How to create a ‘Tradigital’ advertising campaign

We use the word ‘tradigital’ in our office on a daily basis. As the name suggests, it’s the merging of traditional and digital in advertising and marketing campaigns. While most companies understand the need for both, they are often executing on each ‘side’ of the equation independently, rather than creating campaigns that integrate both sides for maximum results.

Before I explain how you do that, let’s discuss the process of a tradigital approach. At Baldrica Advertising and Marketing, all our campaigns require the same starting point: what’s your demo, and what’s your budget? Determining your ‘heavy user’ is the key in establishing who you are trying to reach. Just as important is a budget that will establish parameters to work with, and allow us to create realistic goals and measureable results that the campaign is expected to achieve.  These goals should be very specific and the outcome should be clearly spelled out. What are you trying to achieve with this campaign and what deems it successful? What does a conversion look like? What do you ultimately want your audience to do, after they see or hear your message? This information helps to mold the creative, and insures the message resonates loudest with its constituents.

Once these factors have been determined and the creative developed, we can create a plan based on the budget that has been allocated to it. This is where you see the tradigital in action. The push or ‘outbound’ side of the equation is the traditional media, such as TV, Radio, Billboards, print, etc. The value of pushing your message on an audience remains just as powerful today as ever, the key is to carefully integrate it with a digital destination because in a carefully crafted campaign, traditional media will drive a significant amount of traffic to your website.

Simply printing your web address, or mentioning your website in the ad is not digital integration, but that’s what we most often see (for examples of true digital integration, please visit our website or call us for a free consultation). Remember the majority of people prefer to go online for more information, so the easier you make that process the better results you will achieve.

With a digital destination in place, (as the primary source of response to your ad) you can now carry that momentum over with your digital assets, or your ‘inbound’ marketing. Point all of your digital media, including social, email, blogs, videos, etc. to your website or landing page, reinforcing the message you are pushing. The difference is that your engaged audience doesn’t need to be ‘sold’ as much is it is looking to be ‘educated’  – especially on the benefits and value of your product or service.

Whenever possible we look to complete the campaign with ‘Grass Roots’ marketing; that tried and true oil that keeps the wheel from squeaking. It’s a lot of hard work, but it often works well with your social media efforts and includes things like Public Relations, Networking, Trade Shows and other cross promotions (such as other businesses you can partner up with).  This strategy can be applied to just about any business, from a service provider to your local pizza place that prints coupons to draw visitors.  By pointing everyone to respond digitally first or add value to your offer on your website or landing page, you’ll have a much higher likely hood of capturing emails, adding to your social network or collecting other information that will make all of your future and follow-up efforts that much more effective.

To learn how a tradigital approach can be customized to work best for your company – visit us at bdigitalagency.com or contact me directly jgarcia@bdigitalagency.com

The coupon phenomenon – from coupon to loyal customer

How often have you used a coupon to get a deal from a business, and then continue to go back, without a coupon?

It’s ironic, but clearly if I stumble across a restaurant or retailer, and go in and make a purchase without a coupon, I’m often much more willing to go back, as long as I had a good experience. If however, the first time I interacted with that business was because of the offer on a coupon I redeemed, I’m less likely to go back without a coupon.

I don’t think there is any official research on this, but I’m open to responses on this post. This line of thinking gets to my next point, how do you convert a bargain shopper into a loyal customer?

First and foremost, coupon or not, if you don’t provide a great experience for the customer, there’s not much of a chance that any marketing program, no matter how good is going to get that customer back in.  Let’s just say this first time, coupon customer did have a great experience, how do you overcome the coupon mindset to keep them coming back. Giving them a coupon each time just isn’t realistic, or is it?

I’m a strong believer in rewarding the loyal customers and integrating a loyalty program. Locally, Duffy’s Restaurants promote their MVP cards and reward loyal diners with a $10 credit, for every $100 spent. That customer that may have been lured in to try Duffy’s with a coupon, and had a great experience will be very receptive to ongoing discounts as part of a loyalty program.

Other than collecting an email address, loyalty programs are the golden chalice of customer retention. The only downfall of these programs are poor execution, or poor communication and understanding the value of being part of the program. If you have a CVS card you can probably relate. I mean, what do you really get with that card? Who knows…all I know is even if I don’t have the card, the clerk scans a code and I get a discount or something.

The other issue is how many loyalty cards is one person realistically going to carry with them? There are some new options but none have really caught on. An app in development by www.newtopalmbeach.com has shown some exciting promise. The app will organize all of the local loyalty programs into one app, so you just have to download it once, and you will get rewarded each time you frequent these establishments.

No matter how you choose to execute your loyalty program, it remains a key component to move your small margin coupon shoppers into an ongoing steady source of revenue and referrals for your business.