5 Lessons your marketing department can learn from the presidential campaign.

1. They call it a ‘campaign’ for a reason.

One of the major mistakes so many smaller companies make when it comes to marketing and advertising is they keep trying different things to ‘see what works’. The truth is they can all work, if they are executed properly, but the best chance for success comes from a sustained ‘campaign’. With the fragmentation in media, expecting a few commercials, or a few flyers or a few ads in the paper to ‘work’ is a recipe for disaster.

 

(picture credited to CNN Tech)
2. Reach and Frequency
Not only does the well-rounded campaign sell the candidate, making sure you have enough reach and frequency is crucial. For example, have you seen a presidential commercial? If you haven’t you probably don’t own a TV, but if you have, you’ve probably seen it on more than one channel. In order for a message to be ‘consumed’ it requires to be seen and seen often enough that it breaks through the clutter.

3. Media Mix
TV is a reach medium, radio creates momentum closer to the buying decision and print is your closer. We often create campaigns that use TV in weeks one of two of the month, followed by radio in weeks 2 and 3 and then we drop the printed ‘coupon / direct response offer’ in week 4. Each medium builds on the other, and creates more awareness. By the time the printed piece is received the consumer is well aware of the promotion or offer and is more likely to respond.

4. Digital Destination
Barack Obama is very good at using the digital technology that websites, landing pages, mobile sites and social media have to offer. Catchy website names that are easy to remember and great to promote on TV and radio generate huge amounts of traffic. Collecting data from these visitors is then much easier to do. This builds your own network and database by collecting emails and offering opt-ins, which becomes a very powerful tool when you include e-mail marketing to the back end of any campaign.

5. Don’t be afraid to call out your competition.
Good creative copy points can come when you feature your strengths in a side by side comparison over your competition. Unlike the candidates however, doing this correctly requires research and making sure your information has the facts to back it up!

Take these five lessons into account as you craft your next campaign and your company may just win over your prospects business.  Feel free to call or email us to get your campaign on the right track.

Can’t See the Forest for the Trees

What would you consider the most important task you have as a marketing director or integral part of your marketing department to be? Before you answer that, I’d like you to consider the following.

I have worked at several companies where the word ‘marketing’ becomes a catch-all that usually gets lumped in with sales and advertising. The fact is that any marketing person worth their salary understands that effective marketing campaigns must be directly tied into a measure of success. Weather that measure is in increased awareness or directly tied to increasing sales, it must be monitored and there must be accountability.

The problem often comes in when the ‘marketing’ person also tries to (or is forced to) segue into the media person’s role. Media planning and media buying are two very specialized jobs that when executed at a high-level, can have many positive benefits.

I understand that most small companies don’t think they need an advertising agency to plan or buy their media. Many marketing reps meet directly with sales reps from dozens of different media companies in the market, and then make their decision based on the presentation that makes most sense.

In our 30 years of agency experience, we have never come across a media rep that has recommended another media company as the most sensible and cost-effective option to reach your target market. My point is that radio reps sell radio and newspaper reps sell newspaper and TV, etc. As a marketing professional, no matter how versed you are on the various types of media, the information you are comparing is all very skewed, making what seems like an obvious decision, one that fails miserably.

This is what we call the ‘can’t see the forest for the trees’ syndrome. Making a long term marketing campaign decisions based on this biased information can be disastrous and being so close to the process can easily blind side you.  What most concerns me is that, more often than not, advertising agencies do not charge advertisers to plan and buy their media. Typically, the good agencies negotiate the best rates, and earn their fees based on a commission built into the rates. So, you can enjoy all of the benefits from an agency buy, which include better rates, better reach and frequency, and smoother execution, without having to pay a penny in additional costs or fees.

 

Typically, our clients report an average improvement in media value received of a minimum of 30% during the first year of an engagement. This value can easily make the difference between a campaign that succeeds and one that fails.

We always say, let us do our job, so that you can do yours. So back to my initial question, what is your number one job as a marketing professional? My answer is: Effectively communicating the unique selling proposition of your organization, in a way that resonates with your target market to increase engagement. That is a mission onto itself, and when done correctly, can create a tidal wave of activity that has a direct impact on the bottom line.

If you do that right, and let the media planning and media buying professional do their job right, you can rest assured your message will have the best chance to be heard by your target market and achieve the best possible results.

If you’ve never worked with an agency, or are unsure if your current media plan is the most effective way to reach your target market – please feel free to call us at 561-683-0404 ext 119 or email us at info@bdigitalagency.com so we can conduct a Free Media Audit (or visit this link: http://bdigitalagency.com/free-media-audit/. This no obligation service will get you on the right path to accountable media buying, and allow you to do what you do best.

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.