What the Miami Heat’s Championship can teach you about marketing and advertising.

The NBA regular season is 82 games long, and I mean loooong! If you make it to the finals, that’s another 16 to 35 games, wow! I love basketball, but I think it’s fair to say, no other sport has the constant, physical and mental demand that basketball puts on you. In an instant you’re switching from offense to defense, with different assignments, players and situations to contend with…at full speed!

So how does a team endure that kind of journey, and win it all? While the Heat are now known for their ‘Big 3’ – lead by superstars LeBron James, Dwyane Wade and Chris Bosh, they will quickly acknowledge that it took a team effort, and key plays by role players to get the job done. In marketing terms, it takes a ‘campaign’ to be successful.

In advertising, many companies go from one thing to another, hoping that they stumble across the right medium to bring them that coveted success. Although ‘putting all your eggs in one basket’ is something most people agree is not a good strategy, it is often the approach seen in advertising decisions.

The ‘Big 3’ in media for many companies could look like ‘TV, Radio and Print’. These 3 mediums still command the largest piece of the advertising pie, and can reach a large audience with a targeted message. But who are your role players? Internet, Direct Mail, Billboards, Email, etc.

The point is to plan a strategy around the right mix of media that best reaches your target market, so that each medium can build on the other. We often recommend a TV schedule that drives people online to ‘convert’ and add a direct mail piece to reaffirm the offer / message. Combing traditional and digital, (we call it tradigital) results in compounding effects for maximum return.

Putting one ad, here or there, and then abandoning it for another ad, here or there has never proven to result in any real progress or generate consistent sales. Work with your ad agency, to find what media mix best compliments your products and services in order to reach your target market and you will benefit from the results of a well-rounded campaign. Here’s to your championship season!

John Garcia – Baldrica is b digital.

The five questions to answer when deciding to hire an ad agency.

Nothing can quite compare to the excitement of a ‘small business’ that’s finding its legs and starting to show a real growth pattern. With it however, come a multitude of new opportunities and decisions for those at the helm.  One of those key decisions is when to hire an advertising and marketing agency. These questions and considerations can help you make that decision with confidence.

1. Are you overwhelmed with other projects? Let’s face it, every business owner wears many different hats, but when they monopolize your time to the point where you are not able to properly plan and manage your marketing plan, its time!

2. Are you getting a ton of calls from media reps? Have you noticed the only time media reps call is when you don’t need them? Media reps only put you on their radar when they know a company has the wherewithal to advertise. If you can’t keep up with the calls, and decide who to work with, its time!

3. Are you stuck in a creative rut? Even in good times, innovation and creativity need to remain in the forefront. Nothing can shoot down momentum faster than an ad or campaign that has boring or ineffective copy, or worse ties to be something it isn’t. If you’re not sure of your creative direction, its time!

4. Are you wondering what media is best for your business? TV, Radio, Billboards, Magazine, newspapers, and dare I say it, Yellow Pages; not to mention all of the digital options, where is the best place to invest your advertising budget. This is what we do best, and if you need expert advice and non-biased information, its time!

5. Are you wondering what advertising is working for you and what isn’t?  It’s been said ‘half of my advertising is working, I just don’t know which half’.  Well, imagine if you did!  We offer a ‘Free Media Audit’ which will clearly spell out where your ROI is positive and where you can reallocate some of your ad budget. If you don’t know where your ROI is coming from, its time!

Other points you may consider when deciding if it’s time to hire an ad agency include:

• A new perspective – a sounding board if you will.
• Expertise in marketing and advertising – you are too close to the forest to see the trees.
• Reduce costly mistakes – we’ve been there before, and will steer you away from it.
• A brand refresh – maybe all you need is to shake things up a bit.
• The creative eye – everyone can be creative, we get paid to do it.

If you find yourself somewhere in the middle of these points, it doesn’t cost you anything to pick up the phone and call us, or send an email to discuss your particular situation. Whether it’s just a free consultation, or our free media audit, let us help you gain a perspective of where you are, so you can help us gain a perspective of where you want to go, and we can show you how to get there!
John Garcia – Baldrica Advertising and Marketing Group (BAM) b digital agency, inc. 561-683-0404 jgarcia@bdigitalagency.com