Tag Archives: traditional marketing

Traditional Marketing is Alive and Well!

Above is a quote from the weekly content marketing twitter chat that I participated in yesterday and pretty much sums up the topic of this blog post. It’s not about the platform it’s about the content, and in that context there is a place for traditional marketing.

Although I am proficient in digital marketing I don’t describe myself as a digital marketer because I don’t like to be confined by channels. I consider myself to be a strategic marketer, I’m governed by strategy and goals and will always opt for the channels and tactics that satisfy the objectives best – sometimes this will be print and other times Pinterest.

It get’s to me when I hear fellow marketers completely disregard traditional marketing (print, broadcast, direct mail, telemarketing etc.) in favour of more modern marketing methods (social media, content marketing, affiliate marketing etc.) because I don’t think the channels were ever the problem it was more the way they were used and the marketing mindset behind their use.

Both traditional and modern marketing can co-exist, they aren’t mutually exclusive. In fact quite the opposite – they often add value to a campaign when used together as part of an integrated multichannel marketing approach.

I demonstrated how well direct marketing could work as part of modern marketing campaign in a previous post. Don’t get me wrong I’m a big fan of digital marketing and social media, but I continue to bang the drum for traditional marketig because I know there’s life in it yet. So when I saw that yesterday’s weekly Content marketing twitterchat topic was this… 


…I knew I had to chime in. I mean I love the weekly #CMWorld chat in general and attend often (If you haven’t you really should :) but this topic in particular really resonated with me. It was indeed a great chat with some great points raised, so good in fact that I wanted to share some of them with you in this week’s post:

Q1: How has traditional media become less effective? Where can content marketing fill the gap? #CMWorld

— Content Marketing (@CMIContent) January 20, 2015

When used in isolation, without context and content that creates a brand story that connects with an audience, tradtional media like broadcast and print advertising become less effective.

 

Some sound advice was given:  

If you want to drive a high volume of traffic to your business in a relatively short space of time, advertising is still the best way to do it.

Events can be the catalyst for a wealth of content such as video, blog posts, customer testimonials, Slideshare presentations, webinars and more.

There are still a wealth of opportunities in print:

They key is to adopt an integrted multi-channelapproach:

Indeed:

I really like this idea:

This pretty much hits the nail on the head:

My top tip:

So very true:

This is worth remembering:

Q6: Content is used in traditional ads. Is this content marketing? Does it even matter? #CMWorld

My view on this is simple:

So as you can see traditional marketing is very much alive and well. Don’t rule it out!

Speak soon,
katrina

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Advertising Alive & well Pt4: The Power of Radio

Radio advertising

This is the 4th post in the Advertising Alive & Well series and it’s all about radio. Radio is undoubtedly one of the oldest and most traditional marketing channels, for that reason many will omit it automatically from their marketing mix.  In the current culture where Human to Human marketing and online channels are seen as the cure all to the failings of traditional marketing, channels like radio can be dismissed all too quickly. So in this post I want to highlight how radio can overcome many of the traditional objections to advertising.

Radio is part of our lives

Radio is an ingrained part of British culture, over 90% of the UK population tune into radio for 22hrs a week on average (RAB). We listen to radio at home, while we travel and at work and it’s also one of the most trusted media channels, perhaps because “people don’t feel that the radio station uses them – they use the radio station“, radio is seen as a positive influence in our lives unlike TV, which is often viewed as harmful.

Radio was an intrinsic part of my own childhood, Radio 2 was constantly playing in the back ground at my Grandparents house from speakers in every room. I constantly have the radio on in my own home, playing in my kitchen as background music.

Radio connects on a ‘human’ level

There is something intrinsic about radio that automatically gives brands a personality, this is very important in this age of Human 2 Human marketing. Bryan Kramer defines this #H2H marketing as; genuine and simple communication, with the humility and understanding that we’re all multi-dimensional humans, everyone of which has spent time in both the dark and delightful parts of life’.

Although many business people don’t like to admit it, research shows that many of our decisions are based on emotion which is why many of the most effective ads connect on a head and heart level.

Radio is one of the few channels that intrinsically has emotional appeal, an article on the RAB blog states;

Listeners use radio for emotional reasons – to keep their spirits up, to stop themselves from feeling bored in a car or isolated while doing daily chores. This leads to them seeing radio as a kind of friend, and this is a valuable context for an advertiser to appear in.

Perhaps this ability to stir emotion, explains why charities have such success with radio advertising, as the messages fit with the idea of connecting at the head and heart level.

There is something emotive about sound which is harnessed through radio

Sound, whether it’s the human voice, music or sounds from nature and the world around us has an amazing power to stir emotion. See what I mean by clicking the image below, what does each sound make you feel?

Emotions of Sound Interactive Survey from Amplifon

Emotions of Sound by Amplifon

Radio is a multiplier – it multiplies the effect of ads seen via other channels

The RAB states; Radio’s multiplier effect seems to originate in the fact that it is an audio-only medium, and therefore stimulates a different part of the brain.

This is why radio is an ideal addition to an integrated marketing campaign.

Most notably radio significantly increases online traffic, according to the RAB, allocating 10% of a media budget into radio boosts brand browsing online by 52%. The power of radio to boost online browsing is supported by this case study from the Occam Razor blog by web analytics guru Avinash Kaushik.

Radio advertising is accessible to small businesses

it’s important to note that small businesses can benefit from radio too:

  • Local radio stations are a natural fit with local businesses. in previous posts I’ve mentioned the importance of start-ups having a local marketing strategy, radio can be an effective addition to your local marketing efforts.
  • Radio advertising is affordable
    Radio campaigns can be expensive but they can also be managed on a budget especially for local campaigns.
  • Radio is cost-effective
    Brands using radio get their money back nearly eight times over on average, and in many sectors, radio offers the best ROI of any media. 

Radio is no longer hit and miss

  • Targeted
    Radio channels have very specific data about listeners, for each station this can then be used to target relevant audiences.
  • Relevant
    Most radio listeners listen to radio while they’re doing something else e.g., school run, surfing the Internet, getting ready for a night out etc.  This means that radio ads can be scheduled to be played at opportune times that increase their relevance to the listener e.g. a drinkaware ad on a Friday night during the time people are getting ready to go out on a Friday night. Ads that are relevant are significantly more effective.
  • Online multiplier
    Radio is a great complement to social media and online marketing efforts, boosting website traffic and online sales

For all these reasons radio advertising is very much alive and well. So the next time you’re rethinking your marketing mix, radio may be worth considering.

What are your thoughts on radio advertising? I’d love to hear your comments below.

Speak soon,
Katrina

 

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There’s Room for Mail in Modern Marketing: 2 Great Examples

creative direct marketing

In this post I’m talking direct marketing or more specifically direct mail. It’s hardly what you think of when modern marketing comes to mind, but I’m going to show you two great examples that might just change your mind.

Now as you probably know, many businesses are replacing traditional outbound marketing (Tradeshows, TV commercials, radio commercials, print advertisements etc.) with inbound marketing (blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, social media etc.) which is a more cost-effective and ‘human’ approach to marketing.  We’ve seen this trend grow with the release of popular books such as Inbound Marketing, To Sell is Human, Trust Agents, The New Rules of Marketing & PR to name a few.

The most recent is probably There is No B2B or B2C: It’s Human to Human: #H2H. A recent quote on Social Media Today from Bryan Kramer the author, sheds light on what this human marketing is all about.

“Communication shouldn’t be complicated. It should just be genuine and simple, with the humility and understanding that we’re all multi-dimensional humans, everyone of which has spent time in both the dark and delightful parts of life”. That’s human to human. That is #H2H.

In recent years we’ve associated social media with the human element of marketing and as such it’s central to the inbound marketing movement. However, sometimes social media isn’t social at all it’s used as a broadcast channel. Likewise traditional outbound marketing like direct mail can be used in a way that is very human, embodying the characteristics highlighted in the quote above. So I thought I’d show you two great examples where this is the case, companies that are doing a great job of using direct mail as part of a modern marketing strategy:

 

Creative Jar

Great direct marketing, creative Jar

I received the direct mail pictured above from Creative Jar a marketing agency that was trying to attract the company I work for as a client. Ironically they’re an award winning digital agency who managed to get my attention through direct mail which in itself is telling. Now on the surface it really doesn’t look very exciting just an envelope and postcard. But this postcard really did move me to action and here’s why:

  • Perfect timing. This arrived on Valentines Day last year,  seeing the words ‘we want you’ made me smile and feel a little bit special, even though I knew the sender was a company
  • The message was personal. I loved the fact that the envelope was handwritten and addressed to me personally, in our e-mail culture hand written snail-mail is a bit of a novelty
  • There was an obvious and clear call to action. A personalised url (Purl) with an invitation to visit the link and find out more.
  • It was integrated with online and therefore measurable and easy for me to act on immediately

More examples of Creative Jar campaigns to inspire you

The second example comes from True Agency.

 

True Agency

Great direct marketing - True Agency

This was another direct mail campaign, probably the best I’ve ever received.  This time a hard back book with my name and company I work for printed on the front. It arrived in a really nice branded box with the words ‘start a great brand story’ on the front. The first page of the book tells True Agency’s brand story followed by about 200 blank pages for me to create my own. I absolutely loved this campaign for the following reasons:

  • It was completely original. I’d never seen a campaign like this before
  • It wasn’t just a campaign it was a gift. Beautifully presented, useful and relevant to me
  • It was personal. Not just because it referred to me by name but because it was centred around my story not theirs
  • The quality of the campaign gave me the sense of the value the company would place on me as a client

More examples of great campaigns by True Agency

So what’s the message?

Essentially it’s not about the channels you use but the way you use them; any marketing channel can be used as part of a modern marketing campaign when used creatively.

Ultimately I knew that these campaigns were about securing business but I appreciated the quality of the campaigns and the effort that was taken to make the propositions relevant to me.

Although I haven’t enlisted the services of either company they did get a micro conversion out of me and over a year later I still remember both brands, who I’d never heard of before and here I am blogging to you about them. Both campaigns reminded me of the art of simplicity and how impactful simplicity can be.

You may not have the budgets that these agencies have, but no matter what your budget you can still employ the principles that made these campaigns a success. Here are my 4 top takeaways from these campaigns

  1. Seek to connect on a personal level: As Bryan Kramer  states it’s not B2B or B2C it’s H2H (Human to Human)
  2. Simplicity is the ultimate sophistication:  the most powerful campaigns are often simple concepts executed brilliantly
  3. Go for the soft sell: Take the time to connect with people and introduce your brand before trying to sell your product. It’s common courtesy.
  4. Provoke  action: never forget that the ultimate goal of any campaign is to provoke an action

What are your thoughts on the use of traditional marketing methods as part of a modern marketing strategy? I’d love to hear them so feel free to comment below.

Speak soon,
Katrina

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