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

As a business owner or top-level executive, how much is your time worth?

Business owners are faced with many different tasks throughout the day. At small to mid-sized companies that becomes even more prevalent. This often drains their time away from focusing on the ‘Important / Non-Urgent’ activities that no one else but the owner can do, and that are critical to the growth of the company, and more time in the ‘Important – Urgent’ quadrant.

These tasks are highlighted in the Stephen Covey Quadrants graphic below:

This is the question you need to ask yourself…how much is my time worth? When you see that your time is being spent primarily in other quadrants, there may be a good case for considering a ‘work smarter, not harder’ approach. We like to use the motto ‘do what you do best, and let us do what we do best’.

The chart below highlights some of the major time drains (click on the image to enlarge), that need to get done, but are not necessarily where a business owner should be spending most of their time. As we review this list with owners and top executives, we find that some of these tasks are not being done or even on the task list, due to the lack of time available to allocate to each.

 

 

Working with our agency, we can take on as many of these services as you need to address, when we engage with you and place media buys on your behalf. Not only will these tasks be performed more effectively, but also efficiently, as our experience and agency buying power will benefit you with better rates across the board.  Think about it, for the same budget you will receive increased media exposure, so even with the same results, you will increase your ROI. One of our clients was able to double his media exposure, with the same budget resulting in double digit gains.

If you reach the end of your day, and keep feeling like you haven’t accomplished anything, working with a professional advertising and marketing agency can get you back on track, and back to where your focus will best help the growth of your company.

Everything old is new again…really new!

Some of you may remember a face to face marketing company that would basically drive up to the homes of new residents, in their station wagon, and deliver a basket of house-warming gifts from paid advertisers….Brilliant!

Logistically, we can see how this business model would have a tough time surviving today, but the marketing strategy of being the first business to welcome a new resident remains highly coveted, yet poorly executed.

Enter ‘New To Palm Beach’ (.com of course!). This is the first time in a long time that a tradigital marketing program offers advertisers this ability to specifically target new residents to Palm Beach County. Using direct mail, New To Palm Beach (N2PB) will send an average of 10,000 new residents each month, a coupon book filled with exclusive offers from a limited number of advertisers.

These coupons will arrive in a custom envelope and includes a free fridge magnet inside. As consumers flip through the book and redeem the offers that most appeal to their needs, they will be asked to visit the website to register for more offers. Redemption rates from these coupons are estimated in the 20% range based on the presentation and appeal to the target market (as well as statistics from similar programs), where a typical stand-alone ‘direct mail’ piece averages only 1% to 3%.

At www.newtopalmbeach.com consumers will have the ability to print additional coupons, access the blog with features of local businesses (written by Aaron Wormus – ‘A Guy On Clematis’), as well as to sign up to receive updates from the community events calendar. This website, along with its social media network including Facebook, Twitter and YouTube will keep loyal customers engaged and returning to redeem additional offers and to get the scoop on the latest in Palm Beach County.

The beauty of the website will be in its ability to collect ‘hyper-local’ information, and offer email marketing down to the zip-code level. This type of information will allow even a one location ‘cleaners’ on the corner of Jog and Hypoluxo to target an email offer, with very little waste and a high probability of conversion.
So while N2PB uses the mail and an ‘electronic wagon’ to welcome new residents, the focus remains on being the first to reach this lucrative market, which has yet to establish their buying patterns.

If you are a business owner and would like additional information on how to get involved, please visit N2PB.com. And to keep things interesting, all residents who register online will have a chance to enter and win a new iPad mini!

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

If it ain’t broke…find a way to break it!

The old adage, ‘If it ain’t broke’ don’t fix it’ is just too old fashioned to work anymore. Believe me, I’m old fashioned and I believe in tried and true methods, but the problem is that technology continues to evolve at faster and faster speeds. The result is many strategies or tactics become dated much faster, and if you’re not ahead of that wave, it will crush you!

I’ve seen it over and over, working in the music business when we would actually sell records (remember those!). Or when I worked at Circuit City which had over 560 stores nationwide, and disappeared in a matter of minutes!

It’s not good enough to monitor the competition and try to out-do their best efforts. You have to poke holes in everything you do, and be your own competition in order to fully stay ahead of the game. If your business is in the technology sector, this blog may be a moot point (at least I hope it is), but if you’re not in technology you still have to think the same way, because your customer IS in technology. No matter what you service or sell, your customer is searching online, using smart phones, apps and if you don’t measure up, you will lose market share.

This goes so far beyond having a website (and making sure it’s mobile), but even beyond that, are you truly focused on giving your customers the best experience possible at every touch point? I know it seems overwhelming, but the people at the top of your organization should be challenging each other in this way, every day! I can’t tell you how many times we’ve met with potential advertisers who weren’t really sure who their target market or heavy user is!

What if…is a great way to start the day, or a weekly meeting that digs deep into the ebb and flow of your operation. The scariest thing for a company to experience is success. As we strive and fight to get there, we look at every angle, inspect every transaction and rethink every outcome. Success can often cause complacency, and by the time you look in your rear view mirror, that little one-man shop that opened up last year, is now doing a better job than you, and taking most of your customers.

I recall working in the classified department of the Palm Beach Post, and a wise old manager said, ‘we have a problem…half of our income is coming from classifieds, and a little guy named ‘Craigslist’ is devastating the industry one paper at a time. We need to diversify…’

Well, anyone familiar with the newspaper industry and print in general knows that they did not break that mold quick enough and continue to struggle to replace that income.

I say, break something in your organization every day. Your partner or boss my not appreciate it right now, but in the long run, they will thank you!

Is it time for a Brand Refresh or a Complete Marketing Makeover?

I learned something a long time ago in this quirky business of marketing and advertising. The common denominator if you will, between a successful campaign and one that performs poorly, and that is this: ‘The message only resonates with the audience, if the audience resonates with the message.’ HUH?

Exactly my point! No matter how well thought out your marketing message is, and no matter how strong the offer, it only ‘works’, if the audience wants it, needs it, and is ready to receive that message. No matter how great you think your product, service or solution is, it might not be right for the large majority of the audience you’re targeting it to.

We’ve seen it over and over, a company who just ‘can’t understand why their marketing/advertising efforts are ‘not working’. To complicate matters instead of gathering more consumer information (asking their customers and prospects what they really want), they continue to lock themselves in board rooms and come up with the next great idea.

So, to answer the question whether you need a brand refresh, or a complete marketing makeover would depend on how well you’re engaged with your customers, and how well you understand the needs and wants they want you to service.

If you are not gathering any feedback, no email marketing, no social media, very little in terms of customer service surveys or focus groups, it may be time to start over.   Scary thought I know, but what if I could show you the future, and you’re only a few steps from going over the cliff? Although starting over will be tough, at least you will set a foundation for a much brighter future.

If you can answer these questions, you’re in pretty good shape, if not read on!
1. Do you have a simple, emotional brand story that can cut through the clutter?
2. Is it still relevant today?
3. Is it the same story customers tell?
4. Can your employees tell it?
5. Does your experience stand out?
6. Do you know what aspects of the experience drive your brand?
7. Does your experience have a unique branded personality?
8. Are you managing the full customer experience across organizational boundaries?

If you are getting feedback, and understand where you’re missing the mark, a simple brand refresh may be in order. Just a few tweaks to get you back in good standing with your core or ‘heavy users’. If not, and you’re just going from pushing one message to pushing another in hopes one will ‘stick’ – it may be time to ‘pivot’ to persevere, and that is a much better approach then moving forward blindly.

The key is to constantly be measuring these results and tying it all back in to the feedback you receive. One of the biggest benefits of social media is the instant response you can gather and act upon, the latter being the key here.

Whether you need a complete makeover or a refresh, we will help you navigate those waters and guide you through the process based on the strategies and tactics we’ve developed over the last 30 years in business. Whatever you do, don’t go it alone! That may be the very reason you’re in this situation now, and repeating the same actions, will deliver the same results.

Please call or email us to schedule a free consultation. We will ask the tough questions, and work with you to develop a campaign that will get your brand back to the forefront where it needs to be.

‘A Little bit of this and a little bit of that…gets you a whole lot of nothin!’

More than any other recurring theme we see as an agency when engaging with our clients for the first time, is the fragmentation within their own marketing strategy.

The reason this happens is two-fold. First, there are many eager sales reps in the market place, each tasked by upper-management to sell this or that, this month (which will change next month). I know because I’ve been there, and you really can’t fault the reps, they’re just trying to make some money.

The second reason is typically the business owner, or the person in ‘charge’ of marketing doesn’t really have the time or vision to look beyond today’s challenge in order to lay out a proper campaign that looks long term and focuses on the target market.

So the reps come in, make a good pitch and the owner or marketing person says, ‘OK, I’ll try it’. Just like that another piece is added to the puzzle, more resources are sapped and the expectations bar is raised a little higher.

A large majority of the time, the results are dismal. The advertisers blame the reps for something that ‘didn’t work’, and reps defend their product by saying either the advertiser did not give it enough time, or didn’t put the proper support behind it.

The fact is that there is rarely a situation where one marketing or advertising solution ‘works’, all on it’s own. If you’re talking lead-generation (like with selling cars or homes) there are plenty of sites/search engines that can deliver good results without much help, but the typical brick and mortar businesses, that need to get people in their doors, requires a well-rounded campaign in order to be successful.

We recently helped a car dealership in Miami by conducting a free media audit. It was probably the first time the owner ever sat down and put an ROI to every bit of advertising they were doing. After that meeting, not only did we reallocate about $20,000 in wasteful spending, but we are now creating a campaign so that all of the parts are working in unison.

I guess you can rephrase the title of this blog entry another way: “The whole is greater than the sum of its parts!” This is where an experienced ad agency can help trim away the fat, keep you focused on your target market and get the best return on your advertising investment.  If you see yourself in this scenario, give us a call to schedule your free media audit, and let us see what we can do for you.

How to generate over 3,000 ‘Likes’ in less than 5 months, for a completely new business!

I know it sounds like an infomercial but here is a real-world case study, with ‘me’ as the subject matter.

www.CustomCigarBandRings.com (Custom Cigar Band Rings) started out as somewhat of a hobby for me. As a cigar smoker, I always carefully peel the bands off the cigars and onto my fingers while smoking. This prompted the idea to find a way to turn paper cigar bands into actual rings. Working with a local jeweler, we were able to refine a process that made it possible; and now we can turn almost any cigar band into a beautiful custom ring.

With little to no budget to advertise (sound familiar?) I started a custom Landing Page, and a Facebook Fan page.

The first thing I did was to start posting pictures of the rings we created as samples on the Facebook pages of other cigar companies. One such post garnered over 400 “Likes” and just like that, a business was born! In less than one month, I had 1,000 Fans on the CCBR page and the momentum has not let up.

Our page strategy is heavily based around cigar lifestyle pictures, with occasional pictures of our latest rings. We post about once per day, but sometimes as much as four times per day. Engagement on each post is amazing, with many posts getting over 100 likes each.  We also ‘Like’ as many other cigar associated Facebook Fan pages as possible, and make sure to ‘like’ their posts and comment /share when appropriate.  In addition, we advertise on Facebook to the tune of $2.00/day using PPC, and adding all of the keywords/interests that revolve around cigars. The ads perform extremely well, with a lifetime .22% click through rate!

Our off page strategy includes a blog that I set up on Blogger.com, with a bi-weekly post, typically centered around cigar reviews. I also feature other cigar stores in the area, and mention as many local cigar personalities as possible. I use several blog posting services to get it out there and repost the link on my FB and Twitter pages. It has already started to show a dramatic increase in traffic with each post.

The Twitter account we opened is now over 200 followers. We use this primarily to interact with the movers and shakers of the actual cigar industry, and it turns into more of a b2b networking channel, than anything else. The value of this audience for a product like mine is invaluable and has turned into some of our most lucrative sales.

Speaking of sales, this is my favorite part of this post since most people say ‘Social Media is not about ROI’.  Well, our landing page has received 2,424 visits with 215 requests for quotes, that’s a conversion rate of…get this…8.87%! Our closing ratio is about 25%, not to shabby for a strategy that’s not about ROI.  Not to mention, that’s 215 names to my email database, that I now email once per month to keep them engaged with special offers. All of this and I still haven’t integrated YouTube or Google+ to the mix.

I realize certain businesses lend themselves better to social media than others. Vanity items like my rings strike the ‘all about me’ chord often associated with social media, and so, managed correctly can do very well. However, I’m confident that what I’ve done here with this, many other businesses, in different categories can also do, with the right strategy and consistency. If you would like to see how we can help you get real results by integrating a proper social media strategy, please contact me for a free consultation.

5 Reasons why your coupons aren’t working (and why you still keep doing them!)

It seems logical that since ‘everybody’ wants to save money, offering a coupon can entice someone to ‘give you a try’, which turns into increased sales, and new customers.  The age old tradition of coupons seems to be bigger than ever. With the likes of Living Social and Groupon, coupons have reached an all-time high, yet there are many mixed results, let’s review some of the most common reasons why many coupon efforts fail, and how you can make improvements.

1. Nobody knows you – When you offer a coupon and you’re a relatively new company, offering a relatively new product or service, ‘couponing’ your way into the mainstream is not the most effective strategy. First, the perception of a coupon from a company that no one has ever heard of is that the product or service isn’t selling, so they had to discount it. Now you’re giving away your goods because nobody wants them, bad way to start!

2. No perceived value – Picking up on the ‘couponing’ mentality, if the consumer has no perceived value of your offer, it means nothing to them. This effect can come from the first point that nobody knows you, hence they don’t realize the value of your product or service, or your ‘15% Off’ does not entice them because they don’t know what the real savings is.

3. Competing on Price – Everybody wants a good deal, but when you create a business model based on your coupons you are sliding down a very slippery slope. Now you are training your customers (who may be willing to pay full price for the great value, service that you provide), to wait until you have an offer to come in.

4. Promoting ‘cheap’ instead of rewarding ‘loyalty’ – As coupons have the general effect of rewarding the ‘cheap’ to bring in new customers, it often does not create the loyalty you’re looking for. I believe all discounts should be tied into a loyalty program, rewarding consumers for being consistent patrons. This also builds a sense of partnership with your consumers as, they feel appreciated since not everyone who comes in with a coupon can get the same reward they do – hence they earned it.

5. No data – You print a coupon, you get the 1 or 2% conversion, bring in a bunch of customers who just wanted the deal, use the coupon, save the money, cut into your margins (many times coupons are loss leaders), and you never see them again until the next coupon. The worst part of this is that you don’t even know who these people are. You did not collect an email, ‘Liked’ us on Facebook, etc. All coupon offers should have an opportunity to be redeemed online, on your website of landing page, with a simple name and email opt-in so that you can build your database and not start from scratch every time you publish a new coupon.

These are the main reasons why your crazy cycle of coupon marketing is not working, yet you keep doing it.  On the occasional chance that it does work, it does not build up momentum from one offer to the next.

Let us show you a ‘Tradigital’ strategy can increase the results of your couponing by 35% or more, while building your own audience of engaged consumers on your website, email marketing and social media channels.