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

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!

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.

Are your business practices in line with your consumers buying habits?

We recently launched a new product to help companies in the Air Conditioning business generate more leads. The program is simply called BestACQuote.com and it’s based on the same premise that has made Lending Tree and other similar sites so successful.

 

For the most part, if you give consumers the opportunity to gather all of their information in one place, and that place delivers quality and trusted options, that will often be the preferable choice. For example when you look for the price on a plane ticket for an upcoming trip – do you visit each individual airline site, or do you go to Expedia or Kayak or a similar site?

This business model on the internet continues to grow in popularity as the sites become better at delivering valuable results in less time than it would take you to do the research. These results are very often competing on price, as it allows the consumer to ‘shop’ more easily.

I understand that most businesses don’t want to compete on price. Everyone would prefer to deal with consumers who are interested in the best ‘value’ for their money and bottom line pricing is not the ultimate deciding factor. However, reality in the marketplace weighs heavily in favor of the consumer shopping first for the best price, then looking at the value.

It was somewhat surprising to me at a recent air conditioning trade show, how many AC companies did not want to compete on ‘price’. They often stated that their not looking for that ‘type’ of customer, and that they were not the ‘cheapest’ guys out there. Really?

Value is all about comparing the price of something to what you’re getting in return. If I pay for one AC system that last me 5 years and pay $2000 or buy 1 AC that last me 10 years but pay $3,000, which one is the cheapest?

All that aside (basic best-selling practices), the bottom line is that the consumer does prefer to make decisions based on price, and if you’re not able to enter into that arena, how are you going to be able to enter into the value conversation?

I was in the music industry many years ago, when we would actually sell records. Records are these vinyl discs that would spin in a turntable or record-player and music would come out the speakers! I say this sarcastically because when things went digital (MP3 if you will) in the music biz, everybody pushed back, and everybody wanted to sue everybody.

Well, now iTunes is just a way of life…I mean, when was the last time you visited a record store? The point is when you don’t embrace technology, and learn how to leverage it and make it work for you, it will run you over and run you right out of business.

Get comfortable with www.bestacquote.com and www.lendingtree.com and www.expedia.com and any other site that comes along and delivers the needs of the consumer in the fastest and most reliable manner, because that is how business will be conducted online for many years to come.

The Five Keys to Increase Lead Generation.

The ultimate goal of a direct response advertising campaign is to generate new leads, and close more deals. As marketers we look at many different angles and forms of persuasion as possible, but business owner look at one metric: ROI. If you’re putting a direct response campaign together, these five steps are crucial to the success of your campaign:

#1 The Offer: In any direct response campaign the offer has to be appealing enough to capture the interest of the audience in a 2 to 3 second window. This doesn’t mean you have to include the word ‘Free’ or ‘Buy One Get One’ or ‘half off’, etc – it means the offer needs to be clearly understood and offer value beyond that of the competition.

#2 The Delivery System: Whether you use traditional media such as TV, Radio or Print, etc making sure that you have a ‘tradigital’ approach is key in today’s marketplace. Tradigital is using traditional media to drive digital for maximum results. A very small percentage of consumers choose to ‘call’ as their primary response to an ad. An overwhelming majority will prefer to email, text or visit a website, which is why you need to clearly communicate the preferred response option in your ad. Our best advice is to use a landing page online or ‘vanity URL’, that speaks clearly to the offer and only asks for name and email opt-in to redeem it.

 

#3 The Process: Far too often the creative overpowers the call to action, or the offer is cluttered in other messages and agendas. Keep the message to one clear offer, and just as important, one clear way to redeem it or take the next step in the process. If the ‘call to action’ is not clear, you may have a good offer, or a clever message that only a small percentage of people actually act upon.

#4 The Response: If the consumer does not immediately get a reply when asking for information or redeeming an offer, you can forget about making that sale. There are too many competitors and too many other opportunities and options for that consumer to wait for you. Whenever you can add a ‘personal touch’ to that response, it only adds value and increases conversion rates.

#5 The Follow Up: So the fact of the matter, not every inquiry will result in a sale – which is why we have email marketing. Don’t think of 5 new customers out of 500 emails a failure, think of it as 495 new prospects that may need a little more nudging or encouragement, or maybe just a little more time to come around. A sound e-mail drip campaign will dramatically increase your conversion rates as email remains a very strong closer for those on the fence.

Keep these five steps in place and you will see significant increases in the results of your advertising campaigns. For help with this tradigital marketing strategy to increase leads or any other marketing challenges, please call as at Baldrica Advertising and Marketing Group, or our digital agency, ‘b digital’. Thank you.

Promote the Heck out of it…Build it and they will come!

Oh, but how often do we ignore that first little line…Promote the Heck out of it…and just go right to the building part.

Back in my good ‘ol days, well before I ever had a ‘real’ job, I was a ‘DJ’. Any DJ worth listening to was also a great promoter. Any great promoter also had a team of promoters, insuring that thousands of flyers, were given out, by hand (this is before Facebook and MySpace, heck before the internet!) so that everyone knew when the party was, where, what time, who was DJing and of course, how much you had to pay to get in!

Thanks to all of those efforts we had many successful events, and long lines of people waiting to get in, even on those frigid winter nights in Jersey. That’s what I call social networking!

Sometimes I forget those lessons I learned, and what it really takes to create a buzz, and get enough excitement built around something so that a significant amount of people make it a priority on their busy social calendars.

One thing is for sure, I would never DJ at a club unless I was absolutely sure that the ‘street team’ as we called it, was in full force, handing out thousands of flyers, and submitting guest lists well in advance.

 

That one lesson could serve so valuable to so many new businesses that open up each day, without any fanfare or following to speak of. It seems they all think that they can simply open the doors and the people will come, and more often than not, their doors close within a year. To think that you can spend all of your money getting your new business ready to open and not have any budget to properly promote and market it, is a recipe for disaster.

As an entrepreneur myself, I know how anxious I get each time I have a new idea and want to bring it to market. I’m working on a new project right now and I just want to get the show on the road, BUT, a big part of getting the show on the road is the pre-show.

It doesn’t mean that you’re not moving forward, it just means you’re laying down the best foundation possible and opportunity to succeed. This entails many different tactics that in today’s world including PR on the web, social media, YouTube videos that go viral, events, sampling, endorsements, and so on.
Don’t wait until you’re open to start promoting, you should get your street team together and start promoting six months before you open. Set up a landing page, and offer a VIP invite for anyone who signs up, and they will also receive a special something on your grand opening.

Akin to a famous Abrahm Lincoln quote: “If I had eight hours to chop down a tree, I’d spend six hours sharpening my ax”…if you have a new venture on the horizon, spend most of the energy getting the word out, to insure a successful opening and a strong foundation for the future!

“Does your creative pass the test of time?” The Five questions you need to ask.

I heard a reporter say “People are pretty patient…for up to 2 seconds” this morning on NPR news radio. He was reporting on a story about how YouTube was looking into its video server technology and ways they could improve load times. The study showed that as soon as video began to delay because it was buffering, attention spans dropped dramatically. After only 10 seconds of buffering, most people left the page!

I think this point can be expanded to the overall mindset of today’s highly wired, and highly mobile society. We in marketing know that if you can’t capture a person’s attention in the first few seconds, they probably won’t stick around to hear your offer.

That ‘first impression’ window continues to close, and soon it will be called the ‘instant impression’ and you won’t have much more than a second to compete for your audiences’ attention.

What does that say for your website, or sales collateral or your presentation? Why not gather a few friends, outside of your business circle and put them to the test. See how they answer these questions after visiting your website, or viewing your ad and see if you pass the test of time. For the best results, ask them to only spend a few seconds viewing the material and then answer these questions: (you could test yourself, but we are often not good judges of our own work).

1. What was your first impression?
2. Did you feel compelled to move beyond the initial message?
3. Was there something in particular that caught your eye?
4. Can you clearly recall the offer or concept being portrayed?
5. Would you consider the offer and returning?

This 5 second, 5 question test can be brutally eye-opening but if we’re to break through the clutter of millions of messages and offers bombarding the public each and every day, you need to pass the test of time!

How many of your 2013 business resolutions are influenced by digital?

“That’s it, this year I’m going to fix my website, figure out my SEO and SEM strategy, and keep consistent with building my email database and sending out great emails, and getting all my social media right and doing a better job following up on my leads!  Oh yeah and get a mobile site, and make sure my site looks good on a tablet…”

Many of us tasked with marketing our companies have a list like that and may include many of the above tasks.  Unfortunately, it may look very similar to last year’s list, and most likely the list for the past 3 to 5 years.  One thing is for sure, ‘digital’ continues to grow in importance and command more of your attention, but are you focused on the right tasks?

 

The reason that list keeps getting longer, and your results keep failing  to deliver positive results, is that you’re caught up in the digital wave of hype and want to make sure your Facebook page has as many ‘Likes’ as your competitor.  At the end of the day, are you generating more qualified leads?  If the answer is no, than you may want to shift your focus to a marketing campaign that focuses on lead gen.

How do you do that?

Implement a ‘tradigital’ strategy that starts with a  well-crafted traditional advertising campaign that asks your viewers, listeners, readers, etc. to visit a web (landing-page) to complete the process, receive the offer, get more information or whatever you call to action is.

Stop giving out phone numbers, stop printing coupons, stop sending people to an outdated website that doesn’t’ capture leads and does not even feature the offer that you’re currently promoting.

We’ve proven time and again, that a good offer, advertised in right media will drive up awareness, search activity and increase traffic.  When this traffic generated lands on a professional landing page you will convert that traffic to leads.  Any traffic not converted to leads become prospects that you will continue to engage through social media and emails.

We make it sound simple, and really it can be.  Implementing a tradigital strategy will keep the focus clearly on generating leads, and cut down on a lot of the costs associated with getting your ‘digital house in order’.

Call or email us for a free ‘tradigitial’ consultation today.

‘The Tradigital Strategy’ 3 simple steps to increase traffic, leads and close more sales!

If you determine the success of an advertising campaign based on the results it generates than this turnkey ‘tradigital’ package is what you’ve been waiting for. By integrating a tradigital strategy, you will clearly see how to best leverage traditional media to drive traffic to digital for maximum results.

STEP 1 – The ‘Vanity URL’ –
Many small to mid-sized companies continue to struggle with a website that is less than optimal. Many have a long wish list of how their site should be, but do not have the time or resources to get it there.

Enter the “Landing Page or Vanity URL”!
Simply stated this is a one page website, whose sole purpose is to welcome your visitors, show off your product or service and allow them to quickly and easily find and act on your current offer or promotion. That may or may not be something you have done, but the key here is to come up with a name that is easy to remember and ties in your company.

One of our accounts Freedom Boat Club was in need of this solution when we came up with the vanity URL: www.ownthewater.com In all of their marketing and advertising this slogan came up over and over again. Using it in their advertising was a natural fit, and the results were staggering. Well over 1,000 visits and a conversion rate of over 2%. For a hi-end consumer product, this is a tremendous response.

 

STEP 2 – The FB tie-in –
A good tradigital strategy allows consumers to respond on their terms. If the landing page does not attract their attention, a FB custom tab that serves the same ‘landing page’ function also works very well. Of course the ‘social’ nature of FB, with the ability to ‘share’ or simply come across the offer because your friends also participated in it, can quickly multiply your responses.

STEP 3 – Email Marketing
With FB now charging you to ‘sponsor’ an ad to reach a larger portion of your ‘fans’, email marketing remains the most effective way to close a prospect that is in the decision making process of buying your product or service. As you collect all of your leads from the landing page, and from the custom tab on your FB page it is essential to have an email marketing strategy set up and ready to go.

The emails can reinforce your offer, and then add that one little ‘extra’ that can push them into your store or your site to purchase. This 3-pronged ‘tradigital’ strategy, that uses a well-crafted TV, Radio, Newspaper ad, etc to raise awareness of your company and add a sense of urgency to your offer will increase the results of your campaign by 35% or more!

The best part is we offer this turnkey package for a very low price, and understand how this strategy works, better than anybody else. Visit www.tradigitalsolution.com or call 561-683-0404 ext 119 today to schedule your free consultation. This offer is brought to you by b digital agency a division of Baldrica Advertising and Marketing, Inc in West Palm Beach, Fl.

The grass is not always greener on the ‘digital’ side.

Now that we are well into the ‘digital’ age, and everybody has a website, and just about everybody has a computer, and smartphones and tablets are the most popular forms of surfing the web, has digital changed the way you do business?

I really look forward to your responses because there is no doubt that digital has changed the way consumers form their purchasing decisions, but it’s also very clear that businesses have not kept up with their savvy prospects.

I’ve seen many businesses basically at the point where they’re throwing their hands in the air, frustrated that all of the promises the techy sales rep sold them are NOT coming to fruition. SEO, SEM, Landing Pages, e-commerce, lots of different investments with very little ROI; a common result we hear over and over. So what gives?

The fact is that ‘digital’ still has a long way to go to be able to stand on its own. Any business who has a digital strategy without taking into account the ‘traditional’ side of marketing is surely setting itself up to fail.

The grass is not ‘greener’ on the digital side. You will not simply be able to replace all of your traditional marketing and advertising efforts with SEO and behavioral targeting and think that you will be successful and here’s why.

Except for simple e-commerce, where consumers shop based on price, reviews and specifications, the digital battle is won on the traditional side. The businesses that use their well-crafted newspaper ad, TV ad and radio ads to drive traffic to a landing page (mobile enabled of course!) will see an increase in traffic and leads and real ROI.

These hard-fought battles in traditional marketing will increase all of your digital results by creating top of mind awareness. While ‘Google’ will always get the credit for driving traffic to your site, how a person decided to Google you in the first place, or click on your link on the Google results has a great deal to do with your non-digital or traditional efforts.

The acronym AIDA, ‘Awareness’ ‘Interest’ ‘Desire’ ‘Action’ is one that many professional marketers fully understand.  The less aware I am of your company the less likely I’m going to take action if I somehow stumble across you online.  In fact, on average you can expect a 25% increase in your search results when you are running a traditional advertising campaign.

So rather than abandon your tradigital side, learn how to best leverage it with a ‘tradigital’ strategy for maximum results.