Planning your interactions technique with the DRIP Model
What is DRIP?
When setting broad interaction objectives, the DRIP design is utilized to support marketing interaction preparation and is beneficial. It can be used when introducing a brand-new item or rearranging an existing organization, for instance.
DRIP means Differentiate, Reinforce, Inform and Persuade and can be an option to the AIDA design. It was developed by Chris Fill and will recognize to readers of his timeless Marketing Communications text.
How to utilize it? These are the goals within each of the DRIP aspects, it’s a working’interactions circulation’ design. Separate : Differentiate your item or service by specifying where it’s placed in the marketand frequently the 7Ps digital marketing mix can notify this. Strengthen: To enhance the brand name’s message, think about combining and reinforcing your experiences and messages, showing why your item is various – exceptional, more affordable or simpler to utilize?Notify: Inform or make individuals familiar with your brand name. Think about showing you’re functions and accessibility. If it’s a ‘brand-new to market’ item, it may require education!.?.!!. Encourage: Persuade your audiences to act in a specific method – motivate additional favorable purchase-related behaviour i.e. go to a site, checked out your brand-new item, share it or ask for a trial.
Your 2022 marketing strategy
Trying to find brand-new techniques and strategies to prepare your always-on and project interactions? Begin today with our well-known marketing structure, the RACE Framework. A popular preparation design for little and big groups, and people, RACE strolls you through your clients’ experiences of your comms, incorporated throughout reach, act, transform, and engage.
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Examples of how the drip design can be used to marketing project strategies?
Here is an example of how Nokia might use DRIP in promote of a brand-new Lumia Smartphone.
- Separate: Lumia was distinguished from other mobile phones with a zoomable Carl Zeiss electronic camera lens, with a 8.7 mega pixels automobile focus and digital zoom The goal was to protect 15% of market by November 2013.
- Enhance: To enhance the brand name message, Nokia partnered with Carl Zeiss for its cam lens. They discussed about the electronic camera’s functions and assured ‘blur-free images each time’, enhanced by Pureview innovation and the top quality lens.
- Notify: To notify individuals about the brand name, Nokia motivated social discussions by handing out phones on 2 week trials. Those who tweeted or blogged about it were welcomed to use up the trial.
- Encourage: The difficulty was persuasion and for customers to change phones. They began a Twitter project to show the number and engage of those changing. Establish a manage @Nokia_Connects and hashtag #SwitchToLumia. The style was ‘life in colour’ with a twitter image from the colour run, however it’s strange as the lady is using a mask and can’t speak!
What to expect?
DRIP is a tactical design and a more tactical technique might be required.
Fill, C. (2002 ). Marketing Communications. 3rd edition. Harlow. Pearson Education.
Now in it’s 6 edition in 2013.