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OLD SCHOOL. T R A D I T I O N A L M E D I A A N D T I M E - T E S T E D B E ST P R A C T I C E S ST I L L P L A Y A N I M P O R T A N T R O L E I N T O D A Y ’ S M A R K E TI N G P L A N S . BY IRA L. GLESER.

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old school
OLD SCHOOL

TRADITIONALMEDIAANDTIME-TESTED BESTPRACTICESSTILLPLAYANIMPORTANT ROLEINTODAY’SMARKETINGPLANS.

BYIRAL.GLESER

Overthelastfewyears,businesspeopleandmarket-ershavebecomeenamoredwithsocialanddigitalmedia.Theyarethebrightshinyobjectseveryonewantstopos-sessandbetterunderstandandeffectivelyincorporateintotheir marketing plans.Let’sfaceit,thenumberof options canbeoverwhelming.

Backintheday—asusold-schoolersliketosay—media planningwaseasy.Youworkedwithyourmarketing team andadagencyondevelopingyourmessaging,youpurchasedyourprint or broadcastmedia(orboth) and you measured

THEPHRASE“OLD SCHOOL”hasbeenturningupevery-wherelately,frommovietitlestosonglyricstofashionhead-lines.We’vehearditusedasanoun,averbandanadjective. Butasitrelatestomediaplanning,whileitseemsthatallthe“cool”marketersarefocusingonsocialanddigitalmedia,traditionalmedia—print,broadcast,outdoor,directmail,signage,publicrelations—stillhasanimportantroletoplayindrivingtrafficandsalesforyourstores.Saidanotherway: Oldschooltraditionalmediaisstillverycool,andthekeysto successfulmediaplanningwillnevergooutofstyle.

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IS STILL COOL

ofdevices andmanytimesmakingpurchasingdecisionsontheflyinrealtime.

Wehavealsoevolvedfromone-waymessagedeliverytoaworldwhereconsumersseektoexpressthemselves

— throughtweets,postsonFacebookorvideosonYou-Tube,reviewsonYelp,orphotosonPinterestorInsta-gram.Brandsnolongercontrolthediscussion;companiesneedtofindthoughtfulwaystoactivelyparticipateintheconversationstakingplaceeachday.Theendgameisto increase theamount oftrustand goodwillconsumers feel

DECEMBER2013NACSMagazine49

successbasedonreach,frequencyandcashregisterrings. Storytellingwasbasicallyone-dimensionalandbrandsweredrivingthedialog.

THERULESHAVECHANGED

TheInternetandsocialanddigitalmediahavechangedtherulesofengagingwithconsumers.It’snotenoughtosimplypushout messages toinfluenceconsumerpurchasing deci-sionsandwheretheywillshop.It’sanewrealitywherecon-sumersareconsumingmediaontheirterms, onamultitude

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››Community:Everythingyoudoasalocalbusinessresonatesinyourcommunity.Findwaystoshowpublicsupportforlocalcharitiesaswellasworkingwithyourlocalrotarycluborotherorganizationsmade upofbusinesspeoplelikeyou.

Turnbrandloversintobrandambassadors.

Takingcareofyourbestcustomersnever goes outofstyle.Arethey beinggreeted bynamewhen theyenteryourstores?Aretheymadetofeelwelcome?Yourmostfrequentcustomersareob-viousfansandcanalsospreadpositivemessagesaboutyourbusiness.Studieshaveshownacorrelationbetweenanin-creaseinpositivewordofmouthrecom-mendationsandsalesgrowthforbusi- nesses.Whatareyoudoingtoengageyourbrandloversandtransformthemintovocaladvocatesforyourbusiness?

Measurewhat’sworkingandwhat’snot.

Therehasbeenanexponentialincreasein the abilitytomeasure the effective-nessofyourmedia,thankstothein-creasedpresenceandusageofsocialanddigitalplatforms.Lookforways tooptimizeyourspendonwhat’smov- ingtheneedlebasedonthegoalsyouestablishedupfrontforyourcampaign.Oldschoolisdefinitelystillcool.Andsomethingelsethatwillnever goout ofstyle?Awell-developedmarketingandmediaplanthatdrivestrafficandsalestoyourstores,createsloyalcustomers, andestablishesauniquepersonalityfor

Planaroundyourconsumersandtheirbehaviors.

Millennialsoperate, thinkandconsume mediadifferentlythanBoomers.Momsdroppingbyyourstoreafterschoolto pickupsnacksforthekidsthinkdif- ferentlythanthegeneralcontractorwhostopsbyinthemorningfor coffee. Forexample,billboardadvertisingormorningdrive-timeradio mightpro-moteavalue-pricedcoffee offeringandgrab-and-gobreakfastitemstoappealtogeneralcontractors,whileoutdoorsig- nageatthepumpmightpromoteanewbeveragetoappealtomomsfillingupbeforetakingthekidstosoccerpractice.

Broadlydefineyourmarket.

Theconsumershouldbethefocalpointofmediaplanningefforts,butotherimportantconstituentscanposi- tivelyinfluenceyourbrand bysup-portingkeymessages.

››Storeemployeesarethefaceofyourbrandtoyourcustomerseachandevery day.Whatareyoudoingto en-courageyour associates tobethe besttheycanbeandtoempowerthemasbrandambassadors?

››Stakeholders—notjustyourbankerandyourinvestors,but alsofriends, familymembersandcolleagues.Don’tforgettokeeptheminformedofwhat’sgoingonwithyourbusinessandanynewsyouarecommunicating. Seektheircounselandenlisttheirsupportto“getthewordout.”

››Localmedia:Inadditiontohavingapositiverelationshipwiththecom-paniesyoupurchasemediafrom—thelocalnewspaperorradioorTVstation

—seektoproactivelyestablish arela-tionshipwithlocalnewsmediathatcoverlocalbusinesses.Investingeven asmallamountofresourcesandener-gyinnurturingthesecontent-drivenrelationshipscanpayhugedividends for yourbusiness.

forabrandandabusiness,whichwilltranslateintopositiverecommenda-tionsandfinancialtransactions.

Therelationshipbetweencon-sumers,brandsandretailersismorerobustthaneverandc-storeretail-ershavetheopportunitytogenerateawareness,considerationandinterestforwhattheyofferconsumerseveryday:convenience.Andthat’swheretraditional mediacontinuestoplayanimportantrole.

A healthymediamixthatemploys traditionalaswellassocialanddigitalmediacanbeapowerfulwaytogrowbusinessandcreatevocalbrandadvo-cates.The key is tofindtherightme-diamixthatalignstoyourmarketingobjectivesandfitsyourunique brand, company,customerandbudget.

Surveysofretailersandevaluationsofmediapurchasingtrendsbybusi-nessesshowthattraditionalmediacontinuesto bethefoundationofa successful media plan (withsocialand digitalmedia),asbusinessesseektocomplementtheirmessagingstrategiesbyusingnewmediachannelstoeffec-tivelyengagewithcustomers—itisnotaneither/orproposition.

NEVEROUTOFSTYLE

Makeyourmediaworkharderforyourbrand and yourbusinessbyremindingyourselfofthesetriedandtrue,“oldschool”keystosuccess:

1.Alwaysbeginwithaclearcommunicationsstrategyandgoals. Thinkofyourmediaplan asanorches-tra.Everycomponentofyourmediaplanislikeaninstrumentandyourmessagesneedtobeinharmony,withaconsistenttone,lookandfeelthatdefinesyourbrand andyourbusiness.“What”youwanttocommunicateshoulddrive“how”and“where”youwillcommunicate.

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yourbrandandbusiness.

IraL.GleserispresidentofAtlanta-based AmplifyMarketingCommunications(www.amplifymc.com),a firmthathelps brandsandorganizationsconnectmoreef-fectivelywithclients,customers,prospectsandstakeholders.Hecanbe reached [email protected]

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