The more we have these ‘tradigital’ conversations with our clients, the more I see the light bulb go off in their heads. It’s almost as you can literally see a flip switched and all of a sudden ‘they get it’.
If you’re reading this and have no idea what I’m talking about, that’s great (read on!) and if you have been having tradigital conversations, than you probably know what I mean.
Let’s go back for a minute…tradigital is the integration of traditional media with digital for maximum results. Basically, we teach that traditional media is by no means dead, it’s just that the message needs to evolve to match the expectations of the audience.
If our plugged-in society, in general, ‘Googles’ everything, why are you giving them a phone number exclusively in your ads? Or, for that matter, sending them to an unprofessional website home page that doesn’t even feature the offer you are promoting?
A colleague of mine was recently telling me about a new account that had been advertising their product specials every week, in a half page ad. Because they had stores at each end of the market, they were buying two major newspapers, and spending about $150,000 per year to do so.
They first redesigned their website to make it professional and functional. Then they changed the ad in the paper to half-page, and basically promoted a call to action that asked the readers to visit the website and sign up for weekly specials via email. The owner was reluctent, he was ‘old-school’ and didn’t think you could use a newspaper ad to drive people online. Well, he did get about 50 calls from the portion of his customers that absolutely refused to change their old ways. However, in just over two weeks he has received over 2,400 email opt-ins!
In the past 6 years combined this retailer had not collected that much information from it’s customers. Here we are two weeks into a tradigital campaign and the opt-ins are increasing daily. Think of the power this retailer will have at it’s disposal once this list gets to 10,000 or 20,000 names.
Do you think he will keep advertising in the newspaper? Absolutley, because when you have a well-crafted ad, with a call to action that drives people to respond online, it works! At the same time, he was able to cut his advertising expense in half (sorry newspaper), and now has an available budget to do the same with radio or TV.
Tradigital can teach an old dog new tricks because you keep enough of the old to keep the dog happy, and then once they see that the ‘new’ is good, they quickly embrace it.
For more tradigital strategies contact John Garcia at b digital agency, inc / bdigitalagency.com