Using Traditional Media to Grow your Business ORANGE COUNTY CHAMBER OF COMMERCE August 18, 2015
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Principal, Creative Director DesignWorksNY, LLC Vice President Client Services Momentum Advertising President The Niki Jones Agency, Inc. 3
Niki Jones Principal, Creative Director DesignWorksNY, LLC Kelley Briggs is a specialist in creative brand identity, graphic design and business-to-business marketing. Her team has a creative heart, but a marketing head, providing unique, results-oriented solutions that integrate good design with effective marketing strategies. In 1999, she founded DesignWorks NY, which services the creative needs of large national corporations such as PepsiCo and Pitney Bowes, and the marketing and creative needs of mid-sized companies an nonprofits such as ColumbiaDoctors of the Hudson Valley, Murphy and McGonigle and the SCRUM Alliance. Under her direction, the firm has won over one hundred creative awards in the past 15 years. Kelley earned her BFA in graphic design at the State University of New York at Fredonia. She complemented her education with a six-month internship at CBS, Inc. in New York and continued her marketing and business education at New York University. 4
Niki Jones Vice President Client Services Momentum Advertising Renée Bulla is Vice President; Client Services for Momentum Advertising & Design, a full-service advertising agency located in Fishkill, NY. Renée supervises and manages all client relationships at Momentum Advertising & Design. She serves as a liaison between the client and our creative staff, communicating the details of each project and campaign. Ms. Bulla has over 18 years of advertising agency experience; with the last 13 as a member of the Momentum executive team. Renée is actively involved in the local community and is currently on the board of the Orange County Chamber as well as Abilities First. She lives in Orange County with her husband of eighteen years and their four children. 5
President The Niki Jones Agency, Inc. Niki Jones is an industry expert with more than fifteen years of experience masterminding effective public relations, marketing and advertising campaigns. Niki, who rose through the ranks as an art director, has been known as one of the best-known specialists in the strategic implications of the digitization of advertising, publishing and new media solutions. Prior to founding NJA, Inc. she was the Assistant Art Director at Highlights for Children, and Graphic Designer, Commercial Photographer, for Fotowear, Inc. Since opening the agency, Niki has worked diligently to build business, provide local jobs, and give back to the community. Niki received a BFA in Graphic Design from Marywood University in Scranton, PA, with a concentration in Art Direction and Commercial Photography. In 2013, her agency won the Orange County Chamber of Commerce Medium sized Business of the Year Award. 6
Media Overview The Power of. Newspapers is news Magazines is credibility Radio is intimacy Direct mail is urgency Telemarketing is rapport Brochures lies in giving details Fliers is economy Yellow pages is even more information Classified ads is information Television is demonstration Signs is impulse reactions Billboards is reminding Internet is interactivity Social media is relationships
Traditional Media Traditional media is the term used to encompass conventional forms of media such as television, print, radio, direct mail, trade shows and outdoor. (Digital media encompasses the Internet, email, mobile, blogging and social networking channels.)
Traditional Media Pros & Cons MEDIA PROS CONS Print Advertising Active readers are looking for news; 55+ = habitual readers; better educated/higher incomes Radio Need local traffic, weather & news; 60 seconds to sell; create brand recognition (jingles); cost-effective reach Readership down; doesn t reach younger audiences Satellite radio; Audio books, podcasts, Pandora, Spotify, Smartphones; Channel surfing Television Cable is affordable; cable geo-targets; target by interest; credibility DVR- people skip commercials; only 30 seconds to sell, high production costs, Netflix and hulu
Traditional Media Pros & Cons, cont. MEDIA PROS CONS Direct Mail Trade Shows Targeted lists (Nuns who play pool); easy to track; test offers; ideal for existing customers; ability to link with promotions and premiums Get a feel for competition; build awareness amongst potential customers; interactive experience; ability to link with promotions and premiums; networking galore! Postage costly; lists inaccurate; excessive junk mail; postal regs Lead follow-up is critical; success is determined by event itself (poor attendance, lack of advertising); geographic restrictions
Digital Media Pros & Cons MEDIA PRO CON Internet Email Social Media Mobile Ability to learn more, faster; connect with people beyond geographic reach; technology increased our standard of living Quick delivery; reach your target ANYWHERE (Smartphone); Fast to deploy messages; build relationship with customers; maintain your brand Customization!; instant results; less content required; users can be tracked Easy to plagiarize; false and misleading information; technology moves at a rapid pace; hackers! Spam; opt-out; Quickness sometimes precludes quality control; cyber bulling, false reporting & reviews Diverse platforms (iphone vs Android); privacy issues; navigation (no mouse, no clicks), less content required (concise)
Demographics in Different Media MEDIA Print Advertising (Newspapers, Magazine) Radio Advertising Television Advertising DEMOGRAPHIC REACHED daily newspapers is 55+, weekly newspapers are more family oriented and have younger audience (35+) and magazines can be very targeted (ex. Cosmo, women 20+ versus RV magazine) can target a demographic easier with choices like talk radio versus sports radio or overall music styles, Satellite radio hasn t penetrated the market as much as was thought very targeted programming, each network (cable) highly geared to interest levels - Cooking, DIY, Crimes, etc., not just age and male vs. female
Demographics in Different Media, cont. MEDIA Direct Mail Out of Home (Billboard) Trade Shows DEMOGRAPHIC REACHED multiple demographics and lifestyle filters, so you can purchase a list and CHOOSE the target you seek can reach a mass of people based on car counts; lighted (and digital) billboard as an option. target specific (seek attendee data): Business OR consumer
Media Tracking Tracking media is critical in determining the effectiveness of your marketing. Tracking CAN occur in these traditional media: Newspaper/Magazine Radio & TV Direct Mail
Media Tracking: Print Advertising But to track the effectiveness of your print advertising campaigns, you must understand: The distribution of the publication (coverage area, target market, interest) The frequency of the publication (how often does it reach them) Is it mass appeal or niche market
Media Tracking: Print Advertising, cont. Types of traditional media tracking for print advertising: Phone tracking: is there an increase in calls after ads run? Website tracking: is there a lift in visitors after ads run?
Media Tracking: Television/Radio Advertising To track the effectiveness of your television and radio campaigns, you must research: The stations demographic reach (get audited information from representative) Neilson ratings, to determine the audience size, and composition of television programming (they will give you market saturation rate needed to achieve success)
Media Tracking: Television/Radio, cont. Media tracking for TV and radio is the same for print advertising: Coupon tracking: how many coupons are called in? Phone tracking: is there an increase in calls after ads run? Website tracking: is there a lift in visitors after ads run?
Media Tracking: Direct Mail To track the effectiveness of your traditional direct mail campaigns, you must understand: The rate of return (average 1%) Postal compliance regulations (size, shape, weight)
Media Tracking: Direct Mail, cont. Media tracking for direct mail: Coupon tracking: how many coupons are redeemed? Phone tracking: is there an increase in calls after postcard is sent out? Website tracking: is there a lift in online visitors?
Media Tracking Integrates with Digital Media tracking is easier and more successful when integrated with your digital initiatives: FIRST install Google Analytics (code added to certain parts of your website)
Media Tracking Integrates with Digital THEN Track traditional media through digital resources! USE YOUR WEBSITE as the nucleus for measuring and monitoring what is happening with ALL your marketing
Media Tracking Integrates with Digital PRINT ADVERTISING: A Doctor runs a print ad in July in the Times Herald Record (THR) to get more patients. (Traditional media) Review Google Analytics Reports after the run date to track if website visitors increase, and are they coming from THR readership area (Digital integration!)
Media Tracking Integrates with Digital TV ADVERTISING EXAMPLE: A Microbrewery runs a TV spot promoting a festival coming up with a $2 off admission offer (Traditional media) Drive to website for tickets using a promo code Review Google Analytics Reports to track usage of promo code (Digital integration!)
Media Tracking Integrates with Digital DIRECT MAIL EXAMPLE: An author is selling a book and sends a small segment of the book to potential buyers via direct mail (Traditional media) In the direct mail, drive recipients to your website for download of free remaining chapter or free copy of book measure click throughs via Google Analytics (Digital integration!)
Examples of Digital Integration, cont. BASIC tracking Look for overall increase in visitors to your website See if they are coming from where you advertised
Examples of Digital Integration, cont. COMPLEX tracking Use custom URLs in your advertising or direct mail that lead to a landing page Analyze where website traffic comes from, and WHERE they go within your website
Digital Metrics YES Traditional media can use and should use digital tracking methods to determine ROI! And your traditional marketing efforts can be integrated with digital marketing, to have the biggest impact.
Add Traditional Media to your Marketing Mix Integrated Marketing is the application of consistent brand messaging across both traditional and digital media channels to reinforce each other. Why integrate your traditional and digital media?
Integrated Marketing Works A consistent message across multiple channels increases impact (the number of eyes that see it) Communicating in different media reinforces your message (a rising tide lifts all boats) Increased efficiency (leverages the same creative with tweaks across multiple media)
How to Choose your Marketing Mix Understand your target audience Profile their habits: what do they read, where do they go, how do they spend? Outline your goals and budget What do you have to invest? What results do you want to achieve? What resources do you have? An agency? Just you?
A Balance of PUSH vs PULL PUSH STRATEGY Outbound marketing: You create a demand for your product or service by pushing out information. Typically this starts offline in more traditional media like advertising, direct mail, but it can also happen from your website. PULL STRATEGY Inbound marketing: You are pulling in customers by generating interest. This happens when a customer responds to something you ve pushed out, and contacts you.
Example of PUSH vs PULL PUSH STRATEGY Outbound marketing: You mail out a holiday coupon, with a special offer. PULL STRATEGY Inbound marketing: a customer emails you to inquire about your services.
Choose Marketing Mix Choose your tactics: A good balance of PUSH vs PULL PUSH STRATEGY Advertising Public Relations Website Newsletters PULL STRATEGY Targeted Direct Mail Loyalty/Reward Programs Twitter/Facebook Contests and Promotions
Key Takeaways Know your demographic, your target audience Pick appropriate media to reach them Use messaging that speaks to their wants and needs Mix your media for greater impact Track your results Review the data, see what s working, what s not Don t be afraid to make adjustments!
THANK YOU KELLEY BRIGGS DesignWorksNY, LLC Kelley@DesignWorksNY.com RENEE BULLA Momentum Advertising renee@momentumadvertising.com NIKI JONES The Niki Jones Agency, Inc. info@nikijones.com
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