Traditional + Social Integration Tips

As we talked about last blog, having a balanced marketing mix of social media and traditional advertising is important to the health of your company. Bringing your audience online allows them to interact, increasing the impact of your message and branding. In order for this to work, both traditional advertising and social media channels need to work together.

Before we start with some guidelines on integration, make sure your social media channels are well put together and convey your brand’s image.

likeus An effortless way to integrate is to include a social media call to action (CTA) on your traditional media. A successful call to actions is clear, simple, and minimal; not to overwhelm the consumer. “Visit us on Facebook, Follow us on Twitter, Follow our Instagram, Add us on MySpace, Follow us on Pinterest” all on one print ad is way too much. Focus on what audience you are specifically reaching with that advertising and use a specific call to action that will truly speak to them. For example, if you are advertising in a craft magazine, a Pinterest call to action would be perfect.

Show your customers that you are the same company on social media that you are in traditional media. Place a Facebook logo in your print ad with a call-to-action such as “Like Us on Facebook for Exclusive Coupons!” Or, share your TV commercial on Twitter and other social media the same day it hits the airwaves. Make sure it is loaded on your website or YouTube channel as well. If you have a product that requires directions, how-to videos are great. You can advertise your YouTube channel on your packaging and ads to direct people for instructional videos.

In essence, social and traditional media should be used to assist each other. My advice is to consider every other aspect of the marketing mix first and to plan your social media campaign as a complement to existing communications. It is important to interlace your traditional advertising and social media to help further communicate your branding message to the consumer.

Traditional Advertising Meets Social Networking

Where do you, as a consumer, obtain credible information? In the US, the majority of people say friends and family (word of mouth), publications in general, newspapers, and TV. If you notice, these are all traditional forms of media. While recently, all the talk has been all about social media, websites, and blogs. In this wave of ‘new’ media, I think some businesses have forgotten that traditional media is just as important. The key is to take an integrated marketing approach. Let me explain why.

When you know who you are trying to reach (your target market), you should know what shows they watch, publications they read, events they go to, websites they visit, apps they use, etc.

wom In order for consumers to be educated about and have a connection to your business and products you need to inform them and tell your unique story. It is important that your advertising and marketing stand out from your competition, and a story is the best way to do this. People love stories, and the best stories are told across various platforms such as TV or radio, on your website, in print, and with social media (adding photos and videos).

Word of mouth, which is considered the most credible form of advertising, is well supported by social media. Social media is essentially word of mouth in the fast lane. Facebook allows us to show our friends what companies or brands we “like” and to share news with our followers; Linked In provides an excellent platform to spotlight particular skills and experience; Twitter allows users to share experiences (whether good or bad) in real time and for businesses to share news; and blogs provide an opportunity to write more in-depth stories and to provide a real service to consumers by sharing your expertise.

In these scenarios, social media can work together with your traditional marketing. Integrating your online/social marketing efforts to fully support your traditional marketing effort is the best use of new media. Check back next week to get more tips on how to do this.

Promote Your Social Media: 7 Steps You Can Do Right Now

call to action

The key is making it simple — simple, simple, simple … and easy for your consumers to follow and interact with you using social media. Here are seven tips to get started:

1. Blast an e-mail or e-newsletter using your consumer database. Make it easy for them to click and ‘Like’ you on Facebook, etc.

2. Use social media buttons and plug-ins on your website and blog.

3. Include social media links on your business cards.

4. Include social media links in your e-mail signature.

5. Include social media info on invoices and receipts.

6. Since radio spots are easy to update on a moment’s notice, update your social media CTA’s frequently so listeners are encouraged to join your different networks.

7. Add a ‘Like,’ +1, or Share button on your website’s content to enable and encourage your visitors to distribute your content with their friends.

Encourage consumers to act on your social media call to action (CTA) by inciting them; have exclusive offers or information for people who follow you in Twitter or ‘Like’ you on Facebook. Make it beneficial for consumers to follow and interact.

Birthday Promotions

I love this month – my birthday month. I cannot help notice which brands have been sending me emails and coupons. Some are just too great to pass up. The ones I liked the most had brand personality and ease of use for obtaining my birthday ‘gift.’

So why use Birthday Marketing? People are in a celebratory mood on their birthday so they will spend more money when they are out. People love freebies, discounts and talking about their birthday; free word-of-mouth and branding tool. “This place is so awesome; they gave me free dessert for my birthday!”

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A great sushi place in NYC sent me $20 to use on my next visit. A free meal for me, how could I pass that up? Most people will be celebrating their birthday with a group, so even though my meal is covered, the rest of the group is paying full price for their meals. Haru has got birthday marketing right- luring me and my friends to spend my birthday dinner at their restaurant.

Sephora also has a great birthday gift for me — what is even better is I can choose from a few options. What I like about this is that the gift is clear and valuable, mascara and moisturizer, instead of 10% off or some other vague offer. It is a limited offer that expires two weeks after my birthday, so I need to act soon to redeem. I can get my free gift online, but I would have to purchase something to receive it. My other option is going into the store to redeem it, which is smart. They are getting me to come to the store, where I will most likely purchase other items that catch my eye. Finally, I admire the seamless redemption. The offer is preloaded onto my Sephora loyalty card, so no coupon required. When I go up to the counter, they know it is my birthday.

Personal communication goes a long way in making your customers feel valued, especially in a birthday greeting. I have definitely felt the love from some of my favorite companies this month!

Importance of Media in Marketing

Marketing is the action of promoting and selling products or services. As simple as this may sound, it takes a lot of research, analysis and planning to get it right. In order to get the most out of your marketing you must develop a cohesive marketing plan using both traditional and non-traditional media. Selecting the right media is essential; the correct communication channels can mean reaching your target market or at the opposite end, wasting a great deal of money.

 

The key to developing a solid marketing plan to is to first do the research necessary to learn all about your customers. Ask questions like, what is important to them, what they want and need, where they hang out, what they like to do, how they like to communicate and/or receive communication. Once you determine your target audience, you can select the appropriate medium to deliver the message. This is imperative especially when marketing budgets are tight because more focused marketing can bring you a better return on your investment.

 

After looking at your target market, consider the buying cycle and where your consumers are in the cycle. Different media appeals to people who are in different stages. A simple way to look at the buying cycle is to break it into three stages:

  •  Awareness – when a customer first becomes aware of your product or when a customer first becomes aware of a need that they want to fulfill. Use radio, T.V., print advertising, banner ads, and editorials. When using these mediums provide information for further contact including your website.
  • Consideration – when a customer starts evaluating solutions to their need. Use websites, informative sales pieces, press releases, social media, and videos. This is helpful for people who are in the information-gathering stage of the buying process. Make sure your website and sales material contain the information consumers need to make a buying decision.
  • Purchase. Use e-commerce websites, coupons, special deals and events. These help aid in final decision-making.

 

While many media outlets provide services at low cost, putting your brand in the hands of so many different people is not recommended. A huge part of your marketing plan is developing your brand identity and applying it consistently across all of your marketing efforts. Your brand identity is your brand’s personality; it should help get you noticed. It is well worth the investment to work with an agency or a designer to bring consistency in messaging and visuals across all media platforms. Consistent marketing gets everything working together thus your social media, website, ads and materials reinforce and amplify one another. The sum is greater than the parts. Only then will consumers experience a unified, consistent, and powerful sense of your brand far beyond the actual dollars you spend.

 

Bottom line, marketing is a long term investment. You will not create a recognizable brand, a stable, growing business or a company that has obvious value to a potential buyer without it.  Having a marketing plan and using the right media will not only help increase sales, it will lead to the creation of a more valuable asset – a RECOGNIZED BRAND.

Identifying Your Brand

Brand Identity- many business owners talk about this but don’t know where to begin. This is one of those things that get pushed to the back-burner behind client work and other priorities. Staying consistent and true to your identity across every business platform creates a strong brand that will prosper over your competitors.

Why is consistency so important?  Well, it avoids confusion. If you handed a consumer your business card with Logo A and then he or she decide to look at your website and saw Logo B, they might think they are in the wrong place.  Also, people trust things that they recognize. People choose brands that they are familiar with because they appear known, established, and therefore trustworthy.

Consistent brand identity gets everything working together so your social media, website, ads, employees and materials reinforce, strengthen and amplify one another – so the sum is greater than the parts.  Only then will consumers experience a unified, consistent, and powerful sense of your brand far beyond the actual dollars you spend.

Your brand identity is being added to, molded, and stretched without anyone giving it much thought. Businesses have little cohesiveness in their image mainly because they try new things too often. You may be tired of seeing the same colors and layouts, but your current and potential customers may just be starting to grasp your distinctive identity. Keep with it and the payoff will appear.

Someone needs to be ensuring that your identity is consistent from one piece to the next and from one media to another. Your end product will strategically reinforce your message and desired public image, both visually and contextually. So, what does your brand stand for?