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.
Traditional media can benefit greatly from embracing digital strategies, and the results can be significant. But with an array of digital options available, where can they get started? One important first step: Always look for new business models. Click here for rest of article.
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!
The old adage, ‘If it ain’t broke’ don’t fix it’ is just too old fashioned to work anymore. Believe me, I’m old fashioned and I believe in tried and true methods, but the problem is that technology continues to evolve at faster and faster speeds. The result is many strategies or tactics become dated much faster, and if you’re not ahead of that wave, it will crush you!
I’ve seen it over and over, working in the music business when we would actually sell records (remember those!). Or when I worked at Circuit City which had over 560 stores nationwide, and disappeared in a matter of minutes!
It’s not good enough to monitor the competition and try to out-do their best efforts. You have to poke holes in everything you do, and be your own competition in order to fully stay ahead of the game. If your business is in the technology sector, this blog may be a moot point (at least I hope it is), but if you’re not in technology you still have to think the same way, because your customer IS in technology. No matter what you service or sell, your customer is searching online, using smart phones, apps and if you don’t measure up, you will lose market share.
This goes so far beyond having a website (and making sure it’s mobile), but even beyond that, are you truly focused on giving your customers the best experience possible at every touch point? I know it seems overwhelming, but the people at the top of your organization should be challenging each other in this way, every day! I can’t tell you how many times we’ve met with potential advertisers who weren’t really sure who their target market or heavy user is!
What if…is a great way to start the day, or a weekly meeting that digs deep into the ebb and flow of your operation. The scariest thing for a company to experience is success. As we strive and fight to get there, we look at every angle, inspect every transaction and rethink every outcome. Success can often cause complacency, and by the time you look in your rear view mirror, that little one-man shop that opened up last year, is now doing a better job than you, and taking most of your customers.
I recall working in the classified department of the Palm Beach Post, and a wise old manager said, ‘we have a problem…half of our income is coming from classifieds, and a little guy named ‘Craigslist’ is devastating the industry one paper at a time. We need to diversify…’
Well, anyone familiar with the newspaper industry and print in general knows that they did not break that mold quick enough and continue to struggle to replace that income.
I say, break something in your organization every day. Your partner or boss my not appreciate it right now, but in the long run, they will thank you!
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.
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.
Have you purchased a car recently or know somebody who has? Did a pic of the new vehicle make it to the Facebook wall?
Increasingly sharing these lifestyle events on social media are becoming more popular. Let’s face it, purchasing a new vehicle (even if its not new) is a big deal and one that many people would like to share with their friends and family. In fact, I’d like to share some recent statistics from the dealer.com website.
No other medium lets you enter into the conversations your customers and prospects are having quite like social media does. These slide prove that this segment continues to grow, and the sooner you understand it, the better you will be able to leverage it, and compete.
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.
It seems to me that the difference between a company that embraces a marketing strategy that includes digital and one that does not, is simply how much that company believes in the value of the digital.
As an agency, when we first launched b digital, our business plan had us ‘leading with digital’. Meaning that we would approach our prospects with the intention of solving their digital problems by creating or improving their website, building landing pages, adding a mobile site, growing the social media pages, etc. As it turns out, most of the companies we work with, were not ready to have that conversation.
It’s a very compelling dynamic, that while everyone admits to using Google to search, or turning to a company’s website for more information before making a buying decision, that many companies continue to downplay the value of a well-rounded digital landscape.
I can see how the old adage…’if it ain’t broke, don’t’ fix it,’ dominates the decision makers, who are primarily 45+ (age) and grew up with a ‘traditional’ media experience. However, many times they are faced with the obvious facts that their traditional marketing and advertising campaigns are no longer delivering the results they once did, but remain reluctant to ‘pull the trigger’.
Case in point is the Yellow Pages. We had one particular account that was spending $500,000 per year in the plumbing category. Year after year, the account realized diminishing results, but between the old mind-set and threatening sales tactics, they continued to renew and increase their spend with the Yellow Pages.
Our media audit exposed this waste, and reduced their buy to $50,000 per year. The remaining $350,000 was put into a well-crafted advertising campaign that primarily used television and a landing page to convert leads. The result was an increase in business of over 300% and a company that now ‘believes’ not only in the value of digital but in what we call ‘tradigital’.
Using traditional media to drive digital is what we focus on with every campaign (tradigital). Whether or not your company feels that their digital assets are in order, an advertising campaign on traditional media of TV, Radio, etc., that drives the audience to landing page is a great way to test this strategy and start seeing results right away.
If you’re still not a believer, give us a call, and schedule a free consultation.
I realize that at the very upper tier of multi-billion dollar industries, there is ‘formulaic’ type of advertising that can be applied with a very broad stroke, and effectively communicate that company’s message. It is the epitome of what we in the advertising world call ‘branding’.
I saw a title of book once called ‘branding only works on cattle’. That message was so strong; I actually didn’t even have to read the book to ‘get it’.
One of our most recent accounts has over 20 optical stores in 11 different states. Since its launch about 6 years ago, the company has applied a marketing strategy that uses the same message / commercial or advertising campaign in each market.
The hi-gloss commercials with cool visual effects are well done, the offers are great and the message is clear, however sales are soft, and some markets are losing share rapidly. Why does this approach work in some markets and not in others, when the media mix and support is practically the same?
Well, as it turns out – all advertising just like politics is local. America is a vast nation with many different personalities. There are stark contrasts even within the same communities, let alone across borders and regions. That same slick commercial that works in upper-income pockets of Sacramento has very little appeal to hard working blue collar towns in Ohio.
It doesn’t make any one market better or easier to reach, it proves a point that until you reach a critical mass, based on a saturation of stores with identical products and services, you will need to appeal to the psyche of each market that you are in.
As an agency we always start with the ‘target market’ as in who are you primarily trying to reach. Too often the answer is ‘everybody’ or ‘anybody willing to buy’, but that’s a futile approach. In every business, finding the target market, the ‘heavy user’, the ‘decision maker’ is like tapping into a source of loyal customers and leads that your business can plan around.
Once you have determined that target market, you need to drill down to their tendencies in each particular market. While Soccer Moms from Sacramento share similar traits to Soccer Moms in Ohio, you may still need to appeal to other factors such as price, style, value, selection, convenience, customer service, and so on. Additional considerations include location, competitive offers, reward programs, social awareness and community involvement. This takes a great deal of effort, but the results can create customers for life. I am reminded of the saying ‘people don’t care how much you know, until they know how much you’. You may get them in with a great offer, or low price, but keeping them requires a connection.
All of these factors create a profile that allows a brand to plug into and develop a campaign based on connecting on a personal level with its target market. Strategies to quickly ramp up include endorsements by trusted, local personalities, fund raisers, community events, job-fairs, even sales that offer more than just a good price, but add value to the community by accepting donations for a cause, or by partnering with other merchants will take your company from a place to shop or buy from to a place that is part of the fabric of that community.
Locally, Publix a very successful supermarket chain has been using the tag line ‘knowing what you need is important, but knowing who we serve is even more important’, or something to that effect. The commercial shows a local ‘dad’ who’s turn it is to cook dinner again, and other everyday members of the community who count on Publix, and Publix recognizes them by name…Love it!
It may seem a little shallow at first, but if you stay committed and deliver on your word, you will exponentially increase the return of your marketing and advertising efforts, as long as you keep in mind that all advertising is local.