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.

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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-

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.

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

As a business owner or top-level executive, how much is your time worth?

Business owners are faced with many different tasks throughout the day. At small to mid-sized companies that becomes even more prevalent. This often drains their time away from focusing on the ‘Important / Non-Urgent’ activities that no one else but the owner can do, and that are critical to the growth of the company, and more time in the ‘Important – Urgent’ quadrant.

These tasks are highlighted in the Stephen Covey Quadrants graphic below:

This is the question you need to ask yourself…how much is my time worth? When you see that your time is being spent primarily in other quadrants, there may be a good case for considering a ‘work smarter, not harder’ approach. We like to use the motto ‘do what you do best, and let us do what we do best’.

The chart below highlights some of the major time drains (click on the image to enlarge), that need to get done, but are not necessarily where a business owner should be spending most of their time. As we review this list with owners and top executives, we find that some of these tasks are not being done or even on the task list, due to the lack of time available to allocate to each.

 

 

Working with our agency, we can take on as many of these services as you need to address, when we engage with you and place media buys on your behalf. Not only will these tasks be performed more effectively, but also efficiently, as our experience and agency buying power will benefit you with better rates across the board.  Think about it, for the same budget you will receive increased media exposure, so even with the same results, you will increase your ROI. One of our clients was able to double his media exposure, with the same budget resulting in double digit gains.

If you reach the end of your day, and keep feeling like you haven’t accomplished anything, working with a professional advertising and marketing agency can get you back on track, and back to where your focus will best help the growth of your company.

If it ain’t broke…find a way to break it!

The old adage, ‘If it ain’t broke’ don’t fix it’ is just too old fashioned to work anymore. Believe me, I’m old fashioned and I believe in tried and true methods, but the problem is that technology continues to evolve at faster and faster speeds. The result is many strategies or tactics become dated much faster, and if you’re not ahead of that wave, it will crush you!

I’ve seen it over and over, working in the music business when we would actually sell records (remember those!). Or when I worked at Circuit City which had over 560 stores nationwide, and disappeared in a matter of minutes!

It’s not good enough to monitor the competition and try to out-do their best efforts. You have to poke holes in everything you do, and be your own competition in order to fully stay ahead of the game. If your business is in the technology sector, this blog may be a moot point (at least I hope it is), but if you’re not in technology you still have to think the same way, because your customer IS in technology. No matter what you service or sell, your customer is searching online, using smart phones, apps and if you don’t measure up, you will lose market share.

This goes so far beyond having a website (and making sure it’s mobile), but even beyond that, are you truly focused on giving your customers the best experience possible at every touch point? I know it seems overwhelming, but the people at the top of your organization should be challenging each other in this way, every day! I can’t tell you how many times we’ve met with potential advertisers who weren’t really sure who their target market or heavy user is!

What if…is a great way to start the day, or a weekly meeting that digs deep into the ebb and flow of your operation. The scariest thing for a company to experience is success. As we strive and fight to get there, we look at every angle, inspect every transaction and rethink every outcome. Success can often cause complacency, and by the time you look in your rear view mirror, that little one-man shop that opened up last year, is now doing a better job than you, and taking most of your customers.

I recall working in the classified department of the Palm Beach Post, and a wise old manager said, ‘we have a problem…half of our income is coming from classifieds, and a little guy named ‘Craigslist’ is devastating the industry one paper at a time. We need to diversify…’

Well, anyone familiar with the newspaper industry and print in general knows that they did not break that mold quick enough and continue to struggle to replace that income.

I say, break something in your organization every day. Your partner or boss my not appreciate it right now, but in the long run, they will thank you!

Are your business practices in line with your consumers buying habits?

We recently launched a new product to help companies in the Air Conditioning business generate more leads. The program is simply called BestACQuote.com and it’s based on the same premise that has made Lending Tree and other similar sites so successful.

 

For the most part, if you give consumers the opportunity to gather all of their information in one place, and that place delivers quality and trusted options, that will often be the preferable choice. For example when you look for the price on a plane ticket for an upcoming trip – do you visit each individual airline site, or do you go to Expedia or Kayak or a similar site?

This business model on the internet continues to grow in popularity as the sites become better at delivering valuable results in less time than it would take you to do the research. These results are very often competing on price, as it allows the consumer to ‘shop’ more easily.

I understand that most businesses don’t want to compete on price. Everyone would prefer to deal with consumers who are interested in the best ‘value’ for their money and bottom line pricing is not the ultimate deciding factor. However, reality in the marketplace weighs heavily in favor of the consumer shopping first for the best price, then looking at the value.

It was somewhat surprising to me at a recent air conditioning trade show, how many AC companies did not want to compete on ‘price’. They often stated that their not looking for that ‘type’ of customer, and that they were not the ‘cheapest’ guys out there. Really?

Value is all about comparing the price of something to what you’re getting in return. If I pay for one AC system that last me 5 years and pay $2000 or buy 1 AC that last me 10 years but pay $3,000, which one is the cheapest?

All that aside (basic best-selling practices), the bottom line is that the consumer does prefer to make decisions based on price, and if you’re not able to enter into that arena, how are you going to be able to enter into the value conversation?

I was in the music industry many years ago, when we would actually sell records. Records are these vinyl discs that would spin in a turntable or record-player and music would come out the speakers! I say this sarcastically because when things went digital (MP3 if you will) in the music biz, everybody pushed back, and everybody wanted to sue everybody.

Well, now iTunes is just a way of life…I mean, when was the last time you visited a record store? The point is when you don’t embrace technology, and learn how to leverage it and make it work for you, it will run you over and run you right out of business.

Get comfortable with www.bestacquote.com and www.lendingtree.com and www.expedia.com and any other site that comes along and delivers the needs of the consumer in the fastest and most reliable manner, because that is how business will be conducted online for many years to come.

Promote the Heck out of it…Build it and they will come!

Oh, but how often do we ignore that first little line…Promote the Heck out of it…and just go right to the building part.

Back in my good ‘ol days, well before I ever had a ‘real’ job, I was a ‘DJ’. Any DJ worth listening to was also a great promoter. Any great promoter also had a team of promoters, insuring that thousands of flyers, were given out, by hand (this is before Facebook and MySpace, heck before the internet!) so that everyone knew when the party was, where, what time, who was DJing and of course, how much you had to pay to get in!

Thanks to all of those efforts we had many successful events, and long lines of people waiting to get in, even on those frigid winter nights in Jersey. That’s what I call social networking!

Sometimes I forget those lessons I learned, and what it really takes to create a buzz, and get enough excitement built around something so that a significant amount of people make it a priority on their busy social calendars.

One thing is for sure, I would never DJ at a club unless I was absolutely sure that the ‘street team’ as we called it, was in full force, handing out thousands of flyers, and submitting guest lists well in advance.

 

That one lesson could serve so valuable to so many new businesses that open up each day, without any fanfare or following to speak of. It seems they all think that they can simply open the doors and the people will come, and more often than not, their doors close within a year. To think that you can spend all of your money getting your new business ready to open and not have any budget to properly promote and market it, is a recipe for disaster.

As an entrepreneur myself, I know how anxious I get each time I have a new idea and want to bring it to market. I’m working on a new project right now and I just want to get the show on the road, BUT, a big part of getting the show on the road is the pre-show.

It doesn’t mean that you’re not moving forward, it just means you’re laying down the best foundation possible and opportunity to succeed. This entails many different tactics that in today’s world including PR on the web, social media, YouTube videos that go viral, events, sampling, endorsements, and so on.
Don’t wait until you’re open to start promoting, you should get your street team together and start promoting six months before you open. Set up a landing page, and offer a VIP invite for anyone who signs up, and they will also receive a special something on your grand opening.

Akin to a famous Abrahm Lincoln quote: “If I had eight hours to chop down a tree, I’d spend six hours sharpening my ax”…if you have a new venture on the horizon, spend most of the energy getting the word out, to insure a successful opening and a strong foundation for the future!

“Does your creative pass the test of time?” The Five questions you need to ask.

I heard a reporter say “People are pretty patient…for up to 2 seconds” this morning on NPR news radio. He was reporting on a story about how YouTube was looking into its video server technology and ways they could improve load times. The study showed that as soon as video began to delay because it was buffering, attention spans dropped dramatically. After only 10 seconds of buffering, most people left the page!

I think this point can be expanded to the overall mindset of today’s highly wired, and highly mobile society. We in marketing know that if you can’t capture a person’s attention in the first few seconds, they probably won’t stick around to hear your offer.

That ‘first impression’ window continues to close, and soon it will be called the ‘instant impression’ and you won’t have much more than a second to compete for your audiences’ attention.

What does that say for your website, or sales collateral or your presentation? Why not gather a few friends, outside of your business circle and put them to the test. See how they answer these questions after visiting your website, or viewing your ad and see if you pass the test of time. For the best results, ask them to only spend a few seconds viewing the material and then answer these questions: (you could test yourself, but we are often not good judges of our own work).

1. What was your first impression?
2. Did you feel compelled to move beyond the initial message?
3. Was there something in particular that caught your eye?
4. Can you clearly recall the offer or concept being portrayed?
5. Would you consider the offer and returning?

This 5 second, 5 question test can be brutally eye-opening but if we’re to break through the clutter of millions of messages and offers bombarding the public each and every day, you need to pass the test of time!

How many of your 2013 business resolutions are influenced by digital?

“That’s it, this year I’m going to fix my website, figure out my SEO and SEM strategy, and keep consistent with building my email database and sending out great emails, and getting all my social media right and doing a better job following up on my leads!  Oh yeah and get a mobile site, and make sure my site looks good on a tablet…”

Many of us tasked with marketing our companies have a list like that and may include many of the above tasks.  Unfortunately, it may look very similar to last year’s list, and most likely the list for the past 3 to 5 years.  One thing is for sure, ‘digital’ continues to grow in importance and command more of your attention, but are you focused on the right tasks?

 

The reason that list keeps getting longer, and your results keep failing  to deliver positive results, is that you’re caught up in the digital wave of hype and want to make sure your Facebook page has as many ‘Likes’ as your competitor.  At the end of the day, are you generating more qualified leads?  If the answer is no, than you may want to shift your focus to a marketing campaign that focuses on lead gen.

How do you do that?

Implement a ‘tradigital’ strategy that starts with a  well-crafted traditional advertising campaign that asks your viewers, listeners, readers, etc. to visit a web (landing-page) to complete the process, receive the offer, get more information or whatever you call to action is.

Stop giving out phone numbers, stop printing coupons, stop sending people to an outdated website that doesn’t’ capture leads and does not even feature the offer that you’re currently promoting.

We’ve proven time and again, that a good offer, advertised in right media will drive up awareness, search activity and increase traffic.  When this traffic generated lands on a professional landing page you will convert that traffic to leads.  Any traffic not converted to leads become prospects that you will continue to engage through social media and emails.

We make it sound simple, and really it can be.  Implementing a tradigital strategy will keep the focus clearly on generating leads, and cut down on a lot of the costs associated with getting your ‘digital house in order’.

Call or email us for a free ‘tradigitial’ consultation today.