Marketing Madness! The Tradigital Approach to a Championship Campaign

As the annual college basketball championship tournament gets underway, it’s a good time to look at the parallels of a winning team, and how it translates to a successful marketing and advertising strategy.   Here is our championship campaigns’ starting lineup:

MADNESS

Starting at Point Guard…getting everyone engaged with the right message at the right place and time is Traditional Media!

Starting at Shooting Guard…making sure each message is easy to remember and has a clear call to action is your ‘Star-Star-Mobile’ phone number or Vanity URL!

Starting at Power Forward…getting all of those fans to convert to leads is your Custom Landing page!

Starting at Forward…rebounding misses, and giving second chance opportunities to those that did not convert is your Retargeting Campaign!

Starting at Center…giving your team its consistent identity among your fans and positive presence in the marketplace is your Content Marketing/Social Media campaign!

Your coach is your Brand Manager, your trainer is your Analytics team, and your recruiter is your Email and Search engine marketing manager.

If you’re a sports fan, you understand that there are many different positions, but the key is to have the right player, in the right role, at the right time. This gives each player the best chance to succeed, getting the most out of their strengths and skill set.

The same analogy applies to your tradigital campaign.  Too many times, we think ‘digital’ can effectively engage and get the word out, when that’s not its strength. Traditional media is much more effective at engaging an audience and driving traffic online, just ask the Dot.coms of the world, that buy all of the television and radio commercials (offline is the new online) to drive traffic online.

Beyond that point of entry, you see many different digital applications, each with a very specific role that keeps the team moving down the court and prospects moving down the funnel.

For example, by integrating a ‘Star-Star’ mobile phone number or a Vanity URL in your creative ‘call to action’ – you can increase traffic by 30% of more. Using a specific landing page to convert the traffic, increases conversion rates by 35% or more. Retargeting campaigns bring consumers back who were on the-fence and increase sales by 3% or more.

Good, relevant content marketing and social media posts help to reinforce the message and strengthen the overall identify of the company, by entering into the conversations being had online and keeping current promotions and events top of mind. All of this is first made possible by targeting and engaging your audience properly with an effective traditional media campaign.

This is the makeup of a championship campaign that works together with a tradigital game plan; each player knows their part and plays their role for maximum results!

John Garcia – Digital Director – Baldrica Advertising and Marketing

3 examples of highly effective ‘tradigital’ advertising campaigns

As an advertiser, you need to understand that on average between 2 percent and 5 percent of the people who receive your advertising message are actually in the market for your product or service at any one-time.

For industries like restaurants, that number has the potential to be much higher (since we all eat every day), but we don’t eat out every day and the competition can be extremely fierce.

The beauty of a “tradigital” campaign — which combines traditional and digital marketing — is that when the offer is presented properly, it does not alienate the other 95 percent of the people in the market, who may not be ready to buy from you right now. Click here to continue –

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.

5 steps for integrating digital and traditional marketing

A “tradigital” strategy is the effective integration of digital tools in a marketing and sales process. Embracing this approach requires understanding both the goals and the road map.

1. Know your destination

No one gets on a plane without knowing where it’s going. Embarking on a marketing strategy that has no clear goals or benchmarks beyond simply increasing sales can quickly become a frustrating and costly endeavor. -more-

Televisions unmatched influence on consumers

Our agency goes through great lengths to insure that every media in our tradigital campaign is positioned to drive digital for maximum results. Some media channels are more challenging than others, but not for the reasons you think. In the chart below TV proves just how powerful a medium it is to drive digital. In addition a very interesting statistic jumps out at me that shows how the younger demo doesn’t engage with digital ads in thee same way they do with television. Many marketers try to prove that to reach a younger demo you have to reach them with digital, but you have to consider this point of engagement as a very real factor.

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.

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!