smaller, faster, dynamic communications opportunities,
engaging prospects where they already exist. Social media is among the fastest
growing forms of communication today (site reference), with users connecting
online for both personal and professional purposes
To start, Satellite Marketing helps products or services to;
- Utilize social media,
networks and functionality for marketing
- Develop relationships with
prospects, customers, industry and media
- Promote the sampling and
sales of products and services
- Supplement traditional media
planning with social media planning
- Increase brand awareness,
participation, engagement, reach and audience
Satellites are configured with strategically placed (and re-purposed)
communications content from existing brochures, advertisements, web sites,
public relations, branding, design, multimedia and events on social media sites
then set in “orbit” around the prospect with the same diligence as traditional
media. When planned properly, “social media planning” accounts for the same
demographics, psychographics, frequency and impressions as conventional media
planning. These Satellite-borne communications have greater credibility and
frequency than traditional media, resulting in an enhanced impact upon the
target market(s) of a product or service. Inherent in the model is the
opportunity of a customer relationship.