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Determining the Right Media Mix for Newbies

Posted by Jenna Bruce on Mon, Feb 20, 2017 @ 01:53 PM

 

Small business owners share one common goal: to employ highly-effective advertising that works within a limited (read: shoe-string) budget. The best way to achieve this goal is to get the right offer in front of the right audience at the right time. And the right way to do this is to use an optimum media mix.

But when it comes to determining the right mix of media, confusion generally abounds. How exactly do you integrate multiple channels to generate new sales and sustain customer value over time?

By following some specific guidelines.

  1. Understand Your Product or Service Value Proposition

Before you can determine what marketing mix is best you’ve got to understand the value proposition of your specific offer. Ask yourself a few questions:

  • What problem are you solving?
  • How do you solve it?
  • What other solutions are currently in the marketplace that you must differentiate yourself from?
  1. Use Discretion When Allocating Your Marketing Budget

Many business owners spend most their time focusing on what channels to use. While mixing channels cohesively is a big part of a successful integrated campaign, you’ve got to think about budget allocation as well.

Use any historical benchmarks you may have collected to plan your budget. Analyze this data to determine whether or not certain channels helped you reach your campaign goals. This will help you plan your budget accordingly.

  1. Know Your Audience

You’ll never pick the right marketing mix if you don’t know who it is you’re trying to reach. Who is your target market? What kinds of media do they consume? How do they like to be reached? How do they NOT like to be reached? Are you a B2B or B2C company?

It’s important to create a generic profile of your ideal customer. Jot down the different personas you wish to reach, then research which channels will most effectively get the job done.

  1. Mix it Up

They don’t call it a marketing mix for nothing. Get out of your comfort zone and get creative when it comes time to choose your channels. Take a look at the research you did on your target market. Where is the best place to reach them? Online? At trade shows? In the newspaper? Via flyers or direct mailers?

The list of marketing tools you can use today is almost endless, so don’t just pick one method or channel. Think bigger and combine print ads with social media, flyers and coupons with TV ads. And finally, be certain your brand is cohesive across all channels so that your audience instantly recognizes you.

  1. Set Realistic and Measurable Goals

In order to determine if your integrated campaign has been successful, you’ve got to be able to set realistic and measurable goals. Don’t assume that after the first run of a print ad you’re going to have 30,000 prospects calling your store. That’s not realistic. But having 100 new prospects call after the third run and using a customized 1-800 number will do the trick.

SMART-goals-1.png

In today’s global landscape, where brands must fight for consumer attention, marketers must be savvy and strategic in order to get their message heard. Using the right media mix will go a long, long way to reaching your marketing objectives in the coming year and beyond.

 

Download the CMO's Guide to Integrating Print and Digital MediaDownload our guide to hiring a media provider

 

Topics: newspaper, target audience, print media, marketing, Media Mix, marketing goals

5 Marketing Ideas to Improve Your Print Campaigns

Posted by Jenna Bruce on Tue, Oct 11, 2016 @ 11:22 AM

Fall is officially here, which means in just a few short months a brand new year will arrive, and with it, new marketing trends to leverage, social media sites to tame, and tactics to unleash. But before we even think about what marketing will be like in 2017, let’s see this year through to the end.

How have your print campaigns performed this year? Better than you thought? Worse than you thought? Or about exactly how you thought they would? Wouldn’t it be great to see some real campaign success by the end of this year to propel you into the next?

With this in mind, here are 5 proven marketing ideas to improve your print campaigns this year, next year, and beyond.

Understand Your AudienceUnderstand Your Audience

Print collateral and ads come in all shapes and sizes, from direct mailers to flyers and sales sheets to brochures – newspaper inserts to OOH displays. But what do they all have in common? Someone has to actually read them for your budget and efforts pay off.

Every print campaign must be developed with your audience in mind. Most businesses get this wrong – they start with their product or service in mind. But to be effective, advertising must speak to a person’s pain points. This means you have to understand your audience’s pain points. What do they fear? What do they hope for? How are they struggling? And how can you help?

Once you really understand the needs and wants of your audience, you can create ads that clearly show you have the solution to their problem.

Don’t Skimp on Design and Print Quality

One of the greatest things about print marketing is that it is so cost-effective. Obviously spending less to get more of an ROI is very attractive to any business owner. But, as the saying goes, “Sometimes you have to spend money to make money.”

In other words, when it comes to designing and printing your collateral – don’s skimp! If your budget allows, use the skills of a professional designer instead of trying to come up with a clever design using a desktop application. A designer will be able to choose the right layout and choose the most effective graphics and images that boost your message.

Also, when it comes time to actually print those postcards and flyers, be sure you use a professional printing service that offers a wide selection of papers and inks. Remember, you will be judged on the quality of the materials you choose so, again, don’t skimp.

Integrate your CampaignsIntegrate Your Campaigns

Print and digital really are like chocolate and peanut butter, they simply compliment one other beautifully. If you haven’t been integrating your campaigns, you’re missing out on increased reach potential. You should be advertising your print pieces on your social media pages and including social media icons and addresses on your print marketing materials. Just be sure your brand has the same look and core message across all channels.

Make it Easy for Readers to Visit Your Biggest Online Asset

It’s still shocking when we see print ads and collateral that do not highlight a brand’s website. At this point in time this should really be automatic. QR codes are an easy way to allow your print audience to interact with your digital assets. Or you can simply print your website address on your postcards and direct mail pieces.

Your digital assets will help you collect prospects’ information and nurture leads. The prospect that didn’t bring in that coupon for a discount may simply need a few emails from you, or read a few helpful Tweets, before they decide to do business with your brand. When your print campaigns point to your digital assets, you are using every opportunity to get people to convert. 

Track Your Print Campaigns

Digital marketers don’t send out campaigns and hope for the best. They use a variety of tools and tactics to track each campaign to make sure it is performing well. Data collected helps them make necessary adjustments to the campaign so it can perform optimally.

So why are so many print marketers not tracking their campaigns? It can be easily done by using things like custom phone numbers, vanity URLs, custom landing pages, discount codes and coupons, or by simply asking customers how they found you. Tracking print campaigns does not have to be difficult and the information you uncover will help you spend your resources wisely.

These 5 marketing ideas are deceptively simple. But, if you utilize any or all of them, you will be able to make sure the final quarter of 2016 goes out like a lion.

Download the CMO's Guide to Integrating Print and Digital Media 

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Topics: print media

5 Reasons Print Media Should Be Part of Your Marketing Mix

Posted by Jenna Bruce on Tue, May 05, 2015 @ 08:33 AM

Unless you’ve been living under a giant pixel lately, you no doubt know the entire world has become increasingly digital in the way we interact and do business. We communicate via text, email, and Skype, read our books on electronic readers, and create ad campaigns that can be accessed through mobile technology. Oh, and we also insist on sharing all the morbidly boring details of our family vacations (including uploading embarrassing photos) through our social media pages.

And yet, despite this obsession with digital technology, print marketing is more alive than ever before.

Here are five reasons why print should be part of your marketing mix:

1. Print Material Triggers Multiple Senses 5 Reasons Print Media Should Be Part of Your Marketing Mix

Admit it: doesn’t much of your world seem plastic? We spend all day touching our mobile phones, computer keyboards, and TV remote controls. It’s nice every once in a while to touch a printed newspaper or magazine. The feel of the paper and glossy pages, the smell of the ink – these sensory experiences are a big part of being human.

Triggering multiple senses adds to the effectiveness of print advertising. Martin Lindstrom, writer of “Brand Sense,” believes brands that appeal to more than three senses will be more successful with their advertising efforts than brands that don’t.

2. Print Creates True Engagement

Much of the content that lives online doesn’t truly engage (this blog post being an obvious exception!). Well, it’s not that it doesn’t engage, it’s that humans don’t engage with it. For many of us, we become impatient when shopping or surfing the web. We feel we don’t have time to stop and read a whole article or blog post, so we merely skim and move on to the next, and we skim that one and move on to the next, etc.

The real key to successful marketing though is to engage your prospect, to entice them and gain their full attention with great content before you present them with your valuable offer. Print is so effective in this regard because people slow down when they have a magazine or newspaper in their hands and actually read, not only the news, but the ads as well. That’s right, in the printed world the ads are as much a part of the reading experience as the editorial content.

3. Your Brain on Paper vs. Your Brain on Screen

5 Reasons Print Media Should Be Part of Your Marketing MixRecent neurological research has shown the human brain processes information differently depending on whether that information is presented in print or on a screen. The studies have uncovered a fact that all marketers should know: readers of print have a longer attention span because print doesn’t offer so many distractions. This is called deep reading – and the act of deep reading creates deep thinking, which means readers can become fully engrossed in the content. And when they then see relevant advertising next to that content they actually think about it as well.

4. Print Drives Users Online

A survey by the Retail Advertising and Marketing Association found that over 47% of consumers are most likely to start an online search after viewing a magazine ad. That is big news because all ads have one goal – to get people to take action and interact more with your brand.

5. Adding Print to the Mix Increases ROI

An effective marketing campaign works best when print is integrated with other digital solutions. In fact, research has shown print’s ability to increase ROI by as much as 240%.  A BrandScience analysis of over 500 European campaigns consistently showed an increase in a campaign’s overall success when print was combined with other channels.

If you haven’t been incorporating print into your marketing mix, it’s most likely because you had no idea of its effectiveness. So now that you do, what are you going to do?

Download this fact sheet and learn 10 reasons why magazines are still an effective advertising channel.

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Image credit: Pixabay

Topics: print media

Finding Success with Print and Online Media

Posted by Amy Xiong on Mon, Sep 26, 2011 @ 06:15 AM


newspaper resized 600Some people believe print media is becoming extinct and are eager to make the transition to online.  The thought is it is more convenient, cheaper and reaches a better audience. However, many have gone online exclusively and found the return is not quite as expected. They determined an integrated campaign including print and online are a better way to go.  Before delving into the argument of whether print or online is better, you need to understand the difference between the two platforms.

Print Platform:

Print media has subscribers who receive magazines or newspapers consistently or have readers who pick up the product because they find the cover or articles interesting. The audience for print media has less power over what they are seeing as the print is laid out in a specific order and format. They do not have the option of going back to articles from days, weeks, or months ago, unless they’re holding on to the old copies. In regard to frequency of print media, there is a longer time frame on the different articles and advertisements readers are exposed to. There is more flexibility with the font and design , which allows for more creativity. The functionality is also different. Print media is something that people take the time to read in their free time. It is also easier for readers to read and retain the information. The costs of print include ink, paper, binding, mailing, and distribution. Although print costs are typically higher, the research shows print produces the most revenue for publications. However, the landscape is changing.

Online Platform:

The audience of online media is more unpredictable compared to print media. The viewers typically come across online media through Internet searches. This causes online media to have a larger reach, but it is a less targeted audience. Many readers subscribe to online newspapers and magazines in similar fashion to print. Traffic being drawn online is extremely important; this means the frequency of the different articles and advertisements is updated daily compared and offers real-time news versus the at-most daily updates with print. In regard to font and design of online media, there is less flexibility, because the additional flashes and complexities may cause a longer load time. This leads to  losing viewers, distracting readers, and making it more difficult for readers to navigate. Readers also have more control on which articles they read making online more interactive. In addition, the costs involved are different. With online you have domain registration, hosting and support as the major expenses. Online media compared to print media does not have the same revenue model as print for the publications and is still figuring itself out.

Print media and online media are both great ways to obtain information on current events. Advertisers and agencies can effectively use both digital and print media for advertising. Typically advertisers have a preferred medium (print or online) or find success with a combination of both print and online media. The success stories to this point with an all digital approach are few and far between. In general, print and online media reach different audiences and complement each other well.

Mediaspace Solutions supports the combination of print and digital media. We assist our clients in maximizing their reach and hitting their target audience. The targeting methods differ but the capability in both mediums is available. In print you can use ZIP analysis to reach certain demos geographically. Your advertisement is guaranteed to be viewed by the right audience in particular cities or regions. At the same time online media can reach a larger audience. Targeting is based more on types of people viewing particular sites. Advertising on newspaper websites allows targeting based on the visitors to their site. These can be either regionally or nationally. For years Mediaspace’s focus has been on print advertising. For more than 11 years we have delivered results to advertisers wanting to reach particular demographics and publications. Recognizing the complementary nature of print and online media we are expanding our solutions to continue to deliver results to advertising agencies developing digital campaigns in order to allow them the optimal effect for their dollars.  

http://www.suite101.com/content/print-vs-online-magazines-a155014

http://publishing2.com/2007/07/17/newspaper-online-vs-print-ad-revenue-the-10-problem/

http://img.slate.com/media/66/MediumMatters.pdf

http://www.slate.com/id/2302014/pagenum/2


Topics: print media, online media