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 –

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

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.

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.

Is a simple landing page all you need?

I’ve said this before and I’ll say it again, in many cases (especially with direct response campaigns) a landing page can be a much better option for generating traffic and increasing your conversion rates, then promoting your website or home page.

I still get those terrified looks from advertisers, weary that promoting a ‘landing page’ that is not on their existing website will waste precious page views. The fact is that, even in the case of our accounts who market to an affluent audience, the landing page has delivered amazing results, and well beyond the expectations of our advertisers.

I can give a slew of reasons why a landing page, (customized to reflect the offer in the advertising campaign) is a more effective tool in collecting leads and increasing conversion rates, but I believe the biggest reason for the success is this: the overall comfort level and growing acceptance by the end user.

What I mean is, now that the internet is basically a part of who you are and what you do, visiting a page to get more information, rather than a website is no big deal. In fact, many more people appreciate the simple and straightforward access and information of a well-crafted landing page offers, and are more likely to be engaged and interact with it.

Our latest endeavor for a small custom jewelry company with, get this, no website – only a Facebook and Twitter page, send all their traffic to a landing page, which has received 1,115 visits with 83 leads converted for a conversion rate of 7.44%! This is a clear indication that a professional landing page, with a strong social media campaign can build the trust and comfort level with its audience, so that the landing page is really all they need to generate a profitable business.