5 steps for detoxing your advertising campaigns

Advertisers are marketers, which are made up of businesses looking to expand their share of market. When a business decides to include advertising as part of their marketing plan, it has chosen to leverage an audience that a particular media reaches, in order to deliver its message to prospects and solicit them for business. To reduce waste and get better results for your campaigns, consider these five steps: (continue reading) 

Is anyone paying attention to your banner ad?

What if you can advertise your message specifically to people who are interested in your product or services?

What if you could target an audience and match them up with your company based on the behaviors and interests they have exhibited?

What if you could present an offer or promotion relative to the consumers who are actively in the market for a product or service and are ready to make a purchase?

Click HERE to read the rest of the article on the Business Journals website.

Don’t be ‘tradiphobic’: Why you should embrace traditional media

Let’s start by defining my new term “tradiphobic,” which as you may have guessed means, fear of traditional media.

A tradiphobic marketer has a serious problem that can’t be cured by “traditional” medicine, because well, that’s the problem. They are so afraid to integrate traditional media in an advertising campaign because deep down — they’re scared it just might work.

Click HERE to read rest of article on the Business Journals site.

Should you invest more in digital or traditional advertising?

I get questions like this all the time:

“Should I invest more in digital or traditional advertising?”
“Can digital offer the same reach and frequency as traditional media but at a lower price point?”
“Can we get the same or better results using digital advertising over traditional advertising?”

Click HERE for read the rest of the article on The Business Journals site.

The Center of the Bull’s-eye – How to create successful advertising campaigns with a limited budget.

There’s a lot to be said about the need for a well-rounded campaign, and fitting in the right amount of push and pull pieces to make a marketing strategy payoff. But oftentimes, with limited dollars, businesses need to have a strategy that best reaches their target market bull’s-eye with one good arrow.

Larger companies have the luxury of creating a balanced media mix. This often includes traditional advertising such as TV, Radio, print and others, along with digital options such as search, banner ads and retargeting. However, limited budgets mean limited options, and ‘testing’ different options can be a very expensive lesson to learn.

 

So how do you advertise effectively on a limited budget? Here are the four points you need to focus on to achieve success.

1. Identify the heavy user – with limited dollars you can’t target everyone, just because ‘everyone’ can benefit from your product. Determining the ‘primary’ user of your products and service will help you tremendously in zeroing in on your target, in order to determine which medium best reaches that audience.

2. Create a strong offer and professional creative – clearly a pivotal piece in the success of your advertising is an offer that engages your audience and moves them to action. It’s not only important to make this offer highly compelling, it’s also very important to make it clear what action you want your audience to take, and how to take it!

3. Do one thing right, before moving on – We can’t stress the importance of a well-rounded campaign, using the proper media mix for maximum impact. However, when working with a smaller budget you can be successful with just one medium. When Ironhorse country club was looking to add 25 new members, we moved their already saturated budget from newspaper to broadcast TV, and created two back-to-back :15 second commercials to air in The Fed-Ex Cup and The Ryder Cup. There was no other advertising supporting their new membership offer. In two months Ironhorse signed up 92 new members! This was the most positive result of any advertising campaign in their history.

4. A whole lot of this, and whole lot of that, gets you a whole lot of nothing. In advertising, we ‘professionals’ like to throw around the words ‘reach and frequency’ a lot, but alas, it’s true. If you don’t put enough into any medium to reach a large percentage of your target audience, and reach them at least 4 times or more, you might as well throw the money away. ‘Testing’ a media is OK; as long as you give the test the support it needs to satisfy the tried and true ‘reach and frequency’ formula.

If you need help creating advertising plan with a limited budget, please call or email us for a free consultation. While there is still no ‘guarantee’ in advertising, there is a typically a pretty good chance that if you don’t advertise, you will not grow or compete to the degree of your advertising competition.

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.

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.

5 Lessons your marketing department can learn from the presidential campaign.

1. They call it a ‘campaign’ for a reason.

One of the major mistakes so many smaller companies make when it comes to marketing and advertising is they keep trying different things to ‘see what works’. The truth is they can all work, if they are executed properly, but the best chance for success comes from a sustained ‘campaign’. With the fragmentation in media, expecting a few commercials, or a few flyers or a few ads in the paper to ‘work’ is a recipe for disaster.

 

(picture credited to CNN Tech)
2. Reach and Frequency
Not only does the well-rounded campaign sell the candidate, making sure you have enough reach and frequency is crucial. For example, have you seen a presidential commercial? If you haven’t you probably don’t own a TV, but if you have, you’ve probably seen it on more than one channel. In order for a message to be ‘consumed’ it requires to be seen and seen often enough that it breaks through the clutter.

3. Media Mix
TV is a reach medium, radio creates momentum closer to the buying decision and print is your closer. We often create campaigns that use TV in weeks one of two of the month, followed by radio in weeks 2 and 3 and then we drop the printed ‘coupon / direct response offer’ in week 4. Each medium builds on the other, and creates more awareness. By the time the printed piece is received the consumer is well aware of the promotion or offer and is more likely to respond.

4. Digital Destination
Barack Obama is very good at using the digital technology that websites, landing pages, mobile sites and social media have to offer. Catchy website names that are easy to remember and great to promote on TV and radio generate huge amounts of traffic. Collecting data from these visitors is then much easier to do. This builds your own network and database by collecting emails and offering opt-ins, which becomes a very powerful tool when you include e-mail marketing to the back end of any campaign.

5. Don’t be afraid to call out your competition.
Good creative copy points can come when you feature your strengths in a side by side comparison over your competition. Unlike the candidates however, doing this correctly requires research and making sure your information has the facts to back it up!

Take these five lessons into account as you craft your next campaign and your company may just win over your prospects business.  Feel free to call or email us to get your campaign on the right track.

Is your Marketing Campaign in the Cone of Uncertainty?

Living in South Florida we are often carefully watching the projected path of oncoming tropical storms or hurricanes. Technology continues to improve, and forecasted paths are becoming more and more accurate, which got me to thinking…if your marketing campaign was a hurricane, do you know where it’s headed, or is it all one huge cone of uncertainty?

Based on the hundreds if not thousands of conversations we’ve had over the years, (more often than not), marketing representatives do not know what path their campaign is on. They may know certain aspects but overall, you get an uneasy feeling as if the impending storm was whirling out of control.

This brings us back to square one: the target market. The process of digging deep within your customer records and developing a profile of your heavy user, as well as where they come from, and what product or service is in highest demand, are all crucial pieces of identifying this target.

 
Social Media, and Google analytics can also serve as great tools to help you pinpoint the target market, with all of the rich information you can access. Facebook insights break your fan base down by demographic (male/female broken down by age groups) as well as their geographic location. Our FB page shows that in the past month 57.6% of our fans are made up of males and 20.1% are 18-24 yrs. old. So while we would like to attract an older, decision making base, we have to understand that our current image appeals to a younger demo.

No matter what product or service you sell, there will be a certain segment of the market that makes up the majority of your customer base, and there may very well be a close second, third, etc. The path of your marketing hurricane should be directed at your heavy user, which will have a spillover effect on your secondary market.

If you have an advertising agency, that has not taken the time to clearly identify this target demo with you, and they are presenting marketing and advertising campaigns, why don’t you ask them what are they basing their strategy on? I’ve seen it over and over where an agency and a client get hooked on the most ‘creative’ idea regardless of how it’s going to resonate with their target market. Those campaigns are doomed to fail, and in hurricane terms – turn into a fish storm – that just whirls out to sea and nobody takes any notice of it.

If you feel your marketing campaign is languishing in a huge cone of uncertainty contact us for a Free Media Audit, so we can help you identify these issues and get you back on the right path.