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

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.