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?”

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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-

How to use traditional media to pull in prospects instead of pushing them away.

If I can put my finger on any one major shift that digital has caused in traditional media, it’s the change from “push” to “pull” marketing and advertising.

The premise is that digital is better at engaging with an audience thanks to all its social media platforms and online forums. The winner in social media understands that there is a conversation already being had about the client, the products or the industry that the client is in — and entering into that conversation can lead to many benefits. – -Click here for rest of article –

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.

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)

3 Reasons Why Media Companies Make Bad Ad Agencies

As a former newspaper rep who has also worked in TV, cable and digital ad sales in addition to buying all the different types of traditional media available for our agency clients, I’ve seen the unique challenges that digital has caused traditional media throughout the years and the resulting loss of income. – Click here for entire article –

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.

‘A Little bit of this and a little bit of that…gets you a whole lot of nothin!’

More than any other recurring theme we see as an agency when engaging with our clients for the first time, is the fragmentation within their own marketing strategy.

The reason this happens is two-fold. First, there are many eager sales reps in the market place, each tasked by upper-management to sell this or that, this month (which will change next month). I know because I’ve been there, and you really can’t fault the reps, they’re just trying to make some money.

The second reason is typically the business owner, or the person in ‘charge’ of marketing doesn’t really have the time or vision to look beyond today’s challenge in order to lay out a proper campaign that looks long term and focuses on the target market.

So the reps come in, make a good pitch and the owner or marketing person says, ‘OK, I’ll try it’. Just like that another piece is added to the puzzle, more resources are sapped and the expectations bar is raised a little higher.

A large majority of the time, the results are dismal. The advertisers blame the reps for something that ‘didn’t work’, and reps defend their product by saying either the advertiser did not give it enough time, or didn’t put the proper support behind it.

The fact is that there is rarely a situation where one marketing or advertising solution ‘works’, all on it’s own. If you’re talking lead-generation (like with selling cars or homes) there are plenty of sites/search engines that can deliver good results without much help, but the typical brick and mortar businesses, that need to get people in their doors, requires a well-rounded campaign in order to be successful.

We recently helped a car dealership in Miami by conducting a free media audit. It was probably the first time the owner ever sat down and put an ROI to every bit of advertising they were doing. After that meeting, not only did we reallocate about $20,000 in wasteful spending, but we are now creating a campaign so that all of the parts are working in unison.

I guess you can rephrase the title of this blog entry another way: “The whole is greater than the sum of its parts!” This is where an experienced ad agency can help trim away the fat, keep you focused on your target market and get the best return on your advertising investment.  If you see yourself in this scenario, give us a call to schedule your free media audit, and let us see what we can do for you.

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