{"id":31682,"date":"2022-02-23T09:00:00","date_gmt":"2022-02-23T09:00:00","guid":{"rendered":"http:\/\/www.smartinsights.com\/?p=31682"},"modified":"2022-03-03T08:29:58","modified_gmt":"2022-03-03T08:29:58","slug":"use-drip-model","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/traffic-building-strategy\/offer-and-message-development\/use-drip-model\/","title":{"rendered":"How to use the DRIP model?"},"content":{"rendered":"<h2>Planning your communications strategy with the DRIP Model<\/h2>\n<h3>What is DRIP?<\/h3>\n<p>The DRIP model is used to support marketing communication planning and is useful when setting broad communication goals. It can be applied when launching a new product or repositioning an existing business, for example.<\/p>\n<p>DRIP stands for Differentiate, Reinforce, Inform and Persuade and can be an alternative to the <a title=\"AIDA\" href=\"http:\/\/www.smartinsights.com\/traffic-building-strategy\/offer-and-message-development\/aida-model\/\" target=\"_blank\" rel=\"noopener\">AIDA model<\/a>. It was created by Chris Fill and will be familiar to readers of his classic Marketing Communications text.<\/p>\n<p><a href=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2013\/11\/DRIPmodel.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-31689 size-full\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2013\/11\/DRIPmodel.png\" alt=\"DRIP model\" width=\"495\" height=\"319\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2013\/11\/DRIPmodel.png 495w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2013\/11\/DRIPmodel-150x96.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2013\/11\/DRIPmodel-250x161.png 250w\" sizes=\"(max-width: 495px) 100vw, 495px\" \/><\/a><\/p>\n<h3>How to use it?<\/h3>\n<p>These are the aims within each of the DRIP elements, it\u2019s a working 'communications flow\u2019 model.<\/p>\n<ul>\n<li><strong>Differentiate:<\/strong>\u00a0 Differentiate your product or service by defining where it's positioned in the market and often the <a title=\"7Ps marketing mix\" href=\"http:\/\/www.smartinsights.com\/digital-marketing-strategy\/online-business-revenue-models\/marketing-models\/\" target=\"_blank\" rel=\"noopener\">7Ps digital marketing mix<\/a> can inform this.<\/li>\n<li><strong>Reinforce:<\/strong>\u00a0To reinforce the brand's message, consider consolidating and strengthening your messages and experiences, demonstrating why your product is different - superior, cheaper or easier to use?<\/li>\n<li><strong>Inform:<\/strong> Inform or make people aware of your brand. Consider illustrating you\u2019re features and availability. If it's a 'new to market' product, it may need <a href=\"https:\/\/www.learnworlds.com\/educational-marketing\/\" target=\"_blank\" rel=\"noopener\">education<\/a>!.<\/li>\n<li><strong>Persuade:<\/strong> Persuade your audiences to behave in a particular way - encourage further positive purchase-related behaviour i.e. visit a website, read about your new product, share it or request a trial.<\/li>\n<\/ul>\n<h3>Your 2022 marketing plan<\/h3>\n<p>Looking for new strategies and tactics to plan your always-on and campaign communications? Get started today with our acclaimed marketing structure, the RACE Framework. A popular planning model for large and small teams, and individuals, RACE walks you through your customers' experiences of your comms, integrated across reach, act, convert, and engage.<\/p>\n<p><a href=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2021\/06\/Smart-Insights-RACE-Framework-2022.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-162656\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2021\/06\/Smart-Insights-RACE-Framework-2022-550x378.png\" alt=\"Smart Insights RACE Framework 2022\" width=\"1000\" height=\"688\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2021\/06\/Smart-Insights-RACE-Framework-2022-550x378.png 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2021\/06\/Smart-Insights-RACE-Framework-2022-700x481.png 700w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2021\/06\/Smart-Insights-RACE-Framework-2022-150x103.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2021\/06\/Smart-Insights-RACE-Framework-2022-768x528.png 768w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2021\/06\/Smart-Insights-RACE-Framework-2022-1536x1056.png 1536w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2021\/06\/Smart-Insights-RACE-Framework-2022-250x172.png 250w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2021\/06\/Smart-Insights-RACE-Framework-2022.png 1600w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">Structure your marketing plan around a funnel proven to boost performance. Join Smart Insights as a Free Member for instant access to our free digital marketing plan template to hone your skills and drive the results you need.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><div class='postauthor si-guide-block'>\n                <div class='col-md-2 col-sm-12 si-icon-holder'>\n                    <a target='_blank' href='https:\/\/www.smartinsights.com\/guides\/digital-marketing-plan-template\/'>\n                  <img src='https:\/\/www.smartinsights.com\/wp-content\/uploads\/2011\/05\/Digital-marketing-planning-template-guide-cover-creator-pdf-106x150.jpg' alt='Free digital marketing plan template'>\n                    <\/a>\n                <\/div>\n                <div class='col-md-10 col-sm-12'>\n                    <p><strong>Free digital marketing plan template<\/strong><\/p>\n                    <p>Our popular marketing planning template is structured across the Smart Insights RACE Framework. Join Smart Insights as a Free Member to download our digital marketing plan template today<\/p>\n                    <p>Access the <a target='_blank' href='https:\/\/www.smartinsights.com\/guides\/digital-marketing-plan-template\/'>Free digital marketing plan template<\/a><\/p>\n                <\/div>\n            <\/div><\/span><\/p>\n<h3>Examples of how the drip model can be applied to marketing campaign plans?<\/h3>\n<p>Here is an example of how Nokia could apply DRIP in promote of a new Lumia Smartphone.<\/p>\n<ul>\n<li><b>Differentiate:<\/b>\u00a0Lumia was differentiated from other smartphones with a zoomable Carl Zeiss camera lens, with a 8.7 mega pixels auto focus and digital zoom The objective was to secure 15% of market by November 2013.<\/li>\n<li><b>Reinforce: <\/b>To reinforce the brand message, Nokia partnered with Carl Zeiss for its camera lens. They explained about the camera's features and promised \u00a0'blur-free photos every time', reinforced by Pureview technology and the branded lens.<\/li>\n<li><strong>Inform:<\/strong> To inform people about the brand, Nokia encouraged social conversations by giving away phones on two week trials. Those who blogged or tweeted about it were invited to take up the trial.<\/li>\n<li><strong>Persuade:<\/strong> The challenge was persuasion and for consumers to switch phones. They started a Twitter campaign to engage and demonstrate the number of those switching. Set up a handle @Nokia_Connects and hashtag #SwitchToLumia. The theme was 'life in colour' with a twitter image from the colour run, but it's weird as the girl is wearing a mask and can't speak!<\/li>\n<\/ul>\n<h3>What to watch for?<\/h3>\n<p>DRIP is a strategic model and a more tactical approach may be needed.<\/p>\n<h3>Original Sources<\/h3>\n<p>Fill, C. (2002). <i>Marketing Communications<\/i>. Third edition. Harlow. Pearson Education.<\/p>\n<p>Now in it's six edition in 2013.<\/p>\n<div class=\"postauthor\">\n<p><img decoding=\"async\" class=\"alignleft\" style=\"border: 2px solid #808080; margin: 5px 10px 5px 6px;\" title=\"Post author\" src=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2013\/09\/Essential-Marketing-Planning-Models.png\" alt=\"\" width=\"100\" \/><\/p>\n<div style=\"font-weight: bold; color: #684569;\">Recommended Guide: Essential Marketing Models<\/div>\n<p>In our free, illustrated guide to 15 classic planning models diagrams we explain what they are and give examples of why and how to apply them in business.<\/p>\n<p>Download our <a title=\"Essential Marketing planning models guide\" href=\"http:\/\/www.smartinsights.com\/guides\/essential-marketing-models\/\" target=\"_blank\" rel=\"noopener\">Essential Marketing Planning Models<\/a> guide.<\/p>\n<p><span style=\"font-weight: 400;\"><p><a href=\"\/membership\/basic-letter\/\"><img decoding=\"async\" src=\"\/wp-content\/uploads\/2019\/10\/si_blog_banner.png\" alt=\"Sign up for Free membership\" onclick=\"ga('send', 'event', 'Blog link', 'Click free membership banner', 'goal setting and evaluation');\"><\/a><\/p><\/span><\/p>\n<\/div>\n<div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Planning your communications strategy with the DRIP Model What is DRIP? The DRIP model is used to support marketing communication planning and is useful when setting broad communication goals. It can be applied when launching a new product or repositioning &hellip;..<\/p>\n","protected":false},"author":7,"featured_media":31689,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_glsr_average":0,"_glsr_ranking":0,"_glsr_reviews":0,"footnotes":""},"categories":[410],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to use the DRIP model? [Communications strategy Planning]<\/title>\n<meta name=\"description\" content=\"The DRIP model is used to support marketing communication planning. 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