It amazes me as a small business owner myself, why there is so much resistance among the business community in general to grasp the need to evolve.
I understand the saying ‘if it ain’t broke, don’t fix it’, and that may have worked well, for a long time. However, business in today’s world requires constantly challenging even the successful status quo or some ‘new jack’ will run you off the road.
No one can argue that for most Americans the ‘digital’ world is just as real as the ‘traditional’ world and the lines continue to blur. Think about it, most of your office workday, you spend it with a computer (digital) send an email (digital), print something (traditional), text someone (digital) call someone, (tra-digital), and so on.
If you need to know something right away you drive down to your local library and pull out the most current encyclopedia. I’m just kidding of course, you probably head over to your counter and open up your yellow pages to look up the phone number to call…
Sorry, I couldn’t resist throwing in a little irony. You Google it, you search online, you go to YouTube, or you use that tiny little search bar on Facebook. So now you find the information you think you’re looking for, go to the website and it’s useless. What a letdown; that visitor will most likely never visit your site again.
Yet, most websites are built by friends of friends, or cousins or worse. I understand companies on a shoe-string budget, but cutting corners on what essentially is your 24hour business partner is a very risky way to budget.
The same thought process goes behind where you advertise. I believe traditional media remains a very effective medium to promote your message, but that message has to change! The same way you would never run to the library or open the yellow pages, you will most likely not hear a commercial and call immediately, or rush to the store to participate in a sale for items you’re not in the market for.
A ‘tradigital’ strategy uses mass-media to drive the audience to respond online. It’s not a revolutionary concept at all, but until now, most advertisers feel like that’s a strategy only for e-commerce enabled companies, and that’s just not true.
For example, If I’m selling tires, and I have a great buy 3 get 1 free sale this weekend, at best, only those drivers who need tires will respond. Yet, everyone who drives a car will need tires at some point. Why not offer your audience an opportunity to respond online…’go to www.onefreetire.com and sign up online. We understand you may not need tires now, so you can use the coupon whenever you’re ready!’
Imagine that, well why not? Now you have their name and email address, and whenever they’re in the market for tires, you’ll be top of mind, especially if you incorporated your Facebook/Twitter page and keep this prospect in the loop with an email drip campaign. That is ‘tradigital’ – let us show you how to get there and increase the results of your advertising no matter where you choose to advertise.