What makes consumers loyal to a business?
Is it the convenience and accessibility you offer, or the trust you build through face-to-face interactions?
It seems that the secret ingredient is something that is not talked about enough — the seamless experience customers go through when they move between digital and physical touchpoints.
Which is why in this interview, I talked to David Penna, founder and CEO of full-service holistic marketing agency Variable, to discuss:
- The key challenges a holistic marketing approach can address
- Proven holistic marketing strategies that drive revenue
- How to build a consistent and effective marketing approach across channels
- How the integration of digital and physical experiences will shape marketing
- How an integrated campaign boosted revenue for an HVAC company
Who Is David Penna?
With over 20 years of experience in creative media, David’s journey in the industry began with a passion for photography and videography. His hands-on approach and deep understanding of the marketing process have been instrumental in the agency's success, making it a go-to partner for brands looking to make a lasting impact in their industries.
According to David, there is a significant gap in the marketing world that a lot of businesses fall short in addressing.
“Many businesses were focused on either digital or traditional marketing, but few understood how to integrate both effectively.”
In Oklahoma specifically, there was a lack of agencies offering a truly holistic approach. This was what led David to found Variable.
“Our holistic approach has addressed these challenges by combining data-driven digital strategies with creative and engaging physical marketing, ensuring that our clients' messages resonate across all platforms,” David explains.
Not only that, this comprehensive strategy has allowed Variable to create cohesive brand experiences that drive measurable results.
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David says the key strategies of Variable’s holistic approach that have proven to be the most effective in driving revenue for clients are:
- Developing personalized customer journeys: They tailor marketing messages that resonate with the audience on an emotional scale to drive engagement.
- Leveraging analytics: They continually refine their strategies, ensuring that they’re always driving growth in the most efficient way possible.
- Being transparent: They update clients every step of the way and let them know the need to focus on the business as a whole; not only considering marketing metrics like return on ad spend (ROAS) but also operational needs like staffing or production.
“People trust us because we’re not focused on just the marketing side of the business. We care about every aspect of the business, and I think that’s what makes us a truly holistic marketing company,” David concludes.
Many businesses struggle with integrating their digital and physical marketing efforts, leading to inconsistent branding and fragmented customer experiences.
Developing a Consistent and Impactful Marketing Approach
David and I discussed how agencies and businesses can ensure a seamless and cohesive marketing approach across different channels.
He explains that before an agency can work on its client’s marketing strategy, it should engage in two key processes:
- Vetting the client to ensure the alignment of values, passion, and long-term growth potential
- Validating client operations to ensure there are no service or operational issues that may undermine marketing efforts
Likewise, he suggests that companies should also validate their own businesses before going to an agency.
“Do research and see what your anonymous experience would be. Schedule your vehicle’s maintenance.
Have a plumber tech come out to a friend’s house and get their honest take. Ensure there aren’t any service or operational concerns to deal with before you start marketing.
There’s an opportunity cost for marketing prematurely, and it can be severely detrimental to your business if you do that,” he explains.
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Once this foundation is in place, brands can go to an agency to ensure seamless and cohesive marketing efforts.
Key strategies should include:
- Making sure that your brand is consistent: Establish a clearly defined message that is consistent across all channels. This involves aligning digital and physical marketing efforts and ensuring that all campaigns are interconnected.
- Drawing as much insights as you can from your data: Use data to track customer interactions across all touchpoints, allowing for a unified customer experience. Focus on efforts you can measure effectively to refine campaigns and improve ROI.
- Creating omnichannel campaigns: Develop campaigns that enable customers to move seamlessly between online and offline experiences. Offline “real-world” experiences are often what separate organizations from their competition. It’s the tangible answer to “Why use them instead of someone else.”
How the Fusion of Online and Offline Experiences Will Shape Marketing
David foresees the balance between digital and physical marketing continuing to shift toward a more integrated approach.
“Digital marketing will remain crucial, but physical experiences will become even more valuable as consumers seek tangible connections with brands.
The key will be in creating hybrid campaigns that blend the convenience of digital with the personal touch of physical marketing, offering customers a more immersive and engaging experience,” he says.
Looking ahead, David also believes that technologies like augmented reality and interactive digital experiences will further blur the lines between the two, making it harder to distinguish between digital and physical marketing.
In a previous podcast, we spoke to Sylvia Heisel, a fashion designer and tech enthusiast, who discusses how the difference between physical and digital goods will fade. Watch the video to learn more:
But what emerging trends in digital and physical marketing should businesses be aware of to stay ahead in a holistic marketing landscape?
According to David, creating immersive experiences that combine digital and physical elements is key to engaging consumers and differentiating brands.
Additionally, businesses should leverage AI and data analytics to personalize marketing efforts at scale.
“If you’re not using AI in some capacity, you’re going to become less relevant than the competition, because those utilizing AI are going to find themselves floating to the top as they embrace new technology,” he says.
He explains that Variable’s most effective advertising campaigns utilize AI, and this is the new standard to maximize ROAS.
David shares a case study of a client, a local HVAC company ASAP Heating & Air that was successful in the new construction space but wanted to build on its residential service department.
Variable implemented a strategy that combined digital advertising with physical outdoor, radio, and TV campaigns.
This includes the creation of the “We’re Your Neighbors” campaign, a 20th anniversary logo, and staff photography for email signatures and billboards.
The agency also built landing pages and geo-targeted creative and copy to tailor the campaign for different communities as well as integrated lead generation and conversion tracking software.
“Physical ads were top of mind to help with brand awareness campaigns (since HVAC service is typically a reactionary business based on need), while the digital ads drove online engagement and lead generation/conversions,” David explains.
The outcome was a 100%+ increase in revenue growth year-over-year and a stronger brand presence in the community.
For business executives, the takeaway is clear: blend your digital and physical marketing efforts and support them with data and AI to make real connections with your audience.
More importantly, you must build trust and loyalty that lasts because this translates to higher sales and revenue.
