Looking for a quick lift in sales…Bring the Billboards inside!

It’s funny how much you don’t notice something, until one day you actually notice it. For example, you need a new car so you go to a few showrooms, and you fall in love with this new car, that you’ve never really noticed before.  You barely leave the showroom, and as you start to drive around in your shiny new ride, you notice that everybody else is driving the same car! UUUgh!

Billboards tend to work in much the same way. You may drive by one a million times and it makes no difference to you at all. Then, one day, you see it, and read it, and it’s like the million impressions suddenly come flooding into your mind. Now, you can’t get it out of your head.

Now with digital billboards the stakes are even higher, as these electronic message boards have a much higher propensity of getting noticed. While the price point for these digital boards has made it less accessible for some advertisers there is another option not often considered by the average business owner.

Why not bring the billboards inside? As in digital signage products that produce a customized message board on your TV monitors throughout your establishment. For whatever reason, this highly effective way to deliver a specific message to a captured audience has been regulated to sports bars and the occasional bank lobby.

The fact is that these interactive boards have so much potential you’d have a hard time convincing me that it doesn’t have a prominent place in just about every retail business, or establishment with a ‘point of purchase’ or ‘waiting’ area.

 

Digital signage can have a significant impact on retail sales, with at least a 15 percent sales lift on promoted items being common. But developing an effective screen network requires solid planning and careful selection of supporting technology. When creating an in-store digital media plan, consider:

  • Location
  • Context
  • Engagement
  • Integrity
  • Measurement

These signs have gone high-tech, and can display up to the date news, and weather as well as social media updates from Twitter (Facebook as well). The screens themselves can be organized to show multiple messages at the same time, with different sized screens for emphasis or priority.

If you’re a retailer with multiple locations you probably have a coupon or flyer strewn about the store. Why not display it on the screen above your registers at the front of the store. Your next screen will promote the up-sell or add-on (at full price of course), or an opportunity to ‘save on the bundle’.

The ‘gotta have it now’ world and professionally trained consumer nation and its impulse buying will not be able to resist your 2 for 1 message as it flashes in the entrance to the dressing room. The key to the success of your digital signage is keeping the messages and graphics fresh and engaging. No stale offers or outdated information.

 

Now that b digital agency has partnered with Muzak Focus Four, we can also help you get started with your own digital signage. Our partnership with Muzak brings you the best service and technology, and we provide you with creative support and strategy to update and maintain your signage.

Best of all, you can get started for as little as $79 per month! If you’re interested in finding out how digital signage can lift your sales, email or call us today for a free consolation.

 

Do What you Do Best!

I am often told “don’t tell me how to run my business”. In fact, it might as well be the slogan of every small business in America. I absolutely agree, the question is – what business are you in?

If you’re a baker, a mechanic, a doctor, a restaurateur, whatever business you’re in, you’re only a ‘marketer’ if you’re in the marketing and advertising business. My point is, no matter how well you know your business, it does not qualify you to best ‘market’ your business.

Despite the millions of books and articles and even blogs like this one, the most successful businesses seem to have learned the golden rule…’Do What You Do Best!’ Those who don’t learn this, prefer to ‘do their own advertising’, or worse, they hire a marketing agency or rep, only to tell them what they want in their ads.

This is why the majority of newspaper ads look like a cluttered piece of mayhem with no clear call to action or visible headline, etc. Many TV and Radio ads just want to cram as much information as possible, and Billboards look more like graffiti than anything else.

Let me ask you, as a business owner, would you let me go into your business and tell you how to run it? Then why would you want to tell your marketing or advertising agency or media rep how your ads should look or sound like?

Even after many small business owners have failed miserably when it comes to their own marketing efforts, they still insist on calling the shots. Recently a new account tells me, “we lost a lot of money advertising and printing brochures on our last go-around” but he still wants to tell me what his billboard should look like.

I’m not sure if it’s the A type personality or the desire to control everything that hampers the ability of small business owners to let go of this part of their duties. Whatever it is, I can always tell when a local business has ‘made the switch’.

I’m not saying that all marketers get it right every time, but the basics of marketing and advertising are immediately recognizable. The clear message, the simple and creative approach, the clear call to action, and the better ones include the clear next step which should feature a ‘digital’ component such as a landing page, website or social network component.

I’ll summarize with this, if you want to take your business to the next level, you may want to consider a professional marketing agency. To be successful you need to give them as much information on your business as possible, and let them go to work. Otherwise, keep on ‘doing your own ads’ and then blame the media company or the rep when it doesn’t work.

If you’re ready to have this conversation, we would be happy to meet with you. Otherwise, we wish you well as you attempt to learn a new profession while trying to run your business.

“Hey, Traditional Media…If you can’t beat ‘em…join ‘em”

After working 6 years at the largest daily newspaper in Palm Beach County, I have first-hand witness of what technology can do. I actually saw the same thing happen in the recording industry, when I managed the sales and marketing for a record label in New York.

When I started in the music business, vinyl or ‘records’ as it is commonly known, was still the preferred method of choice for DJ’s throughout the world. In less than a 5 year span we saw a huge shift to CD’s, which created a whole new generation of sophisticated CD players and all the sales that came with it. It hence moved to MP3’s and the use of laptops. Now, many world-renowned DJ’s play their entire set using sophisticated Apps that cost only $24.99 on their iPads.

Technology proves again, you either adapt or get out of the way. Well, I’ve added one more option, if you can’t beat the technology, join it. I’m talking specifically to traditional media, such as TV, Radio and Newspapers.

Again, my experience with Newspapers saw Craigslist sweep across the nation, from West Coat to East, slowly destroying the holy grail of newspaper income, the Classifieds! Once Craigslist added your city to its list, you can rest assured that income was going to go away.

THERE’S NO NEED FOR THIS TO HAPPEN:

To me, although there are many complexities, there is one glaring and obvious solution. Traditional media needs to facilitate the ease of access to the internet by providing more content and features of what’s going on online.

For example, if the newspaper created a ‘Found it on Facebook’ section, which could even be ‘advertorial’ or ‘pay for play’, I believe it would be very successful. Why, because it’s much easier to look through a daily paper, and read this section, and find new and wonderful pages on Facebook, that are local and relevant, then it is to go on Facebook and search all over. Beyond that, the feature could alert you to things you may not have ever even thought to search for, and expose new opportunities you would have never found looking online.

I’ve heard rumors of TV commercials being more interactive. Featuring a few buttons you can press on your remote to ‘respond’ to the ad. This technology seems way behind to me, and needs to be fully developed and implemented soon. With all of the internet TV’s already on the market, the world is begging for commercials with coupons you can redeem with the push of your remote, as long as say you’re logged in to your Facebook account – now who’s old fashioned?!?

Radio is not as easy, but bottom line, effective radio ads have proven to drive more targeted traffic to a website than any other form of mass media. Unlike other forms of mass media, you listen to the radio, as you do other things. Vanity URL’s have replaced Vanity phone numbers, and most of the audience prefers to respond to ads online, on their own time. When was the last time you picked up a phone after you heard an ad on the radio?

Yet, most commercials do and say the same thing that they always have, and results are weakening. If traditional media featured the ‘digital world’ in such a way that people would find value in reading, watching and listening to the messages again, mass media would be much more relevant again, and our plugged in world would benefit tremendously.

Vol III – The new role of traditional media

In the last two blogs we introduced the Four Pillars of Social Media, and then gave you a ‘big-picture’ overview to set the right expectations and mind-frame when it comes to integrating digital strategies.
In this blog we are going to show you how to use traditional media, such as radio and TV to quickly drive up your audience on your website or social networking sites.

 

Despite all the talk about social networking, a new study has found that “Traditional media advertising remains a more effective driver of online traffic than the social networking equivalent,” reportsWARC.COM.

 
What this means is that, while to many, social media is still in it’s infancy, traditional media has very large footprints and thus can deliver a message to a large audience. This audience however is less interested in being forced to listen to an offer they don’t care about, and more interested in an opportunity to engage with or take the message one step further.

 
For example, rather than tell everyone about your great ‘one-day sale’ you are going to tell them to “Like” your Fan page where you can receive exclusive offers every day. Your goal now with mass media is to drive them to your social networking pages (or landing page, website, etc) so that you can build your own audience. We call this strategy ‘tradigital’ using traditional outlets to drive traffic online.
Looking at 2012, you may consider these two inverted triangles.

The Orange triangle signifies the amount of your budget being allocated to ‘outbound’ efforts. This will initially encompass about 80% to 90% of your allocation. Remember, the key difference is that you are now using this medium to drive traffic to your digital space.

 
By the time you reach the start of the 3rd quarter, you will see nearly a 50/50 split of ‘outbound’ efforts to ‘inbound’ efforts. By this time you will have built up a significant following, and you need to increase your efforts to keep your audience engaged and in return, talking about you.


By the end of the year, your allocation has completely flipped, and you are now driving the majority of your sales efforts via social media. This will be a very exciting time for you as you have learned to rely less on traditional media outlets and now have a built-in audience of loyal customers.

 
Sounds too good to be true, but we’ve seen it happen many times, and for some it has even outperformed our expectations. There are also times when it may take more than one year to reach the scenario above, but one thing is for sure, if you don’t start looking at it like this, you will never get there.

 
And let me close with this: You may be able to still get away with a 100% outbound strategy, but once the teens and twenty-somethings of the world become ‘old-enough’ to make a difference in your bottom line, how are you going to reach them, and the generation after that? Will you be relevant or irrelevant?