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

Build your own audience!

The conversation hasn’t changed, but where it takes place, has!

If you can bring social media down to it’s lowest common denominator it would all come down to ‘word of mouth’. Till this day, ask any business owner what generates the most leads or business, and you’ll still hear those three words.

When you place an ad on TV, radio, newspaper, etc, what you’re really doing is renting their engaged audience. They have the ‘reach’, you have to pay for that, and the more you pay the more frequency your ad will achieve. The problem is, each time you want to reach that audience, you have to start the process all over again.

Social Media is an opportunity for you to build your own audience. That’s the most simple way that I can explain it. Never before have you really had an opportunity to build your own loyal, engaged audience to interact with, build trust and loyalty and have conversations on a one to one basis. That’s the power of social media, and when your own ‘friend’ talks about a positive experience, that’s as good as any referral you can ask for.

As your own audience continues to grow, you will build your own base of loyal customers, family and friends and see a higher return all of your traditional marketing and advertising efforts.

Talk to us to see how we can help you build your own audience, and the effect it will have on your bottom line!

John Garcia
Digital Director
bdigitalagency.com

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.

Do you believe in Tradigital?

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.

The best ‘creative’ doesn’t always win!

Is award-winning creative enough to create sales?

Many times as an advertising agency, it’s all about the ‘creative’…but is it? In my experience the most award winning creative, is not necessarily the most effective at driving sales.

The disconnect seems to be when the message crafted is based more on a great creative idea, in and of itself, then it is an idea that is based on the target market. Let’s face it, how many times have you seen a cute or funny commercial but had no idea what product or offer was being promoted?

It happens all the time and it makes me wonder how agencies can get away with it. I imagine there is a big inflated ego somewhere that is content with having the shiniest object in the room, even if it serves no purpose.

This approach is what has kept so many agencies going for such a long time. I think about all of those advertising awards and wonder what was that decision based on? How many of those campaigns actually had a significant impact in the most important barometer of success…sales?

Let me make this next point perfectly clear, without well-crafted creative, you have very little chance for success. I’m all about a catchy jingle, and a great headline and a clear call to action, but the goal should be to resonate and move your target audience to engage.

The sales process is often compared to a funnel, which at the top, (and the point which is furthest away from the sale) is described as ‘awareness’. This is often the part where many creative ideas go astray. You may make me aware of your advertisement by being clever or unique, but does it do anything to also lead me to the next stage which is interest?

Awareness and Interest are two very different stages and your creative can make people aware but if the message is wrong, it won’t appeal and interest will not be generated. If you don’t generate interest, you would have to start over, which can be a very costly mistake.

If there is no interest, or what we call ‘engagement’ then there’s small chance that person would move further down the funnel to evaluation and finally sale, so obviously, no word of mouth.

I know it’s so tempting to just go with the ‘coolest’ thing or put your marketing effort behind what everybody at your company likes, but take some time to get feedback from your target market. Whenever possible get a focus group together to see what they think. This is where social media can really come in handy. Facebook or Twitter are great ways to get feedback from ‘Fans and Followers’. This information can prove invaluable, and insure that your message is not only creative, but engaging and effectively communicates to the target market.

Those are the kinds of ads that get my vote for ‘ad of the year’, and as a business owner, hiring an agency good money to make your register ring; it should be where you cast your vote as well!

Freedom Boat Club

Working with Chris Anders, owner of Freedom Boat Club is truly a pleasure. Marketing a boat club in a down economy is the kind of challenge professional marketers get excited about.

With Chris, we are working on publishing a new website and creating a new media mix. We have begun to air radio spots that drive traffic to a custom landing page called ‘www.joinfreedomboatclub.com So far the response has increased, but we have a long way to go. We will continue to work on new creative for both TV and radio, and are discussing our social media options, and adding video as well.

Freedom Boat Club is an incredible value and provides a unique service that we’re proud to represent.

Think of ‘Tradigital’ as a way of teaching an old dog, new tricks!

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

A Tradigital Strategy in 3 easy steps.

We keep pounding tradigital, using traditional media to set up digital because we understand not only the value of traditional media, but how readers, viewers and listeners prefer to respond. This graphic shows that of all the respondents to an online streaming radio ad, only 5% chose to call. An overwhelming majority of the responses were digital in nature.

So, if you are running an ad, and your call to action is ‘call or come in today’, you’re tapping into the preferred response action of only a very small amount of your audience. We see that most advertisers are actually starting to understand this, but without the money or resources they feel they have no other choice but to remain with the standard advertising model.

To address this, we have developed a 3 part strategy that allows you to easily leverage the power of mass media, by offering your audience an ability to respond and engage with you on their terms.

1st – Custom Landing Page. It has often been said website home pages are where good leads go to die. It’s true even of our own site, if we offer a ‘free marketing makeover’ and send the audience to our home page, and that page does not have that offer immediately accessible, that the visitor will most likely leave. If however we send them to ‘yourfreemarketingmakeover.com’ and that page has the detailed information, and how to take advantage of it, your conversion rates increase dramatically.

2nd – Tie in Social Media! Even if they convert on the landing page, you still want to offer the visitor a reason to ‘Like’ or ‘Follow’ you. These touch points give you much more influence and in an age of declining email open rates, this gives you an additional point of contact. If you can add an additional incentive, say ‘Like’ us to double your coupon, it may be worth testing that out.

3rd – Email Marketing Campaign. There is a big difference in unsolicited emails and opt-in email lists. Once someone has declared that they want to hear from you, there is a much larger likelihood they will open the emails and consider your message. Also, many buying processes take more than one exposure to the offer or business. Effective drip-email marketing campaigns remain one of the most effective tools to convert your prospect into a buyer.

At b digital, we have mastered this tradigital strategy and are partnering with media companies in South Florida to offer these services to their advertisers. By doing so, the media companies are allowing advertisers to leverage this strategy, and significantly increase the results of their campaigns. In return, the advertisers remain loyal and increase their buys.

If your preferred media company does not offer a tradigital strategy or offer the triple-pack we described above, ask them to contact us, or you can contact us directly and we will be glad to schedule a free consultation. We have seen advertisers increase results by 35%-50% or more!
One thing is for sure, more and more people will opt to respond online or digitally over responding via phone or coming in, and you need to make sure your company offers that choice. We hope you will choose us to get you there.

What if you stopped advertising?

I’ve often asked this question, and it’s amazing to me the different responses I get. Generally speaking most ‘advertisers’ are unsure what the return on their advertising is, and so they’re unsure what the repercussions would be if they stopped.

I realize it takes a lot of effort to track advertising results and often busy small companies don’t have the resources in place (or so they think) that it takes to properly track campaigns. For all these reasons a ‘tradigital’ campaign makes all the more sense.

Tradigital simply means ‘traditional and digital’ working together. The sweet spot is using your TV, Radio, Newspaper ads etc, to drive traffic to a website or custom landing page. Basically, the ‘call now’ call to action is much less impactful in a plugged-in world, and offering a ‘digital’ response has shown to increase the response rates by 35% or more!

A report on radio campaigns that offer an easy to remember landing page or website, dramatically increase the number of response. Let’s look at the chart below:

So whether or not to stop advertising is not the question you should be asking yourself. Rather, what do you need to do in order for your advertising to evolve, is what you should be asking. The days of using media to ‘call today’ or ‘come in today’ are no longer relevant. Even JC Penney for goodness sakes is now promoting their ‘everyday low price’.

The key is to use digital components to increase responses and custom landing pages to increase conversion rates and build your own audience. As the number of people you Tweet, Facebook, Link-In, Google + and YouTube grows, your influence grows. Now when you take a break from traditional adveritising you still have an opportunity to reach those who most want to hear from you.

So don’t’ stop advertising, just be smart about it and you will know exactly what is working and why.