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.

Why TV is still the best way to drive traffic to a website

Nothing has the ability to build a brand faster than TV. The proof is in the pudding.

We came across this idea during a recent exercise we performed for a client. In deciding which medium would be best in order to launch the client’s new website, we asked ourselves a very fundamental question: What are the largest and most successful “dot coms” of the world doing to drive traffic to their site and increase branding? The answers overwhelmingly pointed to TV – Click here to read entire article – 

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

What the Miami Heat’s Championship can teach you about marketing and advertising.

The NBA regular season is 82 games long, and I mean loooong! If you make it to the finals, that’s another 16 to 35 games, wow! I love basketball, but I think it’s fair to say, no other sport has the constant, physical and mental demand that basketball puts on you. In an instant you’re switching from offense to defense, with different assignments, players and situations to contend with…at full speed!

So how does a team endure that kind of journey, and win it all? While the Heat are now known for their ‘Big 3’ – lead by superstars LeBron James, Dwyane Wade and Chris Bosh, they will quickly acknowledge that it took a team effort, and key plays by role players to get the job done. In marketing terms, it takes a ‘campaign’ to be successful.

In advertising, many companies go from one thing to another, hoping that they stumble across the right medium to bring them that coveted success. Although ‘putting all your eggs in one basket’ is something most people agree is not a good strategy, it is often the approach seen in advertising decisions.

The ‘Big 3’ in media for many companies could look like ‘TV, Radio and Print’. These 3 mediums still command the largest piece of the advertising pie, and can reach a large audience with a targeted message. But who are your role players? Internet, Direct Mail, Billboards, Email, etc.

The point is to plan a strategy around the right mix of media that best reaches your target market, so that each medium can build on the other. We often recommend a TV schedule that drives people online to ‘convert’ and add a direct mail piece to reaffirm the offer / message. Combing traditional and digital, (we call it tradigital) results in compounding effects for maximum return.

Putting one ad, here or there, and then abandoning it for another ad, here or there has never proven to result in any real progress or generate consistent sales. Work with your ad agency, to find what media mix best compliments your products and services in order to reach your target market and you will benefit from the results of a well-rounded campaign. Here’s to your championship season!

John Garcia – Baldrica is b digital.

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

If it ain’t broke…find a way to break it!

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!

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.