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The Enduring Impact of Traditional Media in Modern Marketing Strategies

In the fast-paced world of digital marketing, traditional media still holds significant value. Despite the allure of social media platforms, old-school marketing practices such as print, broadcast, and direct mail continue to drive traffic and sales for businesses. By harnessing the strengths of traditional media and integrating them with new digital strategies, marketers can create effective communication plans that resonate with diverse audiences. This article explores the importance of maintaining a balanced approach to media planning, emphasizing the need for community engagement and customer loyalty.

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The Enduring Impact of Traditional Media in Modern Marketing Strategies

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  1. 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. 48nacsonline.comDECEMBER2013

  2. 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

  3. ››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. 50nacsonline.comDECEMBER2013 yourbrandandbusiness. IraL.GleserispresidentofAtlanta-based AmplifyMarketingCommunications(www.amplifymc.com),a firmthathelps brandsandorganizationsconnectmoreef-fectivelywithclients,customers,prospectsandstakeholders.Hecanbe reached atira@amplifymc.com.

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