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!

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.

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.

Build your own audience!

The conversation hasn’t changed, but where it takes place, has!

If you can bring social media down to it’s lowest common denominator it would all come down to ‘word of mouth’. Till this day, ask any business owner what generates the most leads or business, and you’ll still hear those three words.

When you place an ad on TV, radio, newspaper, etc, what you’re really doing is renting their engaged audience. They have the ‘reach’, you have to pay for that, and the more you pay the more frequency your ad will achieve. The problem is, each time you want to reach that audience, you have to start the process all over again.

Social Media is an opportunity for you to build your own audience. That’s the most simple way that I can explain it. Never before have you really had an opportunity to build your own loyal, engaged audience to interact with, build trust and loyalty and have conversations on a one to one basis. That’s the power of social media, and when your own ‘friend’ talks about a positive experience, that’s as good as any referral you can ask for.

As your own audience continues to grow, you will build your own base of loyal customers, family and friends and see a higher return all of your traditional marketing and advertising efforts.

Talk to us to see how we can help you build your own audience, and the effect it will have on your bottom line!

John Garcia
Digital Director
bdigitalagency.com

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!

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 Impending ‘Digital’ Cliff for Facebook

If you were to judge the time you are spending on Facebook, how would you describe it:
1. More than ever, it seems I’m always ‘on’.
2. About the same, check it periodically throughout the day.
3. Less than usual, getting a little stale and boring.
4. Hardly checking it at all, not finding much value in it.
5. I’m done with it.

The reason I ask is that Facebook’s business model (and need for cash!) is starting to hold it’s advertisers hostage, by severely limiting the number of Fans that get to see a particular post.  Huh?

Many marketers already know that not every post is seen by every fan. What consumers may not know is that same goes for friends…when you post something not everybody on your friends page see’s it. Have you ever visited one of your friends page, and noticed that their recent posts did not show up on your wall?

Facebook chalks it up to some kind of anti-spam tool – ANTI-SPAM…SMH! The whole basis of friends and Fans on Facebook is based on permission you receive either by sending a friend request, or by ‘Liking’ a page. Limiting posts to prevent spam makes no sense to me.

The worst part is, (getting back to advertisers), Facebook is now charging businesses to reach the very people that have “Liked’ their page and basically gave permission and asked to be included on posts.

This is a very slippery slope, with the likes of Mark Cuban, the owner of the Dallas Mavericks and the hundreds of businesses he owns as he begins to move all his social media activity away from Facebook and over to Tumblr and even the new MySpace. A quote from Mr. Cuban: “The big negative for Facebook is that we will no longer push for likes or subscribers because we can’t reach them all

Do you agree Facebook is nearing a cliff, or will you continue to support their new business model?