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:
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