Marketing Madness! The Tradigital Approach to a Championship Campaign

As the annual college basketball championship tournament gets underway, it’s a good time to look at the parallels of a winning team, and how it translates to a successful marketing and advertising strategy.   Here is our championship campaigns’ starting lineup:

MADNESS

Starting at Point Guard…getting everyone engaged with the right message at the right place and time is Traditional Media!

Starting at Shooting Guard…making sure each message is easy to remember and has a clear call to action is your ‘Star-Star-Mobile’ phone number or Vanity URL!

Starting at Power Forward…getting all of those fans to convert to leads is your Custom Landing page!

Starting at Forward…rebounding misses, and giving second chance opportunities to those that did not convert is your Retargeting Campaign!

Starting at Center…giving your team its consistent identity among your fans and positive presence in the marketplace is your Content Marketing/Social Media campaign!

Your coach is your Brand Manager, your trainer is your Analytics team, and your recruiter is your Email and Search engine marketing manager.

If you’re a sports fan, you understand that there are many different positions, but the key is to have the right player, in the right role, at the right time. This gives each player the best chance to succeed, getting the most out of their strengths and skill set.

The same analogy applies to your tradigital campaign.  Too many times, we think ‘digital’ can effectively engage and get the word out, when that’s not its strength. Traditional media is much more effective at engaging an audience and driving traffic online, just ask the Dot.coms of the world, that buy all of the television and radio commercials (offline is the new online) to drive traffic online.

Beyond that point of entry, you see many different digital applications, each with a very specific role that keeps the team moving down the court and prospects moving down the funnel.

For example, by integrating a ‘Star-Star’ mobile phone number or a Vanity URL in your creative ‘call to action’ – you can increase traffic by 30% of more. Using a specific landing page to convert the traffic, increases conversion rates by 35% or more. Retargeting campaigns bring consumers back who were on the-fence and increase sales by 3% or more.

Good, relevant content marketing and social media posts help to reinforce the message and strengthen the overall identify of the company, by entering into the conversations being had online and keeping current promotions and events top of mind. All of this is first made possible by targeting and engaging your audience properly with an effective traditional media campaign.

This is the makeup of a championship campaign that works together with a tradigital game plan; each player knows their part and plays their role for maximum results!

John Garcia – Digital Director – Baldrica Advertising and Marketing

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 –

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.

Should you invest more in digital or traditional advertising?

I get questions like this all the time:

“Should I invest more in digital or traditional advertising?”
“Can digital offer the same reach and frequency as traditional media but at a lower price point?”
“Can we get the same or better results using digital advertising over traditional advertising?”

Click HERE for read the rest of the article on The Business Journals site.

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.

3 ways traditional media can tap into new digital business models

 

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.

5 ways traditional media can embrace digital for maximum results

In the not-too-distant past, record companies actually produced records (large vinyl discs that were placed on turntables). It seems ridiculous now that DJ’s would carry milk crates filled with heavy records to clubs in order to play their music. Now they show up with a thumb-drive or maybe a laptop at most, and they have 100 times more music at their disposal. (more)

Social ROI – Find out why you’re not getting any!

There are many challenges faced by today’s business owner. In addition to the things you learn in school like, cash flow, inventory, pricing, policies and all that other fun stuff, you now are concerned with the ROI of your social media campaign.

This is one topic that even polarizes the professional marketing community with recommendations at both ends of the spectrum. This is disappointing since business owners look to us for the best advice, and hearing two different messages can be cause for concern or even doubt.

The position we take, is the same one we take when it comes to outbound advertising, ‘it takes two to tango’! Now, a quick disclaimer…I’m no dancer, but I feel the analogy works here. You can dance by yourself, and some people can make it look good, but with the right partner, everything comes together.

Those who say there is no room in Social for ‘direct response’ ads are wrong. There, I said it, but here’s the proof:

The number one reason people gave, garnering 40% of the audience polled, as the reason for ‘Liking’ a business page is ‘to receive discounts and promotions’. Nothing new here, folks are just trying to get the best deal, and stretch their dollars in a difficult economy. Are these loyal fans that love to look at your funny posts, or engage in a conversation about your new organic products that save the Earth? Maybe, maybe not, the point is if you’re not offering discounts and promotions on your page, you’re not talking to a large majority of your fans.

However, in a very close second, with 39% of the audience poll responding: ‘to show my support for the company to others’. Well, I’ll be darned, that is the other side of the argument, and I believe proves the point.

You need to post so that both the analytic side of your fans brains, who join to save money, and the emotional side of your fans brains who join to show support get what their looking for.

The ROI from the discounts and promotions you offer can be clearly monitored and tracked. The other measure you need to be aware of is ROE, or return on engagement. When you look at your page for both of these measure, you won’t be ‘disappointed’ when someone comments on your latest ‘cute cat pic’. You can take pleasure in knowing that something you posted meant enough for someone to comment on it.

Now here’s where I think we can all agree. The return on engagement is ultimately more valuable because the more engaged a fan is, the more loyal they become, and the more likely the are to do business with you, thus feeding the ROI.

NEW TO PALM BEACH – does a great job at keeping their social ROE score high!

So to recap, your social strategy should offer a balance between buying incentives, and engagement incentives. Learn to measure not only your ROI, but your ROE. As you increase your ROE, your direct response messages will have a better platform, and you will see the results in your bottom line.
For more social media strategy please contact John Garcia at jgarcia@bdigitalagency.com